Presentation

on Comparative Analysis of Various

Brands of Noodles With
Maggi Noodles
By- Rajesh Barnwal
NSHM Business School
MBA-005

About Nestle
FMCG industry provides a wide range of consumables
The competition among FMCG manufacturer is also
growing and as a result of this, investment in FMCG
industry is also increasing, specifically in India.

It market its products in 130 countries across the
world..

Nestle put nutrition as the core of their business..

Nestle is a Swiss company founded in 1867 by Henri
Nestle

Basically the company started to meet the need of the
milk in world war I..
STORY OF MAGGI 2-MINUTE NOODLES
Its a Brand of instant noodle made by Nestle India Ltd.

It was founded by the Maggi family in Switzerland in
the 19
th
century..

The Brand is popular in:
-Australia
-India
-Malaysia
-New Zealand
-Singapore
-South Africa
Taste Bhi, Health Bhi
PRODUCT VARIANTS
Objective of the project
To study the sales of 2-minute Maggi noodles in
Durgapur
To study the taste and preferences of the consumer
To study the market response to the new variants of
maggi
To analyze the visibility of maggi in Durgapur

Cont
To analyze the market share of Maggi with other brands
of noodles.

To analyze that a new brand like Yippe have the
potentiality to break through a monopoly market of
reputed brand Maggi.


SWOT analysis
Strength
Market leader
USP- Easy to cook & tasty
Excellent advertising visibility
Brand loyalty
Advertising strategy..
Distribution channels

Weakness
Perceived as made up of Maida not
good for health and calories..
Heavily dependent on one flavor ..

Opportunities
Increasing level of income of
consumers and fast life.
Unexploited rural market..
Threats
ITC, the competitor provides higher
margins to its retailers and growing
fast.
Top Raman has adopted the strategy of
reducing the price of its product.
Competitor Brands:
: And ITC has taken the NEW approach for the newly
launched noodles brand Sunfeast Yippee in the Indian market,
which is dominated by Maggi from decades. Recently, this product
category has also seen a lot of activity with the launch of many
new brands like Horlicks Foodles by Glaxo Smithkline India,
Knorr from HUL, Chings secret by Capital Foods Ltd, Tasty Treat
by Future Group, etc.
Top Ramen : Top Ramen is the second largest Noodles
brand in India in 2002, but now a days it is vanished from the
INDIAN market , the supply and demand for this brand is
absolutely lost. So maggi has no competition regarding this brand


Comparative Analysis of Maggi & Yippe market share
in Durgapur

Maggi Rs5
31%
Maggi Rs10
31%
Yippe
Rs5
8%
Yippe Rs10
30%
OFFTAKE IN BIDHAN NAGAR 1 2 3 4
Maggi Rs5
52%
Maggi Rs10
29%
Yippe Rs5
11%
Yippe
RsYipp10
8%
OFFTAKE in Chandidas-1 1 2 3 4
Cont
Maggi Rs5
46%
Maggi Rs10
35%
Yippe Rs5
9%
Yippe
RS10
10%
Offtake in City Centre Market 1 2 3 4
Maggi Rs5
44%
Maggi Rs10
39%
Yippe
Rs5
10%
Yippe Rs10
7%
Offtake in Chandidas Market-2 1 2 3 4
Cont
Maggi Rs5
71%
Maggi Rs10
18%
Yippe
Rs5
7%
Yippe Rs10
4%
Offtake in Steel Market 1 2 3 4
Offtake of Maggi &Yippe in Durgapur
market
s
Maggi Rs 5
48%
Maggi Rs5
32%
Yippe Rs5
9%
Yippe Rs10
11%
Chart Title 1 2 3 4

Contribution of Maggi Skus wise
(Durgapur):-


The data is collected from the month Jan 2013 to July 2013.

Contribution, Maggi Chkn
Rs 15, 0.40%
Contribution, Maggi Rs 5,
21.02%
Contribution, Maggi Rs10,
15.87%
Contribution, Magic masala,
21.44%
Contribution, hungroo Rs
15, 1.25%
Contribution, Hungroo 450,
1.59% Contribution, Atta Ndls Rs
20, 0.78%
Contribution, Atta Ndls Rs
78, 3.70%
Contribution, maggi Rs 20,
1.58%
Contribution, Maggi rs 40,
2.42%
Contribution, Maggi Rs 60,
23.42%
Contribution, Maggi Rs 80,
6.53%
Chart Title Maggi Chkn Rs 15 Maggi Rs 5 Maggi Rs10 Magic masala hungroo Rs 15 Hungroo 450
Atta Ndls Rs 20 Atta Ndls Rs 78 maggi Rs 20 Maggi rs 40 Maggi Rs 60 Maggi Rs 80
Findings
Maggi is a market leader in noodles category with high
brand loyalty.

ITC provides higher profit margin to its retailers and
growing fast.

When it comes to the point of purchase of display Maggi
again scores over the other brands.

Though ITC have increased their market share up to
18% but they are unable to take the market share of
Maggi, they have taken the market share of Top Ramen
and Knorr.


Cont
Maximum no of retailers says that they get proper credit
facilities on Maggi while other companies fail to do so.

The sales promotion strategy of maggi is very effective,
when compared with other brands.

Now a day the biggest threat to Maggi is ITC yippe, while
other brands are vanished from the market.

Maggi has a unique relation with consumers.
Cont
The Maggi has created a emotional attachments with
consumers.

The variant of maggi masala sells the most in the
market, while all other variant of maggi only supports
them.

Nestle is very aggressive towards its product quality.

Suggestions
Competitor strategy needs to be studied for curbing the competition
in the market

The company should mainly concentrate on the already captured
market, and also try to increase the market share of maggi.


The return of damaged goods by retailers is up to the three months
from the expiry date, it must be extended to 5 months, so that poor
shop keepers doesnt have to bear any loss.

Cont
The basic problem that a brand faced is an Indian Psyche, Indian
palate is not too adventurous in terms of trying new taste, before
launching a new variant of maggi, and they must conduct test
marketing.

Maggi should concentrate on youth crowd.

For motivating retailers, company must give prizes for annually top
10 sellers.

And the highest seller should be awarded by some attractive gifts
like foreign trips and holiday package.

Cont
The magical masala of Maggi and magic masala of Yippe have
almost same taste but it differs in weight and price.
The magic masala yippe have RS 5 & Rs10 Skus while magical
masala of maggi have only one sku of Rs 15. If the company wants
to give the competition, they must have to make a Sku of magical
masala of Rs5 & Rs10.

THANK
YOU