MARKETING STRATEGY OF MAGGI : A CASE STUDY

MARKETING STRATEGIES OF MAGGI A CASE STUDY

PROJECT REPORT ON MARKETING STRATEGIES OF MAGGI: A CASE STUDY SUBMITTED TO DEPARTMENT OF COMMERCE OSMANIA UNIVERSITY COLLEGE FOR WOMEN KOTI, HYDERABAD

IN PARTIAL FULFILLMENT FOR THE AWARD OF BACHELOR’S DEGREE IN COMMERCE

SUBMITTEED BY: FAZEELATH UNNISA B.COM. (HONOURS) H.T.NO. 2014-1801

PROJECT SUPERVISOR ASST.PROF.G. SARITA FACULTY MEMBER DEPARTMENT OF COMMERCE OUCW, KOTI, HYDERABAD

TITLE PAGE NAME OF THE TOPIC : MARKETING STRATEGIES OF MAGGI: A CASE STUDY

NAME OF THE STUDENT

: FAZEELATH UNNISA

NAME OF THE COLLEGE WOMEN

: OSMANIA UNIVERSITY COLLEGE FOR

YEAR OF STUDY

: 2013-2016

NAME OF THE COURSE

: B.C OM HONOURS

HALL TICKET NUMBER

: 2014-1801

NAME OF THE GUIDE

: ASST.PROF. G.SARITA

ACKNOWLEDGEMENT I express my sincere gratitude toASST.PROF.G. SARITHA Osmania University, koti, Hyderabad for her /his valuable guidance and constantEncouragement all through my project work

I am thankful to my friends and lecturers for their unconditional help and support I wish to place on record my sincere thanks toPROF.B. SANDHYA RANIhead Department of commerce, Osmania University College for women, koti, Hyderabad for her constant inspiration.

I take this opportunity to express my profound gratitude to the principal, OsmaniaUniversity College for women, koti, Hyderabad for providing me the Opportunity to work on the project.

Name of the student: FAZEELATH UNNISA

CERTIFICATE This is to certify that FAZEELATH UNNISAis a bonafide Student of b. com (Honours) III year OsmaniaUniversity College for women (H.T.NO2014-1801)and she has worked on the project title “MARKETING STRATEGIES OF MAGGI: A CASE STUDY” under The supervision of ‘PROF.G. SARITA’department of Commerce, Osmania university college for women, koti during the Year2013-2016

Place: Hyderabad Date:10-3-2016

Head of the department

CERTIFICATE BY THE GUIDE

This is to certify that project work titled “MARKETING STRATEGIES MAGGI: A CASE STUDY is bonafide work done by FAZEELATH UNNISA(H.T.NO. 2014-1801)of b.com (honours ) III year from Osmania university college for women koti, Hyderabad under my supervision.

Place: Hyderabad Date: 10-3-2016

Name of the guide:PROF.G SARITA

DECLARTATION

IFAZEELATHUNNISA student of b.com (honours) III year of OsmaniaUniversity Collegefor women, koti, Hyderabad. Hereby declare that the project report submitted to College for the award of “bachelor degree in commerce” is a reward of bonafide Work done by me under the guidancePROF.G. SARITADepartment of commerce, Osmania University College for women, koti .it is the original and genuine work done by me. It has not been submitted to any other university for the award of any degree or diploma.

Place: Hyderabad

Name of the student: FAZEELATH UNNISA

CONTENTS CHAPTER-1    

INTRODUCTION OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY LIMITATIONS OF STUDY

CHAPTER-2  INTRODUCTION TO MARKETING STRATEGIES  MARKETING STRATEGIES OF MAGGI  ADVANTAGES AND DISADVANTAGES OF MARKETING STARTEGIES  KINDS OF MARKETING STARTEGIES  Marketing strategy-exploring value creation opportunities  Marketing strategy –company analysis details  Marketing strategy –choosing value  Marketing strategy-creating, delivering, communicating, and capturing value  Market penetration strategies

CHAPTER-3

 COMPANY PROFILE  MAGGI BRAND IN INDIA  PRODUCT LIFE CYCLE OF MAGGI  MAGGI BANNED IN INDIA  RELAUNCH IN INDIA  MARKETING STRATEGIES OF MAGGI TO RELAUNCH IN INDIA  SOCIAL MEDIA SUPPORT TOWARDS MAGGI  TWITTER RESPONSE TOWARDS MAGGI

CHAPTER-4

 DATA ANALYSIS OF THE STUDY

CHAPTER-5

 FINDINGS OF THE STUDY  SUGGESTIONS

 CONCLUSION

BIBLIOGRAPHY ANNEXURE

INTRODUCTION Marketing strategies explain how the marketing functions fits in with the overall strategy for a business Once the strategy has been identified, then the business must develop an action to turn the strategy into reality. The starting point for this plan is setting of marketing objectives. Marketing objectives are the specific targets for marketing set by the business to achieve their corporate objectives

Meaning: An organization’s strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from marketing research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is a foundation of marketing plan.

Definition:The term ‘marketing strategy ‘might sound broad or vague to many, so let’s take the mystery out of it then you can understand, devise and implement your business plan.

Strategy comes from a Greek word“STRATAGIEN”, meaning to be general. Think of a strategy as an overall plan of action are called

tactics. You can have tactical plans which help you to achieve your overall marketing strategy.

“The marketing strategy is the way in which the marketing functions organizes its activities to achieve a profitable growth in sales at a marketing mix level”-Philips Kotler

OBJECTIVESOFSTUDY  To present the swot analysis of Maggi  To understand the marketing and promotional strategies adopted by nestle Maggi  To analyze the perceptions of consumers towards Maggi

SOURCES OF DATA COLLECTION Primary data The primary data used in this report includes the structured questionnaire throughwhich consumer responses are collected regarding their views towards Nestle Maggi.

Secondary data The secondary data has been collected from various websites and books. It also includes data from company and other referral sites and sources.

LIMITATIONS OF STUDY  There are many companies offering ready to eat products in the market but the study is limited only to Nestle Maggi and also further it is confined only to Maggi noodles.  The sample size is only 30 respondents so the result may not be appropriate.

