OBJECTIVE Understand consumer behavior towards MAGGI and its perception as a breakfast option

MAGGI SOME FACTS

Manufactured by Nestle Entered Indian market in 1982 Market leader in instant noodles category Main challenge faced is changing the mind-set of the Indian consumer

 Initially :
Target Audience - Working women Target Market Working Women Positioning Convenience of Cooking

Later
Target Audience Mothers Target Market Children Positioning 2 Minute Noodles

Finally, found that Maggi was liked by consumers of all the ages Turned their focus to health conscious consumer with the launch of atta-noodles

1. Which of the following noodles do you prefer?

NOODLE PREFERENCE
15-25
100 80 60 40 20
1 1 77

25-35

15 1

14
3 4 1

0 Foodles Knorr soupy noodles Maggi MaMa Noodles (Thai Noodles) Top Ramen Wai-Wai Yipee

BRAND

2. How often do you have Maggi?

MAGGI EATING FREQUENCY
15-25
45
40

25-35

36

27
22 21

18
8 1

5 2

5 1

0 Fortnightly More than once a day More than once a week Once a day Once a week You don't eat Maggi

Frequency

3. You have Maggi for :

MAGGI TIME
15-25 100 90 80 70 60 50 40 30 20 10 0 Breakfast Brunch (between breakfast and lunch) Lunch Evening Snacks Dinner Late night supper
8 5 25 18 3 15 4 7 23 48 47 88

25-35

4. You eat Maggi when:

OCCASION OF HAVING MAGGI
15-25
90 75 60 45 30
16 58 52 58 85

25-35

15
3 6 0

12 2 0 2 6 0 2

16

Dont eat maggi You are bored of regular food

You are in a You are tired or You are hurry lazy to cook watching TV

You are with You crave for it You get hunger your friends pangs

Occasion

5. In your opinion, till what age do people have Maggi:

Column1
No age-limit Upto 15 yrs Upto 30 yrs Upto 40 yrs Upto 50 yrs

3% 18%

45%

33% 1%

6. Which of the following Maggi variant do you consider healthy?

CONSUMPTION OF MAGGI VARIANTS
45
39

36
27 27

27

18
11

18

11 7 8

0
Maggi Vegetable Multigrainz Noodles Maggi Cuppa Maggi 2Maggi 2Maggi 2Maggi 2Mania Minute Masala Minute Chicken Minute Tricky Minute Thrillin Noodles Noodles Tomato Curry Noodles Noodles Maggi 2Minute Romantic Capsica Noodles Maggi is not healthy

MAGGI VARIANT

7. What do you prefer for breakfast?

Breakfast Preferences
Other 3% Cereals (Cornflakes, dalia etc) 14%

Eggs 22%

Traditional Items (Paranthas, Idli, Vada, Dosa, Upma, Poha etc.) 36%

Boiled Vegitables and Sprouts 5%

Fruits & Fruit Juices 20%

8. Maggi v/s your breakfast on various parameters

MAGGI v/s CONVENTIONAL BREAKFAST
Excellent
75

Good

Average

Bad

Poor

60

58 51 53

45

43 33

43 33

41

30

30

29
24 16 16 9 3 2 4 2 4

15
6

0 Taste Health Convenience to Cook & Serve Price & Availability

9. How many 85g packs (Rs.10/-) of Maggi make you feel full at one go?
QUANTITY CONSUMPTION PER MEAL
1 60 2 3 4 More than 4

50
42

47

40

30

20
11

10

8 1

2 25-35

0 15-25

10. If served at the breakfast table, how would you like your Maggi?
BREAKFAST = MAGGI + ?
15-25
45
41 36

25-35
42

36

27
18 14 8 9 6 9 8 1 2

18

0 Plain With Cheese With Vegetables With Eggs (Omlette or Boiled) With Bread With Chicken

Inferences
Maggi still the noodle market leader Mostly consumed as an evening snack Successfully positioned itself as a convenient to cook 2minutes noodle Traditional food items still rule the Indian breakfast table Compared to the other breakfast options, Maggi ranks highly on convenience but not so high on health

Recommendations
More emphasis on nutritional value of Maggi by aggressively promoting Atta-noodles Good potential market for Maggi as a breakfast option Promotion of complementary consumption with other breakfast items and not only as a standalone item

Thank you