Preface

Marketing has to go beyond the various influences on buyers

and develops an understanding of how consumers actually
make their buying decisions. We are exposed to marketing in
almost everything we do; we see marketing in the
advertisement that fills our newspapers. But marketing is not
that simple as it appears to be. The mission of present day
marketing is not 'telling and selling', but ,satisfying customer
'needs' and 'Customer delight'. Customer is the fulcrum
around which all marketing activities revolve
.To start any business the success entirely depends on the
marketing research done about the particular and the
consumer attitude towards the product. Marketing research
plays a vital role in a business to make it success. In this
era where time is very big factor for everyone. Every person
wants to save his every second to utilize it to achieve more and
more goals, and with less time, people want the better facilities
and in short time.
When the traveling is the factor, people choose that how best,
they can travel, what facilities they can get and how much time
and money they can save. In the marketing point of view, the
behavior of the consumers effects deeply on the concerned
organization. So that why, I am here to analyzing and study the
consumer behavior towards the Maggi noodles.

ACKNOWLEDGEMENT
A successful completion of any task would be incomplete
without thinking those who made it possible .In every step of
achieving goal, there is need of guidance , inspiration and
help.

I express my profound gratitude and heartily thanks to my

guide LECT. TARUN GUPTA for providing me the deep insight
into the project , under whose guidance I was able to take initial
steps in the corporate world and also have the feel of the
market.

I am also thankful to our H.O.D (MR-Nitin pathak) and other

teachers also for their valuable guidance and keen interest in
my encourage to complete my project work interestingly .i
would like to take this opportunity to extend our heartfelt
gratitude, for their immense support and guidance throughout
the project. They guided us and gave valuable inputs and
advise at every stage of my project.

I am also thankful to my parents and my friends who have been

a source of inspiration and information for me.

INDEX

particulars

Sr.no

Introduction of maggi

1-

Brand story.

2-

Various products of maggi

3-

Demography & psychography

4-

of
Consumers.
5-

SWOT-analysis of brand maggi

6-

Factor important in building a

maggi as a brand

7-

Strategies of nestle maggi

8-

Maggis standing amoung

competitors A distinct position in
the market place.

INTRODUCTION TO MAGGI
M a g g i i s a nestle brand of instant soups,
stocks, bouil lon cubes , ketchups, sauces, seasonings and
instant noodles. The original company came into existence
in 1872 in Switzerland, when Julius Maggi took over his
father's mill. It quickly became a pioneer
o f i n d u s t r i a l f o o d p ro d u c t i o n , a i m i n g a t i m p ro v i n g t h
e n u t r i t i o n a l i n t a ke o f w o r ker families. It was the fi rst
to bring protein-rich legume meal to the market, which
was f o l l o w e d b y re a d y- m a d e so u p b a s e d o n l e g u m e
m e a l i n 1 8 8 6 . I n 1 8 9 7 , Julius Maggi f o u n d e d th e
c o m p a n y M a g g i G m b H i n th e G e rm a n t o w n o f Singen
w h e re i t i s s t i l l established today
Maggi Comes to India teething troubles Maggi noodles
was launched in India in theearly1980s. Carlo M. Donati,
the present Chairman and Managing Director of Nestle
India Ltd, brought the instant noodle brand to India during his
short stint here in the early eighties. At that time, there
was no direct competition. The fi rst competition came
from the ready-to-eat snack segment which included
snacks like samosas , biscuits or maybe peanuts, that were
usually the bought out type. The second competition came
from the home made snacks like pakor as or sandwiches.
So there were no specifi c buy and make snack!
Moreover both competitors had certain drawbacks in
comparison. Snacks like samosas are usually bought out, and
outside food is generally considered unhygienic and unhealthy.
The other competitor, homemade snacks overcame both

