Maggi - Nestlé
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This document discusses the brand Maggi, which originated in Switzerland in 1885. It was acquired by Nestle in 1947. Maggi is now a sub-brand of Nestle that offers various seasoning, soup, and noodle products. The document analyzes Maggi's brand elements, positioning in the marketplace, brand equity sources, use of strategic alliances, and how it utilizes the marketing mix elements of product, price, place, promotion, physical evidence, process, and people. Overall, the summary analyzes Maggi's branding and marketing strategies as a long-standing food brand owned by Nestle.
![History of Maggi - brand of Nestlé
Maggi is an over 100-year-old Nestlé brand of seasonings, instant soups, and noodles
that originated in Switzerland. It was acquired by Nestlé in 1947.
The company originally started in Switzerland in 1885, when Julius Maggi took over
his father’s mill.
In 1947, following several changes in ownership
and corporate structure, Maggi's holding
company merged with the Nestlé company to
form Nestlé-Alimentana S.A..
Maggi. [Online]. (Accessed: 8 March 2016).](https://image.slidesharecdn.com/8c88681d-abcc-42e0-96ab-230d016bbb36-160320225216/85/Maggi-Nestle-2-320.jpg)
![References
Kapferer, Jean-Noël. (2008) New Strategic Brand Management: creating and sustaining
brand equity long term. 4th edn. Kogan Page
Cheverton, Peter. (2004) Key marketing skills: turning marketing strategy into marketing
reality, a complete action kit of strategies, tools and techniques for marketing success. 2nd
edn. Kogan Page
Maggi. [Online]. Available at: https://en.wikipedia.org/wiki/Maggi (Accessed: 8 March
2016).
Meri Maggi, A Curious Tale of Brand Loyalty!. [Online]. Available at:
http://marketingbuzzar.com/2015/06/meri-maggi-a-curious-tale-of-brand-loyalty/ (Accessed:
11 March 2016).
Marketing mix of Nestle. [Online]. Available at: http://www.marketing91.com/marketing-
mix-nestle/ (Accessed: 11 March 2016).](https://image.slidesharecdn.com/8c88681d-abcc-42e0-96ab-230d016bbb36-160320225216/85/Maggi-Nestle-16-320.jpg)
Maggi - Nestlé
- 1. CREATING & MANAGING BRAND EQUITY Title: Assessment 1- Brand Audit for Maggi Anastasia Savvopoulou – 100404651 Tutor: Miss Apostolia Loukopoulou
- 2. History of Maggi - brand of Nestlé Maggi is an over 100-year-old Nestlé brand of seasonings, instant soups, and noodles that originated in Switzerland. It was acquired by Nestlé in 1947. The company originally started in Switzerland in 1885, when Julius Maggi took over his father’s mill. In 1947, following several changes in ownership and corporate structure, Maggi's holding company merged with the Nestlé company to form Nestlé-Alimentana S.A.. Maggi. [Online]. (Accessed: 8 March 2016).
- 3. Maggi’s brand elements (1) Brand elements refer to anything that identifies the brand including name, web urls, logos, symbols, characters, slogans, jingles, packaging, and signage. (Keller, 2007). Brand elements are important tools for building brand equity, as they can enhance consumers’ brand awareness. The main ‘elements’ of Maggi’s visual identity are: • Name – the part of the brand that can be spoken which is the word “Maggi” • Logotype – symbol or design elements • Trademark – brand logo given legal protection
- 4. Maggi’s brand elements (2) • Packaging – Maggi has a range of packages because of all the different types of products and in many cases the same products in different packages of 50, 100 and 200 mg. • Slogan – Maggi as a brand is followed by various slogans, some of them are: “Maggi Takes The Health Route” & “Happiness is homemade”.
