Maggi Repositioning

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Topics: Maggi, Flavor
It’s a brand of instant noodles made by Nestle India Ltd. It was found by the nestle family based in Switzerland in the 19th century. Maggi noodles is a brand of instant noodles made by Nestle. The brand is popular in Australia, India, Malaysia, New Zealand, Nepal, South Africa, and Singapore. MAGGI 2-MINUTE Noodles is one of the largest snack food brands in the country and defines the Instant Noodles category in the country. MAGGI 2-MINUTE Noodles has been renovated to provide 20% of the RDA* of Calcium and Protein for the core target group. It is available in 4 flavors: Masala, Chicken, Tomato and Curry.
Nestle launched Maggi 2minute noodles in India in year 1982. Nestle wanted to explore the potential for instant food among the Indian consumer. It took several years and lots of money for Nestle to establish its Noodles brand in India. Introductory stage there was no competition but a very high failure rates. The production cost was so high with the high marketing in different media and newspaper. The promotion focused on awareness and information to the schools and advertising strategies main focusing on kids. Nestlé India (Nestlé) launched a 'new, improved,' formulation of its noodles brand, Maggi (a snack food cooked in water along with a flavoring agent called the 'tastemaker.') This change was the first since the brand's launch in India in the 1980s. The new formulation had thinner noodles and a different flavor which was not health conscious for kids and all the parents were against maggi because kids started taking maggi as there breakfast, lunch and dinner and suffering from stomach problem. The company reportedly wanted to infuse fresh life into the brand to deal with stagnating sales. Nestlé was in for a major shock. Maggi lovers all over the country rejected the new formulation. Sales started declining alarmingly and even maintaining the previous year's sales level of 13,000 tonnes seemed very difficult. Around the same time, Maggi Macaroni, launched

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