Brand Management Project on Maggi noodles

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Praxis Business School
Brand Image Measurement
On
Maggi Noodles
Submitted to
Prof. S. Govindrajan
Product & Brand Management
Part 1: Brand Image Measurement
By
Anil Nandyala (B11005)
Richa Daruka (B11035)
Rohit Khattar (B11036)
Sonam Keshri (B11042)

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Index
Page No.
Executive Summary 3
Brief History of the brand & its Evolution over time 5
Instruments of Data Collection to measure :
Quantitative Research Model 7
Qualitative Research Model 12
Presentation of findings and conclusions for:
Quantitative Research Model 13
Qualitative Research Model 22

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Executive Summary:
Brand image is the measure of customer’s view of the brand. We have chosen Maggi noodles
as our brand to measure the brand image.
The methods used for measuring brand image are
Brand Asset Valuator
Laddering Method
Brand Asset Valuator:
Instrument for data collection Questionnaire
Sample Size 33
The Brand Asset Valuator, a proprietary tool developed by advertising agency Young & Rubicam,
measures Brand Image by applying four broad dimensions: Differentiation, Relevance, Esteem, and
Knowledge. Brand Asset valuator tells where the brand stands now and how does the future look
like.
The current strength of the brand is measure by Brand Stature, which is sum of knowledge and
esteem of the brand and the potential of the brand is measured by Brand Vitality, which is the sum of
differentiation and regard. Brand strength and vitality are plotted on a powergrid to measure the
brand image.
Based on the analysis of the survey it is found that Maggi gains highest in Knowledge, Esteem and
Relevance and stood second in differentiation. When plotted in power grid Maggi lies in quadrant 1,
which means strong brand. Clearly, Maggi stands as leader as of BAV, but Maggi stood second in
differentiation, which means for Maggi to continue as a leader in the future it has to work on
differentiation.
LADDERING METHOD:
Instrument for data collection Laddering
Sample Size 10
Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding
of how consumers translate the attributes of products into meaningful associations with respect to
self, following means-end theory.
Means-End theory states people choose a product because it contains attributes that are instrumental
to achieving the desired consequences and fulfilling values.

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The laddering interview reveals people attribute noodles to the following values: Self Esteem, Sense
of belonging, Accomplishment & Responsibility. Many of the attributes lead to accomplishment and
self esteem values. The main attributes that Maggi should concentrate on are: Instant preparation,
Convenience, health, taste & variety. Based on the quantitative survey it is found Maggi is leader at
all the attributes except health. Therefore, the positioning of Maggi noodles should be maintained by
keeping these end values.

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Brief History of the brand & its Evolution over time
Nestle in the year 1982 launched Maggie in the Indian market. The brand 'Maggi' which is
famous for the 2 minutes Noodles is today an umbrella brand in a category that it created for
itself in the packaged food segment in India largely because of its first mover advantage. The
product was so popular, that Maggi did to noodles in India, what Xerox did to photocopiers
worldwide.
The tagline used in the 80's was “Fast to Cook. Good to Eat”. The communication style
changed in the 90's where the kids would come home hungry and ask for Maggi quickly.
Maggi’s first brand extension was in the year 1988 when they launched Maggi instant soups
with which Nestle became a pioneer in the packaged soup market in India.
The new Maggi launched in 1997 was thinner and with a different taste, it proved to be a
disaster as the customers did not like the taste of the new Maggi and because of which they
spend crores of rupees to relaunch the 'old maggi' with the old taste.
By 2001 Maggi again became the leader in the segment of instant noodles and at this time
they had a product range which consisted of Maggi 2 minute Noodles, Maggi Sauces and
Ketchup, Maggi Pickles and Maggi Soups.
In 2004, NIL roped in Preity Zinta (Zinta), a famous Indian actress to endorse Maggi noodles
in order to strengthen the brand's image.(Traditionally,Maggi did not opt for celebrities and
the ads usually featured mothers and kids.) The Ad was only made to promote the small
packs of Maggi.
In 2005 Nestle made a very smart move. Maggi repositioned it as health and taste food
products. It knew that although kids love noodles, the parents were bothered about the health
aspect of Noodles which was made of Maida. Hence Maggi launched Maggi Atta Noodles
with the baseline " taste bhi health bhi" .With the introduction of Maggi Atta even the parents
were happy consuming it.The changing preferences of Indian consumers added to the success
of Maggi’s vegetable Atta Noodles as they were increasingly accepting instant food products
as a part of their diet.
Maggi 2 minute me Khushiyan is the latest campaign adopted by Nestle to strengthen their
brand.
Currently there are many products which are being marketed by Nestle under the brand
Maggi:
MAGGI’S BRAND EXTENSON
NOODLES
Maggi Vegetable Multigrain Noodles
Maggi 2 Minute Noodles

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Maggi Vegetable Atta Noodles
Maggi Cuppa Mania
PASTA
Maggi Pazzta
SAUCES
Maggi Sauces
Maggi Pichkoo
Maggi Magic Cubes
COOKING AIDS
Magi Bhuna Masala
Maggi Coconut Milk Powder
Maggi Pizza Mazza
Maggi Masala-ae-Magic

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Instruments of Data Collection to measure
Quantitative Research Model
Brand Asset Valuator Model
The Brand Asset Valuator, a proprietary tool developed by advertising agency Young &
Rubicam, measures Brand Image by applying four broad dimensions: Differentiation,
Relevance, Esteem, and Knowledge.
The 4 dimensions:
Differentiation measures the degree to which a brand is seen as different from others. It is the
ability for a brand to be distinguished from its competitors.
Relevance is the brand’s appeal. If a brand is not relevant, or personally appropriate to
Consumers, it will not attract or retain them.
Esteem measures how well the brand is regarded and respected. It reflects its popularity and
perceptions of its quality. The more a person believes in someone or something and its ability
to deliver on the promise, the more respect it commands.
Knowledge is the result of all the marketing and communications efforts and experiences
consumers have had with a brand. Some brands makes you feel like you know the brand as
you would a close friend. This is called knowledge.
Relevance + Differentiation = Brand Strength
Esteem + Knowledge = Brand Stature
Brand differentiation and relevance combine to determine “brand strength”. These two pillars
point to the brand’s future value, rather than just reflecting its past. Esteem and knowledge
together create “brand stature”, which is a barometer of its past performance.
Rationale:
A BAV can be used to:
Assess brand health
Assess strategy payoff
Assess brand meaning
Assess positioning
Benchmark the brand
Evaluate partnership opportunities
Guide brand architecture
Evaluate financial growth
Allocate resource

