| Topic : The Maggi Mania!! |
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Business & Strategy
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Activity:
61 views;
last activity : 09 07 2010 14:54:40 +0000
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RURAL PENETRATION
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Add free gift for Kids inside the packet.
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"Scaling Innovation"
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Maggi a symbol of foreign invasion
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Provide better product offerings
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Convert the status of Maggi from 'Fast Food' to 'Fastest Food'
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Change the presentation form
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Revised style of marketing
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Make the brand interesting
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Imporve quality
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Cash on experiences of old clients of maggi..
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concentrate on lower middle class segment
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Penetrate rural markets,focus there.with an established brand franchise,distribution network,rapport with the trade,the lost share can easily be recouped. |
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Dear Baalu,
Time is not at premium in rural India, so it does not gel with what five minute Maggi-concept.
Namrata,
Rural markets have vast untapped potential.The life style in rural markets are finding a sea change.Many fmcg manufacturers even 2 to 3 decades back identified potential untapped in rural markets and started making inroads.With improvement in agricultural methods,availability of free power,subsidised price for fertilsers,increased produce per hectare rural India has so much of surplus and disposable income. Maggi to my knowledge touched Tamilnadu markets somewhere during early 80`s.For a MNC company like Nestle with a product category capable of making inroads into all households because of low unit price and could be relished by anyone irrespective of income level,background.Instant coffee was an absolutely new concept which was taught to the consumers.Changing consumers drinking coffee is incomparatively difficult than making people buy Maggi which is a convenient food for ll ages.,saving time. etc,having no strong National competition,with distribution network,rapport with the trade,good will and strong image,attracting more customers is a very easy task.Nescafe,Sunrise, are all most successful Brands for Nestle
Rural market is good for targeting insurance or other financial product. Changing eating habbits is a tough challenge.
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To make themselves stable from the losing share they should immediately restrict the other competitors penetration by offering free gifts as in kur kure etc inside the packets. They must adopt sales promotions packs with NESTEA, NESCAFE etc. etc. advestising needs good celebrity to get the share sustained. |
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i doubt whether adding gifts or goodies can really help Maggi in regain their market share because most of the competitors who are eating the market share of Maggi are trying to position themselves as Nutrient Product and they are targeting mothers instead of kids as ultimately its mother decision which will be final at the end. So i think they should come up with something new to counter this competition while continuing the current Maggi too.
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Ms.Sujatha,I appreciate your interest in research...but on having a closer look one may come across->> what is the company(maggi)hunting out in the global competitive market?....Is it trying to push it's products up the scale or just earn the Highest brand in the stock market...I would like to explain out with a small eg:
Ex : I guess earlier to the new release of maggi came in to existance...one of my friend used to prepare maggi..and always used to goof-up...he was unable to judge the exact quantity of water required...so fnally v had to strain the maggi and consume it...etc...Now what one could realise here is maggi has come up with an innovative idea of renaming the same extra water as SOUP...
This is really one of the innovativeness of the company.On similar lines the new product launched by maggi(soup+noodles),has become a great challenge for its competitors..say Knorr...the consumer market would obviously go for the best product as always...And about reviving their fortune...the sales marketers and the chief decision makers must observe the consumer likes and dislikes...More or less it may be a good try to implement the idea of freebies.
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I differ with all the support ideas and unfortunately there is no option for "none of them" ,
this is a market of taste and if I am not wrong check the sales and market share of Maggie masala packs. You will get an answer. Maggie tried all up and down extensions with different flavors and techniques to encompass all possible usage occasions as you may see on the packaging itself. The time based position has already been neutralized long back and a monotonic taste can't help long.
They shall decide now what they want to sell and who is proximal competitor among RTC upma/pasta, macaroni,and soup noodles.?
About rural consumers my only comment is Maggie is a convenient food and in rural market people have ample time to cook and are rigid to taste and preferences. They still prefer chapati and dal at 10 am what ever you want to call it lunch or breakfast.
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Maggi Noodles, Horlicks Foodles & Knorr Noodles , mind these are all owned by MNC with Indian backyard production . The technology is simple but the publicity is terrible . In a few days ul find they enter into a cartel and will divide the markets and/or the flavours . Nestle and HUL have a tacit understanding while Nestle are keen on 100% stuff i.e. Nescafe , HUL has been given Bru a blend . That is why Sunrise of Nestle always performs on a low key . Mind MNC are here to earn and would share the spoils rather than contest .
