Sam Shetty Last Final Project Book

UNIVERSITY OF MUMBAI
A Project Report
On
“STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”
Submitted in partial fulfillment for the award of the degree of Bachelors of

Management Studies (BMS)
Submitted
By
Mr. SAM SHEKHAR SHETTY
Roll no-1207
UNDER THE GUIDANCE OF

Asst Prof. MANASI PHADTARE
Faculty Guide
Sterling College of Arts, Commerce and Science.

Plot No 93/93A,Sector 19,Near seawoods Darave Railway station
Nerul (E), Navi Mumbai - 400706
ACADEMIC YEAR 2023 – 2024
1
UNIVERSITY OF MUMBAI
A Project Report
On
“STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”
Submitted
By
Mr.SAM SHEKHAR SHETTY
Roll no-1207
UNDER THE GUIDANCE OF
Asst Prof. MANASI PHADTARE
Faculty Guide
Sterling College of Arts, Commerce and Science.
Plot No 93/93A,Sector 19,Near seawoods Darave Railway station

Nerul (E), Navi Mumbai - 400706
ACADEMIC YEAR 2023 – 2024
2
DECLARATION
I SAM SHEKHAR SHETTY OF NCRD'S STERLING COLLEGE OF ARTS,

COMMERCE & SCIENCE, studying in BMS (Semester 6) hereby declare that I
have complete this project report on
“A STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”
And has not been submitted to any other University of Institute for the award of any
degree, diploma etc.The information is submitted by me is true and original to the
best of my knowledge.
( SAM SHEKHAR SHETTY)
Date:
Place: Nerul Navi Mumbai
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ACKNOWLEDGMENT
To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.
I would like to acknowledge the following as being idealistic channels and fresh dimensions in the
completion of this project. I take this opportunity to thank the University of Mumbai for giving me
chance to do this project.
I take this opportunity to thank our Coordinator Dr. Madhuri Kamble for his moral support and
guidance
I would like to thank my principal, Dr. K. Ravivarma for providing the necessary facilities required for
completion of this project.
I would also like to express my sincere gratitude towards my project guide Asst Prof. Manasi
Phadtare
whoseguidance and care made the project successful.
I would like to thank my college library, for having providing various reference books and magazines
related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
completion of the project especially my parents and peers who supported me throughout my project.
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National Centre for Rural Development’s
Sterling College of Arts, Commerce & Science
(NAAC Accredited with B+)
(Affiliated to University of Mumbai)
Plot No. 43, Sector 19, Nerul (East), Navi Mumbai – 400706
Tel. No. : +91-22-2770 5535. Fax: +91-22-2770 8059
Email – [email protected]
Website - https://www.sterlingcollegeofcommerce.com
CERTIFICATE
This is to certify that MR. SAM SHEKHAR SHETTY of Bachelor of

Management Studies(BMS) has undertaken and completed the project work titled
“STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”This is further to certify that the
work has been completed during the academic year 2023 – 2024 under the guidance of PROF. MANASI
PHADTARE submitted on to
this college in fulfillment of the curriculum of Bachelor Of Management Studies University of Mumbai.
This is a bonafide project work and the information presented is true and original to the best of our knowledge
and belief.
PROJECT GUIDE COURSE CO-ORDINATOR
( ) ( )
PRINCIPAL EXTERNAL GUIDE
( ) ( )
Plot No. 43, Sector - 19, D.G. WalsePatilMarg, Nerul (E), Navi Mumbai – 400 706, Maharashtra Tel. No. 022-
27705535, 022-27708059, website: sterlingcollege.edu.in
5
STUDY ON BRAND POSITIONING OF
NESTLE MAGGI NOODLES
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INDEX
SR NO TITLE PAGE NO
1. CHAPTER-1 9 – 28
INTRODUCTION
2. CHAPTER-2 29 - 32
LITERATURE REVIEW
3. CHAPTER-3 33 - 35
RESEARCH METHODOLOOGY
4. CHAPTER-4 36 - 68
DATA ANALYSIS AND INTERPRETATION
5. CHAPTER-5 69 - 73
CONCLUSION & RECOMMENDATION
6. BIBLIOGRAPHY 74
7. ANNEXURE 75 - 77
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EXECUTIVE SUMMARY
 Brand positioning is about owning a distinctive position in the mind of the target
consumer, so that it makes the brand unique and gives it a individual identity. Put simply,
brand positioning is about owning a unique position in the mind of the target consumer,
and it is an expression of what you want your brand to be to consumers. Philip Kotler
described the concept of brand positioning as “the act of formulating the company's
offering and image to occupy a peculiar place in the mind of the target market”. In other
words, brand positioning narrates how a brand is different from its competitors and where
or how, it sits in customers' minds.
 Maggi is an intercontinental brand of seasonings, instant soups, and noodles that

