BRAND EXTENSION- Maggi Atta Noodles

SUBMITTED BY

BHANU PRATAP YADAV

PGP30306

-Nestle India Ltd launched Maggi Vegetable Atta Noodles in 2005

-Popularized as “Taste bhi Health bhi”-Taste as it is packed with “Maggi Masala” and health because of fresh vegetables

- International brand of noodles own by Nestle since 1947

- Leader in branded instant noodles segment- Promoted as “Har 2-minute m Khushiyan”

- FMCG Company

- Mission- “Good food, Good life”-Brands- NESCAFE, MAGGI, MILKYBAR, KITKAT, BAR-ONE,MILKMAID and NESTEA

BRAND EXTENSION

PARENT BRAND

MANUFATURER

NOODLES CATEGORY IN INDIA

350

0 C

rMarket size of noodles in India

CAGR Growth In 2014 1

9

%

India is the worlds 5th largest noodles market

Rural penetration with small pack size variants are supporting growth in 2014

Pouch instant noodles register the highest current value growth of 21% in 2014

Noodles is expected to see a 9% value CAGR at constant 2014 prices over the forecast period

70%

30%

Sales

MaggiOthers

Market share of Maggi in India

PRICE- Low pricing policy (To broaden their target of customers)- Large volume sales helped to maintain profitability - Different size of packets at different price

PLACE- Nestle to distributor to retailer to customer- Product is available to every local store, malls and shopping center

PRODUCT- Fiber content with added vegetables- Addition of green color on packaging to indicate vegetable content

PROMOTION- 2 minute noodles tagline-Advertisement on Kids channel - Fun books, Free Maggi products, Scratch and win coupons - Famous Bollywood celebrity like Amitabh Bachchan endorse the product

Initially targeted working women, but sales didn’t

pick up even after heavy promotion

Conducted market research and found out that it is liked

by children

Keywords- Mummy bhook lagi hai, Bas

2 min

BR

AN

D P

OSIT

ION

ING

POSITIONED AS

HEALTHY NOODLES

2 Min- Noodles

Back childhood memories, Snack, relaxing time,

High quality taste, Teen product, Leader

Social approval, happiness, family & friends, unity, sharing

Well known brand of Nestle, strong customer loyalty

Identity

Who are you?

Meaning

What are you?

Meaning

What are you?

Meaning

What are you?

Deep, Broad brand

awareness

POP & POD

Positive, Accessible reactions

Intense, Active loyalty

Stages of brand development

Branding objective at each stage

Rational Emotional

CUSTOMER BASED

BRAND EQUITY

Ready to eat, Healthy and tasty, Strong availability and recognition around the world