Maggi Brand in India
Case Analysis
The Maggi Brand in India
Brand Extension and Repositioning
Background of Maggi:
Nestle India Ltd. (NIL) is the Indian subsidiary of the global FMCG major, Nestle SA. Maggi Brand was introduced to the Indian consumers by NIL with the launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. But it found that the sales are not picking up despite heavy promotion .Research then showed that Kids were the largest consumers of the brand. Realizing this, NIL shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. NIL aggressively promoted Maggi with taglines such as “Mummy Bhook Lagi”, “Bas 2Minute”, “Fast to cook, good to eat” and through several schemes of free samples, gifts on return of empty packs, etc. Later was observed that people of all age group started liking Maggi. Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others. In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.
Case Synopsis:
This case concentrates on various phases in the product life cycle of Maggi noodles in India. It talks about the various measures and marketing strategies undertaken by Nestle India Ltd. (NIL) to keep the Maggi brand fresh in the minds of Indian consumers and reposition Maggi as a 'health product'. The case also focuses on the various extensions of the Maggi brand and tries to analyze why only
The Maggi Brand in India
Brand Extension and Repositioning
Background of Maggi:
Nestle India Ltd. (NIL) is the Indian subsidiary of the global FMCG major, Nestle SA. Maggi Brand was introduced to the Indian consumers by NIL with the launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. But it found that the sales are not picking up despite heavy promotion .Research then showed that Kids were the largest consumers of the brand. Realizing this, NIL shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. NIL aggressively promoted Maggi with taglines such as “Mummy Bhook Lagi”, “Bas 2Minute”, “Fast to cook, good to eat” and through several schemes of free samples, gifts on return of empty packs, etc. Later was observed that people of all age group started liking Maggi. Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others. In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.
Case Synopsis:
This case concentrates on various phases in the product life cycle of Maggi noodles in India. It talks about the various measures and marketing strategies undertaken by Nestle India Ltd. (NIL) to keep the Maggi brand fresh in the minds of Indian consumers and reposition Maggi as a 'health product'. The case also focuses on the various extensions of the Maggi brand and tries to analyze why only