research hypothesis of maggi noodles
#1

I am mba student. I want hypothesis of maggi noodles.
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#2

Many fast food items have flooded the markets but noodles remained as the most popular
item of all of them, as it is cheaper, very easy to make and nutritious. Urban and semi-urban
markets are controlled by Maggi and other players are Top Ramen and other brands. Maggi
has revolutionized the concept and this product has gone to majority of the urban
households. As an off-shoot of this development, noodles have become very popular in
India. Good quality and cheaper product can be pushed in the market with systematic
strategy and network (mpstateagro.nic.in). The noodle is a type of staple food made from
some type of unleavened dough which is rolled flat and cut into one of a variety of shapes.
While long thin strips may be the most common, many varieties of noodles are cut into
waves, helices, tubes, strings, and shells, folded over, or cut into other shapes. Noodles are
usually cooked in boiling water, sometimes with cooking oil or salt added, but are often pan
fried or deep fried. Noodles can be refrigerated for short-term storage, or dried and stored for
future use. In English usage, the word "noodle" is an inclusive term that denotes texture and
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NATIONAL MONTHLY REFEREED JOURNAL OF REASEARCH IN COMMERCE & MANAGEMENT
abhinavjournal.com
VOLUME NO.1, ISSUE NO.9 ISSN 2277-1166
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culinary use, and to a lesser extent, shape, as many people may associate it with the more
common string varieties, such as spaghetti or ramen. Material composition or geo-cultural
origin must usually be specified. However, the actual word derives from the German Nudel.
The current version of noodles has been around for over half a century on the global menu
card. They are believed to have been invented by Momofuku Ando, the founder of Nissin
Food Products in 1958 in Japan. Packaged under the brand name Chikin Ramen, they were
priced around six times that of traditional Japanese noodles and were considered a luxury
item (The Economic Times, 2011). However, in 2005 an evidence of the oldest noodles is
believed to be found, which were discovered inside an overturned sealed bowl buried under
three meters of sediment in Qinghai, northwest China. Scientists determined the 4,000 year
old, long, thin yellow noodles were made from broomcorn millet and foxtail millet and show
a fairly high level of food processing and culinary sophistication. A noodle includes all
varieties from all origins, but wherever they originated, noodles have maintained their
popularity over the centuries and owe their longevity to a combination of being relatively
cheap yet nutritious and filling, quick to prepare, can be eaten hot or cold, can be stored for
years and can be transported easily. The Traditional Japanese diet included huge amounts of
rice. Even today a small bowl of rice is served with almost every meal, including breakfast.
Originally from China, noodles have become an essential part of Japanese cuisine, usually as
an alternative to a rice-based meal. Soba, thin brown noodles made from buckwheat, and
udon, thick wheat noodles, are the traditional noodles, served hot or cold with soy-dashi
flavorings. Another popular Chinese wheat noodle, Ramen, is served hot in a meat stock
broth (hakubaku.com).
The Growing Global Market of Noodles
With the overwhelming pace of modern man’s busy lifestyles, set by increased working
time, heavier traffic, growing importance given to workouts and healthy existence, people
have an ever dwindling free time at their disposal and thereby demand more convenience
foods and ready meals. Hurried lifestyles brought upon by the growing number of women
working, has triggered a shift in cooking habits away from conventional time consuming
preparation of fresh foods to easy precooked, easy to prepare meals. With consumers having
less time to cook meals at home and with the contemporary mom no longer cooking, the task
of preparing foods is transferred to the food processor. Increasing number of nuclear
families, rise in disposable incomes, young singles with little or no cooking skills, enhanced
awareness of healthful diets and increased interest in ethnic and international foods,
represent additional factors that are expected to have a bearing on eating and food
preparation habits. As the next generation of convenient ready and easy to prepare foods hit
the market, noodles, as a product category, banking on its strength of convenience are poised
to encounter days of plenty in the upcoming years. Noodles are finely tuned to fit into the
consumers’ ever-dwindling cooking time schedules. The trend of cooking meals in just a few
minutes is gaining momentum not only among individual consumers but also among
institutions and public food outlets. Even restaurants and fast food joints are turning to
convenience food to meet the ever-busy consumers demand for quick service and quality
food (GIA, 2011).
Asia-Pacific represents the largest regional market for noodles worldwide, as stated by the
new market research report on Noodles. The region is portended to continue its dominance
ABHINAV
NATIONAL MONTHLY REFEREED JOURNAL OF REASEARCH IN COMMERCE & MANAGEMENT
abhinavjournal.com
VOLUME NO.1, ISSUE NO.9 ISSN 2277-1166
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over the coming years. The United States trails Asia-Pacific in terms of sales of noodles.