INTRODUCTION TO MARKETING STRATEGIES A marketing strategy is a process or model to allow a company or organization to focus limited resources on the best opportunities to increase sales and thereby achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company’s revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company’s overarching mission statement. A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a marketing strategy. For example: “Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer’s interaction with the low-cost product or service.” A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill

market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. A marketing strategy often integrates an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy, which might include advertising, channel marketing, internet marketing, promotion and public relations, can be orchestrated.

Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable

ADVANTAGES AND DISADVANTAGES OF HAVING MARKETING STRATEGIES You create a marketing strategy to gain advantages in the marketplace, but you must remain aware of the disadvantages of any given marketing strategy. Your marketing choices require awareness of advantages vs. disadvantages, and as you weigh these, you must be prepared to change strategies when disadvantages become too great. Examine the areas where marketing strategies can benefit or harm your business, so that you can act quickly to adjust your marketing to benefit your company.

Objectives You may set marketing objectives such as achieving a percentage of market shares, maximizing cash flow or maintaining profitability through market expansion. As you create a marketing strategy to achieve any of these objectives, you must remain aware of one potential disadvantage: You may have chosen the wrong objective. An effective marketing strategy aimed at the wrong objective can take you in a harmful direction. For example, if you seek to maintain profitability by expanding your markets, you may find that you would be better off improving customer service to your existing markets so that you can improve your reputation.

Costs Each marketing strategy has costs you must evaluate in terms of how effectively you spend your money. An e-mail campaign may be relatively cheap, but it could waste your marketing message by getting lost in your customers’ spam filters. Magazine advertising, on the other hand, may cost more than you can afford. Direct mail can be cheaper than print ads, but your product or service may not be well-suited to this kind of campaign, so you could be wasting your money. You must constantly weigh costs vs. benefits for any marketing strategy, so that you use your marketing dollars wisely.

Branding Your marketing strategy creates an impression of your company. If the strategy for a specific product or service is ineffective, you can give your customers the impression that you are not a viable company. You must decide how much of your marketing strategy should focus on promoting your brand and now much of it should tout the specific benefits of a particular product. One way to handle this dilemma is to divide your marketing into two phases. In the first phase, focus your marketing on the product. Once it gains acceptance, tie your brand to that product. Because consumers already have a favorable impression of the product, they will be likely to transfer that favorable impression to your brand. This strategy minimizes the disadvantage of harming your brand when the public does not like a product.

Effectiveness Any marketing strategy that does not allow you to measure effectiveness puts you at a disadvantage. You can continue an ineffective marketing strategy indefinitely if you don’t have some way to measure how well it works. A marketing strategy that contains measurable objectives offers you the advantage of continuing plans that work. You can build effectiveness into your marketing strategy by expressing your objectives in terms of numbers. For example, “we will increase sales by 20 percent” is effective; “we will increase sales” is not.

DIFFERENT TYPES OF MARKETING STRATEGIES

 Marketing strategy-exploring value creation opportunities  Marketing strategy –company analysis details  Marketing strategy –choosing value  Marketing strategy-creating, delivering, communicating, and capturing value  Market penetration strategies

INTRODUCTION TO MARKETING STRATEGIES OF MAGGI Marketing strategy is a long term course of action designed to optimize allocation of the scarce resources at the disposal of a firm in delivery superior customer experience and promote the interest of stake holders

Initial Strategies of Maggi:  Maggi has faced lot of hurdles in its journey in India  The basic problem the brand faced is the Indian psyche  Initially Nestle tried to position Maggi in the platform of convenience targeting the workingwomen. However, the sales of Maggi was not picking up despite of heavy media advertising. To overcome this Nestle conducted a research. Nestle promotion positioning the Maggi product as a ‘convenience product’ for mother and as a ‘fun’ product for children. The Maggi `Tagline”, ‘Fast to Cook Good to Eat’ was also in keeping with its positioning. They promoted the product further by distributing flee samples. Giving gifts on

return of empty packets, etc. Effective Tagline Communication.

MAGGI STRATEGY The needs that the product is trying to address are very explicit. It is a tasty snack This satisfies hunger and takes very less time and efforts for preparation. Peoplefeel like eating Maggi because it satisfies hunger and tastes superb.

EARLY STRATEGY AND LAUNCH In India it was launched in 1980s by Nestle group of companies. Maggi has faced Of hurdles in its journey in India. The basic problem the brand faced was the Psyche. I.e. Indians used to be conservative about the food habits so noodles faced a lot of problem in promoting sales Initially nestle tried to position the Noodles in the platform of convenience targeting the working women. However, the sales of Maggi were not picking up despite of heavy Media Advertising. To overcome this NIL conducted a research, which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. So they came up with Maggi- 2 minute noodles with price of Rs. 2.10 with a close of 100% margin. NIL shifted its focus from working women and targeted children and their mothers through its

marketing. NIL’s promotions positioned the noodles as a ‘convenience product’, for mothers and as a ‘fun’ product for children. The noodles’ tagline, ‘Fast to CookGood to Eat’wasalso in keeping with this positioning. They promoted the product innovatively likeDistributing free samples, giving gifts on return of empty packet

MARKETING STRATEGY-EXPLORING VALUE CREATION OPPORTUNITIES Customers





Company

Competitors

Noodles industry has a wide range of customers ranging from children (<16 years) to youth and adults (<35 years) Primary targets consumers for Maggi noodles are kids in the age group of4- 16 years, attracted to the product because of its taste. Youth also like eating Maggi because they like its taste and don’t like putting much effort to prepare food. Working professionals value the product mainly because of its ease of preparation, taste and time factor.

ollaborators

Context

   

Brand image Availability Low price Nestle coming up with health focused variants of Maggi (vegetable and daal aata noodles) to target health conscious people and to further increase its market share.



HUL Knorr combines noodles with soup are generally considered to be healthy. Maggi is also competing with topramen, yippee, GSK foodles and ITC sun feast pasta



The urban Indian is used to having his dinner late from around 8:30 pm to as late as 11 pm. Hence a convenient snack between lunch and dinner is an often exercised. In rural areas, lower priced and Nestle has a very strong distribution small quantity packs stimulate demand. network which has made Maggi noodles Many busy working individuals don’t want available in several outlets that comprise to spend much time in cooking food and of grocers, supermarketsetc. want something that is easy to make and taste good.



