Maggi Msg Case Study

No.

Topic

Page#

1

1.1

Brand Introduction

Product Life Cycle

3

2

2.1

2.2

Internal ( Micro ) Analysis

Public

Competitors Analysis

4 - 6

3

PESTEL Analysis

(Political /Economic /Social /Technological /Environment /Legal)

7 - 8

4

SWOT Analysis

(Strengths / Weakness / Opportunities / Threats)

9 - 10

5

MARKETING STRATEGY (S,T,D,P)

• Segmentation-(Geographic/Demographic/Psychographic/Behavioral)
• Targeting
• Differentiation
• Positioning

10 - 12

6

Objective of Maggi

12

7

Marketing Mix 4P’s of Maggi

• Product
• Place
• Price
• Promotion

12 - 17

8

Recommendation & Conclusion

17

Brand

Maggi

Koka

Nissin

Product

[pic 4]

[pic 5]

[pic 6]

Segmentation

- Can be found in almost all parts of Singapore

- For teenagers and middle age adults

- For whole family size

- No specific age group

-Generally targeted at busy people

- Consumers who are looking a healthier choice among all the instant noodles brands

- Consumers generally stick to a familiar brand because of the brand loyalty

- In geographic segmentation, Nissin should be targeting those rapid developing country such as Hong Kong

- Nissin targeting working class population such as business man who even don’t have time to have a meals, it can help them save time effectively

- Customers are teenagers such as university student who live in hostel. They are consider under low income group Hence, it can help them save money

Targeting

- Maggi targeted at the working women and later the upper middle class kids

- Now Maggi targeting at the entire whole family

- Mass marketing is an efficient strategy in Singapore

- Mass marketing: Kids are the majority of “consumers” and housewives are the biggest “customers”

Differentiation

- Maggi had differentiated its image from competitors in taste, flavour and packaging.

- Maggi launched different sizes for different type of consumer needs

- Koka introduced Koka Purple Wheat Noodles which made with a unique blend of purple corn and purple wheat flour. Therefore, the product received the Singapore Institute of Food and Science Technology (SIFST) 2009 Food Product Innovation Award

- Nissin follow the culture of the country and created different flavors of noodles to consumers. In Singapore, Nissin launched two new flavors which is kyushu white and thai brasil chicken to consumers

Positioning

- Maggi positioning their product as a convince product for mother and “fun” product for children

- Maggi’s tagline is “ Fast to Cook, Good to Eat”

- Koka has positioned their products as healthy instant noodles to attract consumers who are health-conscious instant noodles eaters

- Koka has emphasized “no-MSG” to their consumers

- Nissin positioning their products as family favorite ready to cook noodles

Place

-Marketing channel: indirect selling

- Physical distribution

e.g. supermarket and convenience store

- Website

e.g. fairprice’s website, Giant’s Website

- Physical distribution

e.g. supermarket and convenience store

- Website

e.g. fairprice’s website, Giant’s Website

- Physical distribution

e.g. supermarket and convenience store

- Website

e.g. fairprice’s website, Giant’s Website

Promotion

- Maggi promoted their product by distributing free samples

- Advertising

e.g. Internet, newspaper, television

- Sales Promotion

- Advertising

e.g. Internet, newspaper, television

- Sales Promotion

Price

Cold Storage:$2.20

Fairprice:$2.20

Giant:$2.20

Cold Storage:$-

Fairprice:$2.35

Giant:$2.30

Cold Storage:$1.55

Fairprice:$1.50

Giant:$1.50