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DATA COLLECTION
Research Instrument
Questionnaires
Sample Details:
Sample Size: 33
Age Bracket: 20-30
Questionnaire
1. What are the various brands of noodles you are aware of?
2. Identify the various brand of noodles:

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3. Identify the given taglines with their respective brands:
4. Out of your last 5 purchase of noodles how many times did you buy each of the following
brands or out of last 5 times you had noodles?
Yippee Noodles:
Top Ramen:
Wai Wai:
Maggi Noodles:
Horlicks Foodles:
Knorr soupy noodles:
5. Which brand delivers their brand’s promise most? (scaling 6 to 1, where 6 being the
highest and 1 being the lowest)

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6. What comes to your mind when you think of the following brands:
Yippee Noodles:
Top Ramen:
Wai Wai :
Maggi Noodles:
Horlicks Foodles:
7. From the brand listed below which brand do you think have similar offerings? If any
8. Which attributes are important for you in noodles: (tick the ones which are important for
you)

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9. Which brand of noodles do you associate with the above chosen attributes? (Tick under
the name of the brand )
10. Are you aware about the concept of “Meri maggi mein 2 min ki khushiyan” (Your
experience with the brand)?
Yes:
No:
11. Kindly indicate your degree of agreement for the statements given below about “Meri
maggi 2 min mein khushiyan”.

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Instruments of Data Collection to measure
Qualitative Research Model
Reynolds and Gutman’s “LADDERING METHOD”
Laddering refers to an in-depth, one-on-one interviewing technique used to develop an
understanding of how consumers translate the attributes of products into meaningful
associations with respect to self, following means-end theory. Hence, to understand the in-
depth underlying motivators a laddering technique should be used.
Laddering originated in consumer research and relies heavily on Means-End Theory which
states that people choose a product because it contains attributes (the means) that are
instrumental to achieving the desired consequences and fulfilling values (the ends) The
common generic means-end chain, therefore, consists of attributes (A), consequences (C) and
values (V).
Attributes -> Consequences -> Values
Rationale: The objective is to provide a detailed description and analysis about the internal
value that a consumer associates with the product.
DATA COLLECTION
Research Instrument
Laddering / Depth Interview
Sample Details:
Sample Size: 10
Age Bracket: 21 – 28
Composition: Men = 40%, Women = 60%

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Presentation of findings and conclusions for the
Quantitative Research Model:
BRAND ASSET VALUATOR
BRAND KNOWLEDGE:
Knowledge means being aware about the brand and understanding what the brand or service
stands for. Brands like Knor soupy noodles, sunfeast yippee,wai-wai,horlicks foodles & top
raman are taken as competitors to measure the brand awareness of magi noodles.
The questions asked to measure brand awareness are:
“What are the various brands of noodles you are aware of?”
“Identify the various brand of noodles: “
“Identify the given taglines with their respective brands:”

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This question measures the top of the mind recall of all the brands of the noodles.
The second question checks if they are aware about the different brand of noodles by
showing them the packs of different brands
The third question asks the respondent to identify the taglines of different brands. Tagline
communicates what the product is meant for so if they identify the brand by the tagline that
means they have knowledge about the brand and what it is meant for.
The result of Brand knowledge (as per the questionnaire) is as follows:
BRAND KNOWLEDGE
ATTRIBUTES FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE
AWARENESS 9 10 32 27 10 18
PICTURES 10 21 21 22 16 17
TAG LINES 13 27 24 11 11 15
SUB TOTAL 32 58 77 60 37 50
PERCENTILE 16.67 66.67 100 83.33 33.33 50
0
20
40
60
80
100
120 BRAND KNOWLEDGE
From the data we can clearly say that Maggi noodles has highest brand awareness vis-à-vis
the competitors in all the criteria chosen i.e. top of the mind recall, brand identification by
packaging and tag lines.
BRAND ESTEEM
Brand esteem is a measure to check how consumers regard the brand i.e. brand personality. In
other words it measures whether a brand has positive or negative brand personality.
The questions taken to measure the brand personality are:
FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE

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Out of your last 5 purchase of noodles how many times did you buy each of the following
brands or out of last 5 times you had noodles?
Which brand delivers their brand’s promise most? (Rating scale 1 to 6,1 being the lowest & 6
being the highest)
Brand
Yippee Noodles
Top Ramen
Wai Wai
Maggi Noodles
Horlicks Foodles
Knorr Soupy Noodles
The last five purchase of a product shows the association of a customer with the product and
if the customer thinks that the brand delivers its promise it means the customer regards the
brand.
The result for the Brand Esteem (as per the questionnaire) is as follows:
BRAND
ESTEEM
QUESTIONS FOODLES KNORR MAGGI
TOP
RAMEN
WAI
WAI YIPPEE
BRAND PROMISE 88 118 182 127 112 105
LAST 5 CONSUMPTION OF
NOODLES 3 9 105 13 24 11
SUB TOTAL 91 127 287 140 136 116
PERCENTILE 16.67 50 100 83.34 66.67 33.33

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From the above data we see that Maggi has scored the highest in terms of esteem which
means the consumers regards the brand and are highly associated with it.
BRAND DIFFERENTIATION:
Differentiation is how distinct the brand is from the competition. Differentiation is the one
that helps the brand to charge premium.
For measuring the differentiation of Maggi following questions were asked
What comes to your mind when you think of the following brands?
This question is framed to find what prominent characteristic made the consumer to buy the
product
From the brands listed below which brand do you think have similar offerings? If any
This question is framed to find the uniqueness of the brand, i.e how many respondents feel
the brand is different from the competition.
The result for Brand Differentiation (as per questionnaire) is as follows:
Brand
Differentiation
Attributes FOODELS KNORR MAGGI
TOP
RAMEN WAI WAI YIPPEE
0
20
40
60
80
100
120
BRAND ESTEEM

