Maggi Turns 35 in India Published on
Report Executive Summary This document portrays the current status of Cocola Instant Noodles and recommendations to improve the product to generate more demand for it.
First, the history of Cocola Food Products Ltd. Then the market for instant noodles is reviewed using the information collected by Nielsen. Then, the product portfolio of Cocola has been evaluated to find whether they conform and which markets they have targeted to serve.
Then, the market has been segmented using two variables: Cocola can serve the niche markets at present provided by the B2B prospects and also use its brand reputation to create awareness for Cocola Instant Noodles CIN.
Cocola have around distributors in Bangladesh and this is one of their strengths since they can make all their general purpose distribution carry this item. So, their main challenge is create awareness, interest and desire among the target market. Till now, they have not been successful to communicate to major portion of their target market about CIN.
The primary target market for Cocola is children between the ages And secondary target market is mothers who make the purchase in most case. Then, analyses were done to find out the strengths and weaknesses of Cocola instant noodles, Maggi instant noodles and Fu-Wang instant noodles.
The market for this product is growing and this product itself is in growth stage. This calls for large promotional spending in order to capture maximum market share.
Thus, Cocola has to be content with follower strategy at present. PEST analysis revealed a trend of dual working parents rising in Bangladesh. Thus, the need for quick snack items is growing.
Using conjoint model, the most important wants of consumers were identified as taste and price. After analyzing the current situation, the marketing objectives were set and they include all the 7Ps of marketing mix.
Product differentiation will be not only in terms of packaging and labeling but also in terms of taste. Tastemaker is the most significant point of differentiation now.
So, giving the target market the taste they desire most will attract and create a loyal customer base. Price will no longer be set at going-rate but value pricing will be used.
Consumers must feel that the value provided by this product created delight for them. Meeting their expectations in terms of quantity and quality is not enough. Providing different tastes will make consumers feel they have a choice.
From time to time, promotional efforts in terms of discounts and gifts will create delight. Cocola needs to make sure that they have a separate shelf in supermarkets as that is where most sales volume can be achieved.
Also, the sales force will no longer be working on a straight commission basis. They will be given commission based on the number of accounts they create and sales volume they generate.
It will be communicated to the sales force clearly and firmly with no room for misunderstanding. Finally, a control system has been incorporated in the marketing objectives to guide the future actions to be taken.Then, analyses were done to find out the strengths and weaknesses of Cocola instant noodles, Maggi instant noodles and Fu-Wang instant noodles.
The market for this product is growing and this product itself is in growth stage. This calls for large promotional spending in . Instant Noodles market matured in Singapore over the years and is divided into many players.
Although, Nissin Foods of Japan have a grip on 28% market in Singapore. In , demand of Singapore instant noodles was million servings which is increased to million servings in Its staple of brands includes some of the best-known names in the industry, such as Stouffer’s, Dreyer’s, Haggen-Daz, Purina, Aero, Butterfinger, Gerber, Maggi and Perrier.
Strengths Nestle is a highly-diversified company operating in many different markets and sectors of those markets. Maggi is an international Brand of instant noodle owned by Nestle since Maggi instant noodle penetrate in India in they instantly capture market with an entirely new food category called as instant noodle.
Introduction Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in Australia, India, South Africa, Brazil, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Fiji and the Philippines.
Pest Analysis Maggi Instant Noodle SWOT ANALYSIS OF MAGGI BRAND The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand in Indian market.
The Brand was found to be a leader in its category of Noodles, with strong customer loyalty.