MARKETING STRATEGY- COMPANY ANALYSIS DETAILS SWOT ANALYSIS The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand in Indian Marketthe Brand was found to be a leader in its category of Noodles, with strong customer loyalty. Intensive distribution of Maggi as a Brand was seen in urban areas of the country. The major threats of the brand as shown in the figure below indicates that Maggi has made several attempt to revamp itself as a ‘Healthy Product” but till date its perseverance towards the tag line is low by the consumers. The brand is in the growth stage of product life cycle with a strong inclination towards the maturity stage.

Strengths  Established Family Brand  Strong Global Corporate Brand (NIL)  Specialization in food processing category marketing and distribution in Urban  Market leader

 Pioneer and Leader so 1st mover advantage in Noodles, Sauce, Ketchups and Soup market

Weakness  Generic Brand to Noodles in India  Low rural market presence constraints  Uniform Brand for all food category. Heavily dependent on one flavor

Opportunities  Growing package and canned food market in India by 15% annually.  High brand awareness of Indian consumer  Opportunity to be substitute to other snacks category of food products.  Unexploited rural market  Increasing number of working youth  Affinity of Indians to Chinese food Health related issues

Threats  Competitors with long history in product category internationally like, Heinz Sauce and ketchups of Heinz Indian, Top Ramen in Noodle and Knorr Soups.  Single product focused competitors like Heinz sauce and Wai Wai Noodles.  Les Entry Barriers in the Market segment for product category  ITC’s strong base in Indian Market.  Substitute Product to Product Segment  Competitive pricing

 Strong presence of regional competitors

MARKETING STRATEGY- CHOOSING VALUE STPDANALYSIS A marketing strategy is based on expected customer behavior in a certain market. In order to know the customers and their expected buying behavior, a process of segmenting and positioning is used. These processes are chronological steps which are dependent on each other.

SEGMENTATION Market segmentation divides the heterogeneous market into homogenous groups of customers who share a similar set of needs/wants and could be satisfied by specific products. Maggi brand has segmented the market on the basis of age, life style, and habits of urban families.

Children Children play a significant role in decision making and purchase choices of just about anything ranging from food items to beverages to chocolates. As consumers, children know exactly what they want and do not experiment too much with flavor or color.

Teenagers On the brink of adulthood, teenagers like to emphasize and express themselves in a manner that catches attention. They have experimental with their food with preference towards

innovative offerings but form strong opinions which they carry forward in life. They are also predisposed towards snack items as they tend to feel hungry between traditional meals. They have a lot of say about the food that they want to consume with limited parental control.

College Students A rise in the number of colleges and institutions of higher learning bothgovernment owned and privately financed has enabled a larger number of youth to graduate from their portals. This population grew since 2000 but is set to stagnate in the forecast period with couples actually postponing the child bearing decision and some even rejecting the idea of having on eat all. This age group has taken up to snacking as a way of life as they keep missing

regular meals due to erratic schedules. They have longer waking hours and due to this the traditional three meals do not suffice with the need for filling snacks.

Middle Aged Adults These middle aged men have strict preferences over food and they generally stick to their choices. They experiment less and go for products that will enhance their social status. The women in this age group are ones who the primarily buy food items for the entire household though their choices are shaped by the preferences of the household members. The women in this segment play an important role as most of the choices of food items have to pass their scrutiny before it is consumed in the household

TARGETING

Market Targeting refers to evaluating and deciding from amongst the variousalternatives, which segment can be satisfied best by the company. The Maggi Brandhas mainly targeted the Kids, Youth, Office Goers and Working Men & Woman. Which falls into the category of convenience- savvy time misers‖ who would like to get something instant and be over with it quickly?

POSITIONING Market Positioning is the act of designing the company’s offerings and image to Occupy a distinctive place in the minds of the target market. The goal of positioningis to locate the brand in the minds of consumers to maximize the potential benefit tothe firm. Maggi has positioned itself in the SNACKS (Between two meals) categoryand not in the meal category since Indians do not consider noodles as a proper fooditem. Therefore, Maggi have developed Its brand image of instant food products with positioning statements such as ―2 minutes’ noodles ―and ―Easy to cook, good to eat.

DIFFERENTIATION

Points-of-difference (PODS) are attributes or benefits consumers strongly associate with a brand, positively evaluate and believe

they could not find to the same extent with a competitive brand. The Maggi Brand has also differentiated its brand image from its competitors in terms of taste, flavors and packaging. Maggi have launched wide varieties of products in different flavors which can attract larger set of customers. Maggi products are also available in different sizes catering to different customer needs.

MARKETING STRATEGY-CREATING, DELIVERING, COMMUNICATING AND CAPTURING VALUE 4PS EVALUATION “Marketing mix” is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E J McCarthy.

The 4Ps are as follows:    

Product Price Place promotions

Price  Considering the price points in the market for Maggi, it should continue to position itself in the Snacks.  Affordable by all income groups  Differentiated packaging  Lower price point strategy  Mill pack for Rs.5 — targeting the lower middle class as well as those who want to consume in lesser quantity.  Inflation effect on volume than price – Reduction of 100gm pack to 95gm, keeping price as Rs. 10 only

 Multi packs at cheaper price per noodles  Healthier products at higher price. Differentiated packaging.

Place       

Wide distribution network. Limited penetration in rural areas. The company has a complex supply chain process. Target hawkers/roadside eating joints The distribution network is well spread Easily available in all kirana stores, retail store etc. Sales territories, Warehousing system

Product:     

Quality Models and sizes Packing Brands Service

Promotion:  Nestle also followed up these launches with ‘It’s different’ ad campaigns.  Nestle was focusing their ads based on children’s taste and health.  In addition to promotional activities, Maggi associated itself with mainstream television programme and advertised heavily on kids programme and channels.  Maggi is now targeting it products at the entire family and not only kids.  Maggi has recently launched “MAIN AUR MERI MAGGI” campaign in commensuration of 25 years of Maggi in India.

C

MARKET PENETRATION STRATEGIES

Maggi started with promotional campaigns in the school to see the reaction of Children after eating Maggi. Started their advertising straight focusing on kids. Introduced new products like Atta noodles daalAtta noodles cuppa mania Products are made available in different packages like 50,100,200,400 Gms. Keep on conducting market research to understand changes in market.