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FUN 0 0 2 0 0 3
SPICY 0 0 1 1 3 1
SOUPY 0 15 0 0 0 1
ROUND 0 0 0 0 0 6
TASTY 0 3 6 11 3 2
LONG NOODLES 0 0 0 0 0 1
SMOOTH 0 0 0 4 0 1
NON STICKY 0 0 0 0 0 1
FAST TO COOK 0 0 6 0 0 0
CONVINEANT 0 0 2 0 4 0
VALUE FOR
MONEY 0 0 2 0 0 0
VARIETY 0 0 1 0 0 0
HEALTHY 15 0 3 0 0 0
TOTAL 15 18 23 16 10 16
UNIQUENESS 17 15 8 11 15 10
SUB TOTAL 32 33 31 27 15 10
PERCENTILE 83.33 100 66.67 50 33.33 16.67
From the survey it is found that Knorr has the highest differentiation followed by Foodels and
Maggi. One reason why Knorr & Foodels has highest differentiation over Maggi is Knorr &
Foodels differentiated by products as soupy & healthy, where as Maggi differentiated as 2
min noodle’s I.e. purely psychographic.
0
20
40
60
80
100
120
FOODLES KNORR MAGGI TOP RAMAN WAI WAI YIPPEE
Brand Differentiation

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BRAND RELEVENCE :
Relevance is how well the brand satisfies the need of the customer.
For measuring the brand relevance of Maggi following questions were asked:
Which attributes are important for you in noodles: (tick the ones which are important for you)
Which brand of noodles do you associate with the above chosen attributes? (Tick under the
name of the brand)
The first question was asked to find what attributes are important when buying noodles and
second to measure which brand is satisfying that needs/wants (for each customers) better than
the competitors
The result for Brand Relevance (as per questionnaire) is as follows:
BRAND RELEVANCE
ATTRIBUTES FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE
FUN 0 1 1 0 1 2
TASTE 0 0 24 8 0 0
HEALTHY 10 0 0 8 0 0
VARIETY 0 1 16 0 0 1
QUALITY 2 1 20 2 0 0
PACKAGING 0 0 1 0 0 0
VALUE FOR MONEY 0 0 14 1 5 1
SUB TOTAL 12 10 94 24 10 14
PERCENTILE 50 25 100 83.3 25 66.7
0
20
40
60
80
100
120
BRAND RELEVANCE

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From the survey we found that Maggi is more relevant in satisfying the needs/ wants of the
customers. Some of the reasons Maggi is more relevant than competitors are variety,
presence & affordability.
We have asked two questions related to the campaign “Meri Maggi-2 minute me khusiyan” in
our questionnaire to check the brand esteem & knowledge of the product.
“Meri Maggi-2 minute me khusiyan” is the latest ad campaign of the noodles brand which
aims to find out the emotional attachment of people with the brand as an old brand like
Maggi does not only offer product but also some emotional attributes with it.
The following are the questions asked:
Are you aware about the concept of “Meri maggi mein 2 min ki khushiyan” (Your experience
with the brand)?
Kindly indicate your degree of agreement for the statements given below about “Meri maggi
2 min mein khushiyan”.
Statements Brand
It is innovative and something new
It increased emotional connection with
the brand
It increased your interest in the brand
It is a source of fun & enjoyment
It motivated you to buy the brand more
frequently
It gave you a sense of recognition as a
customer of the brand
The result of the question asked is as follows:
28
5
0
5
10
15
20
25
30
Awareness about the campaign
Aware Unaware

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From the survey we found that most of the respondent knows about the campaign and they
think it’s innovative & something new. The campaign can allow the consumers to own the
brand and talk about their unique experience relating to the brand which in turn will help
increasing the brand esteem and knowledge
The following table shows the brand stature and brand strength for each brand:
Brand Brand Strength Brand Stature
Horlicks Foodles 66.67 16.67
Knorr 62.5 58.34
Maggi 83.34 100
Top Ramen 66.67 83.33
Wai-Wai 29.17 50
Yippie 41.68 41.67
(Brand strength is calculated as the average of relevance and differentiation and Brand
strength is calculated as the average of knowledge and esteem)
The above data is plotted in the power grid below:
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Innovative and
something new
Emotional
connection with
the brand
It increased your
interest in the
brand
It is a source of
fun and
enjoyment
It motivated you
to buy the brand
more frequently
Rating of the statement related to the
campaign

Conclusion:
We can clearly see that Maggi has the highest Brand Stature and Brand Strength which
means it is the leader followed by Top Ramen and Knorr Soupy noodles which are again high
on Brand Stature and Brand Strength that means they are doing well now and will be able to
perform well in future. Horlicks Foodles is high on brand strength but low on stature which
means it is an emerging and niche brand. Sunfeast Yippee and Wai-Wai are both low on
stature and strength.
The main benefit Maggi is enjoying over the rest is early mover advantage. But, now the
competition from HUl’s Knorr, Sunfeast yuppie and Horlicks Foodels, which are
differentiating highly on product characteristics such as soupy, non sticky and healthy made
Maggi lose race in differentiation. So for Maggi to keep leadership position is highly
dependent on its differentiation.
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Presentation of findings and conclusions for the
Qualitative Research Model:
Hierarchical Value Maps of MaggiNoodles
`
VarietiesHealthyNo Oil Taste AffordableSize
ConvenientInstant
Not get
bored
Good for body
and health
Fun:
Enjoyment
Satisfy
taste bud
Mood remains good:
Stress buster
Concentrate on day
to day activities
Save money
Easy to Carry
Shortage of
time
Studying
late night /
Do office
work
Saving time
from Hectic Life
Use time for other activities
Accomplishment:
Get most from life
Responsibility:
Effective
utilisation of
resources
Do Social Activity
Self Esteem:
Self image
Self recognition
Self Satisfaction
Sense of
belonging
Makes Life
Easy
Meeting
Goals /
Objective
No wastage

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ATTRIBUTES CONSEQUENCES VALUES
Instant
Convenient
(Easy to cook)
No Oil
Healthy
Taste
Variety
Size
Saving time from
hectic life
Do social activity
Self satisfaction
Shortage of time
Studying late night
Do office work
Meeting goals/
objective
Use time for other
activities
Concentrate on day to
day activities
Good for body and
health
Mood remains good
Stress buster
Fun / Enjoyment
Satisfy taste bud
Not get bored
Easy to carry
Save money
Makes life easy
No wastage
Self Esteem
Sense of
belonging
Accomplishment
Responsibility
The laddering interview reveals people attribute noodles to the following values: Self Esteem, Sense
of belonging, Accomplishment & Responsibility. Many of the attributes leads to Accomplishment
and Self Esteem. The main attributes that should be concentrated are Instant, Convenience (Easy to
cook), Health, Taste & value. From the Quantitative survey it is found that Maggi is leader in all
these attributes except Health, even though it’s Tagline is “Health bhi Taste bhi”.
Therefore, Maggi should position its noodles based on these end values. The current
advertisements are mainly positioning Maggi as 2 min noodles, which are satisfying many of the
main attributes required for creating the end values. Maggi should promote its tag line more
aggressively for satisfying more end values of the users.

