THE MAGGI STORY
Maggi which is a flagship brand of Nestle has been dominating the Indian noodles market for well over three decades. In this report, we present the results of an audit conducted to analyse and learn about the Maggi brand, its history and how the brand has evolved as one of the strongest brands in the Indian market. As a part of the Brand Exploratory, to analyse and learn about the customer perception, we have carried out focus group discussion, depth interviews and an online survey. These interactions helped us to understand more about how consumers of various age groups view Maggi and the related products. The scope of this study is not limited to Maggi Noodles but for the Maggi line extension products as well. We have also presented the brand elements and images associated with Maggi. An analysis of Maggi advertisements including some of the international advertisements have thrown light on the associations built by the company and how the company has evolved and repositioned itself as a health product. To better understand the brand equity, we have drawn a CBBE model and Kapferer’s prism for Maggi.
3. Product Attributes7
5. Analysis of Maggi Ads11
6. CBBE Model12
7. Kapferer Prism14
8. Brand Analysis15
8.2Focus Group Discussion16
8.3Online survey results17
8.4STP of Maggi19
8.54 P’s of Maggi20
1. Online Survey Questionnaire
2. Focus Group Discussion and Depth Interview Questions
“Maggi Taste Bhi Health Bhi”
‘We believe that the true test of a business is whether it creates value for society over the long term’. - Peter Brabeck-Letmathe, Chairman and former CEO, Nestlé
In 1883 Julius Maggi had a vision: good-tasting, nutritious food accessible to all. The Maggi brand has grown to become one of the Nestlé Group's most popular brands. 1.0 HISTORY
The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It became a pioneer in industrial production of food products, emphasizing on nutritional aspects by introducing protein rich legume soups and meal. In 1897, Julius Maggi founded Maggi Gmbh in German town, Singen where it’s still established.
Towards the end of the century, Maggi & Company was producing not just powdered soups, but bouil on cubes, sauces and other flavorings. The Maggi Company merged with Nestlé in 1947. 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., currently known in its francophone homebase as Nestlé S.A. Today, Maggi is a leading culinary brand and part of the NESTLÉ family of fine foods and beverages. The brand is popular in India, Australia, South Africa, Singapore, Bangladesh, Malaysia and the Philippines. Under the Maggi brand, which is today known worldwide for quality and innovation, Nestle offers a variety of culinary products such as frozen meals, packaged soups, prepared sauces, flavorings and instant noodles. Of these, instant noodles have been Nestle’s main product category in the culinary segment. Maggi noodles, launched in the year 1982 have become a popular snack food product in India.
Carlo M. Donati, the present chairman and managing director of Nestle India Ltd., bought the instant noodle brand to India. At that time there was no direct competition. Competition made in the form of snacks and ‘bought out’ items like Samosas, Pakoras, and Sandwiches. Maggi was...