The Product Brand Line Of Maggi Marketing Essay

July 14, 2017 Marketing

Part 1


In 1863, Maggi was founded by Julius Michael Johannes Maggi in Switzerland. Julius Maggi developed a spirit formula to convey added gustatory sensation to repasts. This signified the constitution of the Maggi trade name and its merchandise line that is convenient merchandises.

In 1882, due to his well-known for nutrition-oriented attack, a doctor called Dr. Fridolin Schuler and the Swiss Government met up with Julius Maggi and told him about the job of the labouring categories who were enduring from malnutrition. After that, he was asked to seek for a solution in order to better the nutritionary values of repasts. Therefore, he created the protein based vegetable nutrient merchandises, which were two instant pea soups and an instant bean soup. These two merchandises were speedy to be prepared, easy to be digested and sold in a low monetary value. The merchandises were successfully overcame the job of adult female who were deficiency of clip in fixing repasts as more and more adult female were working outside. By the bend of the century, the Maggi company besides produced other types of merchandises such as bouillon regular hexahedron, sauces and flavorers.

In 1947, Alimentana S.A. , the maker of Maggi flavorers and soups merged with Nestle to organize Nestle-Alimentana S.A. Today, MAGGIA® has been offering high quality, convenient, advanced, and alimentary merchandises. MAGGIA® merchandises help us to fix alimentary and delightful repasts. Its bouillons, soups, flavorers and sauces are utile while cooking and add spirit into our nutrient.

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The merchandise trade name line of MAGGIA®

Culinary merchandises is the merchandise trade name line ofA MAGGIA® . Now, in the twelvemonth of 2013, the merchandises produced by MAGGIA® fundamentally can be categorized into four different groups which are noodles, MAGGIA® flavour universe, sauces and light repasts. Among all these merchandises, different sorts of spirits were provided so that the consumers have a assortment of picks and select what they want based on personal demands and front-runners.

The tabular array below showed all the merchandises produced by MAGGIA® :




1. MAGGI Hot Bowl Instant Noodle

2. MAGGI Hot Cup Instant Noodle

3. MAGGI 2-Minutes Noodles

4. MAGGI Mi-Goreng

MAGGIA® spirit universe

1. MAGGI Stock Cubes


3. MAGGI Liquid Stocks



1. MAGGI Oyster Sauce

2. MAGGI Seasoning

3. MAGGI Red Sauce

Light repasts

1. MAGGI Soup

2. MAGGI Porridge

The MAGGI 2-Minutes Noodles Curry

MAGGI 2-Minutes Noodles was foremost introduced in India by Nestle India Limited in 1982 and move as a market leader in selling instant noodles. Therefore, it becomes a well-known blink of an eye noodles trade name among all the consumers and many people call noodles as “ Maggi ” .

MAGGI 2-Minutes Noodles Curry is one of spirit in the series of MAGGI 2-Minutes Noodles. It is sold in a battalion of five. The helpings size of each little battalion is 79grams for one helping. The noodle contains 48.6 gms of saccharide per functioning that provides the energy that we need. It is a convenient merchandise that can be easy found in any market place. The bundle of this merchandise was changed from clip to clip. The latest packaging carries the new ‘Protein Dari Gandum ‘ seal as each battalion MAGGI 2-Minute Noodles serves as beginning of protein from wheat.

MAGGI 2-Minutes Noodles Curry – Inferior Merchandise

Inferior merchandises are the merchandises for which there is a direct relationship between alterations in income and its demand curve.

Based on our apprehension, we categorized MAGGI 2-Minutes Noodles Curry is as a inferior merchandise because the buying rate of the consumer is fundamentally based on the income of the consumers. When the income of consumers rises, the demand will be reduced and the sum of purchasing this merchandise will go less as they will take to purchase a more value based merchandise that deliver higher quality. Conversely, the demand of consumers will increase when there is a autumn in their income.

Complement and replacement goods for MAGGI 2-Minutes Noodles Curry

Complementary goods are the goods that jointly consumed with MAGGI 2-Minutes Noodles Curry. The complement goods are as follow:



fish balls

crab meats





bell Piper nigrums

Carum carvis

Whereas, replacement goods are the goods that competes with MAGGI 2-Minutes Noodles Curry for consumer purchases. The replacement goods are as follow:

Sajimee mee curry flavoured instant noodles

Ibumie Mi curry flavoured instant noodles

Adabi curry flavored instant noodles

Mamee curry flavoured instant noodles

Cintan curry flavoured instant noodles

Tesco pick curry flavoured instant noodles

Market construction of MAGGI 2-Minutes Noodles Curry – Monopolistic Competition

Part 2

Comparison of the monetary value of MAGGI 2-Minutes Noodles Curry with _________________

Based on the research found in Tesco, Kampar, Perak, MAGGI 2-Minutes Noodles Curry are sold at the monetary value of RM4.39.

Part 3

Advantages and disadvantages for MAGGIA® company of being monopolistic competition house


Easy Entry and Exit

Monopolistic competition is an easy entry and issue market because this market face low barriers to entry Unlike a monopoly market, MAGGIA® easy entered into a monopolistic competition market and get down the concern because the merchandises produced are non exclusive control of any other company. Therefore, MAGGIA® can pull the consumes to purchase its merchandises every bit long as they can fulfill the consumers ‘ demands. Besides that, while come ining into this market, MAGGIA® does non confront much job on authorities franchises and licences every bit good as the patents and right of first publication as the company will non be restricted to come in into this market.

