SUCCESSFUL BRAND OF NESTLE

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SUCCESSFUL BRAND OF NESTLE:

SUCCESSFUL BRAND OF NESTLE MAGGI 2 MINUTE NOODLES

Introduction :

Introduction 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 78.6 % market share in this segment .

INITIAL STRATEGIES:

INITIAL STRATEGIES 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. Then Maggi was positioned 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.

STDP ANALYSIS :

STDP ANALYSIS SEGMENTATION TARGETING POSITIONING DIFFERENTIATION Age Kids Fast to cook good to eat taste Eating habits Youth 2 minute noodles flavours Lifestyle of urban families Office goers Taste bhi health bhi packaging Working women health conscious people

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.) Maggi launched some new products under their brand, but these products were not successful.:- Ketchups, Soups, Taste makers,etc .

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 gm – 100 gm – 200 gm –family packs (400gms.). Conducting regular market research

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. 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.

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