Though Maggi has been successful every time, there were times when it faces. Challenges. Some of these are:  Sales saw decline in 1990: The Company saw a decline the sales in 1990. When the company tried to find out what the reason was, they came to know that there was something wrong with the formula that spoiled the taste. So the formula was changed from fried base to oiled dried base  Competition increased in noodle segment: When Maggi was enjoying being the only noodle offering by any company. Top ramen entered the market as a competition. This was a big challenge for Maggi. Though Top Ramen couldn’t do well in India.

 New product launched in market but fail – Nestle decided to expand its offerings by offering DaalAtta noodles & Sambhar flavor noodles. But these products were not welcomed by the people the very special taste of Maggi was still ruling the consumer.  Maggi launched some new products: Ketchups, Soups, Taste makers etc. but they were not successful.

INTRODUCTION TO COMPANY PROFILE Background — 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. Nestle, which world knows 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 Loot, Henri Nestle Company set up in 1867 by Henri Nestle to provide an infant food product. Nestle India’s business objective and that of its management and employees is to manufacture and market the Company’s 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 business into similar and diversified product categories. With an Employee strength of over 3000 and turnover a US$ 497 million in 2003, Nestle. India is one of the leading companies in the FMCG space in India. The company is acknowledged among India’s most respected companies and among the top Wealth Creators of India.

THE COMPANY’S HISTORY Year 1870–The Swiss Julius Michael Johann. Maggi (1846-1912) inherited the family business: a mill Kemptal, near Zurich. Year 1886– Several women were factory workers, thus the time available for housework a. the preparation of meals was considerably reduced, a. working class families suffered from poor nutrition. In view 46 161 states of affairs, the doctor Schuler recommended the wide use of dried vegetables: pea’s a. beans,

given 11616 466 nutritive values. Julius Maggi produced appliances for roasting and grinding these vegetables, to make flour from peas, beans, lentils etc., and enabling housewives to make a quick nourishing soup.

Year 1900– At the Universal Exhibition, Maggi won several medals and grand prizes. Jules Magi set up home in Paris. The French head office was on the Place de l’Opera, and the factory on the Boulevard Arago. Maggi now had depositories in Paris, Berlin, Singen (Germany), Vienna and Bregenz (Austria). A number of advertising texts written by Franck Wedekind had strong military undertones:

Year 1947–Maggi merged with the Nestle India firm.

Year 1948– Sopad took over from Nestle to handle production and marketing for Nestle and Maggi products in France. Maggi now had eleven factories throughout the world.

Year 1982–Nettle India Ltd. Introduced Maggi 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.

Year 1984–Eating habits changed, and Maggi adjusted their products, with low fat Bouillons, Bouquet Garni (“a little extra to

add taste and give your dishes a festive look l”), and “Soupes Moulinees”, a new line to add to their “Soup Time” range. The ad announcing the new “Maggi Yabelin mix” had two sections: on the “BEFORE” page, a man disguised as an oriental wise man levitates a magnificent souff12, on the “AFTER” page, the same man holds the Maggi sachet in his hands ‘The magic formula to a successful Yabelin!”

Brand — MAGGI Maggi is an over 100-year-old Nestle band of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. It quickly became a pioneer of industrial food production, aiming the improvement of the nutrition of worker families. Over time the scope of MAGGI has been extended from a predominantly dehydrated cooking aid brand towards a general savory food brand including many types of ready meals and also frown food. This is in line with the fact that people all over the world are cooking less and less from scratch.

MAGGI BRAND IN INDIA Maggi Comes to India — teething troubles Maggi noodles a 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 first 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 homemade snacks like pakoras or sandwiches. So than were no specific 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 that problems but had the disadvantage of extendedpreparation time at home. Maggi was positioned as the only hygienic homemade snack! Despite this, Nestle faced difficulties with their sales after the initial phase.

The sole reason being, the positioning of the product with the wrong target group. Nestle had position. Maggi as a convenience food product aimed at the target group a working woman who hardly found any time for cooking. Unfortunately, this could not hold the product for very long. In the course of many market researches a. surveys, the firm found that children were the biggest consumers of Maggi noodles. Quickly they repositioned it towards the kids segment with various tools of sales promotion like color pencils, sketch pens, fun books, Maggi clubs which worked wonders for the brand.

PRODUCT LIFE CYCLE OF MAGGI The product life cycle is the period of time over which an item is developed, brought to market and eventually removed from the market. First, the idea for a product undergoes research and development. If the idea is determined to be feasible and potentially profitable, the product will be produced, marketed and rolled out. Assuming the product becomes successful; its production will grow until the product becomes widely available. Eventually, demand for the product will decline and it will become obsolete.

INTRODUCTORY STAGE Nestle launched Maggi in India in the year 1982 with its 2 minutes’ instant noodles. When Nestle launched this product there were a lot of ups and downs, with high failure rates. Maggi then had no competition and incurred high production cost. A lot of research was also done in this stage which caused frequent modifications.

GROWTH STAGE Around 1985, the demand for Maggi had increased tremendously in India. The entire development cost was recovered and moreover its sale rates had also increased. In 1990 the demand for Maggi had dropped a little because of an introduction of a new brand named Top Ramen. So in order to increase its sales Nestle formulated a new flavor which wasn’t well accepted by its consumers. Thus in 1999, Nestle re-launched the old flavor of Maggi, which in turn increased its sales.

MATURITY STAGE During its maturity stage, Maggi’s sales were at peak, production costs were low and profits were high.

DECLINE STAGE As we all know that Maggi is now banned in India due to its high lead content. Thus it is going through its declining stage now. Nestle is conducting a lot of research and if they come up with something new and better, then Maggi might be selling its

products in the future, or else after the declining stage, this brand would become history in India.

MAGGI BANNEDININDIA The Bombay High Court on Thursday set aside the countrywide ban on nine variants of Nestlé’s Maggi instant noodles, saying the national food regulator had acted in an “arbitrary” manner and not followed the “principles of natural justice” while banning the product. The court, however, ordered Nestle India to conduct fresh safety tests on the product before relaunching it.

