Understanding the potential of Maggi soups among low income people in Dhaka city

Abstract

Headquartered in Vevey, Vaud, Switzerland, Nestlé S.A. is a Swiss transnational food and beverage company and it holds the number one rank as the largest food company in the world and ranked 72 on the Fortune Global 500 in 2014. I joined Nestle Bangladesh ltd. in Sales department as an intern. In my three months‟ stay at Nestlé Bangladesh Limited I have worked into different projects. Among these projects I will be enlightening on “Understanding the Potential of Maggi Soups among Low Income People in Dhaka City”- this was undertaken to gain better insights about the consumers‟ landscape, earnings, family size, spending on food, shopping pattern and the purchase points, which aids in clarifying business gaps and opportunities, locate the drivers of the current business growth, plus, develop potential strategic innovations for longer terms. To execute the project, at first, six regions were created dividing Dhaka City and each of those was visited and explored. The drive was to identify the areas where the target consumers of Maggi Soups live. 47 clusters were identified which provide a rounded picture of consumer landscape and buying points. Second stage initiated to better understand their buying behaviour. 44 in-home interviews were conducted, one from each of the identified clusters. These in-home interviews provided vital info regarding consumers, such as- their life style, consumption pattern, expenditure on food, shopping pattern, foods they consume etc. The collected information were then analysed thoroughly to make recommendations based upon the findings and observations. A marketing mix (product, price, place and promotion) then emerged from those recommendations drawn for Maggi Soups in Bangladesh. The projected recommendations will help to grasp the needs of the consumers and how value addition can be achieved by Maggi in their prevailing need gaps.