originated in Switzerland in the late 19th century. In the year 1947 Nestlé merged with
the Maggi Company and formed Nestlé-Alimentana S.A. Maggi noodles are favoured in
Bangladesh, South Africa, Pakistan, Singapore, Malaysia, Australia, New Zealand and
India and are akin with instant noodles in most of these countries.
 This research study is done in attempt to study about the brand recall and brand
attachment with respect to Nestle Maggi Noodles. This study will help in interpreting the
position created by it as a noodles brand, in its Consumers mind. This study will also
summarize about the Noodles market in India, stand and share of Maggi into it, history
and maintenance of Nestle Maggi as a company.
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CHAPTER-1
INTRODUCTION
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ABOUT THE INDUSTRY
 Fast-moving consumer goods (FMCG) sector is our Country’s fourth-largest sector with
household and personal care accounting for more than half of FMCG sales in India.
Growing awareness, easier accessibility and dynamic lifestyles have been the major
growth drivers for the sector. The urban segment which amounts for a revenue division of
around fifty five percent is the substantial contributor to the total revenue generated by the
FMCG sector in India. However, in the last couple of years, this market has grown at a
faster pace in rural India compared to urban India. Whereas the Semi-urban and rural
segments are growing at a rapid rate and the products of FMCG market account for more
than half of the total rural spending.
 In the last decade, the revenue in FMCG industry in the country has been growing at the
pace of 21.4%. There was a radical change in revenues in FMCG sector heightening from
US$ 31.6 billion to US$ 52.8 from 2011 to 2017-2018 respectively. FMCG industry in
India is anticipated to grow at the rate of 27.9% CAGR, Compounded Annual Growth
Rate to sum to US$103.7 billion by 2020.In addition to that, the rural FMCG market is
forecasted to grow at a CAGR of 14.6% to touch the valuation of US$100 billion by 2020
and US$220 billion by 2025. The rural setting is considered for 45% revenue share while
the urban setting dominates with 55% revenue share of the whole revenue of the FMCG
industry. More than 65% of people in India live in rural places and those people pay out
around 50% of their total expenditure on FMCG products. The number of individuals
buying consumer goods on-line in country is anticipated to reach 850 million by 2025.
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PACKAGED FOOD INDUSTRY
 The packaged foods industry is made up of companies that provide food in a variety of
materials like plastic cups, glass, paperboard, and aluminum canning, for retail sale and
direct or ready to eat consumption. The main packaged food industry includes bakery and
dairy products, canned and frozen processed food, ready-to-eat meals, diet snacks,
processed meat, health products and drinks.
 The global packaged foods industry is a gigantic market with valuation of more than
US$4.4 trillion. According to industry advisory RTS Resources, the market has already
stretched to USD 5 trillion by 2017.
 The Country’s packaged food market is anticipated to be doubled and hike up to USD 70
billion in the next 5-10 years, led by factors like economic growth, demographic dividend
and growing e-commerce, said Nestle India Chairman & MD Suresh Narayanan. The
Indian food processing market is looked forward to double from USD 263 billion
(2019-20) to USD 535 billion (2025). India is the world’s fourteenth largest exporter of
food products with a 2.6 per cent share in global exports (2010) and growing at a
CAGR of 2.6 % in the period of 2015-2019.
 There has been a noticeable change in the eating routine in Metropolitan Cities. Due to the
expeditious life in urban cities, about 79% of the urban individuals favor to have ready-to-
eat food in their regular meal. The reasons behind increase in the use of packaged food in
urban cities are the sheer rise in income, the standard of living and convenience.
 The Indian middle class is expanding and so is their buying capacity and demands. They
fond to try on new products that come in the market. They also adoration to
Explore packaged foods in the ready-to-make and easy-to-eat category.
 Rural India contributes a great opportunity for the packaged food and beverages industry.
Almost 65% of the total Indian population stays in the rural region. They are interested in
food products of urban cities. They are more likely towards packaged snacks like
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noodles, chocolates, biscuits, chips, cakes etc. The purchasing capacity of rural peoplehas
also risen in recent years due to benefits from investment in infrastructure and rising
wages.
 The government has made many commendable efforts to promote investment in this
industry by making them available with various schemes as subsidies and grants. These
schemes comprise mega food parks, modern terminal markets and bulk storage facilities.
As India is the second highest producer of food and beverages after China, the Indian
market has a huge potential for FDI (Foreign Direct Investment) from other countries so
that India could overcome the problems related to food processing technology and food
packaging machines.
 Some of the top players or the top companies in the Packaged food market of India are as
follows:
• Nestle India,
• Parle,
• McCain,
• SunFeast,
• ITC Limited
DRIED NOODLES/INSTANT NOODLES INDUSTRY
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 The International instant noodles market attained a value of USD 47.08 Billion in the year
2020. Instant noodles are made up of fine wheat flour with a combination of alkaline salts.
Various ingredients are also added to the flour in smaller quantities like starch, edible oil,
gluten and stabilizers like guar gum. They are mostly come with a small sachet
comprising of the tastemaker. Instant noodles have acquired lot of fame worldwide as they
are handy, quick to make and easy to store. Looking forward, it is forecasted that the
overall instant noodles market is expected to grow at a CAGR of 5% during 2021-2026.
 India Instant Noodles Market is anticipated to expand at a CAGR of 5.6% during the
forecast period. The considerable reasons steering the market are:
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 Other than the standard flavours, companies are coming up with new variety of tastes
and flavours, such as Chinese, mix of masalas, Indian taste etc.
 The population of India has become more health conscious & that has opened an
opportunity for the companies to come up with a new segment of healthier noodles.
Instant noodles made from white flour was considered as unhealthy and players are
coming up with noodles made from atta and many such variants.
 Top or Major Players of Indian Instant noodles market are:

