RESEARCH

METHODOLOGY
SURVEY REPORT ON

MAGGI

Prepared by
Mohd. Samar Iqbal
Khushboo Gupta

ACKNOWLEDGMENT
We heartily thanks to our teacher Mrs.
Anamika Madam , HOD of MBA
Department, whose encouragement,
guidance and support from the initial to
the final level enabled us to develop an
understanding the subject. We are
grateful Mams contribution towards the
execution of our Survey report.

EXECUTIVE SUMMARY
The report entitled A Study of
Brand Maggi deals with the study
of Maggi brand that was launched in
India in the year 1982, by Nestle
India Limited, which became
synonymous with noodles. This
research tries to find awareness of
Maggi & its product line with that of
its competitors. 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.

COMPANYS INTRODUCTION
Nestle India ltd:-Nestle India Limited (NIL) is the Indian subsidiary of the
global FMCG major, Nestle SA. Nestle India Ltd. introduced Maggi Brand to
the Indian consumers with the launch of Maggi 2 Minute Noodles, an
instant food product, in 1982. With the launch of Maggi noodles, Nestle
India Ltd. created an entirely new food category - instant noodles - in the
Indian packaged food market. Nestl, which world knows as cautious and
conservatory company is a Swiss originated 140 years old Multinational.
The man at the helm is Swiss national Carlo Donati, an all inspiration and
image of the company. His philosophy is bottom line dictating top line
based on delegation and decentralization. It resulted from a merger in
1905 between the Anglo-Swiss Milk Company for milk products established
in 1866 by the Page Brothers in Cham, Switzerland and the Farine Lacte
Henri Nestl Company set up in 1867 by Henri Nestl to provide an infant
food product. Nestl Indias business objective and that of its management
and employees is to manufacture and market the Companys products in
such a way as to create value that can be sustained over the long term for
consumers, shareholders, employees, business partners. The product mix
of Nestle India consists of milk products and baby products
(42.5%),beverages (29.3 %), processed foods (14.4 %), chocolate and
confectionary (13.8 %).Nestle India plans to expand

INTRODUCTION OF MAGGI
(BRAND)
Its a Brand of instant Noodles 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. Eg:
maggi ketch-up, pasta, bhuna masala, instant
soups.

RESEARCH
METHODOLOGY
The research was carried out in the form
of a survey. This will include primary
research in addition to secondary
research as stated below. The survey
research method will be descriptive
research design. Each respondent will be
interviewed through a Questionnaire.
The sample will be selected by a simple
random sampling method.
The survey was conducted in the areas
in and around Shahdara and EDM mall.
The sample contains responses from all
age groups including working men and
women, children, housewives,
pedestrians and senior citizens.

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

FEEDBACK FORM FOR SURVEY

What comes 1st in your mind when you hear the word MAGGI?
a) Noodles

b) Ketchup

c) Soup

d) None

Do you purchase ready to eat products in the market?

a) Yes

b) No

)What is the brand that comes to your mind when you of ready to
eat food?
a) Knorr

b) ITC Sunfeast

c) Top Ramen

d) Maggi

)Are you a consumer of Maggi?

a) Yes

b) No

)You came to about maggi from?

a) Newspaper b) TV c) Radio d) Friends d) Other sources
)Do you know which company owns maggi brand?
a) Unilever b) Nestle c) Cadbury d) Britannia
)Rank the following maggi products frequency of purchase with 5
being the highest rank?
a) Ketchup b) Soup c) Noodles d) Masala-e-magic
)Do you recall any TV advertisement of maggi?
a) Yes b) No
)Do you perceive maggi as a healthy product?
a) Yes b) No
)Are you happy with current price and size variants of maggi
products?
a) Yes b) No

SUGGESTIONS
New products such as Maggi pakodas which can be
taglined or advertised as JUST FRY AND EAT IT
OR Maggi Pakoda a Wholesome Snack"
A lot of people like to eat maggi with grated cheese
on it so it can come up with its own brand of Maggi
Cheese and advertise it with slogans such as Maggi
Cheese makes it yummier OR Maggi Cheese as
soft and light as breeze
Maggi can also come up with its own Maggi hakka
noodles which can attract the target audience as well
as the small eating Chinese joints which will
increase its profit margins.
It can come up with maggi branded sauces (Vinegar,
Soya sauce).

VARIOUS TAGLINES FOR

MAGGI
Through its ads, NIL positioned Maggi as a fun
food for kids which mother could prepare
easily. Tag lines of Maggi from their various
ads:

Mummy, bhookh lagi hai (Mom, Im hungry).

Bas 2-minute, (only 2 minutes)
Fast to Cook Good to Eat
Taste bhi, Health bhi

IN THE LAST
20 YEARS
WE HAVE
ASKED
FOR JUST 2
MINUTES
OF YOUR TIME