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Brand Equity
On
Maggi Noodles
Submitted to
Part 1: Brand Image Measurement
By

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Index
Page No.
Executive Summary 3
Brand Equity 5
Analysis Measure of Brand Equity
Loyalty 10
Price Premium
Leveragibility 15
Recommendation 17
Annexure 18

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Executive Summary:
Brand equity as a concept has emerged and gained popularity in 1980’s. Until than brand was
one of the neglected aspect of total marketing. Lot of the development of in the field of brand
management owes to brand equity concept.
Brand Equity is the ability of the brand to manage the changed market conditions. It is
dependent on two factors Existing & Changed conditions.
Existing conditions can be found using BAV (Brand Asset Valuator), which we have done in
Phase-1 of the project.
Changed market conditions can be broadly classified in to two categories, first being
competition and second being Life cycle of the category & Leveragability of the brand.
Competition is subdivided in to four parts
Loyalty with respect to the competition
Price premia gives whether the brand has flexibility with price
Distribution strengths of all brands
Based on the survey, with sample size of 37 & secondary research following conclusions are
drawn.
Conclusions Derived from Analysis:
Loyalty: The preference of Maggi is very high compared to competitors and recommendation by
consumers is as high as 94%, which shows the brand has high loyalty. But, from the analysis we
found that gravity of the brand is low as compared to focus that indicates Maggi is not able to hold all
its customers the reason could be sales promotion strategy, urge to try new brands and retail’s push is
high in this category.
Price Premia: As per the Van Westendor model the price of a product should fall between the range
of bargain and getting expensive. As per our survey maggi customers feel value for money when the
product price is under price range of 9-11 Rs that is equal to market price. Customers feel it is getting
expensive at a price range of 12-14 for a 100gm pack. So from this we can say Maggi is treated as
value for money brand.
Leveragability: From the survey it is found that more than 35% of consumers feel that Maggi can
enter in to cookies, Chips, health drinks & Juices. Only 3% of the consumers feel that Maggi brand
cannot be leveraged for other products. The over all leveragability of the brand Maggi is very high.

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Recommendations:
From the survey & Secondary Research it was found that Loyalty & Distribution network of
Maggi is far ahead of competition. But, Increasing competition from Knorr & Yuppie that
have good distribution network may hurt Maggi in future. For Maggi in order to retain it’s
existing market share depends on how well it can engage consumers. Maggi’s consumer
engaging programs like “Meri maggi 2 min mein khushiyan” will play a crucial role.
Analysis of Poters five forces reveals that category has low entry & exit barriers and the
product has many substitutes so it’s better for maggi to leverage it’s brand strength in other
category of products. The survey shows that Maggi can leveraged in the categories such as
Cookies & biscuits, chips, health drinks & Juices.

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BRAND EQUITY:
History: Brand equity as a concept has emerged and gained popularity in 1980’s. Until than
brand was one of the neglected aspect of total marketing. Lot of the development of in the
field of brand management owes to brand equity concept.
According to Davis A.Aaker, brand equity is a set of assest(and liabilities) linked to a brand’s
name and symbol, that adds to (or subtracts from), the value provided by a product or service
to a firm.
Brand equity is the added value endowed on products and services. It may be reflected in the
way consumers think, feel, and act with respect to the brand, as well as in the prices, market
share, and profitability the brand commands for the firm.
Brand Equity is the ability of the brand to manage the changed market conditions. It is
dependent on two factors Existing & Changed market conditions.
Brand Equity is the ability of the brand to manage the changed market conditions. For a
brand to with stand the changed conditions is dependent on the brand’s existing conditions
that can found by using BAV (Brand Asset Valuator) and changed market conditions that is
dependent on the competition and product life cycle.
EXISTING
CONDITIONS
BRAND ASSET
VALUATOR
BRAND EQUITY
CHANGED
CONDITIONS
LOYALTY
COMPETITION PREMIUM
DISTRIBUTION
PRODUCT LIFE
CYCLE
LEVERAGIBILITY

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The ability of a brand to with stand the competition is broadly classified in to four factors
LOYALTY: The extent of the faithfulness of consumers to a particular brand, expressed
through their repeat purchases, irrespective of the marketing pressure generated by the
competing brands.
METHODS TO FIND BRAND LOYALTY:
COLOMBO MORRISON MODEL:
Colombo and Morrison distinguished buyers in to two groups. Hard-core loyals, who buy the
same brand with absolute certainty at every single purchase occasion. Potential switchers,
who choose at every purchase occasionally one of the brands according to a certain
probability distribution.
Therefore, the two important parameters of the model reflect a brand’s reliance on highly
loyal customers and its success in attracting brand switchers. The first groups are those who
have a positive attitude toward the brand (prefer it) and who buy it. The second groups are
those who buy it on a given purchase but who may prefer another brand.
An assumption of the model is that every consumer has a preferred brand. If these consumers
have a preference, why are they “switching?” Although all consumers have a preferred
brand, some preferences are stronger than others. Weak preferences characterize potential
switchers. Potential switchers may be variety seekers; or, they may be responding to sales
promotions or other situational factors. By considering the relative preferences and
purchases, the model computes an ability of each brand to attract consumers from each other
brand.
Share Tier Model:
This model takes into account two parameters Price & Quality. This model takes in to
account two parameters Price & Quality. It tests the belief and checks whether the beliefs are
getting translated into Behaviour, i.e. actual purchase. It also helps to find out the price level
of price sensitivity that a particular brand has. This model also helps in gauging the resilience
and leveragability of the brand.
Rational for choosing Colombo Morrison Model:
The category noodles we have chosen falls under low level of involvement that means
people’s chance of trying other brand is high. Analyzing Colombo Morrison Model gives the
reasons why people choose other brand over preferred brand. This model helps to find out the
problems existing in the brand.