1. Nestle
2. Hindustan Unilever
3. ITC
4. Nissin
5. Patanjali
COMPETITORS
1) Yipee
2) Top Ramen
3) Ching’s Chinese
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YIPPEE NOODLES
Sunfeast Yippee Noodles by ITC is manufactured from the amalgamate of Aashirvaad atta
and is available in four different mouth-watering variants. Yippee noodles is one of the best-
selling instant noodle brand in India. Yippee is a very satisfactory alternative to Maggi instant
noodles. It of course has the same cooking technique as Maggi noodles, a very flavourful taste
and it is manufactured by an Indian company called ITC. ITC is one of the most trustworthy
firm and it has never come under any controversy or exploration.
TOP RAMEN
Top Ramen noodles is manufactured by Nissin Foods & it is the fourth best instant food brand
in India, also one of the best-selling instant noodle brands. Top Ramen was established by
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Nissin in the year 1970. Ando the founder of company desired to enter the US markets, but he
found out that most people in the US didn’t have the ramen sized bowls leading him to later
become the manufacturer of the Cup Noodles brand. In the year 1972, Top Ramen was
inaugurated in the United States after Ando saw growth potential of ramen products in the
market. Top Ramen became a major player in the global instant noodle market which was
dominated by Maggi noodles.
CHING’S SECRET
The Desi Chinese instant noodles is a Indian brand & it is manufactured and owned by Capital
Foods under the brand name of Ching’s Secret. The brand also produced and marketed
products like sauces, instant soups, schezwan chutney in India. Capital Foods is one of the
food company in India which is growing at its fastest pace, which offer products and food
ingredients and has
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strong presence in Indian market as well as it is loved across the world. Ching’s Secret Started
with the trilogy of Chinese sauces - Soy Sauce, Red Chilli Sauce, Green Chilli Sauce. This
was later joined up with an offering of noodles, dubbed as Hakka Noodles in India. The
company established the category of Desi Chinese, an Indo-Chinese fusion cuisine in August,
2015.
ABOUT THE COMPANY
HISTORY:
The company was formed in Switzerland in the year 1884, when Julius Maggi took up his
father's mill. He became a pioneer of industrial food production in very short time, with an
aim to improve the nutritional intake of worker class individuals and families. In the year
1883, he entered the market with appliances for roasting & grinding vegetables, to make flour
from peas, beans, lentils etc. He was also the first to launch a protein-rich legume meals into
the market, it was then followed up with a ready-made soup based on legume meals in 1886,
which was
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produced in his Kemptthal Factory, it was later added by various kinds of soups in cubes or
bags. In 1897, Julius Maggi founded the company Maggi GmbH in Singen, Germany.
In 1947, following several changes in ownership and corporate structure, Maggi's holding
company merged with the Nestlé company & Alimentana S.A.to form Nestlé-Alimentana
S.A., currently known in its francophone home base as Nestlé S.A. Getting to know about its
core customer Maggi started focusing on young generation with meal-maker products, ready
to eat foods & frozen snacks as well as ethnic and children’s product lines during the time
period of 1980s & 1990s.
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In the year 1983, Maggi entered the Indian Market, with the line of products including sauces,
noodles, ready-to-eat foods etc. It has the first mover advantage in the Indian market, but it
was not the same case with customers. Nevertheless, Maggi was not ready quit the Indian
market hence it stayed & decrypted the taste of Market and rebuilt itself as a healthy snack
option, remarketed itself to the school going, adolescence age group as a ready-to-eat health
snack option and thereafter its hard-work paid off and it was selected over chips & biscuits for
a snacks option.
MAGGI INSTANT NOODLES-INDIA
In 1947, Nestle a Swiss company merged & gained rights to Maggi and then Nestle India
Limited brought Maggi to India in the year 1984. Since then, Maggi has been at its growing
pace in the country. At the time of entry no one thought that Maggi would become the
Possibility or the solution for of the Millions of people, but it came out to be true. The idea
and the concept of a product that would be made in minutes was liked and loved by everyone.
Nestle spent more than 100 crores rupees to market & advertise Maggi across the country. In
its launch days, in the growth phase of Maggi, no one took Maggi seriously. Even Nestle
didn’t
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realise that it would become the portion and package of every household. Now, if you’re up
for a snack, Maggi is the easiest & effortless thing that you can think of & make!
In the year 1980’s for the first time Nestle India Launched Instant Noodles under the Brand
name of Maggi Noodles, which eventually became the best option in snack for urban people
and later for rural people as well. Later on, Nestle added other products such as sauces,
seasonings, masalas, pasta etc. under the brand name of Maggi.
Maggi used to run & have black and white ads depicting how kids and children of adolescence
age craved for some snacks and their mothers would give away in boiling a packet of Maggi to
quench their hunger. This kind of ads made this brand one of the best and top selling and liked
snacks of the urban region & later-on for the rural markets too. With the dynamic lifestyles of
the customer, quick fix solutions became the need of the hour, especially for the most working-
class professionals, students, bachelors. The best part about Maggi was that it could be made in 2
minutes, as projected by the brand, helped them to gain lots of popularity leading to a big market
open for them.
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Now, Maggi has lots & tons of products in addition to its noodles. You can observe different
products under Maggi like instant noodles, kappa mania instant noodles, roasts, soups, instant
mix food items, and even sauces! In the last 20 years, Maggi alone has given more than 25%
increase in profits to Nestle India, making the annual turnover of more than Rs. 1000 crores
for the brand.
MAKING OF MAGGI NOODLES
This fame, lavishness, profits wasn’t always same for the Maggi, at the launch of the brand no
one knew this would become this gigantic, even the parent brand nestle never thought of it. So
what made Maggi this profitable, this famous and this successful?
Solution to this question is descriptive and would include its positioning strategy, its
advertisements, its variation & timely updating of price & taste & most importantly its
branding.
 Maggi started its Eureka Moment! Once it started & rebuilt themselves as the brand of
snacks on the healthier side, a snack that can fill your stomach, and most importantly a
snack that can be cooked in no time and is tasty as well.
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 Maggi started targeting school going, and individuals of the adolescence age, who
wanted a real time snack which can be made in no time.
 It marketed itself as a brand of Purity, taste, familial and created and established a
emotional touch with affection, love and attachment.
 The physique that was made by symbols of Maggi by using the vibrant red and yellow
color to attract the particular age group, using the Evergreen messaging/Tag lines
which itself told a lot about the brand, like “2 minutes noodles”, “Taste bhi, health
bhi” and many more things like that.
 The sense of attachment and affection was levied by Maggi by promoting it’s
advertisement to extensively tap the audience with emotional storytelling of mother’s
love and showcasing youth with free spirit, target the old customers and lead to the
sense of nostalgia, by using the tag lines like “Me aur, meri Maggi”, “Aao Maggi
banaye”, “Mummy’s Khushiyon ki recipe”
 The strategy to spread in a rural market was very accurate as the huge market for the
FMCG Industry lives in rural areas, use of vibrant colors like red, yellow helped
Maggi gain customers in rural market as well.
 To target the urban market of new millennium age, Maggi promoted its healthier side
with its new product line with varieties like Atta Noodles, Oats Noodles, Veggie
Special.
 Maggi worked a lot on its distribution network, by making it so strong that it should
reach & penetrate every nook & corner of the country.
THE CLASH OF MAGGI
Everything worked very fair enough until the summer of the year 2015, after which a ban was
assessed on the Sale & Production of Nestle Maggi Noodles in India. The clash began when
Food Safety & Regulation Authorities found higher lead concentrations than admissible in the
noodles. Presence of lead in a food product as a heavy metal contaminant beyond admissible
levels manifest the food product unsafe and hazardous.
Nestle, failing to determine the severity of the crisis, casually denied these claims and failed
to communicate against misunderstanding to consumers. People perceived the brand’s
smugness and silence as self-approbation of guilt. In collateral to that the media houses began
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aggressive coverage to the point of virality, greatly hindering brand image. Within no time the
consumers anger escalated up, and the brand crashed faster than any stock market to date!
The company and the brand Nestle Maggi reported its first quarterly loss in last three
decades– Maggi’s market share dripped from an spectacular 80% to below 5% in just a
month. A countrywide ban was imposed on Maggi Noodles and all major retailers were not
left with any option than to pull out the products from their shelves.
Maggi was given 6 weeks to prove its safety Calibre. The company in due course cleared the
test and was back on shelves but redeeming the consumer base was a treacherous path ahead.
Mothers were greatly anxious about feeding Maggi to their children & trusting the brand again.
COMEBACK OF MAGGI
Nestlé’s huge failure came from it not being able to sense the hurt consumers sentiments and,
most importantly it was not able to find them and to respect them. While the crisis was going
on, their communication, by all means & ways, was abrupted and formal, lacking the human
touch, the sense of communication & the humility to accept mistakes or face the crisis, was
lacking & it made the Maggi to take a good time for comeback.
After the issue resolving with the FSSAI, the Nestle Maggi started an emotional campaign or
the emotional targeting of the customers, majorly focusing on the customer base of mothers &
children.
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Once Maggi realized other different ways of targeting or reaching out the customer it started
focusing itself on it, like Social media platforms like Youtube,, Facebook, Instagram. Maggi
worked a lot on its PR as it got know the communication is the key. Eventually, Nestle
expanded its ad and promotional spending and variegated digital media mix was selected to
launch a “We miss you too” campaign radiating spotlight on a bunch of Maggi loyalists
sharing stories of their love for the noodle brand – in a Maggi-less world. It also launched
campaign like #Comebackmaggi #Yourmaggiissafe #wemissyoutomaggi on different social
media handles which gained a lot of customers attention and has successfully targeted the
customer emotionally.
Nestle Maggi also cooperated with a famous e-commerce website ‘Snapdeal.com’ which
surprisingly was able to sell Maggi welcome kits which was basically a box containing 12
packets of Maggi, some complimentary goodies-gifts, and a Maggi welcome back letter.
Snapdeal sold out a stupendous 60,000 Maggi Kits within first 5 minutes of the Maggi Flash
Sale. Hashtags like #DILKIDEALWITHMAGGI started trending on Twitter after the sale
was resumed.
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After getting an overwhelming response to the flash sale, Nestle Maggi carried out various
online competitions asking consumers to express their favourite moments and feelings & their
stories about Maggi’s comeback. A lot of Consumers participated with full enthusiasm & lot
of stories & moments to share. Brand’s Twitter, Facebook page, and YouTube page’s and all
other social media handles reverberated with customers expressing their trust and love in
Maggi.
The firm thus, marked the stage for Maggi’s official comeback on shelves & stores in India. In
no time, Nestle Maggi regained & recaptured the market share of 57% by 3rd quarter of 2016,
getting back a major chunk of its lost glory. Afterwards there is no looking back, the valuation
and the market share has been increasing immensely for the firm.
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SWOT ANALYSIS
STRENGTH
 It is the market leader for the instant noodles market in India.
 It has a USP- of Easy to cook and tasty.
 Excellent advertising visibilty has been stand out by the brand.
 There are huge no. of customers who are loyal to the brand.
 Advertising strategy, the emotional strategy helps it to gain more customers.
 The distribution channel of Maggi is so strong that it is present on every corner of
the country.
 A financial stable Parent Company.
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WEAKNESS
 Maggi is perceived as made up of white flour (Maida), which is not good for health.
 The brand is heavily dependent on one flavour.
 Educated class of people are becoming health concious and thus are denying the use
and consumption of Maggi Noodles.
 The ban of maggi still has some left over marks on the reputation of the brand.
OPPORTUNITIES
 Company an focus on the brand extension by trying to get itself into cereals, and other
snacks too.
 Increasing the depth of brand by introducing the new variety into it, a heathy variety
to tap the health freak market.
 Try to tap the unexplored outskirts rural markets.
 Increasing fast life and level of income is a growth factor maggi.
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THREATS
 Increasing Competition by, players like ITC, which provides higher margin to its
retailer and it is growing at a very fast pace.
 Negative word of mouth has become threat after the ban of maggi.
 Comoditization of the name has happened, in India the noodles has been replaced by
Maggi.
 Players like Ching’s secret and Top ramen are playing over prices and are reducing the
prices.
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CHAPTER-2
RESEARCH METHODOLOGY
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• TYPE OF RESEARCH
Descriptive Research:
 It is the most widely used research design as it permits the user to diverse the
data collection method by collecting the data from the different ways and
sources like for example by survey method, by observation method or by
reading and summarizing the case studies on the same. It is often referred to as
survey method.
 It is a type of random research which primarily can be done by distributing or

