Marketing strategy

Nestle Maggi
Objectives
Good Food, Good Life
This line is sufficient to describe the purpose and objective which nestle wants to
deliver to its consumers. Unlocking the power of food to enhance quality of life
for everyone, today and for generations to come is their positioning in the
market.
Nestle says, “Company’s objective is to be the world’s largest and best-branded
food manufacturer while ensuring that nestle name is synonymous with the
products of the highest quality. We believe in the power of food to enhance lives.
Good food nourishes and delights the senses. It helps children grow healthy, pets
thrive, parents age gracefully and everyone live life to the fullest. Good food
brings us together. Good food also respects our planet and protects resources for
future generations. At Nestlé, we constantly explore and push the boundaries of
what is possible with foods, beverages, and nutritional health solutions to
enhance quality of life and contribute to a healthier future. We focus our energy
and resources where unlocking the power of food can make the greatest
difference to the lives of people and pets, protect and enhance the environment,
and generate significant value for our shareholders and stakeholders alike.”
Maggi
Mothers serving it as a snack
Following the firm’s objectives maggi tried to position itself as a lifestyle and
projection under good food, good life. They used mothers in advertisements and
positioning of maggi was done as a snack. This helped it in diverse ways, like
mothers in advertisements was a sign of quality of goods because a mother never
wants bad food for her child so it must be a good food and projection as a snack
was done because maggi as a product was not sufficient to enter the mainstream
food market and snack market was having a huge gap to be filled in.
2- minute Campaign
Biggest campaign of maggi was just 2- minute food and it targeted college
students with aggressive marketing strategies and utilized nostalgia to consolidate
its position in the market. Maggi has given us a series of advertisements in this
campaign, all driven by emotion of good food, good life. Through this campaign
maggi was claiming to spread happiness in 2-minutes which was a much needed
thing is that scenario.

Maggi as a healthy breakfast (taste bhi, health bhi)

Recently maggi is trying to position itself as a healthy food with its campaign
“taste bhi, health bhi” (good food, good life) and they are again using aggressive
marketing strategy to do so. In recent product, Maggi oats noodles, they have
used Madhuri Dixit (fitness icon) in the role of mother (who else can be better for
proving it a good food) to position maggi as a healthy breakfast because they
don’t want to lose market share in this rapidly changing market for healthy food.

References
https://www.nestle.in/
https://www.nestle.com/aboutus/history/nestle-company-history/nestle-150-years
https://www.nestle.in/brands/maggi-2-minute-noodles-add-campaign
http://lighthouseinsights.in/maggi-oats-noodles-pushing-hard-to-make-
healthisenjoyable.html/