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PRICE PREMIA: It is the ability of the brand to charge the premium
METHODS TO FIND PRICE PREMIUM:
Brand Price Trade off Method:
BPTO is one of the simplest to find relative value of the brand compared to competitors. In
this method different brands are shown to customers and they are asked to choose their
preferred brand at the same comparable price level. Then prices of the products are revised
and then the customers are asked to choose from the adjusted price level.
The ranking of the preferred can be inferred in relation to the prices customers can pay or
willing to pay.
Van Westerndrops Price Sensitivity Meter::
The method was developed in the 1970s by Dutch economist Peter H. Van Westendorp. The
Price Sensitivity Meter (PSM) is a market technique for determining consumer price
preferences.
The traditional PSM approach asks four price-related questions, which are then evaluated as a
series of four cumulative distributions.
At what price would you consider the product to be so expensive that you would not
consider buying it? (Too expensive)
At what price would you consider the product to be priced so low that you would feel the
quality couldn’t be very good? (Too cheap)
At what price would you consider the product starting to get expensive, so that it is not out
of the question, but you would have to give some thought to buying it? (Expensive/High
Side)
At what price would you consider the product to be a bargain—a great buy for the money?
(Cheap/Good Value)
A graph is plotted by taking price on X-axis & number of respondents on y-axis.The Optimal
Price Point (OPP) is the place on the graph that too inexpensive line crosses too expensive
line. The Optimal Price Range/Band is the area in the graph between the PMC (Point of
Marginal cheapness) and PME (Point of Marginal Expensive). PMC is where too
inexpensive crosses expensive. Whereas the PME is where inexpensive crosses too
expensive. The PMC is the threshold where the product becomes cheap and the PME is the
threshold where the product becomes expensive.
Changes Made to Van westendorps price sensitivity Meter: As per the method the
questionnaire should be open ended. Open ended questions in this method works well when
the level of involvement for the product is high. Since, the category we have chosen fall
under low level of involvement, Closed end questionnaire gives better results.

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Rational for choosing Van westendorps price sensitivity Meter:
This method gives clear about how consumers perception about a product changes with the
change in price of the product.
Rational for not choosing Brand Price Trade-off Method:
This method gives relative value of a brand compared to its competitors. Since, Maggi has a
market share of around 90% and the rest of the brands sharing 10% market share, adopting
this method makes results skewed towards Maggi. In order get better results using this
method we have take more sample size for competitors.
DISTRIBUTION: The main advantage of Maggi over other brands is early mover advantage
& distribution network. Only few noodles brands like Maggi, Yuppie & Knorr has good
distribution network. But Yuppie & Knorr are still in the early growth stage. Wai-Wai is
present only in Eastern region & Top Ramen has entered tie-up with Marico to tap other
markets. Clearly Maggi has the advantage over other brands in terms of availability.
PRODUCT LIFE CYCLE: Product life cycle is a tool that provides a way to trace the
stages of product’s acceptance from introduction to decline. The market share of Maggi
noodles is around 90%. The present market size of instant noodles is Rs 1300 crore and is
expected to grow around Rs 3000 – 3500 crore by 2015. But, increased competition from
Sunfeast Yuppie, HUL’s Knorr & other brands make hard for Maggi to increase its market
share.

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LEVERAGIBILITY: It is the power of the existing brand name to support a company’s
entry in to a new product category. The new category can gain the strength of existing
Brand because consumers relate pre-existing knowledge of a brand’s level of quality with
new category of products.

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Analysis Measure of Brand Equity
Questionnaire for Loyalty:
Which among the following brands do you prefer most?
Which brand of noodles did you purchase/have last time?
Rational: As per the Colombo Morrision model we aim to find out the focus percentage
which tells the purchase made by customer who prefer the brand by the total number of
customers who purchase the brand and the gravity percentage i.e. the customers who prefer
the brand by the total number of people who buy the brand.
Last Brand Purchased
Yippee
Horlicks
Foodles
Maggi
Wai
Wai
Top
Ramen
Knorr
Soupy
Noodles
Total
PreferredBrand
Yippee X X**
Horlicks Foodles X
Maggi X
Wai Wai X
Top Ramen X* X
Knorr Soupy
Noodles
X
Total
Where,
X = No. of customer loyal to their brand
X*= Customers who prefer Top Ramen but their last purchase made was Yippee i.e they
switch
X** = Customers who prefer Yippee but their last purchase made was Yippee

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Last Brand Purchased
Yippee
Horlicks
Foodles
Maggi
Wai
Wai
Top
Ramen
Knorr
Soupy
Noodles
Total
PreferredBrand
Yippee 2 0 1 0 0 0 3
Horlicks Foodles 0 0 0 0 0 0 0
Maggi 3 0 29 0 0 1 33
Wai Wai 0 0 0 0 0 0 0
Top Ramen 0 0 1 0 0 0 1
Knorr Soupy
Noodles
0 0 0 0 0 0 0
Total 5 0 31 0 0 1 74
In the above table column Total shows the share of preference of each brand. Over here
Maggi’s share of preference is 44.59% (33/74). Row Total tells us the market share for each
brand. According to the response taken from 37 respondents, the market share for Yippee is
6.75%, for Maggi is 41.89%, for Knorr soupy noodles its 1.35% and for rest all other brand
its 0.
From above matrix we derive the Gravity and Focus Ratio Matrix
Gravity Focus
Yippee 67% 40%
Horlicks Foodles 0% 0%
Maggi 88% 94%
Wai Wai 0% 0%
Top Ramen 0% 0%
Knorr Soupy
Noodles
0% 0%
Industry 42% 42%
Industry minus
Maggi
6.5% 6.1%
Custome
loyal to
rs
brand

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From the above Gravity and Focus matrix we can see that the
Industry Average of both Gravity and Focus Ratio is 42% which is calculated as
[(2+0+29+0+0+0)/74] i.e. the loyalty consumers of all the brand by total consumers (both
preferred and purchased).
If we look upon Maggi’s Gravity Ratio: 88% and Focus Ratio: 94%. Though both the gravity
and focus ratio is greater than the industry average, but Maggi is not able to convert its
preferred to purchase because its gravity ratio is greater than its focus ratio.
Whereas, Yippee noodles are able to convert its preferred customers to purchase customers,
since its focus ratio is less than its gravity.
Here, focus ratio(94%) of Maggi is more than fifteen times to that of ‘Industry minus maggi’
focus ratio(6.1%). It means that that loyalty of maggi is increasing. Therefore the brand is
robust to genearte future cash flow.
If you get similar noodles (as your preferred brand) at a cheaper price, will you switch
to that brand?
Rational: This question is actually to check if in the changing situation a new brand comes in
with a price less than maggi will the customers switch to the brand or not. This tells us the
threat of competitors price per se and so that we can be prepared for any such changes.
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
Loyal Switchers
Percentage of loyal and switchers of Maggi