Monetary value takes

MAGGIA® has the authorization to put the monetary value for its merchandises in order to maximise its gross. For illustration, MAGGIA® can increase the merchandising monetary value when they increase the quality of merchandises to the consumers. The company besides can increase the merchandising monetary value when the input monetary value becomes higher so that they will still gain a changeless gross but non confronting a loss. Unlike in the perfect competition market, the consumers might still take to purchase its merchandises even though the monetary value has been increased every bit long as the merchandises can fulfill the consumers.

Differentiated merchandises will pull purchasers to remain loyal

The differentiated merchandises of MAGGIA® will pull more purchasers and maintain the current consumers to remain loyal since the merchandises have the alone characteristics compare to others. Normally, the consumers will non easy exchange to another trade name when they are attracted by its particular feature of the merchandises. This will ensue in a changeless gross since the consumers might devour the merchandises continuously for a long period of clip if they do non happen any replacement that is better than the current consuming merchandises.


Many rivals

Since monopolistic competition market is easy to entry and go out, many companies might come in into this market and therefore MAGGIA® has to confront many rivals. For illustration, the rivals for MAGGIA® are Sajimee, Ibumie, Adabi, Mamee, Cintan and Tesco. The consumers might easy exchange to purchase the same type of merchandises from another trade names if they think it is deserving to purchase it from other trade names instead than from MAGGIA® . Therefore, MAGGIA® has to systematically detect the schemes of its rivals so that MAGGIA® can do suited action to confront the rival and do its clients to remain loyal.

Higher cost and disbursals

Since MAGGIA® face a immense Numberss of rivals, it is mandatory for a monopolistic rival to take suited schemes to pull more purchasers. One of the ways is via publicizing its merchandises. We can see that MAGGIA® publicize its merchandises through telecasting and do many different types of publicity such as buy one get one free, give nutrient proving to the clients, give price reductions and organize a competition for the consumers and give out something else as awards. All these advertizement and publicity required a batch of cost and disbursals.

Need to bring forth differentiated merchandises

In order to vie with other close replacements, MAGGIA® has to come up with differentiated merchandises, which is the merchandises that have existent or evident differences with other replacements. MAGGIA® must be originative and advanced plenty to do their merchandise more typical and distinguish their merchandises from other rivals in order to pull more purchasers and besides keep its current consumers. MAGGIA® besides has to make certain research and better its merchandises from clip to clip to do its merchandises more alone no affair is on the quality, monetary value or packaging.

Earn zero-economic net income in long-term

Unlike a monopolizer, MAGGIA® will non gain an economic net income but earn a zero-economic in long-term. In long-term, more and more houses will come in into this market construction and the some of the current market portion of MAGGIA® might be taken away by those new houses. This shows the lessening in the consumers ‘ demand. Therefore MAGGIA® will make more advertisement to recapture the market portion. This will consequences in the addition of the long-term mean cost. The lessening of demand and addition of long-term mean cost will continues in long-term until MAGGIA® earns a zero economic-profit.

Advantages and disadvantages for a client of purchasing a merchandise under monopolistic competition market


More advanced merchandise

In the monopolistic competition market, there are many rivals and purchasers. In order to pull a big graduated table of clients, the company needs to bring forth more advanced merchandise continuously so that they can vie with other rivals and survive in the market topographic point. MAGGIA® as monopolistic competition house will take to bring forth more different spirit of instant noodle alternatively of merely bring forth one type of noodle because it needs to contend against monolithic of rival forces. Therefore a client can bask holding different types of MAGGIA® merchandises and have more picks.

Comparable monetary values

There are many Sellerss in the monopolistic competition market. The purchasers can compare the monetary values of the same type of merchandise among different manufacturers so that they could take to purchase the merchandises that offered in an low-cost monetary value. For illustration, consumers can take either to purchase MAGGIA® instant noodles or other trade names of instant noodles like Mamee and Mi Sedaap.

Convenience for purchasers to cognize the inside informations of the merchandise

Sellers in the monopolistic competition tend to make more advertizements to present the information about their merchandises to the populace and besides develop a stronger place in consumers ‘ head. Normally the elaborate information about the MAGGIA® merchandises such as the new spirit, monetary value, and topographic points that are available to purchase the merchandises. The information given will supply convenience for consumers in the procedure of choosing and purchasing the merchandise.


The monetary value of merchandises might non fit with the quality of merchandises

The Sellerss in monopolistic competition market are free to put the monetary value of merchandises. The marketer might put a higher monetary value to gain more gross but they do non bring forth the merchandises with higher quality. Therefore the consumers are forced to purchase the merchandises expensively. For illustration, if MAGGIA® might bring forth the same instant noodles but they raise the monetary value to a higher degree. Consequently, the consumers have to purchase it at an expensive monetary value but they still enjoy the same quality of instant noodles.

Negative impact of advertisement

In monopolistic competition, the Sellerss spend a batch of money in publicizing their merchandises. It is a benefit for the consumers to cognize more about the merchandise but it besides has negative impact on client domination. Customers are traveling to be manipulated by the advertizement and about what they want. For illustration, clients become attracted over the perceptual experience of distinction, they believe information in the advertizement and purchase the merchandise without compare the monetary value or quality.


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