MARKET PENETRATION

STRATEGY OF MAGGI
NOODLES
 Introduction
a : I n tr o d u c tio n
a -b : G r o w th
b -c : R e d u c tio n in s a le s
c : R e -L a u n c h
c -d : M a r k e t r e -c a p tu r e
b
d d : I n tr o d u c tio n o f n e w v a r ia n ts

G ro w th
c

• A brand of Nestle
• Launched in the year 1983
• Initially targeted at Working
Women
• Then repositioned itself to
target Kids a
• Market Driver in the Instant
1983 1997 1999 2004
Noodles Category
• Currently enjoys a market
share of about 80% T im e
 Market Research

• Objective:
• To find out the market penetration of
Maggi noodles
• Research methodology:
• (i) Target Area: Andheri, Dadar, Parel
• (ii) Shopkeeper Sample Selection: Mall,
General
• Store, Medical Store, Bakery, Paan-Bidi
Shop
• (iii) Customer Sample Selection: School
Kids,
• House Wives, Office Goers
• (iv) Shopkeeper Sample Size: 30
Research Findings
 SWOT Analysis
Strengths Weakness Opportunitie Threats
Market es
Heavily s
Unexploited Strong presence
leader dependent rural markets of regional
on One competitors
Brand flavour
Minor Increasing Competitive
loyalty distribution number of pricing (Top
problems working youth Ramen)
Distributio Health Affinity of
n channels related Indians to
issues Chinese food
Innovative
flavours for
Indian
taste buds
Advertising
strategy
 STPD Analysis
• Segmentation: Based on lifestyle
and habits of urban families
• Targeting: Kids, Office goers
• Positioning: With statements such as
“2 minute noodles” and “Easy to
cook, good to eat”
• Differentiation: Taste, Flavours,
Packaging
BCG Matrix
Michael Porter’s Five Forces Model

N e w E n tra n ts
N o p o te n tia l
th re a t o f n e w
e n tra n ts fo r
m a g g i n o o d le s

S u p p li e r s I n d u s t r ia l
D is t r ib u t o r s B u y ers
R a w m a te ria l R iv a lr y C u s to m e r
s u p p lie rs , T o p R am en , M in d s e t,
C h o w m e e n e tc .
P a c k a g in g B ra n d Im a g e

S u b s t it u t e s
C how m een,
F a s t fo o d ,
P a s ta
 Market Penetration
Strategies Of Maggi
Noodles
• Promotional campaigns in
schools
• Advertising Strategies
• Power of 5
• Availability in different pack
sizes
• New product innovations
 Brand Recall and Future
Trends
• Introducing a fictitious character who
can connect with kids for better brand
recall
• Organizing contests , games and
industrial visits for school kids to further
strengthen the brand image
• Invite Housewives to send new
innovative recipes made from Maggi
and introduce rewards for the same
• Foray into the Chinese food segment
by introducing branded products for
chowmeen, schezwan and hakka
noodles