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If your preferred brand is not available, what will you do?
Rational: The question was asked to check the degree of loyalty, as people who will buy
only maggi even if it is not available in a shop indicates he is very loyal to the brand.
12%
33%
55%
0%
10%
20%
30%
40%
50%
60%
I will not buy Buy another brand Buy from other shop keeper
Brand Loyalty
Do you recommend your preferred brand to others?
Rational: The question again measures the degree of loyalty of a customer as a highly loyal
customer of a brand becomes a brand.
94%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Recommend Does not Recommend
Recommendation by the consumers

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Conclusion for Loyalty:
The preference of Maggi is very high compared to competitors and recommendation by consumers is
as high as 94%, which shows the brand has high loyalty. But, from the analysis we found that gravity
of the brand is low as compared to focus that indicates Maggi is not able to hold all its customers the
reason could be sales promotion strategy, urge to try new brands and retail’s push is high in this
category.

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Price Premia :
Question: At what price range would you consider your preferred brand to be so expensive
that you will not consider buying it?
Rational: This question was asked to find at what price range consumers think the price of
the product is too expensive and would not afford to buy.
Question: At what price range would you consider your preferred brand to be so low that you
will feel the quality will not be good?
the product is too cheap and quality is deteriorated.
Question: At what price range would you consider your preferred brand starting to get
expensive, so that it is not out of the question, but you have to give some thought to buy it?
the product is getting expensive, but give some thought to consider it
Question: At what price range would you consider your preferred brand to be a bargain, a
great buy for money?
the product is value for money.

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Conclusion for Price Primia:
As per the Van Westendor model the price of a product should fall between the range of bargain and
getting expensive. As per our survey maggi customers feel value for money when the product price is
under price range of 9-11 Rs that is equal to market price. Customers feel it is getting expensive at a
price range of 12-14 for a 100gm pack. So from this we can say Maggi is treated as value for money
brand.

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Leveragability:
Which of the following category of products will you buy if offered by your preferred
brand?
Rational: This question was asked to find in which category of products the brand could be
leveraged.
Conclusion for Leveragibility:
From the survey it is found that more than 35% of consumers feel that Maggi can enter in to cookies,
Chips, health drinks & Juices. Only 3% of the consumers feel that Maggi brand cannot be leveraged
for other products. The over all leveragability of the brand Maggi is very high.

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Recommendations:
From the survey & Secondary Research it was found that Loyalty & Distribution network of
Maggi is far ahead of competition. But, Increasing competition from Knorr & Yuppie that
have good distribution network may hurt Maggi in future. For Maggi in order to retain it’s
existing market share depends on how well it can engage consumers. Maggi’s consumer
engaging programs like “Meri maggi 2 min mein khushiyan” will play a crucial role.
Analysis of Poters five forces reveals that category has low entry & exit barriers and the
product has many substitutes so it’s better for maggi to leverage it’s brand strength in other
category of products. The survey shows that Maggi can leveraged in the categories such as
Cookies & biscuits, chips, health drinks & Juices.

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Brand Value Measurement
On
Maggi Noodles
Submitted to
Part 3: Brand Value Measurement
By

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Index
Page No.
Executive Summary 3
Brand Value Measurement 6
Brand Strength Score 15
Financial Analysis 16
Recommendation 17
Annexure 18

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Executive Summary:
Brand valuation is a measure of identifying and defining the economic strengths and
weaknesses of a brand.
Brand valuation as a concept came into limelight in 1980’s. The increasing recognition of the
value of intangible came with continues increase in gap between book value and stock market
valuation as well as sharp increase in the premium paid to the brand’s during mergers &
acquisitions.
A brand is valued considering using two measures, Brand Equity that uses consumer research
to measure the performance of brands and financial measure.
The method chosen for brand valuation is Interbrand’s Brand Valuation approach. The reason
for choosing this method is it considers both Brand Equity & Financial aspects, where as, the
above-mentioned approaches consider either Marketing aspects or Financial aspects. Both
these aspects have to consider finding the true value of a brand.
Interbrand’s Brand Valuation approach is driven by three factors
Brand Index: It is expressed on a scale of 0 to 100. It quantifies the strength of the brand
against generic product. From the survey we got Brand Index score of 78
Brand Strength Score: It is a competitive benchmarking tool that identifies the strength of a
brand. It is measured using Internal & External factors the brand. Based on the survey we got
Brand Strength score of 89.
Financial performance: It is measured by using Brand Index, Brand strength Score &
Revenues of a company.
The brand value of Maggi calculated as per Interbrand’s Brand valuation approach is Rs
13225 crores.
RECOMMENDATIONS:
Although the brand strength of Maggi is high, it scored low in terms of Differentiation
compared to competitors, So measures should be taken to improve differntiation
Until now Maggi enjoyed an early mover advantage over other brands, because lack of
rivalary. But now HUL’s Knorr & ITC’s yippie are giving strong competition using their
stong distribution & promotion strategies
Even tough the tag line of Maggi is “ Taste bi Health bi”, consumers are relating Maggi as
tasty product but not healthy product (as per laddering) , which may be threat to maggi
because consumers are becoming health consciousness. So Maggi should use new ways to
effectively communicate with consumers.

