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Presentation Transcript

NESTLE. : 

NESTLE. THE BRAND MAGGIE…….

About Nestle. : 

About Nestle. The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestlé. Basically the company started to meet the need of the milk in world war I. Henri Nestlé developed a milk-based baby food and soon began marketing it was the first product of Nestle.

NESTLE AND ITS WORKS : 

NESTLE AND ITS WORKS Nestlé and the International Red Cross have announced a partnership deal for interventions in the HIV crisis in Africa. Nestlé continues to violate the World Health Assembly marketing requirements for baby foods in a systematic and institutionalised manner.  Nestlé encourages the use of dangerous whole milks, such as its Nido and Ninho brands, by permitting them to be displayed in pharmacies and supermarkets in the baby feeding section in some countries.

Nestle product list. : 

Nestle product list. Nestle milkmaid Ice cream Syrups Jams Honey Huckleberries Candies Nestle fresh and natural dahi Nestle slim milk Maggi sauces Maggi pizza mazza Maggi pichkoo Nescafe cappuccino Nestle iced tea with green tea Nestle milo smart plus Nescafe sunrise Nestle munch

What is Brand name that comes to your mind when I say the word : 

What is Brand name that comes to your mind when I say the word “NOODLES”?

Introduction of Maggi 2-minutes Noodles : 

Introduction of Maggi 2-minutes Noodles It’s a Brand of instant Noodle made by Nestle India Ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the year 1982. The Brand is popular in: - Australia - India - Malaysia - New Zealand - Singapore - South Africa. Nestle wanted to explore the potential for such an Instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India. Now it enjoys around 90% market share in this segment. Over the years Maggi has launched several products under its Brand Name.

Initial Strategies of Maggi : 

Initial Strategies of Maggi Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. However, the sales of Maggi was not picking up despite of heavy Media Advertising. To overcome this NIL conducted a research.

Cont….. : 

Cont….. NIL's promotions positioned the noodles as a 'convenience product', for mothers & as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. They promoted the product further by distributing free samples. Giving gifts on return of empty packets, etc. Effective Tagline Communication.

Slide 10: 

PLC-Product Life Cycle

Slide 11: 

SWOT Analysis

Slide 12: 

STPD Analysis. Segmentation: Based on lifestyle and habits of urban families. Targeting: Kids, Office goers. Positioning: With statements such as“2minute noodles” and “Easy to cook, good to eat”. Differentiation: Taste, Flavors, Packaging.

STPD Analysis : 

STPD Analysis

Slide 14: 

Michael Porter’s Five Forces Model

Market Penetration Strategies : 

Market Penetration Strategies Promotional campaigns in school. Advertising strategies: - focusing on kids. New product innovation according to the need of consumers: – Veg. Atta Noodles. – Dal Atta Noodles. – Cuppa Mania. Availability in different packages: – 50 gms. – 100 gms. – 200 gms. – family packs (400gms.). Conducting regular market research

Hurdles Faced : 

Hurdles Faced Sales saw a decline in 1990’s: - Formulation changed from Fried base to Air dried base. Competition increased in noodle segment: - Top Ramen - Indo Nissin (Japanese co.) New product launched in market but failed: - Dal Atta Noodles Sambhar flavour. Maggi launched some new products under their brand, but these products were not successful.: - Ketchups, Soups, Tastemakers,etc.

Current Scenario of Maggi : 

Current Scenario of Maggi Leading Brand in India as well as World. Reasonable competitive pricing. Creative interaction blogs for customers: – www.maggi-club.in Focus mainly on Health Benefits.

Suggestive Promotional Strategies : 

Suggestive Promotional Strategies Focus on creating distinctive image, based on twin benefits of “INSTANT” and “HEALTHY” with emphasis on health conscious and rural market. Conduct promotional campaigns at schools in small towns with population more than 10,000. Strengthen the distribution channel of the rural areas within 100 KM of all the metros.

SOME MORE…. : 

SOME MORE…. Launch new advertisement campaign (T.V., Radio and print media commercials) with the brand ambassador. Conduct Market Research to find out the market penetration of the product in the rural areas covered.

Slide 20: 

THANKING YOU NISHANT BOTHRA KHUSHBOO ISHLEEN KANISHK KSHITIJ

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