Maggi is an international brand of seasonings, instant soups, and

noodles that originated in Switzerland. The brand was acquired

by Nestlé in 1947

India it was launched in 1980s by Nestle group of companies.

What is the brand name that comes to

your mind when you hear the word

“NOODLES ”?

The Birth 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 its launch of Maggi 2 Minute Noodles, an instant

noodles product

Initially priced at Rs.2.10 with a close 100% margin

PRODUCT VARIANTS

INITIAL STRATEGIES OF MAGGI

Maggi has faced a lot of hurdles in its journey in IndiaInitially 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

Contd..

To overcome, They promoted the product by

Distributing free samples.Giving gifts on return of empty

packets.wet sampling - distributing cooked

Maggi.Availability in different packages

50gm,100gm,200gm,etcEffective Tagline Communication.

Taglines

Good food, good life – health and wellnessFast to cook, good to eat Khushiyon ki recipe You and maggi make tastier meals Taste bhi, health bhi khushiyan bhi Sabki masti ka bahanaSing sang “ maggi maggi maggi”Badi bhook, badi masala maggi 2 minute me khushiyan

PRODUCT DIFFERENTIATION

The form shape, size, physical structure of Maggi is very attractive as it is easy to carry, comes in various packs and sizes according to customers convenience

The various features of Maggi noodles are first of all its perfect taste according to the Indian touch & spices

Performance level of Maggi is excellent there are various other brands offered target market, but Maggi prevailed as the winner out of them

Quality is the main factor on which emphasizes as it is Maggi’s main strength which provides Maggi an edge over its competitors

Maggi products are durable as due to its preparation these products are easy to store, have a long shelf life and can be stored at any given temperatures

It is an Indian customer’s psyche that “whatever looks good and feels good would be of good quality” so Maggi packs had been designed keeping in mind the same concept

YippeeSunfeastTop RamenMTRChing's SecretKnorr Soupy NoodlesPatanjaliWai wai

Key competitors

Still maggi

dominates the

market by

having 77% of

market share

BUT THEN

WHY???

In May 2015, Food Safety Regulators from Barabanki, a district of Uttar Pradesh, India reported that samples of Maggi 2 Minute Noodles had unexpectedly high levels of monosodium glutamate, as well as up to 17 times the permissible limit of lead. This finding led to multiple market withdrawals and investigations in India and beyond

Company response

Bulcke addressed a press briefing where he said that Maggi is safe to be consumed and does not contain high levels of MSG or lead. The Indian authorities remain unconvinced.

Maggi recalled stock worth nearly Rs 320 crore from the shelves and paid 20 crores to a cement factory to burn the product

Corporate Affairs Ministry imposed a Rs 640 crore fine on Nestle India

Return to market

Maggi products were returned to the shelves in November 2015

In August, the Bombay High Court lifted the ban, but asked the company to get the samples tested before it starts selling the product.

Nestle said it received results from all three laboratories mandated by the high court to test the samples.

Nestlé resumed production of Maggi at all five India-based plants on 30 November 2015

Maggi seriously contained

harmful chemicals

Or

Is was a political interference

??

Maggi returned with the tagline

“Hamari maggi safe hai” to regain the confidence within the public and to build the Brand image.

This tagline also implies that maggi is free of any contamination

Maggi is top noodle in India again.