Ever since its launch in India in 1983, this brand has become synonymous with noodles. The bright red and yellow colours of the packet with the brilliant blue ´2´2-minute Noodlesµ Printed on it has found a place on every kitchen. Maggi prepared a food product which is quick to prepare and easy to digest. Over the years, Maggi has grown as a brand and positioned itself as a ´Fast to cook! Good to Eat!µ food product.
To capture the market it was positioned as a hygienic home made snack, which is a smart move, considering the competition at that time being home made snacks which are considered healthy even today. After conducting an extensive research, the firm found that the children were the biggest consumers of Maggi noodles. No doubt the ads of Maggi have shown a hungry kid saying ´Mummy bhookh lagi haiµ to which his mom replies ´Bas do minute!µ and soon he is happily eating Maggie noodles.
It can be emphasized that understanding the marketing environment holds the key to effective marketing management. The rural market environment needs a separate examination as it varies significantly from that of the urban market. Until a few years ago urban market formed the main reference point in all the marketing discussions in marketing management. Here we shall focus on ´THE RURAL CONSUMERµ.
Size of Rural Consumer Group: In numerical terms, India·s rural market is indeed a large one; it consists of more than 740 million consumers. It can be seen that now 73 percent of India·s total population is rural Though over the last three decades, there has been a steady growth in rural population in terms of absolute numbers. And, it had reached 74 crore by 2001. In terms of households, the rural market consists of more than 12 crore households, forming over 70 percent of the total households in the country.
Rapid urbanization , increased literacy and rising per capita income, have all caused rapid growth and change in demand patterns, leading to an explosion of new opportunities. Around 45 per cent of the population in India is below 20 years of age and the young population is set to rise further.
While instant noodles are still not generally consumed as main meals in India, more individuals are bucking this trend and accepting them as an option. This is, however, mostly restricted to busy working adults who live independently or only with their spouse, away from their parents, and who have little time to prepare their own meal sat home. Given the requirements for convenience and saving time, these individuals resort to easy-to-prepare meals, such as easy-toinstant noodles.
Marketing decisions generally fall into the following four controllable categories: ? Product ? Price ? Place (distribution) ? Promotion These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment.
The goal is to make decisions that canter the four P's on the customers in the target market in order to create perceived value and generate a positive response. It is a great way to help us focus on the elements of a good marketing plan that we can't control but must be aware of and anticipate such as: - new competitors, - new legislation, - change in consumer confidence, - change in consumer tastes
Price Variables It is the valuation of the product mentioned on the product. Price mix includes the following variables. ? Allowances and deals ? Distribution and retailer mark-ups mark? Discount structure Product Variables A product has capacity to satisfy human want. This creates demand and facilitates marketing.The product mix includes the following variables. ? Quality ? Models and sizes ? Packaging ? Brands ? Service
Promotion Variables Promotional activities are of encouraging retailers and dealers to encourage purchasing. Promotion mix includes the following variables ? Advertising ? Sales promotion ? Personal selling ? Publicity Place Variables Physical distribution is the delivery of goods at the right time and at the right place to consumers. Place mix includes the following variables. ? Channels of distribution ? Outlet location ? Sales territories ? Warehousing system
Maggi Brand has segmented the rural market on the basis of lifestyle and habits of rural families. MAGGI 2 MINUTE NOODLES Maggi 2 Minute Instant Noodles is already associated with convenience and taste and is currently accepted as a valid filling snack between meals. Children and Teenagers: The age group between 4 and 14 years has largely similar tastes and is traditionally targeted by Maggi.
For rural areas, Maggi shifted focus from the lady of the house to the end consumer in rural markets i.e. children themselves ending up as the market leader of the instant noodles segment. Studying Age: The studying age segment in rural areas though not traditionally targeted specifically has been devouring Maggi 2 minute noodles.
MAGGI CUP O NOODLES With reduced cooking time of ½ a minute, ease of preparation and no need of separate plates Maggi Cup O Noodles promises to appeal to anyone in need of a quick, convenient bite.
Young Adults: The growing class of affluent young adults does not mind paying higher prices for quality products. They are hard pressed for time and would pay a premium for convenience.
Ordinarily, Maggi targets such a segment of a market where it is likely to maximise its turnover and continue to get consumer patronage for a long period of time. Maggi with limited resources mostly serves ´market nichesµ. This turns out to be better strategy because major competitors have either overlooked or neglected such segments.
Target marketing in Maggi is steadily becoming popular by the multiplication of newspaper, magazines, TV channels and internet. Maggi are also making substantial investments in information systems as the key to reducing costs and getting a competitive edge. Lot of care is taken to assemble information about individual customers purchases, preferences, demographics and profitability.
MAGGI 2 MINUTE NOODLES Maggi 2 Minute Noodles will continue with its current positioning of convenience and as a ´fast to cook, good to eatµ.Maggi being unhealthy in an increasingly health conscious market, is a major threat in the current scenario. It can be tackled by positioning Maggi as a snack with nutritional value. The recent launch of ´Veg Atta Noodlesµ and ´Dal Atta Noodlesµ with the promise of good nutritional value ventures in this area.
CUP O MAGGI The main USP of Cup O Maggi is convenience without compromising on taste. Cup O Maggi is targeted towards a segment that values time and convenience as well as is getting increasingly health conscious. The crux of positioning will be ´Healthy Snack Anywhere, Anytimeµ.
Traditionally, Indians believe in consuming fresh stuff rather then packaged or frozen, but the trend is changing and the new fast food generation is slowly changing. Maggi Today, the year 2008 saw India leading in worldwide Maggi sales. The brand has grown to an estimated value of Rs 160-170 core and 160contributes at least 8²9% India·s top line. 8²
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