MARKETING MANAGEMENT

THE MAGGI BRAND IN INDIA: BRAND EXTENTION AND REPOSITIONING

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GROUP MEMBERS
OMKAR MENGLE AKSHAY JOSHI NISHANT KASTURE KAUSTUBH PATIL SNEHA SAHA 11BSP2006 11BSP1783 11BSP2003 11BSP1208 11BSP0858

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OVERVIEW
Introduction (Background of the Case) The Maggis Journey Maggis Products BCG Matrix Maggis Health Angle Marketing Strategy The Growth Factors Maggis Life Cycle STP Analysis SWOT Analysis
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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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THE MAGGIS 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 90s, launched Macaroni to beat Top Ramen Macaroni failed miserably
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THE MAGGIS JOURNEY

To counter this failure, NIL changed formulation of Maggi Noodles This strategy didnt work as well Relaunch of OLD MAGGI NOODLES Developed Healthy noodles for Health conscious people

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MAGGIS 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 STRATEGY
4Ps: PRODUCT PRICE PLACE PROMOTION

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BCG Matrix
STAR QUESTION ?

CASH COW

DOG

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MAGGIS LIFE CYCLE

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STP ANALYSIS
Segmentation
Age

Targeting
Kids

Positioning
Mummy bhookh Lagi

Eating habits youth

Youth

2- minutes noodles

Lifestyle of urban families

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Office goers, working women, health conscious people

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Taste bhi health bhi

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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 product
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SWOT ANALYSIS
WEAKNESS:
Wrong identification of segment Low rural market presence constraints Ineffective brand extension

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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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SWOT ANALYSIS
THREATS:
Single product focused competitors like Heinz sauce and Wai Wai Noodles. Substitute Product to Product Segment

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According to you, What is success?

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What is the difference between Brand Extension and Multi- Brand Strategy?

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Why Maggi failed with Brand Extensions??

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ANY QUESTION???

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