- 5. Brand Hierarchy The Corporate Brand The Sub-brand
- 6. Brand Architecture Companies need to improve their efficiency on a regular basis. One way of doing this is to reorganize supply under parent brands that fulfill more than an endorsing function. These brands are a source of strong and unique values shared by all products and sub-brands. In our case, Nestlé is the corporate brand followed by the sub-brands. Maggi is a sub-brand with a rich products portfolio. Product portfolio: • Maggi Noodles • Maggi Sauces • Maggi Healthy Soups • Maggi Cubes
- 7. Strategic branding alliances A brand alliance is a branding strategy used in a business alliance. Brand alliances, as a term is often followed by a variety of terms such as co-branding, joint branding or cross-promotion. Maggi uses symbolic and physical alliances. In general Maggi introduces new products by promoting them through: • Celebrity endorsement (Symbolic alliance) • Bundled Products (Physical alliance)
- 8. The brand’s current positioning in the marketplace (1) Brand positioning is more than just stating your case, all brands do that, whether they are successes or failures. The real test for a successful brand is whether it finds or creates a relevant space in the target customer’s mind, and if it cements its brand definition and values there. Adapted from Kapferer, 2012 The brand for what benefit? Maggi has always positioned itself as “Healthy Noodles”. Furthermore phrases like “Fast to cook, good to eat” & “2-minute noodles” build the mental image of the brand. The brand for whom? Maggi’s target markets are: • Chefs who innovate • Working mothers • Health conscious people
- 9. The brand’s current positioning in the marketplace (2) The brand against whom? Maggi’s top competitor is Knorr due to the similar products and prices. The brand why? The reason why consumers should use Maggi’s products is because it’s healthy! The main message as it is referred previously is that “Maggi Takes The Health Route”.
- 10. Brand Health (1) The key elements for Brand Health are: Leadership Liabilities
- 11. Brand Health (2) Attractiveness Distinctiveness
- 13. Brand Personality Brand Personality is the psychological nature of a particular brand as intended by its sellers, though consumers may see the brand otherwise (brand image). Most of the times we choose brands that they are familiar with our personalities. As a result Maggi could be characterized as:
- 14. Brand Equity sources The brand equity for Maggi comes from Brand Loyalty and Brand Awareness. Maggi always highlighted and emphasized its consumers and customers as their ambassadors. They made it clear that it is only because of the Moms and their kids love and likings; they are now one of the strongest brands in instant food market. So the consumers through the years have become loyal to this brand and its products and of course the result of all this is brand awareness. The “2-minute noodle” product created a bond that no other brand in the category, or even across categories of instant food could build. Maggi is to instant noodle what Xerox is to photocopies, where the product and brand have become synonymous. Maggi has achieved differentiation through the other competitors in the category of Noodles. That has as a result other products to be blocked from extending. The brand needs loyal customers to all of its products. New strategies could be followed in order to help other products become popular, too.
- 15. Branding through the marketing mix elements 1. Products: Variety, Quality, Packaging/sizes – family packs available, Name, Logo. 2. Price: Discounts, Low prices, Offers in different package sizes. 3. Place: Retailers – Intensive distribution network in the city. 4. Promotion: Word of mouth, Advertising, Sales promotion – Use of posters, Point of sales. 5. Physical Evidence: Factories, Transportation, and Services. 6. Process: The production of the products and the transportation. 7: People: The individuals involved in the production, sale and purchase of products - Manufacturers, Distributors, Employees, Consumers.
- 16. References Kapferer, Jean-Noël. (2008) New Strategic Brand Management: creating and sustaining brand equity long term. 4th edn. Kogan Page Cheverton, Peter. (2004) Key marketing skills: turning marketing strategy into marketing reality, a complete action kit of strategies, tools and techniques for marketing success. 2nd edn. Kogan Page Maggi. [Online]. Available at: https://en.wikipedia.org/wiki/Maggi (Accessed: 8 March 2016). Meri Maggi, A Curious Tale of Brand Loyalty!. [Online]. Available at: http://marketingbuzzar.com/2015/06/meri-maggi-a-curious-tale-of-brand-loyalty/ (Accessed: 11 March 2016). Marketing mix of Nestle. [Online]. Available at: http://www.marketing91.com/marketing- mix-nestle/ (Accessed: 11 March 2016).
- 17. Thank you for your time!