Comparative Study of Noodles Brand in India Essay

2234 Words Apr 8th, 2012 9 Pages
A Project Report

Comparative Analysis of competing brands

Subject: Product and Brand Management

College: T. N. Rao College of Management Studies

The year 2010 saw a sudden spurt in this instant noodles category with two major FMCG players, GSK and ITC venturing in. Besides, existing competitors are also trying for a rebound.
Circa 1982. All it took was two minutes to woo the hungry souls. The country had just been introduced to a revolutionary product, which took over hundreds of households by their hunger pangs, offering them an instant solution. Maggi Instant Noodles had entered the kitchens of India, the first one of its kind to do so. It was not only a new brand, but also a new food product for many Indians. It's
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Threat ✓ Pre-Established Strong Brand Image of Maggi. ✓ Additional discount and schemes offered by other companies.



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 took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990. Maggi also became successful in sauces, ketchups and soups market in India.

Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, it was unsuccessful so dumped those products. Maggi Brand of products sustained recession in 2000 and 2001 in India by introducing economy packets.

To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made different attempts by introducing new formulation to new taste but customers resisted change and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodle had till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be “health and wellness company”, Maggi repositioned it as health and taste food products.

NIL has also introduced with taste and

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