The Indian unit of Nestle had challenged a June 5 order of the Food Safety and Standards Authority of India (FSSAI) and a similar order by the Maharashtra Food and Drug Authority (FDA) directing it to withdraw all variants of the noodles, citing the presence of excessive lead. While setting aside the ban, Justices V M Kanade and B P Colabawalla clarified that Nestle India has to send five samples of the noodles in its possession for fresh tests before bringing it back to the market.

]

The

court said it was still concerned about “public health and public interest”. “Even though it is two-minute noodles, it took us a lot of time,” the court said, minutes after setting aside the ban. The tests will be carried out within six weeks at three centers accredited and recognized by the National Accreditation Board for Testing and Calibration Laboratories (NABL): Vimta Labs, Hyderabad; Punjab Biotechnology Incubator, Mohali; and CEG Test House and Research Centre Pvt Ltd, Jaipur. Reacting to the order, Nestle welcomed the decision and said it would undertake fresh tests of Maggi noodles.

Referring to the ban, the high court observed: “(The) principles of natural justice have not been followed before passing the impugned order and on that ground alone impugned orders are liable to be set aside, particularly when the petitioner (Nestle India), one day prior to the impugned order, had given a press release that it had recalled the product till the authorities were satisfied about the safety of the product.”

The court also said that the food labs engaged by the FSSAI, which found excessive lead in Maggi noodles, were not “authorized” under the FSS Act and Regulations. Therefore, the results could not be relied upon, it said. Besides, the mandatory procedure of giving a notice under the provision of sampling and analysis was not followed, the court said. During the arguments, FSSAI had alleged that Nestle India could not claim any relief as it had suppressed facts and attempted to destroy evidence. The High Court, however, negated this line.

Another question was whether FSSAI could impose a ban on Maggi noodles on the grounds that the lead found in tests was in excess of what the company had represented on its product approval application —- it was below the maximum permissible limit. The answer to this was also negative, the court said. As to the question of whether the FSSAI had “unfettered” discretion to decide on standards to be maintained by companies such as Nestle India which manufactures proprietary food or nonstandardized food, the court’s response was again ‘no’.

The court also observed that lab reports obtained by the company from its labs and other accredited labs could not be considered. Soon after the High Court passed its order, the FSSAI and the FDA sought a stay. The court, however, observed that Nestle India had already said that it was not going to either manufacture or sell Maggi noodles and refused to oblige the two agencies. The court also allowed the company to seek approval for its tenth variant, Maggi Oats Masala Noodles.

The earlier of FSSAI, order,

company had argued that the CEO while passing the had acted in an “emergent, drastic and arbitrary” fashion while raising doubts over his jurisdiction. Nestle also argued that the food regulator had not served any notice before ordering a ban. Nestle claimed it has been operating in India for 30 years and had a global footprint. The government has also filed a class action suit against Nestle India seeking, Rs 640 crore in damages for alleged unfair trade practices, false Y labeling and misleading advertisements.

“Nestle India respects the decision made on August 13 by the Honourable Bombay High Court to revoke the ban order passed by the Food Safety and Standards Authority of India (FSSAI) and FDA, Maharashtra, on Maggi noodles and will comply with the order to undertake fresh tests,” the company said.

MAGGIRELAUNCHININDIA It was Diwali two days in advance for several grocery stores and customers in the city. Departmental stores across Mumbai had a special display Monday, right on their entry gate in bold letters: “We are back”, “Maggi is back”. By the end of the day, several small-time grocery shop owners admitted their entire stock had been sold out once the word spread in the locality.

In a special rollout, Nestlé, apart from re-launching Maggi noodles back into the market, also tied up with online portal Snap deal to register requests for home delivery of Maggi noodles starting Tuesday. “We will start taking orders from Tuesday. But delivery will be made after Diwali,” a Nestlé spokesperson told

Devilal Manager

Gayeri, of Roman

supermarket on Yari Road in Versova, said he noticed a palpable excitement among the customers when they spotted Maggi back on the shelves. “We have already sold 15 to 20 packets. The word will spread to the entire area now,” he said.

Gayeri added that he had been receiving queries from regular customers frequently about the anticipated relaunch date of Maggi. “While we did manage to sell other brands when Maggi was banned, our sales dropped significantly,” he said.

At his store, the maximum packets were purchased by kids on Monday. At Society Stores, Lokhandwala, three cartons of Maggi noodles were ordered (288 packets). By 8.00 pm, less than a dozen were left. “We realized that people have been tracking the launch date of Maggi. Everyone who visited the store purchased a packet today,” said Manan Gade, who sits at the counter. The store had made special arrangements to launch the noodles. “We had decorated the shelf with stickers. Posters with “We are back” were put everywhere,” Gade added.

While some shops managed to procure the product on the first day of its relaunch, several stores were asked to wait due to high demand. At departmental chains such as Big Bazaar and Star Bazaar the product was yet to hit the shelves. “We placed an order for all our stores in Mumbai. But the delivery will come on November 16,” said Suresh, from Great Home stores, Ahendri West. According to him, several small shops in his area are waiting for Maggi’s delivery. “A lot of people have inquired about the noodles in the last few days,” Suresh admit Maggi noodles is presently being manufactured at three locations — Nanjangud (Karnataka), Moga (Punjab) and Bicholim (Goa). For the other two locations at Tahliwal and Pantnagar, Nestlé is engaging with authorities to obtain permissions to initiate manufacture.

“We will make our best endeavor to reach the product to our consumers at the earliest. We are in touch with our channel partners and distributors to achieve this,” a release from the company said.

“The return of Maggi Noodles on the auspicious occasion of Deepawali and on the day of Dhanteras is a moment of celebration for all of us… On behalf of over 7,000 Nestlé India employees, I would like to thank all our suppliers, distributors, retailers, and millions of consumers from every corner of India and overseas for their support,” said Suresh Narayanan, Chairman and Managing Director, Nestlé India. Meanwhile, the Food and Drug Administration (FDA) is set to routinely test samples of Maggi noodles once they hit the entire market in a few days.

“We will continue the routine procedure of testing packaged food items to check for any contravention as per Food Safety and Standards, Act. In this case, if any norm is flouted, we can send

another notice to Maggi,” said Dr Harshdeep Kamble, FDA commissioner.

