Maggi Marketing Mix

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Marketing Mix of Maggi analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the business & marketing strategies of Maggi.

Let us start the Maggi Marketing Mix:

Product:

Maggi is leading food brand under the umbrella of Nestle. Maggi has a wide variety of products and has a different range for each country. Its products are majorly categorized into Maggi instant noodles, Maggi soups, sauces, seasonings and bouillons.

The instant noodles category has a wide variety and very popular globally. The major Maggi products in this category are 2-minute Noodles, Chicken noodles, Vegetable Multigrainz noodles, Cuppa Mania, Hot Heads noodles, Oats noodles, Atta noodles. This is the backbone of the product strategy in the marketing mix of Maggi. The Maggi soups category has a wide variety of dehydrated soup mixes and products offered vary with countries it is present in. In India it is available in Cream of Corn with pepper, Tomato Margherita, Green Pea with coriander, Dal Shorba with roasted garlic etc. The bullions are famous with the name of Magic Cubes and act as cooking aid. Maggi is present all across the world where it operates. Seasonings are various mixes of spices and also act as cooking aid. In India it is available with the name of Magic Masala and Bhuna Masala. Maggi sauces are also a major category and flavours vary country wise. Soy sauce is a popular seasoning product all over the world. Apart from this in India a lot of varieties are available such as Maggi Rich Tomato, Maggi Hot & Sweet and Tamarind.


Image: Wikimedia


Price:

Maggi uses a cost based pricing strategy to tap in to various markets in the world. The competitive prices are compensated with high volumes of the products. This shows that competition and cost are the two major factors in the marketing mix pricing strategy of Maggi. Because of rising prices in various countries Maggi has smartly started reducing the quantity to keep the prices unchanged. Nestle strives to capture maximum market share with low prices and high quality standards. As Maggi is trying to tap into all segments of income category it keeps differential prices in depending locations and across countries. Also its offerings are available in wide variety of packages so that people can buy according to their needs. In recent times Maggi has started coming up with new products like the cup range and Hot Heads noodles which it targets for the higher income level segments and hence are priced at higher range.


Place:

Maggi products are widely available due to the strong presence of Nestle. The distribution strategy followed by Nestlé is Producers to Distributors to Wholesalers to Retailers to Consumers. This is because it is consumed in a lot of volumes and generally in small quantities. Due to its so deep reach even into rural areas and small towns, it has gained it the top position. Maggi products are directly taken from the factories which are independently managed to Carry and Forward Agencies who then store in there large warehouses and pass them onto the wholesalers according to their demanded quantities. These quantities are then distributed among the retailers or to the end customer through hypermarkets, other small businesses and even its own kiosks to corporates. The retailers can be convenience stores or local supermarkets. This gives an overview on Maggi’s distribution strategy in its marketing mix.


Promotion:

Maggi has used advertising as its main promotional strategy to create awareness and for brand recall. Initially it focused on kids and working women who have very less time to prepare food. The advertisements mainly flashed on kids channels with effective tag lines of “Bas 2-minute” and the jingle “Maggi Maggi Maggi”. On its 25th anniversary it launched the voice over campaign to create a nostalgic feeling among the customers about their journey with Maggi. It has also used the “Miss you Maggi” ad campaign to regain back the lost customers after the Maggi ban in India. As sales promotional strategies over the years it has attached various free goodies with its products such as free samples, fun books and toys. Maggi has also offered discounts, Scratch n Win schemes. It also used many celebrities notably Amitabh Bachchan and Madhuri Dixit for brand endorsements. This completes the marketing mix of Maggi.


About Maggi:

Maggi is a food brand which was launched in Switzerland in the year 1886. It was the brainchild of Julius Maggi. This became a part of the parent company Nestlé in 1947. Maggi mainly comprises of instant noodles, sauces, soups, bouillons and cooking aids. The various products are popular among different set of markets. It was launched in 1983 in India. The Indian market is mainly dominated by the instant noodles. It is marketed by the name Maggi 2-Minutes Noodles. It is still one of the most loved instant noodles brand and remains a market leader till date. The major competitors of Maggi are Top Ramen, Sunfeast Yippee, Knorr, Patanjali, Ching’s Secret and Wai Wai. It is present in Australia, Austria, Bulgaria, Chile, Colombia, Greece, Czech Republic, France, Germany, India, Latvia, Lithuania, Malaysia, Middle East, Netherlands, New Zealand, Panama, Peru, Philippines, Russia, Spain, Sri Lanka, Switzerland, UK, Venezuela, Vietnam.

Maggi had recently fallen into a big controversy in India in May 2015 regarding its instant noodles due to which it faced all country ban. The ban was due to the presence of high levels of MSG(monosodium glutamate) and lead. Maggi’s market share fell drastically down to 10% but Maggi regained faith in some time and has reached top spot again with 57% market share in 2016.

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