Jyotindra(MBA17)

25 years back, Nestle introduced its Maggi brand in India at a time when nobody used to eat noodles.
Nestle had no idea that it was about to rewrite history, as Nestle went on to lay the foundations of the
convenience food industry in India. Nestle managed to market Maggi brilliantly by promoting it as a
convenience food brand. Maggi had a very clear-cut positioning as an instant noodles product and this
was highlighted through the punch line ‘2 Minute Noodles.’ Critically, those were not just kids who were
the daily consumers of Maggi, but even working couples with less time on their hands to cook food for
themselves. With the launch of Maggi noodles, Nestle created an entirely new food category in the Indian
packaged food market. Because of its first-mover advantage, supported by an aggressive marketing
strategy, Nestle has successfully managed to retain its leadership in the instant noodles category over the
years; a leadership that continues till today across segments .It aggressively promoted Maggi with taglines
such as “Mummy Bhook Lagi”, “Bas 2Minute”, “Fast to cook, good to eat” . In 2005,it started offering
a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.

Segmentation: The customers are categorized into various segments on age, lifestyle and eating habits.

Targeting: The targeted segments are kids, working women, students in hostels, youth, office goers.

Positioning: Maggi is able to fit itself among these segments because of the USPs –easy to cook, good
to taste, quality standards, pricing etc.

Differentiation: Taste, Flavors, Packaging.

Price: affordable by all income groups.

Place: distribution network is well spread, available easily in super markets, provision stores, canteens,
etc.

Promotion: campaigns now focused on health & nutrition earlier it was taste & hunger.

Market penetration of Maggi in India:

 Promotional campaigns in schools
 Advertisements focused on kids & on showing USPs of Maggi .
 Packaging: availability in different sizes as per need…chhotu Maggi, standard Maggi single &
double, family pack etc.
 New product innovation: atta Maggi, dal atta Maggi, masala, curry, tomato, lemon, rice chicken
variants etc. These were created to attract more people and serve them something different than
years old Maggi, but this proved to be rather unsuccessful. People still love the original one.