these problems but had the disadvantage of extended

preparation time at home. Maggi was positioned as the only
hygienic home made snack! Despite this, Nestl faced
diffi culties with their sales after the initial phase. The
reason being, the positioning of the product with the
wrong target group. Nestle had positioned Maggi as a
convenience food product aimed at the target group of
working women who hardly found any time for cooking.
Unfortunately this could not hold the product for very
long. In the course of many market researches and
surveys, the firm found that children were the biggest
consumers of Maggi
noodles.Q u i c k l y t h e y re p o s i t i o n e d i t to w a rd s th e k i d s
s e g m e n t w i t h v a r i o u s to o l s o f s a l e s p r o m o t i o n l i ke c
o l o u r p e n c i l s , s ke t c h p e n s , f u n b o o k s, M a g g i c l u b s w
h i c h w o r ke d wonders for the brand
Maggi was positioned as 2-minute noodles with a punch
line that said Fast to cook! G o o d t o e a t ! A n d t h i s g a v e
t h e i m p l i e d u n d e r s t a n d i n g t o th e c o n s u m e r th a t i t
w a s a between meals snack. The company could have easily
positioned the product as a meal, either lunch or dinner. But,
it chose not to do so, because the Indian consumer mind
set did not accept anything other than rice or roti as a meal.
Hence trying to substitute it with noodles would have been
futile. The fi rm did not position it as a ready-to-eat meal
either, as the housewife prefers to make a meal for her kids
rather than buy it for them. And if she can make it in two
minutes with very little effort, then obviously its a hit with her!
Whats more, if kids also love the taste, the product is as
good as sold! So the 2-minute funda coupled with
the yummy taste worked!

Brand story
Launched in 5 fl avors initially Masala, chicken,
Capsicum, sweet & sour, and Lasagna Maggi had to fight
hard to be accepted by Indian consumers with their hard-tochange eating habits. The packaged food market was very
small at this time, Nestle had to promote noodles as a concept,
before it could promote Maggi as a brand. It therefore devised a
two-pronged s t r a t e g y t o a t t r a c t m o t h er s o n th e
c o n v e n i e n c e p l a n k a n d l u re k i d s o n th e f u n p l a n k.
Gradually, the market for instant noodles began to grow. The
company also decided to focus o n p ro m o t i o n s t o i n c re a s e
t h e b r a n d a w re n e s s . I n t h e i n i t i a l y e a r s, N e s t l e
p ro m o t i o n a l activities for Maggi included schemes
off ering gifts( such as toys and utensils) in return
for empty noodles pack
Ac c o rd i n g t o a n a l y s i t s th e f o c u s o n p ro m o t i o n tu rn e d
o u t t o b e t h e s i n g l e l a rg e s t
f a c t o r re s p o n i s i b l e f o r M a g g i s r a p i d a c c e p t a n c e . N e s
t l e s M a n a g e r s u t i l i z e d p ro m o t i o n s a s measured to meet

their sales target. Gradually, sales promotion became a crutch

for
Maggin o o d l e s s a l e s . L a t er m a n y o f th e M a g g i s ex t e n s
i o n s a l s o m a d e c o n s i d e r a b l e u s e o f p ro m o t i o n a l
s c h e m e s . T h e fo c u s o f a l l M a g g i s ex t e n s i o n s w a s
m o re o n b e l o w t h e
lineactivities rather than direct communication. In a
d d i t i o n t o p ro m o t i o n a l a c t i v i t i e s , M a g g i associated
itself with main stream television programme and
advertised heavily on kids programme and channels. After
its advertisements with taglines like mummi bhookh lagi hai,
bas do minute and fast to cook good to eat Maggis popularity
became highly attributed to its extremely high appeal to
children. As a result, Maggis annual growth reportedly
touched15% during its initial years

VARIOUS PRODUCTS
The product mix of Maggi is divided into various categories
defined below. The company has launched various products
under each category as mentioned below
.1. Noodles
Maggi 2-Minute Noodle ( Masala , Chicken, Curry and
Tomato)
Maggi Dal Atta Noodles ( Sambhar taste)
Vegetable Atta Maggi Noodles
Maggi Rice Noodles (Lemon Masala, Chilly Chow and
Shahi Pulao)
Maggi Cuppa mania (Masala yo, Chilli chow yo)
2. Sauces

Teekha masala
Tomoto chatpat
Imli khata mitha
Tomato ketchup
Hot and sweet

Tomato pudina
Ginger, Garlic & Coriander
Maggi Oriental Chilli Garlic
Ginger, Garlic & Coriander

