In Bangladesh, there are so many instant noodles are now available according to the needs of targeted customers.

Like-Maggi (Masala & Curry flavor), Mama (Chicken & Shrimp flavor), Fu-Wang (Chicken & Masala flavor), Ifad Eggy (Chicken & Masala flavor), Pran Mr. Noodles (Chicken, Vegetable, Spicy Tomatoe, Beef & Magic Masala flavor), Sajeeb Instant Packet Noodles (Tomyam, Masala, Chicken & Bar B Q), Sajeeb Instant Cup Noodles (Chicken, Masala & Tomyam flavor), Cocola 2 Minute Noodles (Chicken Masala) etc. Among all of these, MAGGI 2-MINUTE Noodles is one of the most popular brands of instant noodles manufactured by Nestle. However, right now it is leading in the instant noodles market.

Now, to differentiate Maggi Noodles from other brands, at first we look at an overview of Maggi in Bangladesh: Type of flavor Basic Ingredients Vitamin A Iron Iodine Protein Available size 62 gm 248 gm 496 gm 744 gm Price 17 Tk. 66 Tk. 130 Tk. 195 Tk.

Masala & Curry

Figure: An Overview of Maggi in Bangladesh

TARGET SEGMENTS FOR MAGGI NOODLES: Maggi 2 Minute Instant Noodles is already associated with convenience and taste and is currently accepted as a valid filling snack between meals. The children and youngsters are mainly the targeted segments for Maggi. This is a large segment and is Maggis stronghold. Now, to attract this segment, Maggi could come up with some following strategies, which may differentiate it from other brands. These are: To provide line extension by introducing introduce new variants or flavor of MAGGI To upgrade the existing product features i.e. packaging, ingredients, based on consumer feedback Firstly, Maggi could come up with some new flavors as it already has only two flavors in Bangladeshi market. For example: i. Maggi Vegetable Atta Noodles: Bangladeshi consumers usually prefer rice or roti as a major meal. But most of kids usually do not prefer or like to have their major meal. Even they mostly hate vegetables and will often just refuse to eat them. So, here the company could have easily positioned the product as a major meal for kids. The Vegetable Atta Noodles could be packed with the power of fiber and proteins and real vegetables, which could able to cover the required
Figure: Sample of the new packaging of Maggi Vegetable Atta Nodles

nutrition of a kid. As kids are fond of Maggi noodles, so it may be loved by mothers and children alike and beneficial to them indeed. In each serving (62gm) of Maggi Vegetable Atta Noodles, consumers will get the goodness of dietary fiber equivalent of 3 prepared rotis. However, this would be an effective and new concept of product differentiation. The price would be as usual rate according to gm. ii. Maggi Beef Masala/Beef Sizzling: As a Muslim country like Bangladesh, most of the consumer here are very much fond of beef. So instead of being strict in only Chicken flavor, Maggi could differentiate itself from other brands by adding a beef flavor in their product line. However, Pran Mr. Noodles has already come up with a beef flavor. But to make differentiation, Maggi may come up with variance of beef flavor- like beef masala and beef sizzling. Moreover, the Figure: Sample of the new target customers (mainly kids) would also love to have packaging of Maggi Beef Masala another variation of meat flavor with a new taste in their favorite Maggi noodles. However, the price would be as usual rate according to gm. iii. Maggi Cuppa Mania Noodles: With reduced cooking time of a minute, ease of preparation and no need of separate plates, Maggi Cup O Noodles may promise to appeal to anyone in need of a quick, convenient bite. The growing class of affluent young adults and working mother would not mind paying little bit higher prices for quality products. They are hard pressed for time and would pay some more for convenience. However, Maggi is market leader in its segment but it still has no product to challenge the growing threat posed by Cup Noodles from, its closest competitor, Sajeeb. The cup noodle market is expanding rapidly and there is a huge scope for gaining further market share by entering this segment which is currently dominated by Sajeeb. Sajeeb has provided cup noodles of 3 different flavors- (Chicken, Masala & Tomyam). The quantity of each flavor is available in 60 gm container at a price of 50 tk. Now, to beat its major competitor, Sajeeb in this area, Maggi could differentiate itself with different flavors, price, quantity and quality indeed. It could be an attractive product for the young age and also sustainable enough in the competitive market. Maggi could come up with 3 different flavors(Chicken Curry, Beef Special & Shrimp). The available size will be 62 gm and price will be 50 tk; which is comparatively less than Sajeeb but with a better quality. To improve the taste and provide better health benefits compared to Sajeeb, Maggi could provide

healthy ingredients in noodles, the new improved tastemaker added to the cup and also a healthy sauce. To cater to the demands of the growing health conscious people, nutritious veggies and chicken chunks could be added. Moreover, as a new product Maggi could come up with different promotional offers- like offering a promotional price at first to attract more market share. Maggi could be distributed free in school and colleges to promote trial indeed. The price of Maggi 2-minute instant noodles (62 gm) is 17 tk. But it is a product of ready to eat food, as a consumer doesnt need any effort or anything to prepare it. However according to the Bangladeshi peoples income level the price would be as reasonable as it could be. The noodles will be available in a Plastic cup and just require hot water to be added to prepare them. However, there are some other key issues that could differentiate Maggi from other brands: a) Packaging: Some major changes may require in the packaging of Maggi noodles to differentiate it. By increasing the thickness of the plastic sheets used in the Maggi Noodles packets, it would able to give more strength to the packet and allow easy & safe opening of the pack. However, Maggi could also make some attractive change in designing of the packet. b) Promotional Activities: Moreover to attract more customers with its new features and variety, Maggi could also go for some promotional activities. For example: They could go for comparatively attractive advertising than other brands in television and print media, and also go for sales promotion to sustain with the competitors. c) Availability: Maggi could able to enhance the populariy of its brand by enhancing product availability. In Bangladesh, this is a common problem that all products are not available in all time. So, being competitive in the market, Maggi should try their level best to maintain an Effective Supply Chain Management. Therefore the product that customers are demanding must be availabe at the right time at right place. For example- In different retail store and super shops in different location, Maggi noodles must be availabe according to the demand of target consumers. So, now we could finally able to say that by maintaining following elements effectively, we could differentiate Maggi from other brands and gain competitive advantage. These are: Brand Image, Taste, Health, Ingredients/Quality, Variety, Availability, Packaging, and Price (some instant)