Last month, Nestlé received clearance from three laboratories, as per the Bombay High Court’s directive, for safety of its noodles. The laboratory test was conducted to check whether excessive lead was still present in its noodles. The product was banned earlier this year after excessive lead and monosodium glutamate, a flavor enhancer, was found in it.

MARKETING STRATEGIES OF MAGGI TO RELAUCH IN INDIA Nestle India has increased its marketing of Maggi as it prepares to present results of the re-test conducted on samples of the instant noodles brand to the Bombay High Court. The court had on August 13 order directed the company to complete the tests in six weeks. Nestle has tied up with smartphone apps to create a buzz around the year-end re-launch. Users of apps like Haaptik, an online directory, are receiving mailers that the service will alert them when Maggi arrives in stores.

The company has been uploading videos for its Miss-You Maggi advertising campaign unveiled a month ago. The advertisements speak of how Maggi was a crucial snack at any time. The Miss-You Maggi campaign is supported by a twitter hashtag ‘wemissyoutoo’ that had surfaced right after the Bombay High Court verdict on August 14. The hashtag has received about five million impressions, according to MindShift Metrics, a digital agency that maps reach and trends on social media.

Nestle has also uploaded a new corporate advertisement on YouTube that highlights its journey in India over 100 years. While Maggi is not part of this film, brand experts said the assurances of safety and quality would rub off on the brand as well.

Nestle India Managing Director Suresh Narayanan recently said the company would ensure Maggi’s relaunch was a memorable experience. Many of these initiatives would be digital, Narayanan said, to address “24 by 7” audiences.

It is unclear whether Nestle will appoint brand ambassadors for Maggi. Narayanan admitted the company had not thought about it. During the Maggi recall, the brand’s past and present endorsers, including actors Madhuri Dixit, Amitabh Bachchan and Priety Zinta, were served notices by the Uttarakhand Food and Drug Administration for making false claims.

SOCIAL MEDIA SUPPORT TOWARDS MAGGI When the Maggi ban was first heard of, social media went buzzing with hilarious memes as well as genuine queries from consumers.

According to an analysis done by Simplify360, it was found that the general tone of the posts on the social media sites, tend to suggest a high degree of disbelief and hurt that a trusted brand would stray from the path. Topics like #Maggiban, #MaggiInasoup kept on trending for weeks. On June 5th, the global head of Nestle decided to withdraw all the variants of Maggi from India, citing that the current scenario is not conducive for the brand.

Commenting on whether Maggi has taken the right social media strategy, Vinish Kathuria, Chief Operating Officer, Digital Quotient said, “There is no right and wrong thing in this case. Being a global brand, there must be few guidelines which they have to adhere to like- Don’t speak much in moments of crisis. The reason being, sometimes over communication can infact magnify the initial problem and they may face some legal consequences because of it. But from my point of view, right now the communication route which Maggi has taken is quite passive, which loyalists might not appreciate. It is very important to keep these followers on your side; a certain appreciation for the fans is not a bad idea. Don’t be aggressive, but a non-product consumer centric strategy is recommended.”

Vipin Dhyani, Founder & Chief Creative Director, Thought shop

Advertising & Film Productions feels the only reason why the brand should continue with its social media communication is because, if you keep mum, then things have a tendency to blow out of proportion. “So whatever the situation might be, whether positive or negative, the brand needs to communicate in a polite and a positive way.

Even if, they don’t have any backup plan, they should assure people that they are working towards it. Maggi has played a vital role in everyone’s life and has been like their best friend in moments of crisis. It is now very difficult for people to accept, that their favorite brand which boasts of several varieties is not there,” he cited.

He further added, “Every brand works towards 100% efficiency and this controversy has left a huge dent in terms of the loss for the company. People are aware, that this must be one of the cases and obviously the R&D would love to save the product.

They should infact, do something similar to what Cadbury and Coke did, when they were faced with crisis. The brands used their celebrity endorsers in the campaigns, and showed them in some R&D factory, telling the viewers that their products are absolutely safe for consumption.”

TWITTER RESPONSE TOWARDS MAGGI

QUESTIONNAIRE ANALYSIS 1. Do you purchase ready to eat products available in the market? PARTICULARS Yes No

FREQUENCY 30 0

PERCENTAGE 100% 0%

NUMBER OF RESPONDENTS

YES

NO

DATA INTERPRETATION: From the above table it can be inferred that100% of the respondents prefer ready to eat products available in the market.

2. Are you a consumer of Maggi? PARTICULARS Yes No

FREQUENCY 25 5

PERCENTAGE 95% 5%

35 30 25 NO

20

YES

15 10 5 0 YES

NO

DATA INTERPRETATION: As per the studyit is clearthat 95% of the respondents are consumers of Maggi and rest 5% do not prefer Maggi.

3. If yes, which Maggi products in noodles category do you regularly buy?

PARTICULARS Maggi masala Maggi veg Atta noodles Maggi cuppa mania others

FREQUENCY 23 2

PERCENTAGE 93% 2%

3 2

3% 2%

NUMBER OF RESPONDENTS MAGGI MASALA MAGGI VEG AATA NOODLES MAGGI CUPPA MANIA OTHERS

DATA INTERPRETATION: From the above pie chart, it can be concluded that 93% of the respondents regularly buy Maggi masala noodles, 2% of therespondents buy Maggi veg aata noodles, 3% buy Maggi cuppa mania and 1% buys others. it can have interpreted that Maggi masala noodles are frequently consumed by the respondents.

4. How long have you been buying noodles? PARTICULARS From childhood Since 10 years Since 5 years Since 2 years

NUMBER 23 3 2 2

PERCENTAGE 93% 3% 2% 2%

from child hood since 10 years since 5 years since 2 years

DATA INTERPRETATION: As per the questionnaire circulated it is seen that 93% of the respondents are buying Maggi noodles from their childhood and rest of them are buying since 10 years, 5years and 2years respectively.

5. According to you which age group prefers Maggi most? PARTICULARS 4-12 13-26 27-40 41-above

FREQUENCY 19 7 3 1

PERCENTAGE 89% 7% 3% 1%

20 15 10 41-above 5 0 4-- 12

13-26

27-40

41-above

DATA INTERPRETATION: From the study it can be concluded that 4-12 age groups prefer Maggi most.

