Description
Describes about differentiation, segmentation, targeting & positioning of Maggi noodles. It includes the topics like problems faced, strategies used and competitors of maggi.
DSTP Analysis of Maggi Noodles
About Maggi Noodles
• Launched by Nestle India in 1982 • Nestle wanted to explore the potential of the huge Indian market • Today, it is a market leader with almost 70% market share • One of the most trusted brands
Problems faced by Maggi
• Basic problem brand faced was Indian psyche • Top Ramen’s increasing popularity declined Maggi’s sales in 90’s • Decline in sales due to change in formulation by NIL in 1994
Strategies used by Maggi Noodles
• Never used Nestle name in its advertisements • Used ‘ Fast to Cook, Good to Eat ‘ as a tagline to promote it as a convenience product • Then repositioned as a good for health product through new tagline as ‘Taste bhi Health bhi’
Strategies used by Maggi Noodles
• Believe in innovation & localization so came up with Dal Atta, Curry ,Tomato & Chicken variants • Launched ‘Me & meri Maggi’ campaign to create emotional connect with their customers
Competitors
STPD Analysis
Segmentation Age Targeting Kids, Youths Positioning Differentiation
Fast to cook good Flavors to eat
Eating Habits
Office going mothers
2-minutes noodles
Packages
Lifestyle
Health conscious
Taste bhi health bhi
Taste
Products for the Target segment
• Classic NoodlesKids, Youths
• Veg atta NoodlesHealth conscious
• Cuppa Mania-Office goers
?
• • •
Strength
Market leader in noodles category with high brand loyalty Excellent advertising and visibility Good distribution in urban market
?
•
Weakness
Low rural market presence
SWOT Analysis
?
• •
Opportunities
Changing preference of consumer towards Chinese food and fast food Increasing number of working youth
?
• •
Threats
Less Entry Barriers in the Market segment for product category Intense Price war with competitors
Recent Developments
• ‘2-min Mein Khushiyaan’ Campaign • First time using celebrity for their endorsement • Big-B as a storyteller telling heartwarming consumer experiences
• Customer retention through emotional appeal
doc_691910373.pptx
Describes about differentiation, segmentation, targeting & positioning of Maggi noodles. It includes the topics like problems faced, strategies used and competitors of maggi.
DSTP Analysis of Maggi Noodles
About Maggi Noodles
• Launched by Nestle India in 1982 • Nestle wanted to explore the potential of the huge Indian market • Today, it is a market leader with almost 70% market share • One of the most trusted brands
Problems faced by Maggi
• Basic problem brand faced was Indian psyche • Top Ramen’s increasing popularity declined Maggi’s sales in 90’s • Decline in sales due to change in formulation by NIL in 1994
Strategies used by Maggi Noodles
• Never used Nestle name in its advertisements • Used ‘ Fast to Cook, Good to Eat ‘ as a tagline to promote it as a convenience product • Then repositioned as a good for health product through new tagline as ‘Taste bhi Health bhi’
Strategies used by Maggi Noodles
• Believe in innovation & localization so came up with Dal Atta, Curry ,Tomato & Chicken variants • Launched ‘Me & meri Maggi’ campaign to create emotional connect with their customers
Competitors
STPD Analysis
Segmentation Age Targeting Kids, Youths Positioning Differentiation
Fast to cook good Flavors to eat
Eating Habits
Office going mothers
2-minutes noodles
Packages
Lifestyle
Health conscious
Taste bhi health bhi
Taste
Products for the Target segment
• Classic NoodlesKids, Youths
• Veg atta NoodlesHealth conscious
• Cuppa Mania-Office goers
?
• • •
Strength
Market leader in noodles category with high brand loyalty Excellent advertising and visibility Good distribution in urban market
?
•
Weakness
Low rural market presence
SWOT Analysis
?
• •
Opportunities
Changing preference of consumer towards Chinese food and fast food Increasing number of working youth
?
• •
Threats
Less Entry Barriers in the Market segment for product category Intense Price war with competitors
Recent Developments
• ‘2-min Mein Khushiyaan’ Campaign • First time using celebrity for their endorsement • Big-B as a storyteller telling heartwarming consumer experiences
• Customer retention through emotional appeal
doc_691910373.pptx