Maggi Marketing Mix Strategy

1618 Words Aug 19th, 2013 7 Pages
INTRO:-
MAGGI
Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. 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.
There is a wide range of MAGGI products marketed worldwide in several
…show more content…
It is a great way to help us focus on the elements of a good marketing plan that we can't control but must be aware of and anticipate such as:
- new competitors,
- new legislation,
- change in consumer confidence,
- change in consumer tastes; and
The four marketing decision variables are:
Price variables
• Allowances and deals
• Distribution and retailer mark-ups
• Discount structure
Product variables
• Quality
• Models and sizes
• Packaging
• Brands
• Service
Promotion variables
• Advertising
• Sales promotion
• Personal selling
• Publicity
Place variables
• Channels of distribution
• Outlet location
• Sales territories
• Warehousing system
The 4 Ps of marketing classify the controllable elements of your marketing plan. Product, place [distribution] and promotion are all expenses; price brings in revenue.
PRODUCT
• Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce, Maggi Masala Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce, Maggi Tomato Sauce (Without onion & garlic), Maggi Tomato Ketchup (With onion & garlic), tomato chatpat, Teekha masala, Tomato pudina.
• The product is bright red in color.
PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY
The “Core benefit” which Maggie provides is its instant recipe and a tag line which assures that it is “FAST TO COOK & GOOD TO EAT”.
The “Basic product benefit” which our product provides to our target