Growth-wise, Middle East/Africa is projected to be the fastest growing regional market for
noodles, with a CAGR of more than 13% over the analysis period. The research report titled
“Noodles: A Global Strategic Business Report” announced by Global Industry Analysts Inc.,
provides a comprehensive review of the noodles markets, impact of recession on the
markets, current market trends, key growth drivers, recent product introductions, recent
industry activity, and profiles of major/niche global as well as regional market participants
(GIA, 2011).
Asia currently propels the global instant noodle market - estimated to be worth some US$25
billion - with an 80 per cent share. The continent's history of eating noodles is part of the
reason why it is more popular here. The world today chomps through some 92 billion
servings of noodles (led by China, who contribute to about half of that) a year. World
Noodles Association (WINA), chairman Mr. Koki Ando reckons it won't be long before they
break the 100 billion mark (Cheng, 2012).
Unlike in other parts of the world, noodles are a mainstream food category in Asia-Pacific,
making it the single largest producer and consumer in the world, as stated by the new market
research report. The region, led by relentless demand from the Chinese and Hong Kong
markets, is portended to continue its dominance over the coming years. Emerging over the
Asian horizon is China that is recording massive production and consumption figures. With
relatively low annual per capita consumption levels compared to other Asian counterparts,
China represents a potential market for noodles. Noodles in Middle East/Africa are
experiencing a growth in the demand, with the introduction of newer products into the
market and are poised to grow at a strong compounded annual growth rate (CAGR) over the
long-term (GIA, 2012).
Noodles Market in India
In the early 80s, the conservative and typical food consumption era, the concept of ‘ready-tocook’
food was alien to the Indian market. People were doubtful to experiment with food
especially food meant for their children. Despite the unfavorable circumstances, Swiss giant
Nestle with its brand Maggi took the challenge and launched itself in 1983. The brand’s
appropriate realization of target segment, effective positioning and effective promotion and
sales made Maggi the most-loved noodle brand in India. Maggi enjoys a market share of
over 70% today, despite the presence of a number of other brands. In 2005, the Maggi brand
was worth USD 3.7 billion in comparison to USD 1.7 billion recorded in 2003. In 2005,
Maggi was the highest Indian spender in the Sales Promotion department in the Noodles
Category. However, in recent times Maggi has been seeing a flurry of activity with new
entrants stocking the shelves in recent months. Be it GlaxoSmithKline's Horlicks Foodles,
Hindustan Unilever’s Knorr Soupy Noodles, or ITC's Sunfeast Yippee, each is out to grab a
share of the consumer’s palate and wallet. It may not reach the levels of the Pepsi vs. Coke
“Cola Wars” of the 1980s, but the signs of a major skirmish in the making are clearly visible
in India’s food sector. In India, they were made popular by Nestle, which introduced its
product here under the brand name “Maggi” in 1984. Market estimates put the noodles sector
in the country currently at around Rs. 1,300 crore (US$288 million) and growing at around
15% to 20% annually. According to reports of market research firm Nielsen, on an all-India
basis across urban markets, Maggi has been steadily losing market share to the new entrants
ABHINAV
NATIONAL MONTHLY REFEREED JOURNAL OF REASEARCH IN COMMERCE & MANAGEMENT
abhinavjournal.com
VOLUME NO.1, ISSUE NO.9 ISSN 2277-1166
60
(The Economic Times, 2011). However, Maggi still controls a lion’s share of instant noodles
market and it will not be an easy task for new entrants to throw this giant off the pedestal so
soon. The only serious competition Maggi had until now was from the Japan-based Nissin
Group's Top Ramen, but it failed to make any major impact in the market. Also, Nestle has
been continuously adding new categories and successful brand extensions to retain its
numero uno status. Thus, the newly launched whole-wheat based flavour is an attempt to
capture the palette of health aficionado and the introduction of cuppa-noodles is a move to
upscale itself from the snack food of children to provide varied options to the younger
audience to have noodles while on the move (Sharma, 2011).
From the days of a fringe dish targeted at children the noodles as a food has come a long
way. Today, it has evolved as a mainstay meal even for grown-ups. The noodles market
players as competitor’s now have deep pockets and they are in for long drag of noodles
market share battle. GSK, Unilever, and ITC are players who have got well-oiled supply
chain networks, vast distribution reach and intricate marketing network in both urban and
rural areas (Sharma, 2011). With changing social ethos and the rise of demographic profile
the fast food category is witnessing feat after feat in recent times. The noodles market will is
currently experiencing a great battle in recent times.
