Marketing Plan
Executive Summary
INDEX
1.0 Current Marketing Situation
1.1 Introduction to Noodle Market
1.2 Introduction to Maggi Noodles
1.3 SWOT Analysis
1.4 STPD Analysis
1.5 BGC Matrix
1.6 Michael Porters’s Five Forces Model
1.7 Brand Recall Value & Future Trends
2.0 Marketing Strategy
2.1 Marketing Targets from the financial year 2008-2009
2.2 The 4 P’s
2.2.1 Product
2.2.2 Promotion
2.2.3 Price
2.2.4 Place
2.3 Marketing Research
3.0 Marketing Budget
4.0 Implementation Controls
1.0 Current Marketing Situation
1.1 Introduction to Noodle Market
• Noodles are a value added item made from flour. Amongst processed cereal products in India, noodles have a share of output and constitute the largest segment in this sector of the processed food market.
• Noodles can be classified according to type of raw materials used in their manufacture, the type of manufacturing method used, and the form of the product on the market and the size of the noodle strands.
• The most popular especially in Southeast Asia is the rice vermicelli; mi fen or mee fun in China, bifun or maifun in Japan, beehoon in Singapore and Malaysia, sen mee in Thailand, bahn hoi in Vietnam and bihon in the Philippines.
• China, Indonesia & Japan are the biggest market for noodles
• Production equipments have been improved, modernized, and up-graded to guarantee efficient productivity.
• Certification under the PFA Act is necessary. The BIS has specified standards. 1.2 Introduction of Maggi Noodles
NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2 Minute Noodles, an instant food product, in 1982. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, NIL was trying to create an entirely new food category, instant noodles, in India. Initially, the company targeted working women on the premise that Maggi noodles
INDEX
1.0 Current Marketing Situation
1.1 Introduction to Noodle Market
1.2 Introduction to Maggi Noodles
1.3 SWOT Analysis
1.4 STPD Analysis
1.5 BGC Matrix
1.6 Michael Porters’s Five Forces Model
1.7 Brand Recall Value & Future Trends
2.0 Marketing Strategy
2.1 Marketing Targets from the financial year 2008-2009
2.2 The 4 P’s
2.2.1 Product
2.2.2 Promotion
2.2.3 Price
2.2.4 Place
2.3 Marketing Research
3.0 Marketing Budget
4.0 Implementation Controls
1.0 Current Marketing Situation
1.1 Introduction to Noodle Market
• Noodles are a value added item made from flour. Amongst processed cereal products in India, noodles have a share of output and constitute the largest segment in this sector of the processed food market.
• Noodles can be classified according to type of raw materials used in their manufacture, the type of manufacturing method used, and the form of the product on the market and the size of the noodle strands.
• The most popular especially in Southeast Asia is the rice vermicelli; mi fen or mee fun in China, bifun or maifun in Japan, beehoon in Singapore and Malaysia, sen mee in Thailand, bahn hoi in Vietnam and bihon in the Philippines.
• China, Indonesia & Japan are the biggest market for noodles
• Production equipments have been improved, modernized, and up-graded to guarantee efficient productivity.
• Certification under the PFA Act is necessary. The BIS has specified standards. 1.2 Introduction of Maggi Noodles
NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2 Minute Noodles, an instant food product, in 1982. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, NIL was trying to create an entirely new food category, instant noodles, in India. Initially, the company targeted working women on the premise that Maggi noodles