Maggi Lunch Box Marketing Assignment
Essay by Teh Zhi • January 21, 2017 • Case Study • 3,004 Words (13 Pages) • 1,440 Views
2. Marketing Situation
2.1 Business Overview
Nestlé
As the leading nutrition, health and wellness company, we are committed to enhancing people’s lives, everywhere, every day. We strive to make our brands tastier and healthier choices that help consumers care for themselves and their families, thus earning their trust and recommendations to others. Delivering on this communities, for our shareholders and for our employees.
We believe that leadership is about behavior, and we recognize that trust is earned over a long period of time by consistently delivering on our promises. Nestlé believes that it is only possible to create long-time sustainable value for our shareholders if our behavior, strategies and operations also create value for the communities where we operate, for our business partners, our employees and of course, for our consumers. We call this ‘creating shared value’.
Nestlé can trace its origins back to 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. One year later, Henri Nestlé, a trained pharmacist, launched one of the world’s first prepared infant cereals ‘Farine lactée’ in Vevey, Switzerland.
The company was publicy listed on the KLSE now known as Bursa Malaysia Berhad on 13 December, 1989. Today with our headquarters still based in the Swiss town of Vevey, we had sales of CHF 91.6 bn. in 2014. We employ over 330, 000 people and have factories or operations in almost every country in the world. We also manufactures as well as markets more than 300 Halal products in Malaysia. Its brand name such as MILO®, NESCAFÉ®, MAGGI®, NESPRAY® and KIT KAT® have become trusted household names and enjoyed for generations.
Maggi
Maggi si an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchup, sauces, seasonings and instant noodles. It quickly became a pioneer of industrial food production, aiming at the improvement of the nutrition of worker families.
Over time the scope of Maggi has been extended from a predominantly dehydrated cooking aid brand towards a general savory food brand including many types of ready meals and also frozen food. This is in line with the fact that people all over the world are cooking less and less from scratch.
2.2 S.W.O.T Analysis
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Weakness |
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Opportunity |
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2.3 Objective and issues
Our short term goal is achieve 5 percent of profit within a year. To achieve this goal, we might produce according to every consumers’ preference. Besides, selling at lowest price is one of our long term goals. Selling our products at lowest price so that everyone could get and enjoy our products. Prevent pollution also one of our long term goals. With the Maggi Lunch Box, it might reduce more rubbish and pollution to our environmental, at the same time we also gain profit from consumers.
3. Marketing Strategy
The new product that we create is Maggi Lunch Box. Consumers can enjoy two flavors of the instant noodles together at the same time. This Lunch Box comes with mix flavors so that consumers can choose whatever flavors they wish to buy. To compete with our market competitors such as Cintan, Mamee, Ibumie, Indomie, MyKuali and others brand competitors which are also instant noodle manufacturer, our product is more competitive advantage because youngsters sometimes hard to make decision which flavor they want to eat, with these Maggi Lunch Box, they can buy whatever flavor they want to eat. Besides, this Maggi Lunch Box may boost people’s relationship such as family, couple and friends. They might share the same lunch box and can also try each other flavor at the same time. They can reuse the lunch box again and again so that can response to the environmental protection campaign.
Competitors | Cintan, Mamee, Ibumie, Indomie, MyKuali |
Value to Customers | 1. The competitors also provide instant noodles to the market. |
Strength | 1. They are also instant noodles producers 2. Some of them are also sell their instant noodles with lower price. 3. More flavors provide to market. 4. Mamee Chef produced by Mamee was delicious than others. 5. Also available in two types of packaging: Cup and Bundle |
Weakness | 1. Mamee Chef was expensive compare to our products. 2. Indomie contain tartazine pigment (not good to be consumed for long term) 3. Indomie also contain Monosodium Glutamate / MSG (health concern controversy) 4. The taste of MyKuali’s noodles not that good compare with Maggi’s noodles. |
3.1 Customer Demographics
Target customers: Children and Teenagers, Studying Age, Office Goers and Working Women, Housewife. We separate our target customers based on their characteristics.
Children and Teenagers: This is a large segment and is Maggi’s stronghold. The age group between 4 and 14 years has largely similar tastes and is traditionally targeted by Maggi. These segments perceive Maggi instant noodles as a welcome change in taste from the regular Indian fare and they are fascinated by the curly shaped noodles. For these segments innovative products also have novelty value, however, certain dominant preferences emerge. Realizing this early, Maggi shifted focus from the lady of the house to the end customer such as children themselves ending up as the market leader of the instant noodles segment. Early buy in of this segment will help Maggi to sell in other segments in future.
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