Maggi Marketing Mix Strategy
INTRO:-
MAGGI
Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at the improvement of the nutrition of worker families.
Over time the scope of MAGGI has been extended from a predominantly dehydrated cooking aid brand towards a general savory food brand including many types of ready meals and also frozen food. This is in line with the fact that people all over the world are cooking less and less from scratch.
There is a wide range of MAGGI products marketed worldwide in several countries. These include dehydrated bouillon, granulated seasoning, soups, recipe mixes, snacks, frozen foods, etc.
In 1863 Julius Maggi developed a formula for bring added taste to meals, which later became lead to the beginning of Maggi and convenience food products.
MAGGI, known worldwide for innovation and quality worldwide, understands that consumers are usually under great pressure in terms of time, budget, cooking skills etc and therefore tries to establish a bond through giving ideas and advice that make providing food easier. This results in the food provider being appreciated by family and friends.
Maggi as a brand is globally known in the product category of bouillon or soup cubes. Nestle decided to introduce Maggi brand in India in the same product category. This soup was initially test marketed in 1974 in Kerala. The response was not encouraging. Having then realized that the dietary habits of Keralites are not conductive to the idea of drinking soup, test marketing of the brand extended to Goa with the idea that Goan food habits have some similarity with western habits. Fortunately for the company, the test turned out to be positive and Maggi became an accepted brand in India.
Maggi has faced lot of hurdles in its journey
MAGGI
Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at the improvement of the nutrition of worker families.
Over time the scope of MAGGI has been extended from a predominantly dehydrated cooking aid brand towards a general savory food brand including many types of ready meals and also frozen food. This is in line with the fact that people all over the world are cooking less and less from scratch.
There is a wide range of MAGGI products marketed worldwide in several countries. These include dehydrated bouillon, granulated seasoning, soups, recipe mixes, snacks, frozen foods, etc.
In 1863 Julius Maggi developed a formula for bring added taste to meals, which later became lead to the beginning of Maggi and convenience food products.
MAGGI, known worldwide for innovation and quality worldwide, understands that consumers are usually under great pressure in terms of time, budget, cooking skills etc and therefore tries to establish a bond through giving ideas and advice that make providing food easier. This results in the food provider being appreciated by family and friends.
Maggi as a brand is globally known in the product category of bouillon or soup cubes. Nestle decided to introduce Maggi brand in India in the same product category. This soup was initially test marketed in 1974 in Kerala. The response was not encouraging. Having then realized that the dietary habits of Keralites are not conductive to the idea of drinking soup, test marketing of the brand extended to Goa with the idea that Goan food habits have some similarity with western habits. Fortunately for the company, the test turned out to be positive and Maggi became an accepted brand in India.
Maggi has faced lot of hurdles in its journey