forwarding the questionnaire to the respondents, by ensuring all the responses
of them will be kept confidential and then a complete analysis is carried out
on the outcome of results and then the result is driven out of it.
RESEARCH METHOD
 Survey is done by forwarding the questionnaire among the 100 respondents.

 Past case studies and observation are also used to derive the end results.
TYPE OF DATA
The sources of data include both primary and secondary data

 PRIMARY DATA:
• It is also referred to as the raw data. It is first handedly collected by the
researchers with the objective of solving any research problem or to find any
particular results.
• In this research primary data is collected by forwarding/distributing the
questionnaire among the set of respondents and their responses are collected,
tabulated and analyzed using the Google Forms App.
 SECONDARY DATA:
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• It is the pre-recorded and ready to use type of data which is firstly not collected by
the primary user. This type of data does not allow the primary user to track back
the respondents of the data.
• In this research secondary data is collected from the company websites, different
other websites, Media publications and books and case studies.
SAMPLE
 The sample selected for the research has following characteristics:

 Sample size is of 100 people.
 Samples age is ranging between less than 15 to 40 and above  Samples
occupation ranges from students, home-keeper to working people.
SAMPLE METHOD
 Non-Probability sampling method is used. In this method each sample does

not have an equal chance of getting selected. This sampling may not help in
getting an unbiased representation of the total population.
 In Non-Probability sampling, Convenience sampling is taken into use, in this

type the sample is taken from a group of people who are easy to contact or to
reach.
DATA COLLECTION METHOD
 SURVEY & QUESTINNAIRE:

 A survey has been carried out by using a questionnaire to gather and analyze
the information about the brand and position in the customer’s mind.
 Information about the company, its strategies, its history and working and also
about its competitor is collected with the help of websites, publications and
case studies.
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OBJECTIVES OF THE STUDY
 To study about the business context of the Processed-food market with focus on the dried
noodles segment.
 To understand ''Maggi Noodle’s” marketing strategies, marketing mix, its target market
and its ideas & concepts that add some value in the product or company.
 To understand Brand Positioning of Nestle Maggi Noodles by studying the brand recall
and loyalty factors of it.
SCOPE OF THE STUDY
 This study will help in understanding the noodles market of India.

 This study will majorly focus on the consumer of different age group and of different
professions as well.
 As the brand is already very famous it was quite easy to find data.
 This study will Cover the information about the following:
1. Brand positioning of Nestle Maggi Noodles.
2. Post-ban and Pre-Ban Market recall and Market share of Maggi noodles.
LIMITATIONS OF THE STUDY
 The research was only limited to the people living in the area of Navi Mumbai only.
 The research has only Limited no. of respondents i.e.100.
 The recommendations are the outcome of Research made individually.
 The major limitation was the time constrain.
 The reach of the respondents was limited to the college students, teachers, family and
known ones.
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CHAPTER-3
LITERATURE REVIEW
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 Singh, A., & Jain, D.: Explored the historical trajectory of Maggi
noodles' brand positioning, highlighting its transition from a
convenience food to a cultural icon in India.
 Chaudhuri, A.: Investigated the market positioning strategies of Maggi

noodles, emphasizing its successful segmentation and targeting
approaches to cater to diverse consumer preferences.
 Gupta, S., & Sharma, A.: Examined the brand image and perception of
Maggi noodles among Indian consumers, emphasizing the brand's
associations with convenience, taste, and nostalgia.
 Sharma, R., & Aggarwal, S.: Analyzed the cultural and social impact of
Maggi noodles in India, discussing its role in reshaping eating habits and
culinary traditions, particularly among urban millennials.
 Sinha, P., & Verma, D.: Explored Nestle's crisis management strategies
in response to challenges to Maggi noodles' brand positioning,
highlighting the company's communication and product innovation
initiatives to rebuild consumer trust.
 Srivastava, R., & Pathak, P. (2018):

