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留学生市场营销Marketing Essay on Maggi

日期:2017/7/31作者:www.51lunwen.com编辑:cinq点击次数:137
销售价格:免费论文论文编号:lw201707311407027859论文字数:2000 
论文属性:代写essay论文地区:美国论文语种:English 

“在过去的20年中,我们只问了你2分钟的时间”。品牌可以清楚地浮现在我的脑海中第一次召回是美极面条。该面条是由雀巢公司在方便面组合。它介绍了该2分钟的面条,在印度当把面条的唯一地方是中国餐馆。Maggi无疑已成为许多青少年的生命线在家或远离家乡。Maggi,作为一个品牌,已在其生命周期中看到很多的比赛。品牌也多元化本身推出的产品如汤、番茄酱、调味品、方便面、各种口味的Maggi面一样阿塔,大米等谷物等,雀巢仍然在印度的零售销售额的59.84%,其市场领导者的地位。但它的市场份额是由新进入者如葛兰素史克消费者健康与foodles不断蚕食,Smith琼斯方便面资本食品,回族推出面条家乐品牌。
 
Keywords: maggi noodles analysis

Background - Maggi Noodles
"In the last 20 years we have Just asked 2 minutes of your time". The Brand which clearly comes to mind on first recall is Maggi Noodles. Maggi Noodles is manufactured by Nestle under instant noodles portfolio. It was introduced with Maggi 2 Minute Noodles in India in 1982 when the only place to get noodles was Chinese restaurants. Maggi has undoubtedly has been the lifeline of many teenagers when in home or away from home. Maggi, as a brand, has seen many competitions in its Lifecycle. The brand has also diversified itself with launch of product ranges like soups, tomato sauce, seasoning, cup noodles, various flavours of maggi noodles like atta, rice, mized grains etc. Nestle remains its market leader position with 59.84% of retail sales in India,2009 (Source: Euromonitor International). But its market share is constantly eroded by new entrants like GlaxoSmithKline Consumer Health with Foodles,Capital Foods with Smith&Jones Instant noodles, HUL launching its Soupy Noodles under Knorr Brand umbrella.


Brand Identity - Kapferers Model
Picture of Sender


Physique - Yellow Coloured Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, Healthy Snack between meals


Relationship - Taste bhi Health Bhi, providing convenient food within 2 minutes with health and hygiene factor, caring and nurturing


Reflection - Health Conscious individual who is Hard pressed for time, Young and Fun loving, living with family


Personality - Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the move, busy schedule


Culture - Reliable, Innovative, Aspirant Lifestyle for rural areas, Sharing happiness, responsible


Self-Image - Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban Lifestyle


Picture of Recipient


Stages in PLC
Maggi Noodles is currently in growth stage after passing through maturity stage for brief period in mid 1990s.


Introductory and Initial Growth Stage


Maggi Noodles brand was in introductory and growth stage in 1982 - 1990s.Maggi took advantage of its early movers advantage in closed economy scenario prevalent in India during 1980s. The brand faced less competition due to few similar products available in the market. Brand Maggi made best use of the time to increase its brand awareness by focussing on product advertisement. The communication wh


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