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What is a brand ?
A brand is an Intangible Asset. It is the future generator of cash flows. Brand gives access to
customers and possibility of charging premium on its product. A brand build its physiological
relationship with its customer over the period. It is not set fixed, rather it keeps evolving over
a period of time. It helps company in changing their reputation
Ho did brand valuation originate?
In the late 1980’s roll of brand acquisition led to the exposure of the hidden value in highly
branded companies. This was how brand valuation originated. These brand acquisitions
include: Nestle acquiring Rowntree, Grand Metropolitan acquiring Pillsbury, United Biscuits
buying Keebler and then selling it, and acquisition of Nabisco’s European businesses. The
acquiring prices of all these branded company were higher than the value of the company’s
net tangible asset. This brings in a high level of ‘Goodwil’ due to the acquisition. This
goodwill were the funtion of varios factors such as brand, copyrights, patents, customer
loyalty, distribution contracts, staff knowledge, etc.
Brand Valuation: Brand valuation is a measure of identifying and defining the economic
strengths and weaknesses of a brand.
There are number of approaches for brand valuation, but most have fallen under these two
categories.
RESEARCH –BASED BRAND EQUITY EVALUATIONS:
There are many brand equity models that use consumer research to measure the performance
of brands. These methods don’t consider financial value of the brands; they measure behavior
and attitudes of the brand that have an impact on the financial performance of the brand. This
methods measure various perceptive measures such as awareness, knowledge, familiarity,
relevance, purchase considerations, preference, satisfaction and recommendation.
Even though a brand performs strongly according to these indicators but they still fail to
create financial and share holder’s value. Because these methods do not consider the role of
certain factors like R&D and design of the brand that have high degree of impact on the
brand’s performance.
FINANCIALLY DRIVEN APPROACHES:
Cost-based Approach: In this method the value of a brand is the aggregation of all costs
incurred or replacement costs required to bring back the brand to it’s current state. This
method of valuation fails because there is no direct correlation between financial investments
made & value added to the brand.
Comparable Approach: In this method the value of a brand is arrived on the basis of
comparing it with something comparable. But comparing of brands is difficult because
brands by definition are differentiated and not comparable. Further more, the value creation
of a brand in the same category can be different, even though other aspects of the underlying
business such as target group, advertising spend price promotion & distribution channel are

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identical.
Premium price Approach: In this method the brand value is created as the net present value
of future prices that a branded product would command over an unbranded product.
However, the primary purpose of many brands is not necessarily to obtain a premium but
rather to secure the highest level of future demand. The value generation of a brand is
dependent volume generation rather than securing price premium. The method is flawed
because there are rarely generic equivalents of a brand.
Economic use Approach: Approaches that are driven exclusively by brand equity measures
or financial measure lose either financial or marketing component of the brand. For
measuring the true value of a brand both financial & marketing aspects have to be considered
to provide a complete and robust value of a brand. The economic use approach, which was
developed in 1988, combines brand equity and financial measures, and has become the most
widely recognized and accepted methodology for brand valuation. It has been used in more
than 3,500 brand valuations worldwide.
RATIONAL FOR CHOOSING INTERBRAND’S BRAND VALUATION METHOD:
Brand value can be measure by using two approaches, first being Research based and other
being Financial based approach. The problem with these approaches is they are either missing
Marketing aspects or Financial aspects. Both these aspects have to considered to find the true
value of a brand.
Interbrand’s valuation is an economic use approach that combines both brand equity &
financial measures.

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Brand Value Measurement
Interbrand’s Brand Valuation approach is driven by three factors
Brand Index
Brand Strength Score
Financial performance
Brand Index:
The Brand Index is expressed on a scale of 0 to 100. It quantifies the strength of the brand
against generic product.
The following question is asked to find the brand index
Which type of noodles do you prefer to eat ?
Branded
Unbranded
Both
25, 78%
1, 3%
6, 19%
Branded
Unbranded
Both
Analysis: From the data we found that 78% prefer only branded noodles and are assign
Brand Index of noodles as 78

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Brand Strength Index:
BSI is a competitive benchmarking tool that identifies the strength of a brand. It is broadly
classified into two types.
INTERNAL FACTORS:
Internal factors are broadly classified in to four types. We are relying on the secondary data
for measuring these four factors, because consumers are not aware/concerned about the
internal factors of a brand & Internal factors are maintained in secrecy by a company.The
four factors are:
CLARITY: Its about what the brand stands for in terms of its values, positioning
proposition, audiences, customer insights & drivers. We assign Maggi a score of 10 in this
aspect because without these values articulated internally and shared in the organization it is
not possible for a brand to be the leader in the category consequentially over the years.
COMMITMENT: It is the extent to which the brand receives the support in terms of time,
influence & Investment. We assign Maggi a score of 10 in this aspect the reasons are stated
below.
Brand extension for other category of products that shows company’s interest in the
brand.
Brand Campaign’s such as “2 Min mein khushiyan movement” & other
advertisements shows company’s time & Investment in the brand.
PROTECTION: It is how secured brand in dimensions such as legal protection, propriety
ingredients, scale or geographical spread. We assign Maggi a score of 8 in this aspect. The
reasons are stated below
The category itself doesn’t have legal protection because the products across the
brand are easily replicable.
Brand
strength
Internal
Factors
External
Factors

8 | P a g e
When it comes to scale & geographical spread Maggi has early mover advantage and
a strong distribution channel and presence of over 4.1 million outlets.
RESPONSIVENESS: It is the ability of the brand to respond to market changes, challenges
& opportunities. The brand should have a sense of leadership internally & a desire and ability
to constantly evolve & renew itself.
We assign Maggi a score of 9 in this aspect. The reason are stated below
Introduced new products like Maggi Atta noodles, Veg multigrain noodles in response
to the competition.
EXTERNAL FACTORS:
It is mainly dependent on how consumers perceive the brand. The ratings for the external
factors are calculated based on our Phase 1 & 2 of the project and using additional
questionnaire.
AUTHENCITY: This component is about how soundly a brand is based on an internal
capability. Authenticity is calculated considering 3 factors
Heritage
Value set (Rated based on the value’s found by using Laddering Theory)
Customer’s Expectation
Did Maggi meet your expectations every time you had it?
More than meet my expectations
Meet my expectations
Did not meet my expectations

2, 6%
30, 94%
0, 0%
More than meet my
expectations
did not meet my expectations
Analysis: From the data we found that 94% of the respondents are satisfied & rest are more
satisfied with the brand. Considering Maggi heritage of 25 years & values it has created to
the consumers we are assigning a score of 10
RELEVANCE: This component is about how well the brand satisfies the needs of the
consumer. The following questions were asked to find the brand relevance.
Which brand of noodles do you associate with the above chosen attributes? (Tick under
the name of the brand)
the competitors.
For measuring the brand relevance of Maggi following questions were asked:
Which attributes are important for you in noodles: (tick the ones which are important
for you)
Which brand of noodles do you associate with the above chosen attributes? (Tick under
the name of the brand)
the competitors
The result for Brand Relevance (as per questionnaire) is as follows:
9 | P a g e

