Maggi case Group 1 :
Benusiga
Vishnu Prasad
Vaishak
Pongu
Jyothish
Najah Navab
Junaid
Introduction
• Maggi noodles was launched in 1982
• Introduced by nestle India as 2 min instant noodles
• Nestle is a Swiss company
• It was earlier known as Nestle Anglo Swiss condensed milk company
limited,
• It has more than 90% market share
• Brand replaced samosas and kachoris with Maggi noodles.
• Over the years success of the brand was commendable.
Tag Line :
“ Fast to cook Good to eat”
Competitive advantages :
• Indian Customers have interest in Chinese noodles so they make
advantage of that craze
• It is convenience for the housewife to prepare and they can
manage the time in involvement of her kids and creativity of
adding her own variations in recipe also appreciated .
Growth in industry
• They blended with the culture of Indian who know for land of
Masalas and Curry
• They launched as masala flavor in starting stage later become a
brand of success
• They found a place in monthly budget plan of household as
favorite for Customer ready to cook.
At the time of launch Maggie has two tasks
• To promote the concept of noodles
• Establish the brand as well as to educate the customer about the
advantages of brand.
Brand element & jingles
• “Fast to cook and good to eat” &
• “mummy bhook lagi hai”
Target customers
• mothers with convenience plank
• Children with fun element.
Promotional activities
• Advertising campaign was done to encourage the customers to buy.
• Frees samples were distributed in metros and small town to introduce the
brand to customers.
• Distribution of various trail packs to schools
• Gifting toys and utensils in return of the empty noodles pack (helped in new
market segment)
• Hot bowl of Maggie noodles, become popular for breakfast, lunch and
dinner for customers.
• Became a substitute brand for people who do not like cooking.
Wastage of 2 minutes
Developments of Maggi for health safety
Due to numerous feedbacks and complains related to health issues of the
Maggi noodles, they have progressively worked and solved the problems to
ensure better health benefits to the consumers
• Using the tagline ‘Taste bhi, Health bhi’ to make the consumers aware.
• Refined flour variety was replace by Maggi Atta Noodles which is
healthier.
• Followed by rice noodles and the range consisted of shahi pulao, lemon
masala and chilly chow.
• The traditional range was enriched with calcium and protein as to meet
their targeted market for children
Bonding With Consumers:
• Amitabh Bachchan, Madhuri Dixit, Preity Zinta. Recently Juhi
Chawla in Masala- ae – Magic Campaign. (A mother who teaches
her son an empowering lesson through everyday cooking- ‘It is in
your hands how you transform the ordinary to extra-ordinary’).
• The use of Common Man in commercials and creating ads in such
a way that it is relatable and creating a strong integration and
foundation of the Brand in the minds of consumers. (E.g.: Hostel
Life, Trekking, Travelling etc.…)
• Me and Meri Maggi (after 25 Years) Campaign, Taste Bhi Health
Bhi, 2 Minute Noodles.
• Most Trusted Brand in 2014 and incidents happening in 2015 and
later regrowing the Brand.
• Has developed High Brand Equity over 3 Decades.
• Losing 80% of the Share in 2016, to a comeback of regaining 57%
Share in the Market. (Maggi Atta Noodles, Maggi Oats Noodles
etc.….)
Conclusion :
• Maggi has created a new product segment and managed to stay at
the top form the beginning till now.
• This was possible because how the positioned their brand in the
market and the leverage of the strong brand attachment.
• They have evolved through the years along with its customers.
