MAGGI PPT
22
MARKETING MANAGEMENT THE MAGGI BRAND IN INDIA: BRAND EXTENTION AND REPOSITIONING December 5, 2011 1 MARKETING MANAGEMENT II
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Transcript of MAGGI PPT
MARKETING MANAGEMENT II 1
MARKETING MANAGEMENT
THE MAGGI BRAND IN INDIA:BRAND EXTENTION AND
REPOSITIONING
December 5, 2011
MARKETING MANAGEMENT II 2
GROUP MEMBERS
• OMKAR MENGLE 11BSP2006• AKSHAY JOSHI 11BSP1783• NISHANT KASTURE 11BSP2003• KAUSTUBH PATIL 11BSP1208• SNEHA SAHA 11BSP0858
December 5, 2011
MARKETING MANAGEMENT II 3
OVERVIEW
• Introduction (Background of the Case)• The Maggi’s Journey• Maggi’s Products• BCG Matrix• Maggi’s Health Angle• Marketing Strategy• The Growth Factors• Maggi’s Life Cycle• STP Analysis• SWOT Analysis
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MARKETING MANAGEMENT II 4
INTRODUCTION
• Introduced in 1982• Created new food category in India• Pioneer in organized packaged food market in India• Convenient product for mothers• Positioned as ‘FUN’ Food for kids• Introduced many brand extensions
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MARKETING MANAGEMENT II 5
THE MAGGI’S JOURNEY
• Established its brand with instant noodles• Then launched “Instant Soups” as a new
variant• Entered in many other culinary products such
as Sauces & Ketchups, Pickles, Cubes etc.• In late 90’s, launched Macaroni to beat Top
Ramen• Macaroni failed miserably
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MARKETING MANAGEMENT II 6
THE MAGGI’S JOURNEY
• To counter this failure, NIL changed formulation of Maggi Noodles
• This strategy didn’t work as well• Relaunch of “OLD MAGGI NOODLES”• Developed Healthy noodles for Health
conscious people
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MARKETING MANAGEMENT II 7
MAGGI’S HEALTH ANGLE
• Took a health route in March 2005• Launched Vegetable Atta Noodles• A brand new tagline- “Taste Bhi, Health Bhi!”• Targeted the entire family & not just kids• Improved the regular Maggi Noodles• Repositioned soup range as Maggi Healthy Soups
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MARKETING MANAGEMENT II 8
MARKETING STRATEGY
4P’s:
• PRODUCT
•PRICE
•PLACE
•PROMOTION
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MARKETING MANAGEMENT II 9December 5, 2011
MARKETING MANAGEMENT II 10
BCG MatrixSTAR QUESTION ?
CASH COW DOG
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MARKETING MANAGEMENT II 11
MAGGI’S LIFE CYCLE
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MARKETING MANAGEMENT II 12
STP ANALYSIS
Segmentation
Age
Eating habits youth
Lifestyle of urban families
Targeting
Kids
Youth
Office goers, working women, health
conscious people
Positioning
Mummy bhookh Lagi
2- minutes noodles
Taste bhi health bhi
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MARKETING MANAGEMENT II 13
SWOT ANALYSIS
STRENGTHS:• Strong Global Corporate Brand ( NIL )• Pioneer, so 1st mover advantage in Noodles,
Sauce, Ketchups and Soup market• Strong brand loyal consumer base• Wide range of distribution channel• Product according to the need of Indian consumer• Innovative productDecember 5, 2011
MARKETING MANAGEMENT II 14
SWOT ANALYSIS
WEAKNESS:• Wrong identification of segment• Low rural market presence constraints• Ineffective brand extension
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MARKETING MANAGEMENT II 15
SWOT ANALYSIS
OPPORTUNITIES:• Growing package and canned food market in India• Opportunity to be substitute to other snacks category of food products• Untapped Rural Market
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MARKETING MANAGEMENT II 16
SWOT ANALYSIS
THREATS:• Single product focused competitors like Heinz sauce and Wai Wai Noodles.• Substitute Product to Product Segment
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MARKETING MANAGEMENT II 17
According to you, What is success?
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MARKETING MANAGEMENT II 18December 5, 2011
MARKETING MANAGEMENT II 19
What is the difference between Brand Extension
and Multi- Brand Strategy?
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MARKETING MANAGEMENT II 20December 5, 2011
Why Maggi failed with Brand Extensions??
MARKETING MANAGEMENT II 21
ANY QUESTION???
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MARKETING MANAGEMENT II 22December 5, 2011
