Course Code: MGN504
Course Title: Research Methodology
Course Instructor: Dr. Gurdip Singh
Academic Task No.:
Date of Allotment:
Academic Task Title: Report on Maggi Noodles
16th February, 2015
Students Roll no:
b57
Evaluation Parameters:
Date of submission: 2th April, 2015
Students Reg. no:
11502317
Learning Outcomes: Practical workings of research process; Questionnaire designing; Working with
SPSS; Analysis of research processes; field works in research.
Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other students work
or from any other source except where due acknowledgement is made explicitly in the text, nor has any
part been written for me by any other person.
Students Signature:
Evaluators comments (For Instructors use only)
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Evaluators Signature and Date:
Marks Obtained: _______________
Max. Marks: ______________
Acknowledgements
Its a pleasure to take this opportunity and thank my course Faculty Dr.
Gurdip Singh, who has helped me on each and every step during the
making of this report. Without their vision and views, this project report
couldnt have completed.
I owe gratitude to all the direct and indirect sources of information
including faculties, friends and family that helped me throughout the
Research and completion of this Project.
Introduction
Maggi is an international brand of seasonings, instant soups, and noodles that
originated in Switzerland. It was acquired by Nestle in 1947.
Company history:
The company originally started in Switzerland in 1885, when Julius Maggi took
over his father's mill. He quickly became a pioneer of industrial food production,
aiming to improve the nutritional intake of worker families. Maggi was the first to
bring protein-rich legume meals to the market, and followed up with a ready-made
soup based on legume meals in 1886. In 1897, Julius Maggi founded the company
Maggi GmbH in the Singen, Germany where it is still based today.
In 1947, following several changes in ownership and corporate structure, Maggi's
holding company merged with the Nestl company to form Nestl-Alimentana S.A.,
currently known in its francophone home base as Nestl S.A.
Maggi brand in India:
Maggi Comes to India teething troubles Maggi noodles was launched in India in the
early1980s. Carlo M. Donati, the present Chairman and Managing Director of
Nestle India Ltd, brought the instant noodle brand to India during his short stint
here in the early eighties. At that time, there was no direct competition. The first
competition came from the ready-to-eat snack segment which included
Snacks like samosas, biscuits or maybe peanuts that were usually the bought out
type. The second competition came from the homemade snacks like paratha
or sandwiches. So there were no specific buy and make snack! Moreover both
competitors had certain drawbacks in comparison. Snacks like samosas are
usually bought out, and outside food is generally considered unhygienic
and unhealthy. The other competitor, homemade snacks overcame both these
problems but had the disadvantage of extended preparation time at home. Maggi
was positioned as the only hygienic homemade snack! Despite this, Nestl faced
difficulties with their sales after the initial phase.
The reason being, the positioning of the product with the wrong target group.
Nestle had positioned Maggi as a convenience food product aimed at the target group
of working women who hardly found any time for cooking. Unfortunately this could not
hold the product for very long. In the course of many market researches and
surveys, the firm found that children were the biggest consumers of Maggi noodles.
Quickly they repositioned it towards the kids segment with various tools of sales
promotion like color pencils, sketch pens, fun books, Maggi clubs which worked
wonders for the brand.
Noodles:
Maggi instant noodles are popular in India and Malaysia. Nestle has 39% market
share in Malaysia, where "Maggi" is synonymous with instant noodles, and 90%
market share in India. In Malaysia, fried noodles made from Maggi noodles are
called Maggi goreng.
In June 2015, tests in India found high amounts of lead and monosodium
glutamate in Maggi noodles. The FSSAI ordered a national recall for all 9 variants
of Maggi Instant Noodles and Oats Masala Noodles.
In India, Maggi noodles carry a green dot, meaning they are specifically formulated
to serve vegetarians. This special formulation is not available in other countries,
unless imported from India.
Sources of Data collection:
Primary source:
The primary data used in this report include the questionnaire in which the
consumer/customer data is collected regarding their views towards nestle Maggi.
Secondary source:
This will include data collection from various websites and books. It also includes
data from company and other referral sites and sources.
Questionnaire Design:
A Questionnaire consisting of 25 basic questions related to the construct
Satisfaction of the customer towards the MAGGI NOODLES. The sample size is
taken as 26, where respondents of different age groups were targeted. All the
questions were related to the items that come under the variables of the construct.
The first six questions are for the basic information about the responder. Then there
are questions like How come you know about MAGGI NOODLES, How long have
you used MAGGI NOODLES? MAGGI NOODLES Ads are eye catching? This
section consisted of simplest of questions for the responder.
My main focus on a satisfaction questions started from here, i.e. question 7-20. Rest
of the questions focuses on the criteria like costs, quality, brand image and
availability of the product; in order to know what people are presently focusing to
buy MAGGI NOODLES.
Methodolgy:
The research will be carried out in the form of a survey. This will include primary
research in addition to secondary research as stated below. The survey research
method will be descriptive research design. Each respondent will be interviewed
through a Questionnaire. The sample will be selected by a simple random sampling
method. The survey will address the following information area:
Information Areas:
The objective as spelt out can be elaborated into specific information areas to be
studied.
How do customers perceive Maggi as a stable brand, their perception
of noodles and how do they associate themselves with Maggi?
Are the consumers aware of Maggi Brand or they associate noodles with
some other brand?
Do they consider noodle as a healthy product or they are aware of the
companys strategy of repositioning it to a healthy product by the launch
of some of the new products?
Which product from the entire basket of Maggi products do the consumers
consider as the best selling product for Maggi and to which the consumers
frequently buy?
Are the consumers willing to accept Maggi brand extensions to some
other products like chocolate, juices, chips etc?
