Market Share-80%Market Growth-15%

PRODUCT LIFE CYCLE

Product life cycle is a concept that provides a way to trace thestages of a product’sacceptance , fromits introduction(birth) toits decline

INTRODUCTORY STAGE (FULL SCALE LAUNCH OF NEW PRODUCT)

Created an entirely new food category in the Indian packaged food market.

Pioneer in instant noodles Main focus was kids, bachelors and

workingwomen. No competition. Limited distribution.

MARKET PENETRATION STRATEGIES -:Promotional campaigns in schools.Advertising Strategies: focussing on kids.

Tagline was” Bas 2 min “ giving gifts on empty packets

New product innovation according to the need of the customer

Availability in different packaging 50gms, 100gms,200gms

Conducting regular market research

GROWTH STAGE

Maggi became the no 1 brand in instant noodles

Sales Increased Accepted as ready to eat food. Prices were kept normal Profits began to rise Promoted as FAST TO COOK, GOOD TO

EAT No new changes in the product

• Entrance of competitors• To increase the sales NIL introduced flavour of

Maggi noodles which was not accepted by the consumers

• In 1999 relaunching of the old version of maggi noodles was done.

Maturity Stage◉Declining sales growth◉Saturated market◉Extending product lines◉Heavy promotions to dealers and consumers◉Prices and profits fall◉In 2003 HLL introduced Knorr Annapurna , a liquid snack segment in competition to NIL's Maggi range◉The new product by HLL was priced at rs.5 and came in 4 variants◉Like Maggi ,Soupy Snax targeted all age-groups ,particularly office goers

SEGMENTATION TO DIFFERENTIATION

❖Classic Noodles - 5 to 10 yrs❖Veg. Atta Noodles - health conscious❖Rice Mania - teenagers❖Cuppa Mania - office goers

DECLINE STAGE Sales saw decline in 1990. Changed formulation from oil fried

noodles to air dried. Large inventories of unsold items. Also faced a tough competetion from

top ramen