Presentation by :Prateek Madan (161)

Siddharth Dhiman (164)

Sumit Sharma (170)
Vinay Jaswal (176)

 About Nestle .

About Maggi .

BCG MATRIX (Maggi Products) .

Analysis of the Questionnaire .
SWOT Analysis of Maggi as a Brand .
Possible Alternatives .

About Nestle : Nestle India Limited is the market leader in Indian

Noodle Market with its Maggi Brand of Noodles which

was pioneer brand launched in 1983 in the packaged food
market of India.
NIL had introduced sauces, ketchups and soups under
Maggi brand to reap benefit of brand popularity and
image.
Maggi also became successful in sauces, ketchups and
soups Market in India.

About Maggi : In 2005 Maggi brand worth was 3.7 billion from 1.7

billion market worth in 1.7 billion in 2003.

Maggi Noodle is Market leader with around 80% market
share in Noodles/Pasta and Maggi Sauce is market leader
with almost 37% of market share in 2005 in 1.8 billion
market of India.
Knorr has taken over Maggi in Soup market recently.
In 2005 Maggi was the highest spender in the Promotion
and Sales in the Indian Market in the Noodles Category.

BCG MATRIX (Maggi Products)

Analysis of the Questionnaire :-

Q1) Are u aware of Maggi?

98%

2%

YES

NO

Q 2) If yes , which product of

maggi do you prefer the most ?
70%
60%
50%

40%

70%

30%
20%
10%
0%

10%

Noodles

Pasta

10%
Sauces

5
0%
Soups

Cuppa
mania

Q 3 ) Why do you prefer it ?

Taste

70%

Image

10%

Brand

10%

Price

10%
0%

20%

40%

60%

80%

Q4) Do you think attractive

advertisement helped maggi to
increase their sales ?
35%
YES
NO
65%

Q 5 ) Do you think prices of

Maggi Products are affordable ?
8%

YES
NO

92%

Q6 ) The age group prefers

Maggi most ?
50%

50%
40%

30%
30%
20%

15%

10%
5%

0%
0.8-12

13-26

27-40

41-Above

Q 7 ) Do you think Maggi is a

healthy product ?

YES

NO

Q8 ) According to you who is the

biggest competitor of Maggi ?
60%
50%
40%
30%

60%

20%
10%

25%
10%

0%
Sunfeast
Pasta

5%
Mc-cain
Snacks

Macroni

Any other

Q 9 ) Which Maggi slogan do

you ralate yourself to the most ?
10%

15%
Just 2 minutes
Magginoodles

20%

Maggi taste bhi health

bhi

Me aur meri Maggi

Easy to cook, good to eat
55%

Q10 ) Why do you eat Maggi ?

80%
70%
60%
40%
20%

2%

10%

18%

0%
Its
Affordable

Its
Healthy

Its easy
and quick
to cook

Its Tasty

SWOT Analysis of Maggi as a

Brand :-

Strengths : Established Family Brand

Strong Global Corporate Brand ( NIL )
Specialization in food processing category marketing and

distribution in Urban market

Pioneer and Leader so 1st mover advantage in Noodles,
Sauce, Ketchups and Soup market.
Nestle symbolization of warm, family & shelter.
Research and Development Division in India

Weakness : Generic Brand to Noodles in India

Low rural market presence constraints

Uniform Brand for all food category

Brand Proliferation

Opportunities : Growing package and canned food market in India by

15% annually.
High brand awareness of Indian consumer
Other product category like Biscuits, Chips and Ready to
Eat Market still unexplored.
Opportunity to be substitute to other snacks category of
food products.

Threats : Competitors with long history in product category

Internationally like, Heinz Sauce and ketchups of Heinz

Indian, Top Ramen in Noodle and
Knorr Soups.
Single product focused competitors like Heinz sauce and
Wai Wai Noodles.
Less Entry Barriers in the Market segment for product
category
ITCs strong base in Indian Market.
Substitute Product to Product Segment.

Possible Alternatives :-

Launch Health Awareness Promotion Campaign .

Enter into other product category like Biscuits, Chips and

Snacks with New Brand : To enlarge its domain.

Thank you