10 | P a g e
BRAND RELEVANCE
ATTRIBUTES
FOODLE
S
KNOR
R
MAGG
I
TOP
RAMEN
WAI
WAI
YIPPE
E
FUN 0 1 1 0 1 2
TASTE 0 0 24 8 0 0
HEALTHY 10 0 0 8 0 0
VARIETY 0 1 16 0 0 1
QUALITY 2 1 20 2 0 0
PACKAGING 0 0 1 0 0 0
VALUE FOR
MONEY 0 0 14 1 5 1
SUB TOTAL 12 10 94 24 10 14
PERCENTILE 50 25 100 83.3 25 66.7
Analysis: We assign Maggi a score of 10 because it has got more relevance compared to its
peers.
DIFFERNCIATION: This component measures how distinct the brand is from the
competition. Differentiation is the one that helps the brand to charge premium.
For measuring the differentiation of Maggi following questions were asked
0
20
40
60
80
100
120
BRAND RELEVANCE

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What comes to your mind when you think of the following brands?
This question is framed to find what prominent characteristic made the consumer to buy the
product
From the brands listed below which brand do you think have similar offerings? If any
This question is framed to find the uniqueness of the brand, i.e how many respondents feel
the brand is different from the competition.
The result for Brand Differentiation (as per questionnaire) is as follows:
Brand
Differentiation
Attributes FOODELS KNORR MAGGI
TOP
RAMEN WAI WAI YIPPEE
FUN 0 0 2 0 0 3
SPICY 0 0 1 1 3 1
SOUPY 0 15 0 0 0 1
ROUND 0 0 0 0 0 6
TASTY 0 3 6 11 3 2
LONG
NOODLES 0 0 0 0 0 1
SMOOTH 0 0 0 4 0 1
FAST TO
COOK 0 0 6 0 0 0
VALUE FOR
MONEY 0 0 2 0 0 0
VARIETY 0 0 1 0 0 0
HEALTHY 15 0 3 0 0 0
TOTAL 15 18 23 16 10 16
UNIQUENESS 17 15 8 11 15 10
SUB TOTAL 32 33 31 27 15 10
PERCENTILE 83.33 100 66.67 50 33.33 16.67

12 | P a g e
0
20
40
60
80
100
120
FOODLES KNORR MAGGI TOP RAMAN WAI WAI YIPPEE
Brand Differentiation
Analysis: We assign Maggi a score of 7 because other brands such as Foodels & Knorr stood
ahead of Maggi.
CONSISTENCY: This measures the degree to which a brand is experienced without fail
across all touch points and formats.
The following question is was asked to find the consistency of the brand
Did you find any change in the quality of the Maggi noodles every time you had it?
3, 9%
29, 91%
Yes
No

13 | P a g e
If you have mentioned yes for the above question, please tick which ever is applicable?
Quality has Increased
Quality has decreased
Out of the 3 respondents who said there is a change in quality, All mentioned the quality has
increased
Analysis: We assign a score of 10 for this attribute because 91% said the quality is consistent
and rest said the quality has increased
PRESENCE: The degree to which a brand feels omnipresent and is talked about positively
by consumers, customers and opinion formers in both traditional and social media.
The following questions were asked to find the presence of the Maggi
Out of your last 5 purchases of noodles how many times did you buy each of the
following brands or out of last 5 times you had noodles?
The underlying assumption behind this is if a brand is purchased more often consumers have
positivity towards the brand (consumers have lot of choices in this category)
Do you recommend Maggi to others ?
Analysis: We assigned Maggi a score of 9 based on the responses to the above questions
94%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Recommend Does not Recommend
Recommendation by the consumers

14 | P a g e
UNDERSTANDING: This component in depth understanding of the distinctive qualities and
characteristics of the brand and those of the company.
BAV & Laddering techniques gave us some in-depth understanding of how consumers
understand the distinctive qualities & characteristics of the brand.
From our survey it was found that 73% of the consumers recognize the tagline of the brand
that is “Health bhi Taste bhi”, but when we used Laddering we found that attribute Health is
not given much importance by the consumers.
To find the consumers understanding of the company following questions were asked.
Which company owns the brand Maggi?
List down the various products offered by Nestle ?
From the list of 24 people who identified Maggi company’s name as Nestle only 22 were able
to recall Nestle’s other products.
Analysis: Based on the above from Laddering & Questionnaire data analysis we assign a
score of 6 for this attribute.
BRAND STRENGTH SCORE TABLE:
4
2
2
24, 75%
HUL
DABUR
ITC
NESTLE

15 | P a g e
ATTRIBUTE SCORE
INTERNAL FACTORS SCORE
CLARITY 10
COMMITMENT 10
PROTECTION 8
RESPONSIVENESS 9
EXTERNAL FACTORS
AUTHENCITY 10
RELEVANCE 10
DIFFERENTIATION 7
CONSISTENCY 10
PRESENCE 9
UNDERSTANDING 6
TOTAL SCORE 89
Financial Analysis:

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The brand value of Maggi is Rs 13225 crores as per as our calculation. It is the market leader with a
brand strength score of 88.
RECOMMENDATIONS:

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Although the brand strength of Maggi is high, it scored low in terms of Differentiation
compared to competitors, So measures should be taken to improve differntiation
Until now Maggi enjoyed an early mover advantage over other brands, because lack of
rivalary. But now HUL’s Knorr & ITC’s yippie are giving strong competition using their
stong distribution & promotion strategies
Even tough the tag line of Maggi is “ Taste bi Health bi”, consumers are relating Maggi as
tasty product but not healthy product (as per laddering) , which may be threat to maggi
because consumers are becoming health consciousness. So Maggi should use new ways to
effectively communicate with consumers.

18 | P a g e
Annexure
1. Which type of noodles do you prefer to eat ?
Branded
Unbranded
Both
2. Do you recommend Maggi to others ?
Yes
No
3. Which attributes are important for you in noodles: (tick the ones which are
important for you)

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4. Which brand of noodles do you associate with the above chosen attributes? (Tick
under the name of the brand )
5. What comes to your mind when you think of the following brands:
Yippee Noodles:
Top Ramen:
Wai Wai :
Maggi Noodles:
Horlicks Foodles:

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6. From the brand listed below which brand do you think have similar offerings? If
any
7. Out of your last 5 purchase of noodles how many times did you buy each of the
following brands or out of last 5 times you had noodles?
Yippee Noodles:
Top Ramen:
Wai Wai:
Maggi Noodles:
Horlicks Foodles:
8. Did Maggi meet your expectations every time you had it?
More than meet my expectations
Did not meet my expectations
9. Did you find any change in the quality of the Maggi noodles every time you had
it?
Yes
No
10. If you have mentioned yes for the above question, please tick which ever is
applicable?
Quality has Increased
Quality has Decreased

Brand Management Project on Maggi noodles

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