Maggi 2
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PRODUCT LIFE CYCLE OF MAGGI SHWETA SHUBANKAR SUMIT BHARDWAJ SUMIT GOEL SUMIT MADHWANI VARUN TIWARI VARUN OZA VIBHOR VISHAL
PRODUCT LIFE CYCLE Product life cycle is a concept that provides a way to trace the stages of a product’s acceptance , from its introduction(birth) to its decline.
INTRODUCTION ABOUT PRODUCT.
MAGGI COMES IN EXISTENCE IN 1872 WHEN JULIUS MAGGI TOOK OVER HER FATHER’S BUSINESS.
LAUNCHED IN INDIA BY NESTLE IN 1982.
CURRENTLY HAVING AROUND 94% OF MARKET SHARE IN THIS SEGMENT.
HAVING THE WIDE VARIETIES OF PRODUCT LIKE KETCHUP,SOUPS,COOKING AIDS ETC.
INTRODUCTORY STAGE.
THE PRODUCT LAUNCHED KEEPING IN MIND THE WORKING WOMEN AND CHILDREN.
IT WAS THE PIONEER IN INSTANT NOODLE MARKET.
DISTRIBUTION CHANNEL PRODUCER-DISTRIBUTORS-RETAILERSCONSUMERS.
INTRODUCTION CONT….. PRICING THE INITIAL PRICING STRATEGY WAS LOW PRICING STRATEGY TO MAKE PRODUCT AFFORDABLE. PROMOTION PROMOTED WITH TAG LINE “ BAS 2 MINUTE.” PROMOTION DONE BY -GIVING GIFTS ON EMPTY PACKETS.
-PROMOTION IN SCHOOLS.
GROWTH
INCREASED NUMBER OF SALES. ACCEPTED AS READY TO EAT FOOD. ENJOYED 50% MARKET SHARE VALUED AT 250 CRORE. PROFITS BEGIN TO RISE. MAGGI BECOME THE NO. 1 BRAND IN INSTANT NOODLE MARKET. PRICE- prices were kept normal. PRODUCT- no any new changes. PROMOTION- promoted with tag line “GOOD TO EAT FAST TO COOK.”
MATURITY Declining
sales growth. Saturated market. Extending product line. Large promotional offers. ENTRANCE OF NEW PLAYERS. -DURING THE PERIOD OF 90’S MAGGI FACES
THE TOUGH COMPETITION FROM TOP RAMEN.
MATURITY CONT… PRODUCT -THE MAGGI INTRODUCES THE WIDE VARIETY OF PRODUCTS LIKE DAL ATTA NOODLES,CHICKEN MAGGI, MAGGI CUPPA MANIA. PRICE - MAGGI STILL COMES IN VERY AFFORDABLE PRICES STARTING FROM RS.5,THEY REDUCED THE QUANTITY INSTEAD OF INCREASING PRICE. DISTRIBUTION Distribution become more intensive. various intensive programs for encouraging product over other competitors.
DECLINE SALES SAW A DECLINE IN 1990’S. -FORMULATION CHANGED FROM FRIED BASE TO AIR DRIED BASE. • NEW PRODUCTS LAUNCHED BUT FAILED. -DAL ATTA NOODLES SAMBAR FLAVOR. • TOUGH COMPETITION FROM TOP RAMEN. • Failure of other products like soups ,cooking aids etc.
REINTRODUCTION OF PRODUCT IN 1999 COMPANY AGAIN CHANGE THE FORMATION OF PRODUCT. COMPANY INCREASE THE DISTRIBTION OF THE PRODUCT. ALONGWITH CHILDREN AND WORKING WOMEN COMPANY ALSO FOCUSED ON OTHER SEGMENTS ALSO. COMPANY COME UP WITH VARIOUS INTERESTING ADS.
THANK YOU
PRODUCT LIFE CYCLE Product life cycle is a concept that provides a way to trace the stages of a product’s acceptance , from its introduction(birth) to its decline.
INTRODUCTION ABOUT PRODUCT.
MAGGI COMES IN EXISTENCE IN 1872 WHEN JULIUS MAGGI TOOK OVER HER FATHER’S BUSINESS.
LAUNCHED IN INDIA BY NESTLE IN 1982.
CURRENTLY HAVING AROUND 94% OF MARKET SHARE IN THIS SEGMENT.
HAVING THE WIDE VARIETIES OF PRODUCT LIKE KETCHUP,SOUPS,COOKING AIDS ETC.
INTRODUCTORY STAGE.
THE PRODUCT LAUNCHED KEEPING IN MIND THE WORKING WOMEN AND CHILDREN.
IT WAS THE PIONEER IN INSTANT NOODLE MARKET.
DISTRIBUTION CHANNEL PRODUCER-DISTRIBUTORS-RETAILERSCONSUMERS.
INTRODUCTION CONT….. PRICING THE INITIAL PRICING STRATEGY WAS LOW PRICING STRATEGY TO MAKE PRODUCT AFFORDABLE. PROMOTION PROMOTED WITH TAG LINE “ BAS 2 MINUTE.” PROMOTION DONE BY -GIVING GIFTS ON EMPTY PACKETS.
-PROMOTION IN SCHOOLS.
GROWTH
INCREASED NUMBER OF SALES. ACCEPTED AS READY TO EAT FOOD. ENJOYED 50% MARKET SHARE VALUED AT 250 CRORE. PROFITS BEGIN TO RISE. MAGGI BECOME THE NO. 1 BRAND IN INSTANT NOODLE MARKET. PRICE- prices were kept normal. PRODUCT- no any new changes. PROMOTION- promoted with tag line “GOOD TO EAT FAST TO COOK.”
MATURITY Declining
sales growth. Saturated market. Extending product line. Large promotional offers. ENTRANCE OF NEW PLAYERS. -DURING THE PERIOD OF 90’S MAGGI FACES
THE TOUGH COMPETITION FROM TOP RAMEN.
MATURITY CONT… PRODUCT -THE MAGGI INTRODUCES THE WIDE VARIETY OF PRODUCTS LIKE DAL ATTA NOODLES,CHICKEN MAGGI, MAGGI CUPPA MANIA. PRICE - MAGGI STILL COMES IN VERY AFFORDABLE PRICES STARTING FROM RS.5,THEY REDUCED THE QUANTITY INSTEAD OF INCREASING PRICE. DISTRIBUTION Distribution become more intensive. various intensive programs for encouraging product over other competitors.
DECLINE SALES SAW A DECLINE IN 1990’S. -FORMULATION CHANGED FROM FRIED BASE TO AIR DRIED BASE. • NEW PRODUCTS LAUNCHED BUT FAILED. -DAL ATTA NOODLES SAMBAR FLAVOR. • TOUGH COMPETITION FROM TOP RAMEN. • Failure of other products like soups ,cooking aids etc.
REINTRODUCTION OF PRODUCT IN 1999 COMPANY AGAIN CHANGE THE FORMATION OF PRODUCT. COMPANY INCREASE THE DISTRIBTION OF THE PRODUCT. ALONGWITH CHILDREN AND WORKING WOMEN COMPANY ALSO FOCUSED ON OTHER SEGMENTS ALSO. COMPANY COME UP WITH VARIOUS INTERESTING ADS.
THANK YOU
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