A complete product hypothesis for Nestlé India proposing a modular instant-noodle ecosystem (MAGGI CUSTOMS) targeting Gen Z college students. 40-page document covering market opportunity, product architecture (MAGGI DUO, Flavor Sachets, Bowl format, Campus Bowl Lab), validation plan, retailer economics, and commercial case. Includes consumer hypotheses, campus pilot methodology, metrics framework, and illustrative scenario modeling.
Details
Core thesis: Move from "Which MAGGI should I buy?" to "How do I want my MAGGI today?" - modular customization without sacrificing affordability
Proposed 4-phase validation: consumer research (100-200 students) → prototype testing → campus lab pilot → scale only if metrics validate
Retailer economics analysis: ₹10 pack gives ~₹0.90 margin vs ₹15 pack ~₹1.35 - a 50% rupee increase for only 3% price-per-100g premium
Revenue-per-consumption-occasion framework: tracking basket value (₹20 today → ₹20-25 with customization → ₹30-50 premium bowl)
Campus experimentation model: MAGGI Bowl Lab as a consumer co-creation platform, not just a product launch
Written as a formal product brief with hypothesis tags (VERIFIED, REPORTED, TO CONFIRM, ILLUSTRATIVE) and evidence register