Survey Report.docx

TOPIC A STUDY ON POTELNTIAL ON SALE OF MAGGI IN YOUTH IN BHUBANESWAR PROJECT REPORT Submitted By

Trupti Mayee Gupta Register No. - FMS/BBA/2015-18/000154

BACHLORE OF BUSINESS ADMINISTRATION

in

SRI SRI UNIVERSITY

DECLARATION

I Trupti Mayee Gupta hereby declare that this project report entitled “Potential of sale of Maggi in youth in Bhubaneswar”, submitted by me, under the guidance of Prof. Kaushal Borisagar, Asst. professor of Sri Sri University. This information is true and original to best of my knowledge.

13 Nov 2017 Date

Trupti Mayee Gupta Signature of student

ACKNOWLEDGEMENT I would like to express my special thanks of gratitude to my mentor MR Kaushal Borisagar as well as our teacher DR Pooja K Singh who gave me the golden opportunity to do this wonderful project on the topic “POTENTIAL ON SALE OF MAGGI IN BHUBANESWAR’’, which also helped me in doing a lot of Research and I came to know about so many new things I am really thankful to them. Secondly I would also like to thank my friends who helped me a lot in finalizing this project within the limited time frame.

EXECUTIVE SUMMARY The report entitled “A research done on potential of Maggi Brand” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research paper tries to find potential of Maggi on youth and their perception about noodles with which they associated. The introduction provides the company background, operational & other important information provided by the company which would assist in taking the decision for the right brand extension strategy for Maggi.

Products of Maggi: The company has launched various products under each category as mentioned below.

1. Noodles  Maggi 2-Minute Noodle ( Masala , Chicken, Curry and Tomato)  Maggi Dal Atta Noodles ( Sambhar taste)  Vegetable Atta Maggi Noodles  Maggi Rice Noodles (Lemon Masala, Chilly Chow and Shahi Pulao)  Maggi Cuppa mania (Masala yo, Chilli chow yo)

2. Sauces  Teekha masala  Tomato chatpat  Imli khata mitha  Tomato ketchup  Hot and sweet  Tomato pudina  Ginger, Garlic & Coriander  Maggi Oriental Chilli Garlic  Ginger, Garlic & Coriander

3. Maggi Pichko 4. Soups Healthy  Chef Style  Cream Mushroom  Sweet Sour Tomato Noodles  Tangy Tomato Vegetables  Home Style  Creamy Chicken  Mixed Vegetable  Rich Tomato

CHAPTER 1 INTRODUCTION Introduction of the study: The industrial revolution in Switzerland in the late 1800s created factory jobs for women, who were therefore left with very little time to prepare meals. This widespread problem grew to be an object of intense study by the Swiss Public Welfare Society. As a part of its activities, the Society asked Julius Maggi miller to create a vegetable food product that would be quick to prepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, Julius Michael Johannes Maggi was the oldest son of an immigrant from Italy who took Swiss citizenship. Julius Maggi became a miller and took on the reputation as an inventive and capable businessman. In 1863, Julius Maggi came up with a formula to bring added taste to meals. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups and a bean soup - the first launch of the Maggi brand of instant

foods in 1882 - 83. Towards the end of the century, Maggi & Company was producing not just powdered soups, but bouillon cubes, sauces and other flavourings. The Maggi Company merged with Nestlé in 1947. Today, Maggi is a leading culinary brand and part of the NESTLÉ family of fine foods and beverages. Under the Maggi brand, which is today known worldwide for quality and innovation, Nestle offers a whole range of products, such as packaged soups, frozen meals prepared Sauces and flavourings.

Need of the study: To explore who prefer Maggi the most and their perception of Noodles and how do they associate themselves with Maggi.

CHAPTER 2 LITERATURE REVIEW Review of literature: The research conducted through primary research as well as secondary research. Primary research include survey that would be conducted in Delhi, Noida, Faridabad, and South Delhi. Secondary research done by the help of google.

Research Gap: Many people prefer Yippee, Ching’s noodles because of its taste and variety. Before other brand came to market all prefer Maggi Noodles. But Maggi masala Maggi ketch up, sauce are the leader in the market. For noodle product the company should add some more flavour so that it can increase the taste.

CHAPTER 3 RESEARCH METHODOLOGY Research Design: The research was carried out in the form of a survey which was done in Bhubaneswar. The population was segmented on the basis of age and taste.

Research Objective:  To understand the influence of Maggi as a brand on consumers mind set.  To understand the Brand performance of Maggi products.  To understand Brand Imagery, Brand Quality perceived by customers, Brand credibility, consideration, superiority and feelings.  Brand Extension of Maggi in terms of product diversity.  Analyse the repositioning of Maggi brand as a “Healthy product” and the consumers perseverance towards the same.