Srivastava and Pathak examined the brand positioning strategies of
Nestle Maggi noodles in the Indian market. Their study analyzed the
impact of Maggi's advertising campaigns and cultural relevance on
consumer perceptions and brand loyalty.
34
 Singh, S., & Sharma, A. (2020): Singh and Sharma conducted a study on the
 international expansion of Nestle Maggi noodles, focusing on its brand

positioning in different countries. They explored how Maggi adapts its
marketing strategies to suit diverse cultural contexts while maintaining its brand
identity.
 The Brand Maggi is strongly established as a Family Brand with crisp brand
equity in Indian market. The brand has always been known to have the
 first mover’s advantage in the portfolios like noodles, ketchups, soups, sauce,
etc. The parent brand Nestle has been the strong symbol of family, shelter
 and warmth which brand Maggi has innovatively capitalised. A nation-wide

controversy flare up by the end of December regarding the safety of Nestle
 Maggi Instant Noodles with Tastemaker after a presence of impermissible level

of lead was detected in the product pursuant to the sampling and testing
 of Maggi by the Commissioner of Food Safety, Uttar Pradesh. In keeping with

the development, the FSSAI advised the Commissioners of Food Safety
 in various states to draw samples of Maggi and get the same tested from
authorized laboratories which resulted in 14 Indian States banning the sale of
 Maggi. The company is saying that the product is safe for consumption and
FSSAI is saying the product is dangerous for consumption. Both have been
 defending
 Not but, this row has impacted a lot in India and also will impact in future also,
till the final outcome will come. This is all about what began as a minor
 labelling dispute that according to a local magistrate could have been settled.
 Subrata Roy in his research paper suggests that favourable consumer behaviour
in noodles purchase by the consumers do have an impact on the
 consumer’s brand parity perception about noodles. The research clearly

indicates that the favourable consumer behaviour in noodles purchase by
 the consumers also have a strong influence on the consumer’s style of

purchasing noodles.
35
CHAPTER-4
DATA ANALYSIS & INTERPRETATION
36
Age Category you belong to?
Age Group Rate (%)
less than 15 0%
15 to 25 86%
26 to 40 9%
40 & Above 5%
What is your gender?
Gender Rate (%)
Male 37%
Female 63%
What is your Education?
37
Education Rate (%)
Less than high school 8%
Under-graduate 73%
Post-Graduate 19%
Which Occupation Category you belong to?
Response Rate (%)
Student 78%
Home Keeper 3%
Working 18%
Working/Student 1%
Do you prefer/enjoy Instant noodles?
Response Rate (%)
38
Yes, Always 50%
No, Never 3%
Sometimes 47%
What is the Brand that comes to your mind when we say the word
“Noodles” ?
Response Rate (%)
Maggi 85%
Yipee 8%
Top Ramen 5%
Ching's Chinese 2%
Do you prefer buying “Maggi Noodle” ?
Response Rate (%)
Yes 87%
No 3%
Maybe 10%
If yes then how do you perceive Maggi?
Response Rate (%)
39
Tasty/ fun eating 38%
Ready to eat / easy to make 32%
Good Enough to fill up your 18%

stomach
All of above 47%
How is Maggi Noodles different from its competitor?
Response Rate (%)
Taste 67%
Price 18%
Packaging 11%
Variety 6%
All of the above 30%
From Following, Can you relate with any of the Maggi ads/tag line?
Responses Rate (%)
Me aur Meri Maggi 33%
Aao Maggi Banae 34%
Taste bhi, Health Bhi 24%
MAGGI Masala Noodles with Goodness of Iron 15%
40
All of the Above 22%
Which of the following Maggi variants do you relish/enjoy?
Response Rate (%)
2 minutes Noodles 85%
Atta noodles 17%
Vegetable multigrain noodles 17%
Special Chicken 65 Maggi 11%
Masala Cuppa Mania 6%
On Scale of 1 to 5 rate Maggi- Noodles on the following parameters (1 being

worst and 5 being the best)
Parameter 1: Taste Parameter 2: Price
Score Rate (%) Score Rate (%)

1 3% 1 3%
2 2% 2 5%
3 20% 3 25%
4 39% 4 37%
5 36% 5 30%
Parameter 3: Flavours Variety Parameter 4: Packaging
Scor Rate (%) Score Rate (%)

e
1 4% 1 3%
2 8% 2 8%
3 31% 3 21%
4 34% 4 38%
5 23% 5 30%
41
Parameter 4: Availability
Score Rate (%)
1 6%
2 3%
3 8%
4 31%
5 52%
If your preferred brand (Maggi) is not available for repeat purchase then
what will you do?
Response Rate (%)
Delay purchase 9%
Switch brand 21%
Go to other shop and will find one 48%
Can’t say 22%
If you don’t like to change brand, then what are reasons of continuing to
purchase the old brand?
Response Rate (%)
Taste 67%
Price 16%
Variety 6%
Will Switch Brand 11%
42
Are you aware about the crisis of Maggi (Ban in India) back then in 2015?
Response Rate (%)
93%
Yes
No -
May be 7%
Do you know what was the reason for that ban?
Response Rate (%)
Tax issues 5%
Food deterioration 93%
Presence of lead cancer causing agent 2%
Did you missed “Maggi”?
Response Rate (%)
Yes, ofcourse 56%
Maybe 30%
No, never 14%
Do you know about the Comeback Maggi Campaign?
Response Rate (%)
Yes 65%
No 18%
Maybe 17%
43
Did you joined comeback Maggi campaign, if yes which hashtags you used or how you did
it?
Response Rate
#wemissyoutoomaggi 28%
#nothinglikemaggi 32%
#comebackmaggi 26%
Not participated 14%
44
What is your Gender?
GENDER
Male
37%
63%
Female
Interpretation:
From the above data we can interpret that:

• 37% of the respondents are Male.
• 63% of the respondents are Female.
What is your Age?
45
AGE
Above
40
26 to 40
5%
9%
86%
15 to 25
Interpretation:

• 86% fall between age group of 15 to 25 years
• 9% fall between age group of 26-40 years
• 5% fall in the age group of 40 above
 Which Occupation Category you belong to?
46
OCCUPATION
Working/Student
1%
18%
3% Working
78%
Student
Interpretation:

• 78% of the respondents are Students.
• 18% of the respondents are Working.
• 3% of the respondents are Home-Keeper.
• 1% of the respondent is both working and student.
 Which Qualification Category you belong to?
47
QUALIFICATION
High School or Less
Post Graduate
19% 8%
73%
Under Graduate
Interpretation:

• 66% of the respondents fall in Less than High School category.
• 73% of the respondents are Undergraduate.
• 19% of the respondents are Post graduate.
 Do you prefer/enjoy Instant noodles?
48
INSTANT NOODLES PREFERENCE
No, Never
3%
Sometimes
47% 50%
Yes, Always
Interpretation:

• 50% of the respondents Always enjoy and prefer instant noodles.
• 47% of the respondents Sometimes prefer and enjoy the instant noodles.
• 3% of the respondents Never prefer and enjoy the instant noodles.
 What is the Brand that comes to your mind when we say the word
“Noodles”?
49
WHICH NOODLES BRAND
Ching's chinese
2% Yipee Noodles
Top Ramen
8%
5%
85%
Maggi
Noodles
Interpretation:

