Maggi Noodles Marketing Strategy
1997-1999: Nestle changed the taste of Maggi noodles, but it proved to be a failure. In 1999, Maggi reintroduces the old formulation and revived sales with the punchline- “Fast to Cook, Good to Eat”. 2000: Maggi noodles became the leader in instant noodles space. 2005: Marketing strategy to keep Maggi brand fresh and as a ‘health product’ with its tagline – “Health Bhi -Taste Bhi” with the launch of Maggi Atta noodles. 2009- Maggi celebrates 25 years of Maggi noodles with ‘Me and Meri Maggi’ campaign and the launch of Maggi Pazzta. This campign invited consumers to share their Maggi moments. As a part of this promotional drive, magi launched a website, where the consumer could upload their Maggi moments and their favourite recipes or stories hit with the company will get a chance to be featured on Maggi packets or ads. 2012 – Maggi has generally stayed away from the celebrity endorsements. In general, mother and child have been the celebrities for Maggi for the longest time. With its only exceptions, when Preity inta promoted the Rs.5 Chotu Maggi and the family packs. Recently, Amitabh Bachchan has been made the brand ambassador of Maggi. Maggi’s “Do minute Mein Khushiyan” with Amitabh Bachchan was launched in 2012. Of late, the brand had been facing some competition from other brands in the same segment like, Top Ramen, Sunfeast Yippie, Wai Wai, etc. In addition, the brand was feeling a disconnect with the newer generation who have many choices in food indulgence. Big B in the new campaign is a story teller who narrates the stories given by the consumers. The aim is to bring back the segments of consumers who moved away from the brand since they have grown up. A powerful celebrity as a brand ambassador adds a big boost which is the need of the hour for Maggi with so many competitors around. The problem with such a heritage brand is that the communication becomes boring over a period of time. And it needs the right energy to move ahead and face the competition.
* 1. Submitted By:ABHISHEK SRIVASTAVA 002BEENA VENUGOPALAN 012JOTINDER SINGH 022NISHANT DHORELIYA 032 RADHA A 042SOUBHAGYA RATH 052YOGESHWAR DUTT 062 * 2. EXECUTIVE SUMMARYNestlé India is a subsidiary of Nestlé S.A. of Switzerland. With six factories and a largenumber of co-packers, Nestlé India is a vibrant Company that provides consumers in Indiawith products of global standards and is committed to long-term sustainable growth andshareholder satisfaction. The company is known for its brands in the Milk Products &Nutrition, Prepared Dishes &...