Maggi Survey
Transcript of Maggi Survey
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 PREFERENCE15-25100 80 60 40 201 1 77
25-35
15 1
143 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 FREQUENCY15-254540
25-35
36
2722 21
188 1
9
5 2
5
5 1
7
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 TIME15-25 100 90 80 70 60 50 40 30 20 10 0 Breakfast Brunch (between breakfast and lunch) Lunch Evening Snacks Dinner Late night supper8 5 25 18 3 15 4 7 23 48 47 88
25-35
4. You eat Maggi when:OCCASION OF HAVING MAGGI15-2590 75 60 45 3016 58 52 58 85
25-35
153 6 0
12 2 0 2 6 0 2
16
0
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:Column1No 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 VARIANTS4539
3627 27
27
1811
18
11 7 8
9
0Maggi 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 PreferencesOther 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 parametersMAGGI v/s CONVENTIONAL BREAKFASTExcellent75
Good
Average
Bad
Poor
60
58 51 53
45
43 33
43 33
41
30
30
2924 16 16 9 3 2 4 2 4
156
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 MEAL1 60 2 3 4 More than 4
5042
47
40
30
2011
10
8 1
6
2 25-35
0 15-25
10. If served at the breakfast table, how would you like your Maggi?BREAKFAST = MAGGI + ?15-254541 36
25-3542
36
2718 14 8 9 6 9 8 1 2
18
9
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