6. What is the frequency (by family) of its consumption in your routine? PARTICULARS Once a day Twice a week Once in two days Once in 2 or 4 days Once in week occasionally

FREQUENCY 1 3 1 1

PERCENTAGE 1% 3% 1% 1%

2 22

2% 92%

25 20 15 10 5

occasionally oc as io na lly

we ek

on ce

2 on ce

in

in

da ys or 4

da ys tw o

in

a on ce

tw ic e

on ce

a

we ek

da y

0

DATA INTERPRETATION: According to the current survey, the frequency of buying Maggi noodles has come down i.e. 92% of the respondents buy Maggi noodles occasionally and rest buy Maggi noodles once a day, 2% of therespondents buy once in a week and so on.

7. Your comment on prices of Maggi product? PARTICULARS Affordable High Low

FREQUENCY 27 1 2

PERCENTAGE 97% 1% 2%

30 25 20

affordable

15

high

10 low

5

low

high

0 affordable

high

affordable low

DATA INTERPRETATION: As per the study it can be inferred that 97% of the respondents are satisfied about price of Maggi noodles. 1% of the respondents feel that price of Maggi is high and 2% ofthe respondents feel that price of Maggi is low and remaining feels that it is high.

8. How do you perceive Maggi products? PARTICULARS Good for health Ready to eat Junk food Tasty/fun eating

FREQUENCY 6 17 2 5

good for health ready to eat junk food

ea tin g

ta st y/ fu n

fo od ju nk

to

ea t

tasty/fun eating

re ad y

go od

fo rh ea lth

18 16 14 12 10 8 6 4 2 0

PERCENTAGE 6% 87% 2% 5%

DATA INTERPRETATION: From the above bar diagram, it can be highlighted that 87% of the respondents perceive Maggi products as ready to eat product.

9. You came to know about Maggi from?

PARTICULARS Newspaper Radio Television Friends Others

FREQUENCY 2 1 25 2 0

PERCENTAGE 2% 1% 95% 2% 0%

NUMBER OF RESPONDENTS newspaper radio television friends others

DATA INTERPRETATION: As per the study it is shows that 95% of the respondents know aboutMaggi through television, 2% of the respondents know through newspaper, other 2% of the respondents know through friends and remaining 1% of the respondents know through radio.

10. Does the celebrity endorsement prompt you to purchase Maggi? PARTICULARS Yes No

FREQUENCY 9 21

PERCENTAGE 9% 91%

100% 90% 80% 70% 60% 50%

Series 2

40%

Series 1

30% 20% 10% 0% yes no

DATA INTERPRETATION: According to current survey it can be concluded that 93% of the respondents are not influenced by celebrity endorsement, only 9% of them are attracted due to celebrity endorsement.

11. Which advertisement of Maggi influenced you to purchase Maggi after its ban? PARTICULARS Welcome back Maggi Khusiyon ki recipe mom’s Maggi I miss you Maggi come back soon Meri Maggi

FREQUENCY 3 19

PERCENTAGE 3% 88%

2

2%

7

7%

20 18 16 14 12 10 8 6 4 2 0

welcome back maggi

ag gi m er im

I miss you maggi come back soon meri maggi

we lc om

e

ba ck

m

ag gi

khusiyon ki reciepe mom's maggi

DATA INTERPRETATION: As per the questionnaire circulated it is clear that 88% of the respondents get influenced by the advertisement Khusiyon ki recipe mom’s Maggi,7% of the respondents by Meri Maggi,3% of the respondents by welcome back Maggi and 2% of therespondents I miss you Maggi come back soon.

12. Do you think attractive advertisement help Maggi to increase the sales?

PARTICULARS

FREQUENCY

PERCENTAGE

Yes

26

96%

No

4

4%

30 29 no

28

yes

27 26 25 24 yes

no

DATA INTERPRETATION: From the study it can be inferred that 96% of the respondents think attractive advertisement helps Maggi to increase its sale, 4% of the respondents think that attractive advertisement does not help Maggi to increase its sale.

13. Do you think Maggi is a healthy product after its ban? PARTICULARS Yes No

FREQUENCY 9 21

PERCENTAGE 9% 91%

35 30 25 20 no 15

yes

10 5 0 yes

no

DATA INTERPRETATION: As per the research conducted it can be concluded that 91% of the respondents do not think that Maggi is a healthy product after its ban only 9% of the respondents still think that it is a healthy product after its ban.

14. Do you prefer to purchase Maggi after its ban? PARTICULARS Yes No

FREQUENCY 9 21

PERCENTAGE 9% 91%

25 20 15

yes no

10 5 0 yes

no

DATA INTEPRETATION: The above bar diagram clearly indicates that 91% of the respondents do not prefer to purchase Maggi after its ban and 9% do prefer to purchase it.

15. Does the Maggi ban effects your daily routine? PARTICULARS Yes No

FREQUENCY 3 27

PERCENTAGE 3% 97%

NUMBER OF RESPONDENTS

YES NO

DATA INTERPRETATION: According to current survey it can be concluded that 97% of the respondents said that Maggi ban do not affect their daily routine only 3% of the respondents said that it affects their daily routine.

16. Do you think fame of the Nestle Company has come down after Maggi ban? PARTICULARS Yes No

FREQUENCY 25 5

PERCENTAGE 95% 5%

30 29 28 27

no

26

yes

25 24 23 22 yes

no

DATA INTERPRETATION: It is found from the above bar diagram that 95% of the respondents think that fame of the Nestle company has come

down after Maggi ban and 5% of the respondents think that Nestle company also have other products which are in huge demand which keep Nestle’s reputation always high.

17. What strategies Maggi is using after its ban? PARTICULARS Targeting the mothers Targeting the emotional attachment of people towards Maggi Targeting the youth Targeting the working women

FREQUENCY 7

PERCENTAGE 7%

18

88%

4 1

4% 1%

NUMBER OF RESPONDENTS targeting the mothers targeting the emotional attachment of people targeting the youth targeting the woking women

DATA INTERPRETATION: From the above pie chart it can be concluded that 89% of the respondents feel that Maggi is mostly targeting on emotional attachments of people.

