Case study 5

When you are hungry, you search for the easiest and a quick option to cook and fill your hunger. And, then the first thing that comes to your mind is "Maggi, yes your 2 minutes Maggi". Right??

Maggi, one of the most iconic and popular brands of noodles, which is favoured by the millions all across the world, has been spreading happiness for more than three decades.

The Maggi brand was initially originated in Switzerland in 1884. It was formed with a purpose by Swiss entrepreneur Julius Maggi who had the vision to make food with good taste and nutrition. And should be easily accessible to busy and working families especially for women who are working and do not get time to prepare healthy food. Maggi gave more importance to increase its customers with the same taste and preference. Maggi gave out free samples of hot soups along with noodles from silver pots in supermarkets and hypermarkets. Maggi instant noodles are very popular in India, Pakistan, Singapore and some other countries as well.

Maggi Brand has divided the market based on the lifestyle and habits of urban families. Although the initial marketing strategy was a failure, but it was soon revised and the product was rearranged, targeting a wide urban population. Maggis products come in travel packs as well as bulk packs, to cater to those who look for convenience while travelling and also for those who are price sensitive and prefer to purchase food in bulk. Maggis various flavours of noodles include spicy garlic noodles, chilli noodles, veg noodles and chicken noodles. When they conducted many market researches, Maggi found that most of their customers are children. Hence they introduced different flavours of noodles for kids and offered compliments like pens, toys, colour pens etc. to attract the market. The company even catered the needs of customers in terms of their income and culture.

Question 5

1. Describe the various market segmentation followed by the Maggi Company in the above case

study. (5Marks125/ 150 words)

ii. Market segmentation played a vital role in the success of Maggi. Comment.

3. Determine promotion mix carried out by Maggi.

(3 Marks75 / 100 words)

(2 Marks 50 /75 words)