Have u ever heard of Dragon Rice Noodles made at Bangalore, Concord and Cookys made at Chennai . They just not compete with the Indian MNCs but one step ahead . They offer stiff competition to Chinese import variants but these are products are limited to narrow pockets owing to our mind set . In India it is the brand which sells and not the product . I market Dragon at Kolkata and with God's grace my customers are Chinese restaurants where Im showered with repeat orders . Maggi can never reach the standard . For anyone at Kolkata I would them to my home where I can play host to the delicacies made from Dragon Noodles . Mere Bharat Mahan , where the slavery mind still persists though its nearly 60 years sicne we have won freedom . Probaby just because it was won in the midnight, we are still in the dark . Then u have unbranded Chows priced at Rs. 2/- which has made Maggi vanish from the roadside stalls .
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Your intrigue over MNC dominance is trivial. Because, there is a trend for Global Business. Now, accordingly, Your product should go far Business strategy, if required new one or to a old one revived to the present situation.I have not heard about the brand that you say so far. There are big Super market in my town such as Spencers, Moore, Oriental, Reliance etc.But, I do not find these.These company can go for popularising the items through, Culnaries meets, Trade fairs, Food exhibitions etc. These are the ways to counter their agressive marketing strategy. Mutual understanding between brands to circulate their product as per the agreed terms etc . are business plan to sustain their market.
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Maggi need to take the competition seriously & quickly act on it. Though the brand is well established but other companies are providing value brands that might be dangerous to Maggi. Consumers behaviorism is rapidly changing & Maggi needs to keep a track of it. It should come out with innovative & creative product offerings so that people don't shift easily to other new brands. |
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Slow reactions to market pulse and inability to keep pace with innovation have a price. So best of market contacts can not help if conversion is weak. Taking opposition lightly is yet another overlooked factor.
Thanks for refer Sujatha
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Maggi is no doubt a choiceable fast cooking food of millions. Hence, inspite of increasing its productivity better to change the process of cooking such that it is becoming faster like "Kappa Mania"..
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Change the presentation form such as the shape & size of the packet, content format (design of the material), external colour & pictures that goes closely with other noodle pockets.Also, can try other supplimentry product free for purchase such as a soup sachel, namkin biscuits a few packed along with free for purchaser. Mostly they need to attract the younger generation who are more interested in fast-foods, camping activities etc. |
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In the year 1991 Maggi started a programme in which customer used to collect maggi noodles rappers and post it on a particular a particular address. for example on sending 100 4in1 maggi noodles rapper kids get hot wheels kit etc. Now as we are going more techno savvy customers can be asked to enter the code on maggi noodles on net. One with maximum entries of codes gets a certain prize.
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Of late it seems Nestle has become a little conservative in India-may be overall slowdown have soething to do with this approach. The fact that suddenly when the world is still trying to come out with recession Indian markets are booming. Disposable incomes in hands of a large mass of tier 2&3 cities as well as rural markets have started to show results and people have started to flaunt their wealth, with increasein the youth population. This consumers group is very restless and wants change. Maggie which used to be a generic brand for all the noodles and soups segment is finding itself surrounded by a Knorr or ITC or Top Ramen or local based brands in all markets, not to forget the Big Bazaars and Reliance who have come out with thier own formats in their retail chains and may be they too will start targeting other markets other than thier own stores. This poses a challenge to the established giant like Nestle or HUL, who at times may not be as niimble footed as the competitors. But these MNCs have DEEP POCKETS and EXPERIENCE to influence the consumption pattern or entire generation of Indians and world over. Magggie just needs to make its brand more interesting, interactive, a little brush-up with its packaging and colours, promotion in upconing towns, take part in more NGO activities especially targeting children, sometihing like painting the school buses with Maggie, targeting social media in a big way, etc etc. Maggie must remember that class is permanent form is temporary-like they say in cricketing terms. You may be out of form now but you have got the class and you can make a comeback anyday. |
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I must frankly tell you that the quality and taste of Maggi has come down. if the product has to bounce back it has to find ways and means to imporve taste and quality. Msggi has to come out with new flavours and better tastes. |
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Maggi can ask for and promote the interviews of the people who have been eating it for a long time... it will give a more immortal sense to maggi than just being a food to eat or two minuite magic nashta...
this will bring revival of the memories of the most f people..
Lets say add some innovations in the product without making it visible on the outside..
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the strategy of showing the upperclass children eating maggi noodles has to be changed to the children of lower middle class children irrespective of the towns they live in.there has to be paradigm shift on the promotional strategy. |
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