Maggi
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Transcript of Maggi
MAGGI IN INDIA
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG
major, Nestlé SA, introduced the Maggi brand in India in 1982.
With the launch of Maggi noodles, NIL created an entirely new food
category - instant noodles - in the Indian packaged food market.
Being the first-mover, NIL successfully managed to retain its
leadership in the instant noodles category even until the early 2000s.
In 2005, NIL started offering a range of new 'healthy' products
under the Maggi brand, in a bid to attract health-conscious consumers.
MAGGI TAKES THE HEALTH ROUTE
In May 2006, Nestlé India Ltd. (NIL), launched a new instant
noodles product called Maggi Dal Atta Noodles (Dal Atta Noodles) under
the popular Maggi brand.
The Dal Atta Noodles were made of whole wheat and contained
pulses, and positioned as a 'healthy‘ instant noodles.
NIL offered a variety of culinary products such as instant noodles,
soups, sauces and ketchups, cooking aids (seasonings), etc., under the
Maggi brand. Over the years, Maggi noodles became a popular snack
food product in India.
Competitors
During 1990s, the sales of Maggi noodles declined, and this was
attributed partly to the growing popularity of Top Ramen.
Also they are having a strong competition with local manufacturers.
Maggi is also facing competition with the chowmin.
COMPETITIVE STRATEGY
To beat the competition: -
NIL changed the formulation of Maggi noodles in 1997. However,
this proved to be a mistake, as consumers did not like the taste of
the new noodles.
In March 1999, NIL reintroduced the old formulation of the
noodles, after which the sales revived.
NIL also introduced several other products like soups and
cooking aids under the Maggi brand.
In the early 2000s, Maggi was the leader in the branded instant
noodles segment, and the company faced little serious competition
in this segment.
To sustain the image of the brand maggi,
Nestle had adopted the 360 degree marketing strategy : -
Promote themselves as a health product.
They promote the product with whom consumer’s can play
with, according to their taste.
They also give the opportunity, of posting the recipe, to the
women.
They also have organized the various small events for the
kids.
They have spend the huge amount on the advertising of the
maggi like electronic and print advertising.
Brand Extension
In order to obtain cost economies, companies leverage the
strength of the existing brand to launch new variants and product
lines.
Nestlé's Maggi is the classic example, which extended the brand
Maggi to sauces, noodles, seasonings and pickle.
They want to cash the image of the mother brand to make their
new product’s successful and acceptable in the market. (e.g.-Nivea,
Colgate etc.)
Customer’s have a relationship and emotional feeling with
brand maggi.
What strategies were adopted by NIL in repositioning
Maggi noodles?
Target Customer :-
NIL was trying to create an entirely new food category, instant
noodles, in India.
Initially, the company targeted working women on the
premise that Maggi noodles were fast to cook and hence
offered convenience. ( Wrong Approach )
To get to the root of the problem, NIL conducted a
research, which revealed that it was children who liked the
taste of Maggi noodles and who were the largest consumers of
the product. ( Correct Approach “Repositioning Strategy” )
NEW POSITIONING STRATEGY
NIL shifted its focus from working women and targeted children
and their mothers through its marketing.
NIL's promotions positioned the noodles as a 'convenience product',
for mothers and as a 'fun' product for children.
NIL aggressively promoted Maggi noodles through several schemes
like: -
distributing free samples.
giving gifts on the return of empty packs.
NIL's advertising too played a great role in communicating
the benefits of the product to target consumers.
placing customers photos on packet
MAGGI Masala Noodles
MAGGI Chicken Noodles
MAGGI Thrillin Curry Noodles
MAGGI Tricky Tomato Noodles
MAGGI Romantic Capsica Noodles
MAGGI Veg Atta Noodles
MAGGI Multigrainz Noodles
MAGGI CUPPA Mania – Chilly Chow yo
MAGGI CUPPA Mania – Masala yo
SOME OF THE PRODUCTS :-