TOPIC

A STUDY
ON
POTELNTIAL ON SALE OF MAGGI IN
YOUTH IN BHUBANESWAR

PROJECT REPORT
Submitted By
Trupti Mayee Gupta
Register No. - FMS/BBA/2015-18/000154

BACHLORE OF BUSINESS ADMINISTRATION

in

SRI SRI UNIVERSITY

 DECLARATION

I Trupti Mayee Gupta hereby declare that this project

report entitled “Potential of sale of Maggi in youth in
Bhubaneswar”, submitted by me, under the guidance
of Prof. Kaushal Borisagar, Asst. professor of Sri Sri
University. This information is true and original to best
of my knowledge.

13 Nov 2017 Trupti Mayee Gupta

Date Signature of student
 ACKNOWLEDGEMENT

I would like to express my special thanks of

gratitude to my mentor MR Kaushal Borisagar as
well as our teacher DR Pooja K Singh who gave me
the golden opportunity to do this wonderful project
on the topic “POTENTIAL ON SALE OF MAGGI IN
BHUBANESWAR’’, which also helped me in doing a
lot of Research and I came to know about so many
new things I am really thankful to them.
Secondly I would also like to thank my friends who
helped me a lot in finalizing this project within the
limited time frame.
 EXECUTIVE SUMMARY

The report entitled “A research done on potential of

Maggi Brand” deals with the study of Maggi brand
that was launched in India in the year 1983, by
Nestle India Limited, which became synonymous
with noodles. This research paper tries to find
potential of Maggi on youth and their perception
about noodles with which they associated. The
introduction provides the company background,
operational & other important information provided
by the company which would assist in taking the
decision for the right brand extension strategy for
Maggi.
Products of Maggi:

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
 Tomato 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
 CHAPTER 1

INTRODUCTION

Introduction of the study:

The industrial revolution in Switzerland in the late
1800s created factory jobs for women, who were
therefore left with very little time to prepare meals.
This widespread problem grew to be an object of
intense study by the Swiss Public Welfare Society. As
a part of its activities, the Society asked Julius Maggi
miller to create a vegetable food product that would
be quick to prepare and easy to digest. Born on
October 9, 1846 in Frauenfeld, Switzerland, Julius
Michael Johannes Maggi was the oldest son of an
immigrant from Italy who took Swiss citizenship.
Julius Maggi became a miller and took on the
reputation as an inventive and capable businessman.
In 1863, Julius Maggi came up with a formula to
bring added taste to meals. Soon after he was
commissioned by the Swiss Public Welfare Society,
he came up with two instant pea soups and a bean
soup - the first launch of the Maggi brand of instant
foods in 1882 - 83. Towards the end of the century,
Maggi & Company was producing not just powdered
soups, but bouillon cubes, sauces and other
flavourings. The Maggi Company merged with Nestlé
in 1947. Today, Maggi is a leading culinary brand
and part of the NESTLÉ family of fine foods and
beverages. Under the Maggi brand, which is today
known worldwide for quality and innovation, Nestle
offers a whole range of products, such as packaged
soups, frozen meals prepared Sauces and
flavourings.

Need of the study:

To explore who prefer Maggi the most and their
perception of Noodles and how do they associate
themselves with Maggi.
 CHAPTER 2
LITERATURE REVIEW

Review of literature:

The research conducted through

primary research as well as secondary research.
Primary research include survey that would be
conducted in Delhi, Noida, Faridabad, and South
Delhi. Secondary research done by the help of
google.

Research Gap:

Many people prefer Yippee, Ching’s noodles because

of its taste and variety. Before other brand came to
market all prefer Maggi Noodles. But Maggi masala
Maggi ketch up, sauce are the leader in the market.
For noodle product the company should add some
more flavour so that it can increase the taste.
 CHAPTER 3
RESEARCH METHODOLOGY

Research Design:
The research was carried out in the form of a
survey which was done in Bhubaneswar. The
population was segmented on the basis of age and
taste.

Research Objective:
 To understand the influence of Maggi as a brand
on consumers mind set.
 To understand the Brand performance of Maggi
products.
 To understand Brand Imagery, Brand Quality
perceived by customers, Brand credibility,
consideration, superiority and feelings.
 Brand Extension of Maggi in terms of product
diversity.
 Analyse the repositioning of Maggi brand as a
“Healthy product” and the consumers
perseverance towards the same.
Hypothesis:

 There is no significant relationship between the

impact of media and purchase decision.
 There is no significant relationship between
influencers and purchase decision.
 There is no significant relationship between
preference for more new varieties and Purchase
decision.
 There is no significant relationship between
quality of noodles and purchase decision.

