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Product mix as a marketing element of marketing mix.Full description
NESTLE MAGGI
INTRODUCTION TO NESTLE 2-MINUTE MAGGI NOODLES It¶s a brand of instant noodles made by Nestle India Limited. It was found by the Nestle family based in Switzerland in the 19th century. Nestle launch Maggi in India in year 1982. Nestle wanted to explore the potential for instant food among the Indian consumers. It took several year and investment on part of nestle to establish itself in India Now it enjoys a 90% market share in this segment.
PRODUCT
LIFE CYCLE
A concept that provides a way to trace the stage of a product¶s acceptance, from it¶s Introduction (birth) to it¶s decline (death)
INTRODUCTORY STAGE
High failure rates No competition Frequent modification High production cost Nestle India limited, an Indian subsidiary of the global FMCG major, Nestle introduce the Maggi brand in India with it¶s 2-mintue Noodles. With the launch of Maggi noodles, NIL create an entirely new food category instant food in Indian packaged food market. Since then NIL has been able to retain it¶s leadership in the instant noodles food category.
MARKET PENETRATION
Promotional
campaign in school
Advertising strategy : focus on young children New product innovations according to the needs of customer : Vegetable Atta Noodles, Cuppa Mania, Dal Atta Noodles Different packaging : 50grms, 100grms, packs
GROWTH STAGE
Increasing rates of sales Entrance of competitors Initially healthy profits Development costs are recovered In early 1990¶s the demand for Maggi Noodles start to fall due to launch of top Ramen ,another instant Noodle product So In order to increase sales, NIL formulated the flavor of Maggi Noodles which was not accepted by the customers In march 1999 NIL Re- launched the old version of Maggi Noodles, after which the sales review.
MATURITY STAGE
Decline sale growth Saturated market Extending product lines Heavy promotions to dealers and consumers Price and profit fall In 2003 HLL introduced knorr Annapurna, a liquid snack segment in competition to NIL¶s Maggi range The new product by HLL was price at Rs. 5/- and came in 4 variants Like Maggi, soupy snax targeted all age-group, particularly office goers
SEGMENTATION TO DIFFERENTAITION Classic Noodles ± 5 to 10 years Veg. Atta Noodles ± health conscious Rice Mania ± teenagers Cuppa Mania ± office goers
Decline Stage Long drop in sales Large inventories of unsold items Elimination of all non-essential market expenses
Analysis Why Atta Noodles failed ?? In 2005 NIL launch Maggi Veg. Atta Noodles It was based on consumer¶s needs for more whole grain based products Extensive research and development was done by the NIL team Maggi Atta Noodles provided all the essential dietary fiber of whole wheat grains Maggi Atta Noodle were priced more than the regular Noodles in the market
Reason for failure
PRICE:
the price of Atta Noodles was little more than the regular Noodles FLASE CLAIMS: in October 2008 Nestle mistakenly aired an ad claiming that Noodles helps ³in building a strong muscles and bones´. The Indian Advertising Standard Authority declared it a false claim later NOT PURELY VEGETARIAN: Maggi Atta Noodles contained additives such as E250d and E627 which are made by fish and hence not suitable for vegetarians LACK OF ESSENTIALNUTRIENTS: It lacked presence of essential vitamins such as A and C. Moreover it targeted health conscious people but it contained a high percentage of fats.
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Cover Of Atta Noodles
Nutrition facts Serving size :
100g
Amount per serving Calories Calories from fat Total fat Saturated fat Trans fat Sodium Total carbohydrate