Interpretation and analysis:
As mentioned in the previous sections, 26 responders responded to the
questionnaire and all the responders review was valid and none of the
questionnaire consists of any missing entity. So, in SPSS Ive taken all the valid
entities.
The first scalar measurable quantity i.e. Age of the responder. There was 21
responders in age between 18 24, four is less than 18 and 1 responder was above
than 25.
In gender I have 13 males candidates and 13 females candidates.
The main interpretation starts after 6 questions.
7) How come you know about MAGGI NOODLES?
Company advertisement is good for the success for Maggi like from above scenario
Out of 26 responders, 21 select for advertisement, 1 family member and 4 by the
family. Which means the advertisement of Maggi made a good affect on the minds
of the every customer.
8) MAGGI NOODLES Ads are eye catching?
There are 2 neutral, 12 partially agree and 12 select for strongly agree. As I already
told the advertisement made a good image of the Maggi in the eye of the customers.
9) How long have you used MAGGI NOODLES?
There are 20 responders select for 5 years or more, 1 for 3 years or less, 2 for less
than 6 months and 3 for less than 3 years. Maggi has a many customers because
there are high percentage of the people who select as 5 years and more.
10) How often will you eat MAGGI NOODLES?
14 are selected for the twice a week, 7 are selected for thrice in a month, 4 selected
for some time and 1 for very rarely. Company has also good sale of the Maggi
because maximum numbers of customers selected for twice in a week.
11) You like MAGGI NOODLES because of
21 responders selected for the taste and 5 for easy to cook. Customers prefer more
taste rather than cook.
12) How likely is it that you would recommend MAGGI NOODLES to a
friend/colleague?
There are 7 responders selected for neutral, 7 for somewhere likely, 9 for very likely
and 3 for very unlikely. In this there are equal numbers of customers for neutral and
somewhere likely.
13) MAGGI NOODLES is purely a snack time dish?
There are 13 responders choose Maggi as a snack dish, 8 are just agree, but there
are also 5 responders who selected disagree and neutral. This directly means that
most of the peoples like maggi for snacks.
16) MAGGI NOODLES preferred by?
21 responders are selected for children, teenagers, adults. The company positioning
is good in all the ages of the people which is beneficial for the company.
17) MAGGI NOODLES is good for the health?
There are 13 who told that Maggi doesnt well for health and before this kind of
perception they are like, use Maggi which means Maggi made a good image in
minds of the customers.
21) Has MAGGI NOODLES created good brand image?
In the case of the brand image there are 23 persons selected for agree mean
according to them Maggi has good brand image which show the positivity of the
customers means they are very loyal towards the Maggi.
22)Patanjali, Yeppie Noodles, Top Ramen is the good competitors/substitute for
MAGGI NOODLES?
In the case of competitors 8 responders selected for strongly agree and 4 for agree.
From the above scenario approximately 60% think that these are competitors and
40% think that they are not. This means that those who think that they are
competitors they are not loyal towards the Maggi.
23) MAGGI NOODLES ban was right?
There are 6 disagree, 4 are neutral, partially agree are 10, strongly agree are 4 and
strongly disagree are 2.This means that there are some people is in the support of
the Maggi.
24) How would you rate your overall satisfaction with MAGGI NOODLES?
Out of 26 there are 23 responders who are satisfied with Maggi, 1 is neutral and 2
are dissatisfied. Mean from overall scenario maximum numbers of people satisfied.
By this they have a lot of potential customers who satisfied with Maggi.
25) How do you rate these item on a scale of 1 to 5, with 1)extremely
dissatisfied 2)somewhat dissatisfied 3)neutral 4)somewhat satisfied 5)extremely
satisfied.
In this question there are four major components I covered that is:
Price: In case of price there are 58% who are extremely satisfied with the price.35%
are satisfied and.7% are neutral. By above data it is clear that customers are
satisfied with the price of the Maggi.
Taste: There are 50.0% extremely satisfied with the taste, 34% is satisfied, 7% are
neutral and 7% are dissatisfied.
Availability: There are 57.7% who are extremely satisfied, 26.7% are satisfied and
15.4 are neutral which means customers are good towards the availability.
Packaging: In case of packaging 26.6% extremely satisfied, 42.3% are satisfied,
23.1 are neutral and 7.7% are dissatisfied.
Conclusion & Recommendation:
The food processing business in India is at a nascent stage. Currently, only about
10% of the output is processed and consumed in packaged form thus highlighting
huge potential for expansion and growth. Traditionally, Indians believe in
consuming fresh stuff rather than packaged or frozen, but the trend is changing and
the new fast food generation is slowly changing. Maggi has made good image
among all the ages of people. The company performs well in market and making
good revenue. The Maggi gain its place again even after attempt of defaming it.
Also Maggi create a Buzz in the mind of the customers.
Recommendations:
Foray into the other food products like chips, chocolates etc. under its sole
brand name Maggi as Maggi is a brand in itself which has been well
recognized by the masses.
Maggi should focus on creating a product that does not need any cooking.
It should conduct promotional campaigns at schools in small towns with
population not more than 1000.
It should strengthen the distribution channel of the rural areas within 100km
of all the metros.
It should launch new advertisement campaign (TV, radio, print media
commercials) with a brand ambassador or mascot.
To gain maximum leverage in terms of profit the company should pay
emphasis on segments with age groups 25-35 and above .Advertising is the
key to success. Targeting these segments will not only enhance the companys
profit margins but also it will leverage the brand image of Maggi.
The company should advertise its products by depicting attributes related to
Health like Nutrition values, % of Vitamins, Proteins etc. This would helps
customers perceiving the product as Healthy.
