MAGGI sauce launch in Bangladesh

Abstract

I have completed by internship at Nestle Bangladesh Limited on marketing – working for the Brand MAGGI. I mainly looked after MAGGI Healthy Soups and MAGGI SHAAD-E-MAGIC. Working for the brand gave me opportunity to see how all the marketing of MAGGI is done – starting from packaging design to promotional strategy. I joined in January when there were quite some new projects underway – launching different variant of MAGGI noodles and coming up with a new product, the Boishakhi offers and Ramadan offers. I have prepared this report with one project that I have been looking after from the start – MAGGI Sauces launch in Bangladesh. MAGGI Sauce is the number one sauce brand in India and is also popular in countries like Malaysia. The sauce market in Bangladesh has huge potential, as there a few sauce brands – BEST being the leader among other imported brands and PRAN being the leader in this category. We got the product tested in the head office and everyone loved it, so the brand team is quite hopeful about it. For this project, I had to carry out many market visits to find out about the competitive brands, how the imported brands are performing, and the type of customers who are purchasing the product and which type of stores should we start with. I had to come up with various promotional activities for the test launch which involves providing test samples to the consumers in modern trade. I was a part of every meeting regarding this agenda and was even part of coming up with the right price of the product – keeping my market research in mind. The plan is to import a small amount from India at first, but one disadvantage is India only exports the larger bottles – 500gm whereas most of the brands have 300gm bottles more in number. Our plan is to make the consumers try the product during the test launch and if it’s a success we could import 300gm bottles from Nestle Malaysia. The biggest advantage of this product is its existing position in other countries, the brand value and the taste of the product. This product is completely a new addition, in a category that MAGGI Bangladesh has not penetrated yet, which is why it is more challenging. But, this category has a huge potential and if done right, it could do good business.