Sampling technique:

No of Respondent- 123
Age group- 12- 45
Location- Bhubaneswar
The survey is done by Quota sampling technique
through Questionnaire.
DATA SOURCES AND COLLECTION
METHOD:

The research conducted through Primary as well as

Secondary research. Primary research would include
a survey that would be conducted in Bhubaneswar
where the responses of consumers would be
recorded through a designed questionnaire and
through personal interview over mobile
phone.Secondary research would done through
Internet, Journals, company reports, expert views
etc.

DATA ANALYSIS PROCEDURE AND

TOOLS:

The study is based on primary data. The data

were collected through survey method by using a
structured questionnaire. For the purpose of the
study the data have been collected in Bhubaneswar
especially hostellites. Necessary data have also been
collected from internet.
 CHAPTER 4
DATA Analysis

The age group between 13-22 like to buy Maggi.

As Maggi is ready to eat food most of the male prefer
to buy the product as compared to female. The
people who are hostellite, school going people love
to eat Maggi.
As I mentioned above Maggi is a ready to eat product
like that Top roman. As per my survey 34% people
also love to eat top roman. As compared to top
Roman most of the people associated with Maggi, i.e.
56%.
In today’s world people are spending their time by
using internet, talking with friends and watching TV.
54% people know from TV advertisement and 16%
people know from other sources like online
advertisement.
68% people are associated with the brand Maggi
even though after the controversy held earlier.
Here, 50% of people think Maggi is a noodles and
21% of people think that it is a fast food.
43% people buy Maggi masala as the taste is good and where ever
put the masala the food becomes tasty. 32% people buy other
brand noodles like yippee, Ching’s product Noodles.
 CHAPTER 5

FINDINGS AND DISCUSSION

1. 56 percent people purchase Maggi.

2. 34 percent people purchase top roman.
3. 54 percent respondents came to know from TV
advertisement.
4. 50 percent respondents considered Maggi as
noodles.
5. 43 percent respondents buy Maggi noodle
product and 32 percent respondents buy Maggi
masala as compared to other product.
6. 38 percent respondents perceived Maggi as junk
food and 34 percent respondents perceived as tasty.
7. 43 percent respondents regularly buy Maggi
masala.
8. 55 percent respondents prefer Maggi because of
the taste and 29 percent respondents prefer because
of the brand image
 CHAPTER 7

RECOMMENDATION AND SUGGESTION

After the conducted study following

recommendations could be sited for Maggi Brand.

 To gain maximum leverage in terms of profit the

company should pay emphasis on segments
with age groups 25-35 and above .Advertising is
the key to success. Targeting these segments
will not only enhance the company’s profit
margins but also it will leverage the brand
image of Maggi.

 The company should advertise its products by

depicting attributes related to Health like
Nutrition values, % of Vitamins, Proteins etc.
This would help in customers perceiving the
product as Healthy.
 Maggi should aim to create value for consumers
that can be sustained over the long term by
offering a wide variety of high quality, safe food
products at affordable prices.
 CHAPTER 6

CONCLUSION

Through survey I found that most of people

especially hostellites and school going children
like to eat Maggi noodles. A part from Maggi
noodles there is a demand on Maggi masala and
ketch up. Most of the people buy Maggi for its
taste, flavour and ready to eat product in their
busy schedule. People gets Maggi in an
affordable price. TV advertisement attracts the
youth more so that they want to buy.
 BIBLIOGRAPHY

https://www.scribd.com/doc/165972662/Maggi-noodles-
project-on-Research-Methodology

https://www.scribd.com/doc/190348091/Marketing-
Management-Report-Maggi-in-India

https://www.slideshare.net/tinuupadhyay/marketing-project-
maggi
 ANNEXURE

Name-
Age-
Gender-
1. What is the brand that comes to your mind
when you think of ready to eat food?
 Maggi
 Top Roman
 Soupy Noodle

2. You came to know about Maggi from-

 Newspaper
 Radio
 TV advertisement
 Friends
 Others

3. Are you a consumer of Maggi?

 Yes
 No
4. What comes to your mind when you hear the
word Maggi?
 Noodles
 Fast food
 Snacks
 None of these

5. With which products would you associates the

brand Maggi?
 Ketch up
 Noodles
 Masala
 Soup

6. How do you perceive Maggi product?

 Good for health
 Ready to eat
 Junk food
 Tasty/ fun eating

7. Which Maggi products in noodles category do

you regularly buy?
 Maggi masala
  Maggi vegetable Atta noodles
 Others

8. Why do you prefer Maggi?

 Flavours
 Price
 Taste
 Brand image

9. On the scale of 1 to 5 rate Maggi on the following

parameter.
 Taste
 Variety
 Hygiene/ purity
 Availability
 packaging