Maggi

Maggi Brand Development Analysis
Introduction
Nestl India Ltd. (NIL), the Indian subsidiary of the
global FMCG major, Nestl SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product. Nestle India Limited is the market leader in Indian Noodle Market with its Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox is to photocopier.
Market Share
Maggis brand worth is 3.7 billion dollars. Maggi Noodle is market leader with around 95% market
share in Noodles/Pasta . Maggi noodles contributes to around 10% of Nestle Indias top line.
Brand Value
STPD Analysis
SWOT Analysis
Brand Image
NIL positioned Maggi as a 'fun' food for kids which
mothers could prepare easily. Taglines :

'Mummy, bhookh lagi hai' (Mom, I'm hungry) 'Bas 2-Minute,' (Only 2 minutes) 'Fast to Cook Good to Eat
These taglines effectively communicated the product's benefits to target consumers.
Brand Identity
Brand identity is a unique set of brand associations
that represent what the brand stands for and promises to the customers.
Core identity for Maggi: A fast to cook healthy food Extended identity: Friendly, down to earth brand,
youthful and lively, enjoyable and loyal users
Brand Personification
Maggi noodles try to convey a youthful attitude. Through its youthful image it tries to portray a product that
is convenient and fun.
Brand Personality
Stanfords Jennifer Aaker conducted research into brand
personalities and has identified the following 5 traits
Sincerety (down-to-earth; honest, wholesome and cheerful) Excitement (daring, spirited, imaginative and up to date) Competence (reliable, intelligent and successful) Sophistication (upper-class and charming) Ruggedness (outdoorsy and tough)
Maggi noodles has been a brand related to sincerity. i.e. it has
always communicated the message of down to earth, cheerfulness in its brand communications. high on the same personality traits.
The implication is that the brand will attract persons who are
Taglines
Brand Communication
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. After this, 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. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning.
Advertisements
Initially Maggi was targeted at the working woman and
later the upper middle class kids.
Maggi was a sponsor for Hum Log, a popular television
show on Doordarshan, Indias sole channel in 1984.
Maggi is now targeting its products at the entire family and
not only kids.
Maggi
has recently launched MAIN AUR MERI MAGGI campaign in commensuration of 25 years of Maggi in India.
Different Communication Media used by NIL
Me aur meri maggi

Noodles brand, Maggi Called Me & Meri Maggi, the campaign is celebrating the consumers bond with Maggi. The company is doing360 degree activation across television, print and the internet, beside on-ground activities. Nestle has also launched an interactive website for the consumers, www.meandmeri.in The packaging has been tweaked to accommodate the pictures of consumers whose entries the Company chooses. Nestle India is out with a new marketing drive to mark the 25th anniversary this year. If anyone has a story to tell about Maggi will put him or her on the Packaging, TV or print,
PRINT ADS
Maggi does not focus heavily on print media during its
launch since its initial target audience was mothers and kids.
Advertisements in the print media were used to highlight the
convenience factor of Maggi.
Old print advertisement
20th year anniversary
Maggi introduced this advertisement in various magazines in 2003 to celebrate 20 years of its product in India.
Sales Promotion
Tools Exchange schemes Price-off offer Coupons Scratch and win offer Money Back offer Tools used by Maggi oMaggi was distributed free in schools and offices to promote trial oReturn gifts on empty packs oMaggi fun book and stickers with funky animal facts.
Public Relation
The Maggi Club - Children under 14 were invited by press
advertisements and distribution of leaflets to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as maggi clubbers are fun lovers and intended to use it as reference group.
Benefits offered to maggi-clubbers are various games like Snap safari
game, Cap and mask sets, travel India game, Disney today comic. To obtain each gift the member has to send 5 wrappers as purchase proof.
Some special privileges were given to regular members time to time
like, discounted tickets of Appu Ghar.
Organized Maggi school quizzes and sketching
RESULTS OF PR ACTIVITY
Getting closer to regular customer. Boosted the sales. Making valuable direct marketing database. Recently, again, they have started Maggi fan club. This time
it is operating online and they are providing user name and password.
Repositioning
In 2006 in compliance with NIL target to be health
and Wellness Company Maggi repositioned itself as a healthy and tasty food product. The Maggi packet has the following information printed on it--90g of MAGGI Noodles meets 20% RDA of Protein for children (14% for adults) and 23% RDA of Calcium for both children and adults!
Line Extension
Classic Noodles
10 yrs. Veg. Atta Noodles Health Conscious. Rice Mania Teenage Cuppa Mania Office goers, Working women.
Brand Extension
MAGGI Sanjeevni Cup
Soup MAGGI Pazzta MAGGI Coconut Milk Powder MAGGI Sanjeevni Cup Soup MAGGI Sauces MAGGI Pichkoo MAGGI Pizza Mazza MAGGI MAGIC Cubes MAGGI Healthy Soups MAGGI Masala-ae-Magic
Green and ethical issues

Maggi has always portrayed an image of a brand that
thinks for its customers. Its customer feedback department is one of the most active departments among the FMCG industry. Maggi also invites periodic visits to its manufacturing units to showcase the high standards it maintains in terms of quality and hygiene.
Current Scenario of Maggi

Leading brand in India as well as world Reasonable competitive price Creative interaction blogs for customers www.maggi-club.in Focus mainly on health benefits
The road ahead

Conduct test marketing before launching new product. Focus on creating distinctive image, based on twin benefits
of INSTANT and HEALTHY. Conduct promotional campaigns at schools in small towns with population more than 10,000. Strengthen the distribution channel of the rural areas within 100 KM of all the metros. Launch new advertisement campaign (T.V., Radio and print media commercials) with the brand ambassador Conduct market research to find out the market penetration of the product in the rural area covered.
Thank You!!

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Maggi Brand Development Analysis

mothers could prepare easily. Taglines :

These taglines effectively communicated the product's benefits to target consumers.

youthful and lively, enjoyable and loyal users

is convenient and fun.

personalities and has identified the following 5 traits

Maggi noodles has been a brand related to sincerity. i.e. it has

later the upper middle class kids.

Maggi was a sponsor for Hum Log, a popular television

show on Doordarshan, Indias sole channel in 1984.

Maggi is now targeting its products at the entire family and

not only kids.

Different Communication Media used by NIL

Me aur meri maggi

convenience factor of Maggi.

Old print advertisement

20th year anniversary

Benefits offered to maggi-clubbers are various games like Snap safari

Some special privileges were given to regular members time to time

like, discounted tickets of Appu Ghar.

Organized Maggi school quizzes and sketching

Green and ethical issues

Current Scenario of Maggi

The road ahead

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