Threats
Content
Threats : Maggi
Noodle market does not provide much entry barrier to new brands as it is widely
accepted and desired product. This market segment shows great capacity for future
growth leading to changing lifestyle and eating habits.
High CompetitionMaggi noodles had a 90.7% share in December 2009, which was dropped to 86.5% in July 2010 on an
all-India basis and further reduced to less than 70% by 2014
Top ramen (IndoNissin) using the advantage of category growth introduced new
categories of instant noodles like cup noodles and mug noodles. Top ramen
Wai-Wai: wai-wai rising as a competitor has already taken over eastern market of
India.
sunfeast’s yippee (ITC) : Studying consumer behavior ITC launched Yippee noodles
defining them as non sticky longer noodles . As a result Yippee was able to
acquire10%market share of maggi with in few months.
Price wars: Top ramen price is less than that of maggi. Thus targeting noodles
market of Middle class and Low income class.
Perception- Maggi has always been seen as unhealthy product ,this weakness of
magi has been exploited by competitors for promoting healthy alternatives.
Noodle market does not provide much entry barrier to new brands as it is widely
accepted and desired product. This market segment shows great capacity for future
growth leading to changing lifestyle and eating habits.
High CompetitionMaggi noodles had a 90.7% share in December 2009, which was dropped to 86.5% in July 2010 on an
all-India basis and further reduced to less than 70% by 2014
Top ramen (IndoNissin) using the advantage of category growth introduced new
categories of instant noodles like cup noodles and mug noodles. Top ramen
Wai-Wai: wai-wai rising as a competitor has already taken over eastern market of
India.
sunfeast’s yippee (ITC) : Studying consumer behavior ITC launched Yippee noodles
defining them as non sticky longer noodles . As a result Yippee was able to
acquire10%market share of maggi with in few months.
Price wars: Top ramen price is less than that of maggi. Thus targeting noodles
market of Middle class and Low income class.
Perception- Maggi has always been seen as unhealthy product ,this weakness of
magi has been exploited by competitors for promoting healthy alternatives.