18. Do you still have an emotional attachment towards Maggi? PARTICULARS Yes No

FREQUENCY 27 3

PERCENTAGE 97% 3%

30 25 20 yes

15

no 10 5 0 yes

no

DATA INTERPRETATION: The study highlights that 97% of the respondents are still having an emotional attachment towards Maggi and remaining 3% of the respondents do not have an emotional attachment towards Maggi.

19. Do you think Maggi is regaining its position with the help of online advertising? PARTICULARS Yes No

FREQUENCY 27 3

PERCENTAGE 97% 3%

30 25 20 yes

15

no

10 5

no

0 yes

yes no

DATA INTERPRETATION: Through the researchit is found that 17% of the respondents think Maggi is regaining its position with the help of online advertising.

20. Rate the satisfaction level considering all aspects of Maggi noodles? PARTICULARS Very good Good Fair Below average Poor

FREQUENCY 3 18 6 1 3

PERCENTAGE 3% 87% 6% 1% 3%

35 30 25 poor

20

below average fair

15

good very good

10 5 0 very good

good

fair

below average

poor

DATA INTERPRETATION: According to the study it can be concluded that 87% of the respondents arehighly satisfied,6% of them rated it as fair and remaining 3% rated it as very good and poor respectively.

21. Any suggestions and other improvement would like to suggest? PARTICULARS Sell Maggi without lead Ban again Sell healthy and tasty Maggi Good in advertising

FREQUENCY 5

PERCENTAGE 5%

2 18

2% 88%

5

5%

NUMBER OF RESPONDENTS

sell maggi without lead ban again sell healthy and tasty maggi good in advertising

DATA INTERPRETATION: As per the suggestions given by the respondents it is found that 88% of the respondents have suggested to sell healthy and tasty Maggi, 5% suggested to sell Maggi without lead ,5% suggested that Maggi should be good in advertising its products and 2% suggested that it should be banned again by the government.

 Most of the respondents prefer ready to eat product available in the market.  From the study it is found that 93% of respondents buy Maggi masala noodles regularly because consumers feel that Maggi masala noodles is tastier than other variants of Maggi noodles.  Through the research analysis it is found that 93% of the respondents buy Maggi noodles since their childhood.  Maggi noodles are mostly preferred by kids, college students and adults.  Frequency of consumption of Maggi noodles has come down due to the health issues.  Consumers are comfortable with the price of the Maggi noodles as it is affordable.  95%of the consumers came to know about Maggi noodles From television  It is found that attractive advertisements help Maggi to increase its sales.  Nestle is targeting mainly on emotional attachments of consumers to relaunch Maggi noodles in the market.  95%of the consumers think that fame of nestle company has come down after Maggi ban.

 Focus on creating distinctive image, based on twin benefits of “INSTANT” and “HEALTHY” with emphasis on health conscious.  Conduct promotional campaigns at schools in small towns with population more than 10,000 to regain position in market.  Strengthen the distribution channel of the rural areas within 100 km of all the metros  Company should concentrate more on television for advertisement, as mostly people get attracted through television only.  The company should advertise its products by depicting attributes related to health like nutrition values, % of vitamins, proteins, etc. this would help customers in perceiving the product as healthy.  To gain maximum leverage in terms of profit the company should pay emphasis on segments with age groups 25-35 and above. Targeting these segments will not only enhance the company’s profit margin but also it wills leverage the brand image of Maggi.

Conclusion Nestlé’s wise decision of merger with Maggi, made it pioneer in the packaged food industry, specifically in India. Ease of preparing yummy dishes instantly made it the first choice and preference for all the kids and their mummas as well. Maggi’s consistent quality, continued innovations, skill to identify the needs of society have allowed it to grab 90% of market share today, in instant food products LOB. Maggi has continuously been expanding its product line, which leaves behind the image of so called “One product concentrated Brand” and hence less fear of being thrown out over night. Maggi has won the King Position by its highly focused

ANNEXURE 1. Name

___________ 2. Gender ___________ 3. Age ___________ 4. Occupation___________ 5. Income ___________ 6. Do you purchase ready to eat product available in the market? a) Yes b) No 7. Are you a consumer of Maggi? a) Yes b) No 8. If yes, which Maggi products in noodles category do you regularly buy? a) Maggi masala noodles b) Maggi vegetables aata noodles c) Maggi cuppa mania

d) Others 9. How long have you been buying noodles? _______________ 10. According to you which age group prefers magi most? a) 4-12 b) 13-26 c) 27-40 d) 41-above

11. What is the frequency (BY FAMILY) of its consumption in your routine? a) Once a day b) Twice a day c) Once in two or four days d) Once in a week e) Occasionally 12. Your comment on prices of Maggi products? a) Affordable b) High c) Low 13. How do you perceive Maggi products? a) Good for health b) Ready to eat c) junk food

d) Tasty\fun eating 14. You came to know about Maggi from? a) Newspaper b) Radio c) Television d) Friends e) Others 15. Does the celebrity endorsement prompt you to purchase Maggi? a) Yes b) No 16. Which advertisement of Maggi influenced you to purchase Maggi after its ban? a) Welcome back-Maggi b) Khusiyon ki recipe # mom’s Maggi c) I miss you Maggi come back soon d) Meri Maggi 17. Do you think attractive advertisement helped Maggi to increase the sales? a) Yes b) No 18. Do you think Maggi is a healthy product after its ban? a) Yes b) No 19. Do you prefer to purchase Maggi after its Maggi? a) Yes

b) No 20. Does the Maggi ban affect you daily routine? a) Yes b) No 21. Do you think fame of the Nestle Company has come down after Maggi ban? a) Yes b) No 22. What strategies Maggi is using to bounce back in the market? a) Targeting the mothers b) Targeting the emotional attachments of people towards Maggi c) Targeting the youth d) Targeting the working women 23. Do you still have a emotional attachment towards Maggi noodles? a) Yes b) No 24. Do you think Maggi is regaining its position with the help of online advertising? a) Yes b) No

25. Rate the satisfaction level considering all aspects of Maggi noodles? Very good Good Fair Below average Poor 26. Any suggestions or other improvements would like to suggest?

    

Marketing research-G.C.beri Principles of marketing – phlip kotler www.wikipedia.com https://www.researchgate.com www.slideshare.com