Essay About 126Objective Of Maggi127Marketing Mix 4P And 11.1Brand Introductionproduct Life Cycle322.12.2Internal

Maggi Msg Case Study
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CONTENTSNo.TopicPage#11.1Brand IntroductionProduct Life Cycle322.12.2Internal ( Micro ) AnalysisPublicCompetitors Analysis4 – 63PESTEL Analysis(Political /Economic /Social /Technological /Environment /Legal)7 – 84SWOT Analysis(Strengths / Weakness / Opportunities / Threats)9 – 105MARKETING STRATEGY (S,T,D,P)Segmentation-(Geographic/Demographic/Psychographic/Behavioral)TargetingDifferentiationPositioning10 – 126Objective of Maggi127Marketing Mix 4P’s of MaggiProductPlacePricePromotion12 – 178Recommendation & Conclusion17Brand Introduction1.1 Product Life Cycle[pic 2][pic 3]Internal ( Micro ) Analysis2.1 PublicIn simple terms, publics are any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objective. Public can help or hinder organization’s ability to customers. Positive media attention can help Maggi achieve its marketing objective. However, negative media attention can break Maggi to, television and internet. According to Nikita Mishra, Nestle having a poor public relations with customers and media when handling of the Maggi was found out high levels of lead and MSG. They blocked all the lines of communication with consumers and their social media response was a disaster. Some companies will even employ public relations consultants to help them manage and solve the problem such as particular event and incident (The quint, 2016).Competitors AnalysisBrandMaggiKokaNissinProduct[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 moneyTargeting- 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 consumersPositioning- 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 noodlesPlace-Marketing channel: indirect selling- Physical distributione.g. supermarket and convenience store- Websitee.g. fairprice’s website, Giant’s Website- Physical distributione.g. supermarket and convenience store- Websitee.g. fairprice’s website, Giant’s Website- Physical distributione.g. supermarket and convenience store- Websitee.g. fairprice’s website, Giant’s WebsitePromotion- Maggi promoted their product by distributing free samples- Advertisinge.g. Internet, newspaper, television- Sales Promotion- Advertising e.g. Internet, newspaper, television- Sales PromotionPriceCold Storage:$2.20Fairprice:$2.20Giant:$2.20Cold Storage:$-Fairprice:$2.35Giant:$2.30Cold Storage:$1.55Fairprice:$1.50Giant:$1.50