1. PRESENTATION
ON
By
Hemant
Gulati

2. About
NESTLE
• Nestlé is a multinational packaged foods company founded and
headquartered in Vevey, Switzerland
• set up in 1866 by Henri Nestlé
• NIL-the indian subsidary of the global FMCG major S.A.
• NESTLE house–gurgaon, haryana
• Introduced the MAGGI brand in 1982.
• Entirely new food catgory-instant noodles-indian packaged food
market.
• Started offering new healthy products under MAGGI

3. History of MAGGI
• Maggi is an over 100-year-old Nestlé brand of instant soups, stocks,
bouillons, ketchups, sauces, seasonings and instant noodles.
• The original company came into existence in 1872 in Switzerland,
when Julius Maggi took over his father's mill.
• Marked the beginning of the Maggi® brand and its lines of
convenient food products.
• In 1882, the Swiss Public Welfare Society commissioned Maggi to
create a vegetable food product that would be quick to prepare and
easy to digest to help with the problem of women having less time to
prepare meals as more and more worked outside the home.
• Maggi merged with Nestlé in 1947.

4. MAGGI as an international culinary brand
• Worldwide leader in flavor and
meal enhancement.
• Internationally as the trusted
brand in consumer and
professional kitchens.
• Almost 89 percent of chefs in
Hong Kong-the center of
Chinese culinary excellence-use
Maggi products in their meal
creations.
• The market leader in People's
Republic of
China, Philippines, India, Vietn
am, Malaysia and Thailand.

5. MAGGI-INDIA
NESTLE introduced MAGGI brand in INDIA in
1982.
With the launch of maggi noodles, NUL created
a new food category in indian packaged food
market.
Over in india, maggi became a popular snack
food product.
In fact, "Maggi" has become a genericized
name for instant noodles in India and Malaysia.

6. MAGGI-PRODUCT
length
 Maggi stocks
White rice seasoning
Chicken stock
Chicken stock-less salt
Vegetable stock and beef stock
 Soups
Cook up soups
Instant soups
 2 minute noodles
Chicken
Vegetable
Pizza
Curry
Cheese
Dal and aata

7. PRICE :
• Considering the price points in the market for Maggi, it should
continue to position itself in the "snacks" category itself, since few would
be willing to accept it as a meal (Indian Consumption Habits - Noodles
still arent taken as proper food item).
• Affordable by all income groups.
PLACE:
• The distribution network is well spread
• Easily available in all kirana stores, retail store etc.
• Market share

8. PROMOTION
:
Changed their advertising
campaign- focus on health and
nutrition.
Celebrity endorsements. Eg .
Javed Jafferi
Sales promotion in schools and
offices, as the exercise of brand
call.
Market research exercise-regards
of taste and health
issues. This helped maggi to think
about the customer.
Distributed free samples-period of
new launches.

9. • Maggi's first product extension was Maggi instant soups
launched in 1988. With the launch of Maggi soups, NIL had
become a pioneer in the organized packaged soup market in
India...
Taglines like 'Mummy, bhookh
lagi hai' (Mom, I'm hungry),
'Bas 2-Minute,' (Only 2
minutes) and
'Fast to Cook Good to
Eat' effectively communicated
the product's benefits to target
consumers

11. STP of MAGGI
SEGMENTATION:
• Segmented the market on the basis of
lifestyle and eating habits of the indian
consumer.
• Focus mainly on age and appetite of
the urban families.

12. TARGETING:
Target audience are
kids
Youth
Working women
It helps mothers with the promise
of fast to cook and good to eat
snacks.
„convenience savvy time misers‟

13. POSITIONING:
• Positioned their product with the
well known slogan
• “2minute noodles”
• “taste bhi health bhi”
• “Easy to cook, good to eat”
• Positioned their product as to get
fast relief from hunger.