• 85% of the respondents recall brand Maggi for their instant noodles.
• 8% of the respondents recall brand Yipee for their instant noodles.
• 5% of the respondents recall brand Top Ramen for their instant noodles.
• 2% of the respondents recall brand Ching’s Chinese for their instant noodles.
 Do you prefer buying “Maggi Noodle” ?
50
BUYING MAGGI NOODLES PREFERENCE
Maybe No
3%
10%
87%
Yes
Interpretation:

• 87% of the respondents will Prefer buying Maggi for their instant noodles.
• 10% of the respondents might Prefer buying Maggi for their instant noodles.
• 3% of the respondents will not Prefer buying Maggi for their instant noodles.
 If yes then how do you perceive Maggi?
51
How do you perceive Maggi
47%
38%
32%
18%
Tasty/Fun Eating Ready to Eat/Easy to Good Enough to fill up All of the above
make your stomach
Interpretation:

• 38% of the respondents Perceive Maggi because it is Tasty and fun to eat.
• 32% of the respondents Perceive Maggi because it is Ready to eat and easy to make.
• 18% of the respondents Perceive Maggi because they feel it is Good enough to fill up
their stomach.
• 47% of the respondents Perceive Maggi for All the Above reasons.
 How is Maggi Noodles different from its competitor?
52
How Maggi is different?
How Maggi is different?
67%
30%
18%
11%
6%
Taste Price Packaging Vriety All of the above
Interpretation:

• 67% of the respondents feel Maggi’s Taste Makes it different from its competitor.
• 18% of the respondents feel Maggi’s Price Makes it different from its competitor.
• 11% of the respondents feel Maggi’s Packaging Makes it different from its competitor.
• 6% of the respondents feel Maggi’s Variety Makes it different from its competitor.
• 30% of the respondents feel All of the above reasons Makes Maggi different from its
competitor.
 From Following, Can you relate with any of the Maggi ads/tag
line?
53
WHICH MAGGI ADS YOU CAN
RELATE WITH?
Which Maggi Ads You can relate with?
33% 34%
24%
22%
15%
Me aur Meri Aao Maggi Banaye Taste Bhi, Health Maggi Masala All of the above
Maggi Bhi Noodles with
Goodness of Iron
Interpretation:

• 33% of the respondents Can Relate with Maggi’s “Me aur Meri Maggi”
Ad/Tagline.
• 34% of the respondents Can Relate with Maggi’s “Aao Maggi Banaye”
Ad/Tagline. • 24% of the respondents Can Relate with Maggi’s “Taste
Bhi, Health Bhi” Ad/Tagline.
• 15% of the respondents Can Relate with Maggi’s “Maggi Masla noodles,
with goodness of iron” Ad/Tagline.
• 22% of the respondents Can Relate with Maggi’s All of the above Ad/Tagline.
 Which of the following Maggi variants do you relish/enjoy?
54
WHICH MAGGI VARIANT
YOU RELISH/ENJOY?
85%
17% 17%
11%
6%
2Minute Noodles Atta Noodles Vegetable Special Chichken
Multigrain 65 Maggi Mania
Noodles
Interpretation:

• 85% of the respondents Relish/Enjoy with Maggi’s “2Minute Noodles” Variant.
• 17% of the respondents Relish/Enjoy with Maggi’s “Atta Noodles” Variant.
• 17% of the respondents Relish/Enjoy with Maggi’s “Vegetable Multigrain Noodles”
Variant.
• 11% of the respondents Relish/Enjoy with Maggi’s “Special Chicken65 Noodles”
Variant.
• 6% of the respondents Relish/Enjoy with Maggi’s “Masala Cuppa Mania” Variant.
55
 On Scale of 1 to 5 rate Maggi- Noodles on the
following parameters (1 being worst and 5 being the
best)
Parameter 1: Taste
RATE ON FOLLOWING PARAMETER?
Taste
39%
36%
20%
3% 2%
1 2 3 4 5
Interpretation:

• 3% of the respondents Rated 1 to Maggi’s Taste Parameter.
56
best)
Parameter 2: Price

Price
37%
30%
25%
5%
3%
1 2 3 4 5
Interpretation:

• 3% of the respondents Rated 1 to Maggi’s Price Parameter. • 5% of
the respondents Rated 2 to Maggi’s Price Parameter.
• 25% of the respondents Rated 3 to Maggi’s Price Parameter.
57
best)

Parameter 3: Flavours Variety
Flavours Variety
34%
31%
23%
8%
4%
1 2 3 4 5
Interpretation:

• 4% of the respondents Rated 1 to Maggi’s Flavours variety Parameter.
58
best)
• 23% of the respondents Rated 5 to Maggi’s Flavours variety Parameter
59
 On Scale of 1 to 5 rate Maggi- Noodles on the following
parameters (1 being worst and 5 being the best)
Parameter 4: Packaging

Packaging
38%
30%
21%
8%
3%
1 2 3 4 5
Interpretation:

• 3% of the respondents Rated 1 to Maggi’s Packaging Parameter. 8% of the
respondents Rated 2 to Maggi’s Packaging Parameter.
• 21% of the respondents Rated 3 to Maggi’s Packaging Parameter.
• 38% of the respondents Rated 4 to Maggi’s Packaging Parameter.
60
• 30% of the respondents Rated 5 to Maggi’s Packaging Parameter
 On Scale of 1 to 5 rate Maggi- Noodles on the following

parameters (1 being worst and 5 being the best)
Parameter 4: Availability

Availability
52%
31%
6% 8%
3%
1 2 3 4 5
Interpretation:

• 6% of the respondents Rated 1 to Maggi’s Availability Parameter.
61

 If your preferred brand (Maggi) is not available for repeat purchase
then what will you do?
WILLYOU OPT ALTERNATE CHOICE

Delay Purchase
Can't Say
9%
22%
21% 48%
Switch Brand
Go to other
one
Interpretation:

• 48% of the respondents Will Go to other shops and will find one.
• 22% of the respondents Can’t Say anything on Opting different Brands.
• 21% of the respondents Will Switch Brand.

