Maggi Brand Essay

4257 Words Oct 3rd, 2014 18 Pages
Submitted To: Dr. Monica Khanna

Submitted By: Ayush Metha (09)

Debashis Rout (11) Meenaz Alekar (27) Saransh Sinyal (44) Shruti Bansal Smriti Jain (47) (48)

Akshita Shetty (56)

MARKETING MANAGEMENT - I Brand Study - ASSIGNMENT

Maggi Noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in Australia, India, South Africa, Brazil, Nepal, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. In several countries, it is also known as "Maggi mee" (mee is Indonesian/Malay/Hokkien for noodles). Nestle India LTD. (NIL), the Indian subsidiary of global FMGC major, Nestle SA, introduced Maggi brand in India in 1983. Maggi Noodles was launched in India in Jan’ 83.
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Julius, the son of an Italian immigrant came up with a formula to bring added taste to meals in 1863. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups & a bean soup- the first launch of Maggi brand of instant foods in 1882-83.Towards the end of the century, Maggi company was producing not just powdered soups, but bouillon cubes, sauces and other flavorings. However in India (the largest consumer of Maggi noodles in the world!) it was launched in 1980 by Nestle group of companies. Maggie had merged with Nestle family in 1947.When launched it had to face a stiff competition from the ready to eat snack segments like biscuits, wafers etc. Also it had other competitor the so called home made snacks which are till today considered healthy and hygienic. Hence to capture the market it was positioned as a hygienic homemade snack, a smart move. But still this didn’t work, as it was targeted towards the wrong target group, the working women. After conducting an extensive research, the firm found that the children were the biggest consumers of Maggi noodles. Quickly a strategy was developed to capture the kids segment with various tools of sales promotion like pencils, fun books, Maggi clubs which worked wonders for it. No doubt the ads of Maggi have shown a hungry kid saying “Mummy bhookh lagi hai” to which his mom replies “Bas do minute!” and

soon he is happily eating

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