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Analysis
Of
Maggi Noodles
Submitted to-
Submitted by-
Naman Shrivastava-A1802011033
Faculty, Economics
AIBS
Maggi noodle is a brand of instant noodles manufactured by Nestl. The brand is popular
in Australia, India, SouthAfrica, Brazil, Nepal, NewZealand, Brunei, Malaysia, Singapore, Sr
i Lanka, Bangladesh, Pakistan, and Philippines. Maggi noodles are part of the Maggi family,
a Nestl brand of instant soups, stocks, and noodles.
Maggi noodles recently introduced a new variety of its noodles, to cater for the health
conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. Whole-wheat flour based noodle
variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta
flour is used in preparing most forms of wheat based breads in India) and caters to health
conscious buyers wary of the refined flour used in the regular Maggi noodles. This move
helps the brand in India as suburban mothers, who feed the noodles to children as an
afterschool snack, are the primary customers of the brand. Recently, a line of rice
noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced
in India. In fact, "Maggi" has become a well-known brand for instant noodles in India and
Malaysia. Over the years, Maggi noodles has become a popular snack food product in India.
Maggi noodles have availability even in the remotest locations of India like Kedarnath,
Ladakh, Amarnath. These are places where there is no proper supply of even electricity but
maggi is still available for the foodys appetite. The Economic Times has applauded maggi
with the following quote-
Law Of DemandDemand for a commodity increases when its price decreases and falls when its
prices rises while the other things remaining constant.
100 g
` 10
200 g
` 20
400 g
` 40
600 g
` 59
700
600
500
400
300
200
100
0
1
Lower
Middle
Demand(packs/month
)
Upper
Middle
5
Higher
6
Pack/Month
7
5
Pack/Month
3
2
1
0
Lower
As seen from the above graph the maggi demand goes up as the income level goes up. The
middle and the Upper middle have the same level of consumption.
Income Elasticity-
If the income rises by 20% then the demand will rise by 10% the curve is positively sloped
means that elasticity of Income is >0 and <1.
Demand
Graph of Income Elasticity
100 g
` 10
200 g
` 20
400 g
` 40
600 g
` 59
170 g
` 18
280 g
` 35
480 g
` 50
800 g
` 75
Top RamenQuantity
Price
1800
1600
1400
1200
1000
800
Price (Maggi)
600
Maggi Packet(g)
400
200
0
1
The graph here shows that price and quantity of Maggi were in much better range than Top
Ramen and thus the demand of maggi sustained in the market.
Price ElasticityMaggi is a brand loyal product. Even if the price is increased the customers are still ready to
purchase maggi. Thus the elasticity is positive.
Cross ElasticityIf there is an increase in the price of Top Ramen or Knorr by 20% to 25% then the demand
for maggi will increase by 8%.
18
16
16
15
15
14
14
12
12
12
10 10
9
8
4
2
0
January
February
March
April
May
Conclusion Maggi has achieved a great position in market and this position has little affect of its
competitors ( Top Ramen, Wai Wai, etc.)
Law of Demand Lower the price higher the quantity demanded and vice versa does
not totally work in the case of maggi. People are ready to purchase a bit costlier maggi
but they want the taste maggi has set in their minds.
Maggi for last 25 years had managed to remain unbeaten in the market because it has
always given more preference to the taste of people.
!!!!Maggi, Maggi-Maggi!!!!