Marketing Plan for Maggie
EXECUTIVE SUMMARY
In 1991 we opened our country to foreign brands. As per this liberalization policy many a foreign players ventured into our country finding it a lucrative large mass market. India’s market potential lures foreign companies.
Many international companies that ventured in after 1991 are tallying their profits and losses and wondering what the future holds for this market of 950 million people.
But India is a diverse country where different states have different consumption patterns and customs. Thus competition has become the key word in today’s scenario.
Till 1970’s and 80’s Maggie and Kissan were the major ketchup brands but after liberalization Heinz entered Indian market which offered tough competition. These major giants are also facing competition from many local players like Tops, Cremica and other local brands.
Through this project we have studied 4 P’s of marketing mix which includes PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato Ketchup.
Product highlights various attributes of the product. Price helps us in analyzing whether it is competitively priced or not. Promotions showcases which mode of promotion is most effective and how do consumers respond to various celebrity endorsements. Place focuses on efficiency of distribution network of Maggi Tomato Ketchup.
We have also drawn out some inferences by applying various statistical tools like ‘SIGN TEST’.
Towards the end we have suggested some recommendations as a group on how can we improve the marketing mix of the product.
Nestlé, which world knows as cautious and conservatory company is a Swiss originated 140 years old Multinational. The man at the helm is Swiss national Carlo Donati, an all inspiration and image of the company. His philosophy is ‘bottom line dictating top line’ based on delegation and decentralization. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland
In 1991 we opened our country to foreign brands. As per this liberalization policy many a foreign players ventured into our country finding it a lucrative large mass market. India’s market potential lures foreign companies.
Many international companies that ventured in after 1991 are tallying their profits and losses and wondering what the future holds for this market of 950 million people.
But India is a diverse country where different states have different consumption patterns and customs. Thus competition has become the key word in today’s scenario.
Till 1970’s and 80’s Maggie and Kissan were the major ketchup brands but after liberalization Heinz entered Indian market which offered tough competition. These major giants are also facing competition from many local players like Tops, Cremica and other local brands.
Through this project we have studied 4 P’s of marketing mix which includes PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato Ketchup.
Product highlights various attributes of the product. Price helps us in analyzing whether it is competitively priced or not. Promotions showcases which mode of promotion is most effective and how do consumers respond to various celebrity endorsements. Place focuses on efficiency of distribution network of Maggi Tomato Ketchup.
We have also drawn out some inferences by applying various statistical tools like ‘SIGN TEST’.
Towards the end we have suggested some recommendations as a group on how can we improve the marketing mix of the product.
Nestlé, which world knows as cautious and conservatory company is a Swiss originated 140 years old Multinational. The man at the helm is Swiss national Carlo Donati, an all inspiration and image of the company. His philosophy is ‘bottom line dictating top line’ based on delegation and decentralization. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland