Maggi Marketing Plan

Topics: Maggi, Instant noodles, Brand Pages: 14 (4879 words) Published: June 28, 2012
1.1 Company
1.1.1 Company Background
Maggi is a Nestle brand of instant noodles, soups, stocks, bouillon cubes, sauces and seasoning. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill. At that time during industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. It was the first to bring protein rich legume meal to the market, which was followed by readymade soup based on legume meal in 1886. In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food product. Nestle India launched Maggi 2 minute noodles, an instant noodles, in the year 1980. In the year 1947, Maggi had merge with Nestle and today, Maggi is well known in many countries as well as India, New Zealand, Australia, Malaysia, Pakistan, Nigeria, the Philippine and Singapore for its instant Maggi noodles. 1.1.2 Different products / brands marketed by firm / company Maggi is a successful extended brand across different products. In the year 1990, Maggi had launched soups, ketchup, and sauces to leverage the brand equity. In Europe countries as well as the Netherland, Czech Republic, France, Poland, Slovenia, Slovakia, ‘Maggi’ is still synonymous with the brand’s “Maggi-Wurze” (Maggi seasoning sauce), a dark, hydrolysed vegetable protein based sauce which is very similar to East Asian like Brunei and Malaysia soy sauce without actually containing soy. It became the substitution product for meat extract since the year 1886. It is well known as the part of everyday culinary culture in Switzerland, Poland, Austria, Netherlands and especially in Germany. In the year 1908, the bouillon cube or “Maggi cube” was introduced, which was another meat substitution product besides the “Maggi-Wurze”. Since the chicken and beef broths are very common in the cuisines of many different countries, this results the Maggi company’s products have a large global market. Below shows the variety of products marketed by the Maggi company: * Noodles: Maggi Vegetable Multigrain Noodles, Maggi 2 Minute Noodles, Maggi Vegetable Atta Noodles, Maggi Cuppa Mania * Pasta: Maggi Pazzta

* Sauces: Maggi Sauces, Maggi Pichkoo
* Cooking Aids: Maggi Magic Cubes, Maggi Bhuna Masala, Maggi Coconut Milk Powder, Maggi Pizza Mazza, Maggi Masala-ae-Magic * Soups: Maggi Healthy Soups, Sanjeevani Maggi Healthy Soups 1.2 Product Background

1.2.1 Established in the market
Maggi Noodles is a brand noodles manufactured by Nestle. It is also known as “Maggi Mee” (mee is Indonesian/Malay/Hokkien word for noodles). Maggi noodles are part of the Maggi Family. In Malaysia, there are fried noodles made from Maggi noodles known as Maggi Goreng. Maggi noodles have recently introduced a new type of its noodles, to cater for the health conscious like “No MSG (Monosodium Glutamate)”, “Less Salt” and “No Trans Fat”. In India, “Vegetable Atta Noodles” has been introduced, that is a whole wheat flour based noodles variation. It caters to health conscious buyers wary of refined flour used in regular Maggi noodles. This move helps Maggi brand in India suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of Maggi. Recently, Maggi in India introduced a line of whole wheat and rice noodles with onions, beans, pulses and carrots. In fact, in India and Malaysia, Maggi has become well-known brand for instant noodles. Maggi Noodles are available in a large assortment of different flavours. They are : * Original Flavour- Chicken

* Kari Letup (“Explosive” Curry in Malaysia)- Curry * Laksa Lemak (Discontinued)- Tom Yam
* Chicken & Corn- Beef
* Oriental - Masala
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