• 9% of the respondents Will Delay the purchase if Maggi Noodles is Not Available.
62
 If you don’t like to change brand, then what are reasons of
continuing to purchase the old brand? (ex. Taste, variety,
price, packaging etc.)
WHY WILLYOU OPT/NOT OPT

ALTERNATE CHOICE
Variety
6%
Price
16%
67% 11%
Will Switch
Brand
Taste
Interpretation:

• 67% of the respondents Will Not Change Brand Because of Maggi’s Taste.
• 16% of the respondents Will Not Change Brand Because of Maggi’s Price.
• 6% of the respondents Will Not Change Brand Because of Maggi’s Variety.
• 11% of the respondents Will Change Brand.
63
 Are you aware about the crisis of Maggi (Ban in India) back
then in 2015?
ARE YOU AWARE OF MAGGI CRISIS

Maybe
no (0%)
7%
93%
Yes
Interpretation:

• 93% of the respondents are Aware of Maggi Crisis.
• 7% of the respondents are Not sure whether they are Aware of Maggi
Crisis.
• 0% of the respondents are Not Aware of Maggi Crisis.
 Do you know the reason for that Ban?
64
REASON FOR THE BAN
Tax Issues
Presence of
Lead
(2%)
93%
Food
Detorioration
Interpretation:

• 93% of the respondents told Food Deterioration was the reason for Maggi Ban.
• 5% of the respondents told Tax Issues was the reason for Maggi Ban.
• 2% of the respondents told Presence of Lead was the reason for Maggi Ban.
65
 Did you Missed “Maggi”?
DID YOU MAGGI

MISSED
Maybe
30%
56%
Yes, Ofcourse 14%
No, Never
Interpretation:

• 56% of the respondents told They missed Maggi when it was Banned.
• 30% of the respondents told They might have missed Maggi when it was Banned.
66
• 14% of the respondents told They didn’t missed Maggi when it was Banned.
 Do you know about the Come-back Maggi Campaign?
DO YOU KNOW ABOUT

MAGGI CAMPAIGN
Maybe
17%
65% 18%
Yes No
Interpretation:

• 65% of the respondents told They Know about the comeback Maggi Campaign.
• 18% of the respondents told They Don’t Know about the comeback Maggi
Campaign.
• 17% of the respondents told They Might Know about the comeback Maggi
Campaign.
67
 Did you joined comeback Maggi campaign, if yes which
hashtags you used or how you did it?
WHICH #TAGS YOU USED IN

THE CAMPAIGN
Not
#comebackma Participated
ggi
14%
26%
28%
32%
#Wemissyoutoom
aggi
#nothinglike
maggi
Interpretation:

• 32% of the respondents told They used #NothinglikeMaggi in the campaign.
• 28% of the respondents told They used #WemissyoutooMaggi in the campaign.
• 26% of the respondents told They used #ComebackMaggi in the campaign.
• 14% of the respondents told They didn’t Participated in the Campaign
68
CHAPTER-5
Findings, Recommendation
& Conclusion
69
FINDINGS
 Majority i.e. 86% of the respondents were from the age group of 15-25years while
9% and 5% were from 26 to 40 and above 40 respectively.
 37% of the respondents were Male while remaining 63% of the respondents were
Female.
 73% of the respondents were from under-graduate, whereas 19% were post graduate
and 8% were high school students.
 Majority of the respondents i.e 78% of them were students, 18% of them were
working, while 3% were home-keeper.
70
 50% of the respondents always prefer instant noodles, while 47% might prefer and
3% won’t prefer it.
 In 85% of the respondents Mind, Maggi strikes when we talk about noodles,
 87% of the respondents will Prefer buying Maggi for their instant noodles,
 38% of the respondents Perceive Maggi because it is Tasty and fun to eat,
 67% of the respondents feel Maggi’s Taste Makes it different, 18% feel Price Makes
it different,11% feel Packaging Makes it different, 6% feel Variety Makes it different,
30% of the respondents feel All of the above reasons Makes Maggi different from its
competitor.
 33% of the respondents Can Relate with Maggi’s “Me aur Meri Maggi” Ad/Tagline,
34% Can Relate with “Aao Maggi Banaye”, 24% Can Relate with “Taste Bhi, Health
Bhi”, 15% Relate with “Maggi Masla noodles, with goodness of iron” Ad/Tagline,
22% Can Relate with Maggi’s All of the above Ad/Tagline.
 85% of the respondents Relish/Enjoy with Maggi’s “2Minute Noodles” Variant, 17%
Relish/Enjoy with Maggi’s “Atta Noodles” Variant, 17% Relish/Enjoy with Maggi’s
“Vegetable Multigrain Noodles” Variant, 11% Relish/Enjoy with Maggi’s “Special

Chicken65 Noodles” Variant, 6% Relish/Enjoy with Maggi’s “Masala Cuppa Mania”
Variant.
 39% of the respondents rated 4 for Maggi’s taste, while 36% rated for the same.
 37% of the respondents rate 4 for Maggi’s price, whereas 25% & 30% rated 3 & 5
respectively for the same.
 34% of the respondents rated 5 for Maggi’s Variety in their flavours, while 31%
& 23% rated 3 & 5 for the same.
71
 38% of the respondents rated 4 for Maggi’s Packaging, while 30% and 21% rated 5 &
3 respectively.
 52% of the respondents rated 5 for the Maggi’s availability, whereas 31% rated 4 for
the same.
 48% of the respondents will delay their purchase of Noodles if Maggi is not available,
whereas 21% will switch brand and 22% can’t say anything.
 67% won’t change brand because of the Maggi’s taste.
 93% of the respondents are aware of Maggi’s Ban in the year 2015.
 93% people know the reason of the ban was Food deterioration.
 56% of the respondents missed Maggi while it was banned
 65% of the respondents were aware of comeback Maggi campaign.
 32% of the respondents told They used #NothinglikeMaggi in the campaign, 28%
used #WemissyoutooMaggi in the campaign, 26% #ComebackMaggi in the
campaign.
RECOMMENDATIONS
 Target online sales, online sales and promotion should be taken into priority and
should be considered first.
 Increasing product line, Maggi should introduce a non-veg variant of itself, as non-
vegetarian people in India are in huge no.
 Maggi should also come up with variations in Healthy line like oats, wheats.
 Hiring new Brand Ambassador with fun and free spirit to potray the brand by
themselves.
 Indulging more into Corporate social responsibilities, will give a positive punch to
brand.
 As Maggi target customer is also a youth wing, Maggi should promote itself by
sponsoring or organising youth events.
 Providing goodies with noodles or introducing special designer packaging for children.
72
 Maggi can work on its pricing and can help the Middlemen to earn more so that they
can help in increasing the reach of brand.
 Maggi should promote itself and should tap the Rural areas in outskirts.
CONCLUSION
 After conducting the secondary research and referring to the papers, articles and
Publications I got to know that the Maggi noodles comes under packaged Food industry
which is branch of a FMCG industry.
 Indian FMCG industry has a huge Market and customers for Dried/Instant Noodles, and
it is forecasted to grow year by year.
 In accordance to my primary research i.e survey and secondary research I derived that
Maggi Noodles has around 60% of the market capture, targeting its main customers as
working class, students and mothers.
 Maggi has its First mover advantage and it has a very great USP of taste and due to
which it has one of the most loyal customers which love the Brand.
 Maggi was banned in India due to food adulteration which was hazardous for children
health if taken on regular basis, it was given 6 weeks to prove itself innocent.
 Maggi was relaunched in market after 5 months of ban, it was able to recapture the
market easily, just because of its emotional targeting of the customers & gaining their
trusts again.
 Maggi relaunched itself as a safe brand and targeting mothers to promote itself.
 Brand has very good word of mouth publication, in addition to that it has a very great
advertising techniques too by using catchy taglines in their ads.
 Maggi should focus on tapping the rural market, introducing new product line, perform
youth fests, and do CSR.
 Finally, it can be concluded that Maggi has become very popular due to its unique brand
positioning strategies which has given them a great customer base.
73
BIBLIOGRAPHY
1) https://www.marketing91.com/swot-analysis-of-maggi/
2) https://thestrategystory.com/2021/01/07/story-of-maggi-in- india/#:~:text=In%20the
%20year%201983%2C%20Maggi,%2C%20let%20alone%20 consideration
%20%26%20trial.
3) https://www.allresearchjournal.com/archives/2017/vol3issue8/PartH/3-6-273-317.pdf
4) http://www.ijpbr.net/form/2016%20Volume%203,%20issue%201/IJPBR-2016-3-1- 21-
29.pdf
5) https://www.dnaindia.com/business/photo-gallery-how-maggi-got-its-name-maggi-
the- story-of-the-two-minutes-noodles-which-became-an-iconic-indian-food-brand-
1000- crore-2865940/other-maggi-products-2865945
6) https://www.marketingmind.in/history-of-maggi-becoming-the-most-popular- noodles-
in- india/#:~:text=In%201912%2C%20Julius%20Maggi%20passed,a%20revolution
%20i n%20the%20country.
74
ANNEXURE
QUESTIONNAIRE
1) Gender
• Male
• Female
• Others
2) Which category you belong to:

