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Marketing Reserch

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Marketing Reserch
MARKETING PLAN- MAGGI * EXECUTIVE SUMMARY- Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With six factories and a largenumber of co-packers, Nestlé India is a vibrant Company that provides consumers in Indiawith products of global standards and is committed to long-term sustainable growth andshareholder satisfaction. The company is known for its brands in the Milk Products &Nutrition, Prepared Dishes & Cooking Aids, and Chocolates & Confectionery segments.Nestlé leads the value sales of noodles in India with a market share of 79.3%. A testament to Nestlés domination of the sales of plain noodles is the fact that for its instant noodles brand Maggi, among all its global offices, India accounts for the highest level of volume sales for the company. This marketing plan analyses the current marketing mix of Maggi Noodles, studies the popularity of the two new health variants Vegetable Atta and Dal Atta Noodles and makes suggestions with regard to introducing a new brand “Cup O Maggi” in the cup noodles segment. Various tools like surveys and secondary sources of information have been utilized for the purpose of this analysis.
Table of Contents
1. SITUATION ANALYSIS
Market Summary
Target Market
Demographics
Market Needs
Market Growth
TOP RAMEN
ITC SUNFEAST PASTA
Current MAGGI NOODLES BRAND.
IDENTITY/KAPFERER’S PRISM
2. PRODUCT OFFERING
PRODUCT DISTRIBUTION
KEYS TO SUCCESS
CRITICAL ISSUES AND CHALLENGES
3. MARKETING STRATEGY
MARKETING OBJECTIVES
INDUSTRY SEGMENTATION
TARGET SEGMENTS FOR MAGGI NOODLES
MAGGI 2 MINUTE NOODLES
MAGGI CUP O NOODLES
POSITIONING OF MAGGI
MAGGI 2 MINUTE NOODLES
CUP O MAGGI
MARKETING MIX
CONSUMER SOLUTION
IMPROVING THE DAL ATTA VARIANT
NEW PRODUCT: THE CUP-O-MAGGI
PACKAGING CONSUMER COST
CONVENIENCE
COMMUNICATION
4. MARKETING RESEARCH
5. FINANCIALS
BREAKEVEN ANALYSIS OF A 100 TONNE CAPACITY PLANT OF CUP O MAGGI NOODLES
BREAK-EVEN ANALYSIS
FINAL TOTAL COST ANALYSIS
ANALYTICAL BREAK-EVEN
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