3. Maggi Pichko
4. Soups Healthy
Chef Style
-Cream Mushroom
-Sweet Sour Tomato Noodles
-Tangy Tomato Vegetables
Home Style
-Creamy Chicken
-Mixed Vegetable
-Rich Tomato
Chinese Style
-Chinese Hot Sour Chicken
-Chinese Sweet Corn Chicken
-Chinese Sweet Corn Vegetables
-Chinese Hot & Sour Vegetable

5.Maggi soup sanjivni

Amla
Badam
Spinach
Dal
Tomato

6. Maggi bhuna masala

Bhuna masala for gravy dishes
Bhuna masala for vegetable dal
7.Maggi magic cubes
Chicken

 Vegetarian masala

DEMOGRAPHY AND
PSYCHOGRAPHY OF
CONSUMERS
Demography:1)Age and sex: Maggi products are consumed
by people of different age groups. They are
consumed by children, teenagers, adults as well
as old people. They are consumed by both
genders male and female.
2)Income :- Maggi products are available at
reasonable prices. So they are consumed by
the lower, middle as well as the higher class.
3)Religion and nationality:- Maggi products
are famous and are consumed by people of all
religions and nationality.

Psychography:1) Attitude:- Consumers of maggi have a positive

attitude towards the product which makes it the
leader in the market. Maggi dominates the
market.
2) Lifestyle:- Lifestyle determines the way of
living of people. It describes how a consumer
leads his life. Maggi products are consumed by
all.

SWOT Analysis
Strengths
Market leader in the noodles category. Anytime anyone prefers
Maggi as noodles.
It has a huge brand loyalty.
I t h a s d e v e l o p e d t h e h u g e d i s t r i b u t i o n c h a n n e l
n e t w o r k o v e r t h o u s a n d s o f distributors, retailers etc.
hence Maggi is available in every shop right from the
super market till food malls.
Innovative products for Indian taste buds such as Maggi,
Maggi masala, chicken M a g g i , to m a t o fl a v o r w h i c h
h e l p e d t h e m g r a b b i n g m o re m a r ke t a s
c u s t o m e r needs variety and they loved those flavors as well.
The advertising strategy for Maggi was a super hit as their
tagline itself was very effective and grabbed the consumers
mind.
Weakness
The weakness of the product was it was earlier heavily
dependent on only one fl avor which consumers get bored
after a time and stops buying the product which hits the

market sales of the product. It contains Maida, so there are

some health related issues for this product such as constipation
and it does not give sufficient required proteins and vitamins to
children.
Opportunitie
The greatest opportunity for the product Maggi is their
Un explo ited rural ma rkets a s so far they ha ve m
a i n l y t a r g e t e d c i t i e s a n d developed areas.
Number of youths working nowadays are increasing
rapidly, so they can open new branches and employ these
people and increase production and their by sales and profits
by targeting rural markets.
Increased affinity of Indians towards chinese cuisine creates
new opportunity for Maggi to improve its taste further and
capture large market share.
Threat
Presence of regional competitors e.g Top Raman, Chings
noodles.
Price war strategies adopted by other brands like Top Raman.

Factors imported in building

maggi a brand .
Quality-Quality is a vital ingredient of a good brand.
Maggi has been able to do well mainly because of it
quality- health & taste. once maggi even tried to change
its taste & had to suffer from decline in sales. Than on
wards maggi came up with different flavours keeping the
older onces still alive.
Positioning-positioning is about the position a brand
occupies in a market in the minds of consumer. strong
brands have a clear, often unique position in the target
market .for Maggi ,its position as a healthy tasty & quickly
made product. Which is achieved through several means,
including brand name, image, service standards, product

guarantees, packing & the way in which it s delivered. In

fact, successful positioning usually requires a combination
of these things.
Repositioning it occurs when a brand tries to change its
market position to reflect a change in consumers tastes.
As said earlier Maggi also tried to change its taste but
failed miserably.
Communication- It also play a key role in building a
successful brand. We suggested that brand positioning is
essentially about customer perception. all elements of the
promotional mix like hording s, print media & digital media
are used to develop & sustain customer perception. It has
build awareness & develop the brand personality &
reinforces the perception.
Long term perspective This lead onto another
important factor in Maggi building customer awareness,
communicating the brands message and creating
customer loyalty is already done whose benefits its
reaping till date.
Internal marketing-finally, management should ensure
that the brand is
marketed internally as well as
externally. By this we mean that the whole business
should understand the brand values & positioning.

strategies of
nestlemaggi

Nestle at the initial stage was targeting on the

house lady .But very soon it realizes that its
target segment is not them. It came to know that
most of the child & teenager. So they changed
their positioning of two minutes noodles which is
targeted for the teenagers for their convenience
& they can easily make it.