• Student
• Home keeper
• Working Others
3) Education Qualification
• High School or Less
• Post Graduate
• Under Graduate
4) Do you prefer / enjoy INSTANT NOODLES?

• YES, Always
• Sometimes
• NO,
• Never
5) What is the Brand that comes to your mind when we say the word “Noodles”
Maggi
• Top Ramen
• Yippee
• Ching’s noodles
6) Do you prefer buying “Maggi Noodle”

Yes
No
7) If yes then how do you perceive Maggi7?

5
• Tasty/ fun eating
• Ready to eat / easy to make
• Good enough to fill-up my stomach
• All of above
8) How is Maggi different from its competitor?

• Taste
• Price
• Packaging
• Variety All of the above
9) From Following, can you relate with any of the Maggi ads?
• Me aur Meri Maggi
• Aao Maggi Banaye
• Taste bhi , Health bhi
• With Goodness of iron, masala Maggi
• All of the Above
10) Which of the following Maggi variants do you relish/enjoy?

• 2 minutes noodles
• Atta noodles
• Special Chicken 65 Maggi
• Vegetable multigrain noodles
• Masala Cuppa Mania
11) On Scale of 1 to 5 rate Maggi- Noodles on the following parameters:

Taste: *1, *2, *3, *4, *5
• Price: *1, *2, *3, *4, *5

• Variety Flavour: *1, *2, *3, *4, *5
• Packaging: *1, *2, *3, *4, *5
• Availability: *1, *2, *3, *4, *5
12) If your preferred brand (Maggi) is not available for repeat purchase then what will you
do?
• Delay purchase
• Switch Brand
• Go to other shop and will find one
• Can’t say
76
13) Are you aware about the crisis of Maggi (Ban in India) back then in 2015?
• Yes
• No
• Maybe
14) Do you know what was the reason for that ban?
• Tax issues
• Food deterioration
• others
15) Did you miss “Maggi”?

• Yes,
• Of course
• Maybe
• No,
• why would I
16) Do you know about the Come-back Maggi Campaign?

Yes
No
Maybe
17) Did you joined comeback Maggi campaign, if yes which hashtags you used or how
youdid it?
#wemissyoutoomaggi
#nothinglikemaggi
#comebackmaggi
77
78

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UNIVERSITY OF MUMBAI

“STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”

Submitted in partial fulfillment for the award of the degree of Bachelors of

UNDER THE GUIDANCE OF

Sterling College of Arts, Commerce and Science.

“STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”

UNDER THE GUIDANCE OF

Asst Prof. MANASI PHADTARE

Sterling College of Arts, Commerce and Science.

Plot No 93/93A,Sector 19,Near seawoods Darave Railway station

ACADEMIC YEAR 2023 – 2024

I SAM SHEKHAR SHETTY OF NCRD'S STERLING COLLEGE OF ARTS,

“A STUDY ON BRAND POSITIONING OF NESTLE MAGGI NOODLES”

( SAM SHEKHAR SHETTY)

Place: Nerul Navi Mumbai

This is to certify that MR. SAM SHEKHAR SHETTY of Bachelor of

PROJECT GUIDE COURSE CO-ORDINATOR

PRINCIPAL EXTERNAL GUIDE

 Maggi is an intercontinental brand of seasonings, instant soups, and noodles that

DRIED NOODLES/INSTANT NOODLES INDUSTRY

 Top or Major Players of Indian Instant noodles market are:

ABOUT THE COMPANY

 It is the market leader for the instant noodles market in India.

 It has a USP- of Easy to cook and tasty.

 Excellent advertising visibilty has been stand out by the brand.

 Advertising strategy, the emotional strategy helps it to gain more customers.

 The distribution channel of Maggi is so strong that it is present on every corner of

 A financial stable Parent Company.

 The brand is heavily dependent on one flavour.

and consumption of Maggi Noodles.

to tap the health freak market.

 Try to tap the unexplored outskirts rural markets.

 Increasing fast life and level of income is a growth factor maggi.

 It is a type of random research which primarily can be done by distributing or

 Survey is done by forwarding the questionnaire among the 100 respondents.

The sources of data include both primary and secondary data

 The sample selected for the research has following characteristics:

 Non-Probability sampling method is used. In this method each sample does

 In Non-Probability sampling, Convenience sampling is taken into use, in this

DATA COLLECTION METHOD

 SURVEY & QUESTINNAIRE:

SCOPE OF THE STUDY

 This study will help in understanding the noodles market of India.

LIMITATIONS OF THE STUDY

 The research has only Limited no. of respondents i.e.100.

 The recommendations are the outcome of Research made individually.

 The major limitation was the time constrain.

 Chaudhuri, A.: Investigated the market positioning strategies of Maggi

 Srivastava, R., & Pathak, P. (2018):

 international expansion of Nestle Maggi noodles, focusing on its brand

 and warmth which brand Maggi has innovatively capitalised. A nation-wide

 Maggi Instant Noodles with Tastemaker after a presence of impermissible level

 of Maggi by the Commissioner of Food Safety, Uttar Pradesh. In keeping with

 consumer’s brand parity perception about noodles. The research clearly

 the consumers also have a strong influence on the consumer’s style of

Age Group Rate (%)

What is your gender?

Gender Rate (%)

What is your Education?

Less than high school 8%