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INTRODUCTION
Its a Brand of instant Noodle made by Nestle India Ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the year 1982. The Brand is popular in:- Australia, India, Malaysia, New Zealand, Singapore, South Africa. Nestle wanted to explore the potential for such an Instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India. Now it enjoys 78.6% market share in this segment.
INITIAL STRATEGIES
Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. However, the sales of Maggi was not picking up despite of heavy Media Advertising. Then Maggi was positioned as a 'convenience product', for mothers & as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. They promoted the product further by distributing free samples. Giving gifts on return of empty packets, etc. Effective Tagline Communication.
STDP ANALYSIS
TARGETING Kids Youth Office goers Working women health conscious people
DIFFERENTIATI ON Fast to cook good to taste eat 2 minute noodles flavours Taste bhi health bhi packaging
POSITIONING
HURDLES FACED
Sales saw a decline in 1990s :- Formulation changed from Fried base to Air dried base. Competition increased in noodle segment :-Top Ramen - Indo Nissin (Japanese co.) Maggi launched some new products under their brand, but these products were not successful.:Ketchups, Soups, Taste makers,etc.