Hypothesis:  There is no significant relationship between the impact of media and purchase decision.  There is no significant relationship between influencers and purchase decision.  There is no significant relationship between preference for more new varieties and Purchase decision.  There is no significant relationship between quality of noodles and purchase decision.

Sampling technique: No of Respondent- 123 Age group- 12- 45 Location- Bhubaneswar The survey is done by Quota sampling technique through Questionnaire.

DATA SOURCES AND COLLECTION METHOD: The research conducted through Primary as well as Secondary research. Primary research would include a survey that would be conducted in Bhubaneswar where the responses of consumers would be recorded through a designed questionnaire and through personal interview over mobile phone.Secondary research would done through Internet, Journals, company reports, expert views etc.

DATA ANALYSIS PROCEDURE AND TOOLS: The study is based on primary data. The data were collected through survey method by using a structured questionnaire. For the purpose of the study the data have been collected in Bhubaneswar especially hostellites. Necessary data have also been collected from internet.

CHAPTER 4 DATA Analysis

The age group between 13-22 like to buy Maggi.

As Maggi is ready to eat food most of the male prefer to buy the product as compared to female. The people who are hostellite, school going people love to eat Maggi.

As I mentioned above Maggi is a ready to eat product like that Top roman. As per my survey 34% people also love to eat top roman. As compared to top Roman most of the people associated with Maggi, i.e. 56%.

In today’s world people are spending their time by using internet, talking with friends and watching TV. 54% people know from TV advertisement and 16% people know from other sources like online advertisement.

68% people are associated with the brand Maggi even though after the controversy held earlier.

Here, 50% of people think Maggi is a noodles and 21% of people think that it is a fast food.

43% people buy Maggi masala as the taste is good and where ever put the masala the food becomes tasty. 32% people buy other brand noodles like yippee, Ching’s product Noodles.

CHAPTER 5 FINDINGS AND DISCUSSION 1.

56 percent people purchase Maggi.

2. 34 percent people purchase top roman. 3. 54 percent respondents came to know from TV advertisement. 4. 50 percent respondents considered Maggi as noodles. 5. 43 percent respondents buy Maggi noodle product and 32 percent respondents buy Maggi masala as compared to other product. 6. 38 percent respondents perceived Maggi as junk food and 34 percent respondents perceived as tasty. 7. 43 percent respondents regularly buy Maggi masala. 8. 55 percent respondents prefer Maggi because of the taste and 29 percent respondents prefer because of the brand image

CHAPTER 7 RECOMMENDATION AND SUGGESTION After the conducted study following recommendations could be sited for Maggi Brand.  To gain maximum leverage in terms of profit the company should pay emphasis on segments with age groups 25-35 and above .Advertising is the key to success. Targeting these segments will not only enhance the company’s profit margins but also it will leverage the brand image of Maggi.  The company should advertise its products by depicting attributes related to Health like Nutrition values, % of Vitamins, Proteins etc. This would help in customers perceiving the product as Healthy.

 Maggi should aim to create value for consumers that can be sustained over the long term by offering a wide variety of high quality, safe food products at affordable prices.

CHAPTER 6 CONCLUSION Through survey I found that most of people especially hostellites and school going children like to eat Maggi noodles. A part from Maggi noodles there is a demand on Maggi masala and ketch up. Most of the people buy Maggi for its taste, flavour and ready to eat product in their busy schedule. People gets Maggi in an affordable price. TV advertisement attracts the youth more so that they want to buy.

BIBLIOGRAPHY https://www.pdfcoke.com/doc/165972662/Maggi-noodlesproject-on-Research-Methodology https://www.pdfcoke.com/doc/190348091/MarketingManagement-Report-Maggi-in-India https://www.slideshare.net/tinuupadhyay/marketing-projectmaggi

ANNEXURE NameAgeGender1. What is the brand that comes to your mind when you think of ready to eat food?  Maggi  Top Roman  Soupy Noodle

2. You came to know about Maggi from Newspaper  Radio  TV advertisement  Friends  Others

3. Are you a consumer of Maggi?  Yes  No

4. What comes to your mind when you hear the word Maggi?  Noodles  Fast food  Snacks  None of these 5. With which products would you associates the brand Maggi?  Ketch up  Noodles  Masala  Soup

6. How do you perceive Maggi product?  Good for health  Ready to eat  Junk food  Tasty/ fun eating

7. Which Maggi products in noodles category do you regularly buy?  Maggi masala

 Maggi vegetable Atta noodles  Others

8. Why do you prefer Maggi?  Flavours  Price  Taste  Brand image

9. On the scale of 1 to 5 rate Maggi on the following parameter.  Taste  Variety  Hygiene/ purity  Availability  packaging