Siliguri and Its Noodles Market
Siliguri is described as the gateway to the North East of India, Bhutan, Nepal and
Bangladesh. The strategic location of the city in North Bengal (in the state of West Bengal)
makes it a base for essential supplies to the above regions. Siliguri has gradually developed
as a profitable centre for a variety of businesses in this part of West Bengal. As a central hub,
many national companies and organizations have set up their offices in this city. The local
market place is known as a chief hub for buying low cost foreign goods and imported goods.
Apart from this the nearby markets of Siliguri are also considered to be the prominent places
of the city to buy daily use goods, and is very popular among people from nearby areas of
Siliguri. The four “T”s - Tea, Timber, Tourism and Transport - are the main businesses of
Siliguri. Although, the economy of the North Bengal region is largely dependent upon the
tea and tourism industry, it is not the same with Siliguri. The business machinery in the city
mainly consists of retailers, wholesalers, dealers, distributors and small scale entrepreneurs.
Siliguri, being a centre of trade and commerce in the region, has great prospects for the
FMCG and consumer goods industry as well. Industries like bakery and confectionary,
biscuits, sports goods, incense sticks, mineral water, soaps, chalk and pencils, digital clocks
etc., can have a huge market and even small entrepreneurs can take advantage of this
opportunity. There is also a good market for steel utensils, leather shoes, ready-made
garments, tin containers, plastic articles, kitchen wares, electrical accessories etc
(siligurionline.com).
However, with the flurry in the rise of nature tourism destinations in the outskirts of Siliguri
has lead to the development of hospitality business in this city in recent times. Now, the
hospitality sector and tourism sector constitutes an important part of Siliguri’s economy. Of
late, there is the rise of retail chains in the city with the inauguration of ‘Cosmos’, ‘Orbit’
and Ambuja Realties’ ‘City Centre, Siliguri’. The city recently also witnessed the arrival of
multiplexes. With the growing economic transactions of the city it has increased the chances
of various opportunities of FMCG companies to increase its operations in Siliguri as major
ABHINAV
NATIONAL MONTHLY REFEREED JOURNAL OF REASEARCH IN COMMERCE & MANAGEMENT
abhinavjournal.com
VOLUME NO.1, ISSUE NO.9 ISSN 2277-1166
61
marketing hub of North Bengal. Siliguri has experienced a huge surge in population in recent
times. Based on Census data of 2011, the city agglomeration had a population of 701,489.
Males constitute 51% of the population and females 49%. In Siliguri, 10% of the population
is under six years of age. Siliguri has a majority Bengali population. Other minority
communities include Gorkhas, Marwaris and Biharis. Bengali, Hindi, English, Nepali,
Marwari, Bihari, Bhojpuri, Assamese, Punjabi, Gujrati, and Tibetan languages are spoken by
the local people of Siliguri. Siliguri has seen waves of enormous migration over the years,
most prominent being the migrants from the erstwhile East Bengal during the Partition of
India, Nepal and Bihar. In addition, people from Jharkhand and other parts of India have also
come to the city in search of livelihood (Times of India, 2001).
This growth of population especially in the middleclass sections of this Siliguri region has
presented an opportunity for the FMCG sectors (especially for the food manufacturers like
noodles and instant fast foods) to have their pie from the cake. Mushrooming Indian
population, particularly the middle class and the rural segments, presents the huge
opportunity to FMCG players in a situation where there is a change in the food habits due to
several reasons like India’s young demographic profile, increasing family income,
accelerating urbanization, the cosmopolitization of major urban centers, unprecedented
interstate migrations, increasing number of working couples, time constraints, shortage of
household help, global travel, and increasing exposure to global cuisine and so on.
According to Harminder Sahni, managing director of Wazir Consultants, a firm that focuses
on brands and the retail space, the localization of cuisines to match customer tastes
regionally has played a major role in the acceptability of different cuisines in this country
(The Economic Times, 2011). Growth is also likely to come from consumer ‘upgrading’ in
the matured product categories like processed and packaged food, mouth wash etc (Vora,
2011). The scenario of noodles Market of North Bengal is also not much different from other
parts of the country. Wai Wai commands the highest market share in North Bengal and
North eastern states combined (Mukul, 1999). Next are Maggie and Top Ramen, which are
the national branded instant noodles available in most of the retail shops. Unbranded locally
manufactured noodles also available and bulkily purchased by the Restaurants and fast-food
centers.
Siliguri is also being considered in this category of developing cities of India. As a matter of
fact, the study carried out in Siliguri region is arguably having a great importance in the days
to come for the manufacturers of noodles operating in this region or are planning to invest in
this sector presuming growth in the noodles markets especially from this region.
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