Maggi
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Nestlé introduced the Maggi brand in India in 1982, creating the instant noodles category. It initially targeted working women but found children preferred Maggi noodles. It then targeted children and mothers, positioning Maggi as a convenient, fun product. Maggi became a market leader through aggressive promotion and effective advertising. It later expanded its product line with soups and healthier instant noodle variants to meet changing consumer preferences for health and wellness. The successful product extensions and focus on health have helped sustain Maggi's brand leadership over time.
Maggi
- 1. Maggi takes the Health Route Presented by Tarun Arya
- 2. Introduction Maggi is a Nestlé brand of instant soups, stocks, ketchups and instant noodles. It was founded by the Maggi family in Switzerland in the 19th century, and merged with Nestlé in 1947. Maggi was introdused in India in 1982.
- 3. Introduction Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982. With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market.
- 4. Introduction Because of its first-mover advantage, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others.
- 5. Strategies It launched Maggi 2 Minute Noodles, an instant food product At that time, Indian consumers were rather conservative in their food habits. They preferred to eat traditional Indian dishes rather than canned or packaged food. The company targeted working women.
- 6. Strategies However, this approach failed despite heavy media advertising. To get to the root of the problem, NIL conducted a research. Which revealed that it was children who liked the taste of Maggi noodles. After this, NIL shifted its focus and targeted children and their mothers.
- 7. Repositioning NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. NIL aggressively promoted Maggi noodles through distributing free samples, giving gifts on the return of empty packs, etc.
- 8. Repositioning NIL's advertising too played a great role in communicating the benefits of the product to target consumers. Its tag lines effectively communicated the product's benefits to target consumers. 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-Minute,' (Only 2 minutes) 'Fast to Cook Good to Eat' Now the positioning is “Taste Bhi Health Bhi”
- 9. Product Extension Maggi's first product extension was Maggi instant soups launched in 1988. Maggi soups had become a pioneer in the organized packaged soup market in India. In May 2006, Nestlé India Ltd. (NIL) launched a new instant noodles product called Maggi Dal Atta Noodles under the popular Maggi brand.
- 10. Product Extension The Dal Atta Noodles were made of whole wheat and contained pulses. It was positioned as a ‘healthy’ instant noodles. It provides 20% of the daily RDA of dietary fiber and protein for a child aged between 7 and 9. This was the latest addition to the range of 'healthy' products.
- 11. Product Extension NIL offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids etc. During the 1990s, the sales of Maggi noodles declined. This was attributed partly to the growing popularity of Top Ramen. Top Ramen was another noodle company.
- 12. Sustentions of Brand In order to improve sales and attract more consumers, NIL changed the formulation of Maggi noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste of the new noodles. March 1999, NIL reintroduced the old formulation of the noodles, after which the sales revived.
- 13. Sustentions of Brand In the early 2000s, Maggi was the leader in the branded instant noodles segment. The company faced little serious competition in this segment in early 2000. NIL started introducing new 'healthy' products in accordance with the Nestlé Group's global strategy to transform itself into a health and wellness company.
- 14. Reason Behind the Brand Extension NIL also adopted the same strategy for the Maggi brand with the launch of the Maggi Vegetable Atta Noodles in 2005. The Dal Atta Noodles were another variant of Maggi's healthy instant noodles. But this time the buying behavior of Indian consumers were changed. They had become more health conscious.
- 15. Success Now the people are taking healthy products positively. The lifestyle of people have been changed. The launch of new variant of Maggi became success this time. The company has adopted a right strategy at a right time.
- 16. New Range of Products MAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles MAGGI Dal Atta Noodles MAGGI Rice Noodles Mania MAGGI Sauces MAGGI Pizza Mazza MAGGI Healthy Soups MAGGI Healthy Soup- Sanjeevni
- 17. Thanks