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Maggi

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Maggi
PRODUCT ND BRAND MANAGEMENT
TERM PAPER PROPOSAL

A STUDY OF
MAGGI BRAND
EXTENSION AND REPOSITIONING

INTERNATIONAL MANAGEMENT INSTITUTE, NEW DELHI
EXECUTIVE POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED TO:
Prof. S. Balasubramanian

SUBMITTED BY:
ALOK GUPTA (08XPGDM05)
MODAK PRIY (08XPGDM31)
SATENDRA TOKAS (08XPGDM46)
SUDEEP KUMAR KUNDU (08XPGDM50)
VINEET DIXIT (08XPGDM59)

ACKNOWLEDGEMENT

We hereby regard our sincere thanks to Prof. S. Balasubramanian , IMI New Delhi under whose guidance this project was undertaken.

We would like to thank our friends for their generous support and the respondents who gave their valuable piece of time for participating in the survey to complete the study.

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY……………………………………………………………….…04 2. INTRODUCTION…………………………………………………………………………...05 3. MAGGI BRAND IN INDIA………………………………………………………………….05 4. BRAND STORY……………………………………………………………………………..06 5. PRODUCT VARIENTS……………………………………………………………….…….10 6. MARKET SHARE…………………………………………………………………………....11 7. RESEARCH METHODOLOGY…………………………………………………………....12 8. OBJECTIVE………………………………………………………………………………….12 9. RESEARCH PLAN…………………………………………………………………………..12 10. DATA COLLECTION PLAN…………………………………………………………………13 11. METHODOLOGY……………………………………………………………………………..13 12. SURVEY RESULT…………………………………………………………………………….14 13. SWOT ANALYSIS OF MAGGI BRAND……………………………….……………………19 14. STPD ANALYSIS OF MAGGI BRAND………………………………….…………………..20 15. CUSTOMER-BASED BRAND EQUITY PYRAMID (CBBE)………………………..……..21 16. BRAND PRISM OF MAGGI…………………………………………………………………..22 17. CONCLUSION………………………………………………………………………………….23 18. RECOMMENDATION………………………………………………………………………….23 19. FUTURE PLAN………………………………………………………………………………….24 20. LIMITATION…………………………………………………………………………………......24 21. APPENDIX-1(QUESTIONAIRE)……………………………………..……………………….25

EXECUTIVE SUMMARY

The report entitled “A study of Maggi Brand Repositioning and
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