It also targeted the house lady by introducing

the health noodles. These can be consumed as
the complete food which gives the calorie & meet
all necessary health requirement. For these
variants they introduced the new positioning
Taste bhi , health bhi.

Maggis standing amoung

competitors -

A distinct position in the

market place.
Dont be noodle. Be a smoodle. For the Top Raman brand of
instant noodles, it was the next best thing to say.
After all, market leader magi noodles (from the Nestle stable)
had appropriated the convenience aspect of instant noodles
through a combination of clever sub-branding (2-minutes
noodles) and well- pitched advertising (bhook lagi.....bas do
minute). To the extent that magi had almost become generic to
the category.
So smoother noodles hence the smoother became Top
Ramans differentiator at the brands launch in the country nine
year ago. And typifying the smoothness were Top Ramans
three brand mascots, representative of the three flavours the
brand was retailed in, and communication that sought to
portray the brand as funkier, sexier and more with it.
Clever product and image differentiation did help Top Raman
build a small band of loyalists , but failed to make a dent in
maggis fortunes. Signing on Shah Rukh Khan to endorse the
brand and moving onto the taste platform with the launch of
curry noodles- went only that far and no further.
Maggi 2- minute noodles ,with its first mover advantage and
two-decade-long presence continue to exercise a stranglehold
over the market, with a share of approximately 80 per cent
So now, Indo Nissin foods, makers of Top Ramen , is trying
something new. Piggybacking on the health trend, the brand is
now being positioned as the healthier noodle. An angle hitherto
unexplored by the competition. The category has gained mass
acceptance, and to grow further , it has to start offering more
food value, especially as it is consumed a lot by children and

teenagers. The premise of taste had to evolve to a more

meaningful product differentiation to take the brand forward.
Today , convenience has become a given. To differentiate and
grow, we would have to offer the next level of benefits to the
consumer. This led us to the health platform. Based on the
research findings, Indo Nissin reconstituted the product with
vitamins and calcium. Top Ramen gives the consumer at least
25 per cent of his or her daily requirement of calcium and
vitamin B1 and B2, vouches Mukherjee . profiling the target
audience came next, something critical to Top Ramens success
vis-a-vis Maggi .In terms of segmentation they moved away
from the core of maggi , which is young children , to target the
teens (11-to-19 year olds). This group is the largest consumer
segment as far as instant noodles are concerned.
The final task was to communicate the product benefit (More
vitamins. More calcium energy) to the target audience in an
engaging and clutter-breaking manner. In the past ,the brand
had roped in Shah Rukh Khan to deliver its messages, but this
time round, the client agency team decided against celebrity
endorsements. the product is the real hero. In terms of shareof-voice, they would not match the competition , so it needed
communication that would have tremendous cut through and
entertainment value. Given this, the agency decided to use
the Claymation technique to tell a Zany story.
The commercial is about these four characters- Kack the Dude ,
pow the big, jah the curious and Zoot the Hyper- who are
stuffing themselves on Top Ramen to the beat of music playing
out of a boom box. The more they eat, the more they sway and
nod to the music, and the more the whole place shakes and
rocks. Suddenly , Jahs vigorously bobbing head clean falls off.
More Calcium More Vitamins. More Energy. The New Top
Ramen. Get on top, the voiceover informs, as Jah picks his
head up and screws it backs on apologetically. Claymation
allows for willing suspension of disbelief, and since it has not

been used too much in india advertising, it brings certain

freshness.
A new beginning for Top Ramen, no doubt. But a lot will depend
on how stories pertaining to kack, pow , jah and Zoot evolve in
the days to come. If pitched intelligently , the characters can
rise to Fido-Dido levels of popularity. Also , care has to be taken
to see that the zany foursome does not overwhelm the
underlying healthier noodles message.