PERCEPTIONAL STUDY OF BRAND

MAGGIE NOODLES ON THE INDIANs

JAIN UNIVERSITY CMS

Anindita sinha
MAJMC
20MARMC002
Guide-
Prof (Dr) Shyamali Banerje

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 ABSTRACT
The main reason for this research is because Maggie has always been an integral part of
everyone’s lives. Its most trusted and controversial product in India. This study will show how
much the product has impacted the minds of younger generation as well as older generation. It
will also show what are the methods the brand has used due to which it has such huge influence
on the consumers. Prior to Maggi, there were no moment noodles accessible on the lookout. It
was, in real, the maker of the instant noodle market in the country. The brand turned out to be
famous to such an extent that it got inseparable from moment noodles class in India. Different
organizations followed soon, yet they were not really effective as Maggi, whose achievement can
be credited as it would prefer which was the greatest differentiator in the noodle market. At some
point whenever hungry we search for a bite and the principal thought which rings a bell is Maggi
which turned into the most cherishing and favored bite because of its taste and it's "2 minutes "
tag .Therefore Maggi noodles remained iconic and became everyone's favorite especially for kids
and the younger generation ones The research also is an attempt to understand an feature the
probabilities and the components which impact grown-ups , kids and the more older age
individuals to favor Maggi over any remaining noodles and how they actually like it through
conducting surveys in various parts of the city.

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 INTRODUCTION
1.1 BACKGROUND
Maggi previously began in Switzerland in the year 1884, when Julius Maggi had imagined a
food that wasn't simply tasting acceptable yet additionally nutritious. He needed it to be open to
occupied and working families that didn't have the opportunity to get ready dinners and making
it simpler by having a "prepared to-utilize" approach.

To make it nutritious, he decided to utilize powdered pea and bean soup, which when later was
trailed by the development of prepared to-utilize soups and fluid flavoring.

In the year 1947, Nestle gained the brand, and to date, they endeavor to expand on Julius Maggi's
aspiration of making flavorful, quality, and nutritious food to all.

In India the relationship of Maggi with its client is a solid one. It first showed up in Quite a while
in 1883 during when India won its first cricket world Cup, this in some way or another turned
into a justification its moment hit.

The principal intention of the item was to cook the necessities of working individuals and this
explanation turned into a selling point as during that period ladies were progressively joining
labor force. A country which was just acquainted with moderate prepared food, the two-minute
supper made a moment advance. Maggie became more youthful age's top choice. It was fun,
delicious, sound and could be cooked by kids.

1.2 MAGGI IN INDIA

In India the relationship of Maggi with its client is a solid one. It first showed up in Quite a while
in 1883 during when India won its first cricket world Cup, this by one way or another turned into
a justification its moment hit

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The primary thought process of the item was to provide food the necessities of working
individuals and this explanation turned into a selling point as during that period ladies were
progressively joining labor force. A country which was just acquainted with moderate prepared
food, the two-minute supper made a moment bid. Maggie became more youthful age's top pick.
It was fun, scrumptious, solid and could be cooked by kids. India before long turned into the
greatest market for Maggi noodles, which is additionally Nestle India's single-biggest income
worker. Notwithstanding, the exceptional relationship hit the stones in 2015 when charges that
the noodles contained synthetic compounds past endorsed limits prompted Maggi being
restricted for around a half year.

Maggi got back to the racks after numerous clearances from Government-affirmed research
facilities – and keeping in mind that its image picture had endured a staggering shot, it arranged a
quick bounce back and re-vanquished 60% of the piece of the pie by 2017.

MARKETING STRATERGIES
Under the direction of Dr. Fridolin Schuler, the flour utilized in bouillon and noodles were
produced using heartbeats and vegetables like peas and beans with the goal that the item was
healthfully rich and effectively absorbable. Moment powdered soup was created in the 1885

Development was the way to achievement of Maggie in Victorian age as the moment soups had
various flavors. To acquire the faithfulness of buyers Maggie had enrolled and made brand logo.
In different nations, Maggi's online plans by utilizing Maggi items, kitchen ventures shared by
ladies, cooking courses are being dispatched to connect with the customers.

There are even different missions dispatched by Maggie often to advance the brand.

MAGGI BAN
In the year 2015 Maggi was banned in many parts of the nation including India's hot spot capital
Delhi due to the presence of Monosodium glutamate (MSG) and many other chemicals. Like a

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mascot, Maggi is an iconic brand that symbolizes Nestle's Character in India which was often
chosen by many well-known scholars for their case studies as well as for research due to its
rising marketing strategies and success in compared to other noodles in the Indian market. The
entire issue started when an inspection of Maggi samples was held by Food Safety and Drug
Administration officer from Uttar Pradesh to ensure whether Nestle India was producing healthy
products as Maggi claimed to be one however, they found monosodium glutamate in it. This
build up a suspicion in every consumer mindset across the nation, along with Maggi many other
snacks were sent for sample test in labs from different stores. Even Health Minister of Karnataka
government suggested samples of noodles, spaghetti, pasta and macaroni made by other
companies shall be sent for sample test as well. Later studies revealed Maggie consumption can
lead to damage of liver, bones, nervous system and it might be injurious for kids’ health as well.
Maggi from the Indian army stores were also banned where there are much excessive supplies of
nestle products however nestle denied the fact and revealed a statement that they do not add
MSG in their products.

MAGGI RELAUNCH
When Maggi ban took place, the brand lost more than Rs 500 crore over the ban, which led it to
destruction of Maggi packs more than 37,000 tons. In the 17 years of Nestle journey this was the
first time that the company had to face a severe loss, and to overcome this difficulty Nestle
started applying new strategies for bringing the Maggi in the market with a boom. Meanwhile 13
samples of Maggi noodles from nine different batches were sent for a sample test to determine
lead and Monosodium Glutamate (MSG) content. The decision was taken by a bench of the
National Consumer Disputes Redressal Commission (NCDRC). Later the Indian high court
stated that the new manufactured Maggi products will be relaunched in the market only if the
sample results it to be clean and chemical free. The result proved that Maggi is clean, safe and it
is safe for consumption, therefore it has no MSG content in it. Nestle India relaunched Maggi on
the day if Diwali after five months of its ban. The major aim of Maggi was to win back the trust
of its consumers again, it started producing lots of advertisements which generally targeted
mom's, youth and kids. Within 10 days of period Maggi started rising on its peak it showed how
Indian consumers missed Maggi. Maggi also started launching new flavors which were preferred

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by many households. Therefore, nestle has made lots of improvement over the years and aims at
providing healthy and richful snacks.

VARIETIES OF MAGGI IN INDIAN MARKET

*Maggi 2-Minute Noodles

*Maggi Special Masala Noodles

*Maggi Vegetable Spinach Atta Noodles.

*Maggi Desi Cheesy

*Maggi Chatpata Tomato

*Maggi Chicken Noodles

*Maggi 2-Minute Noodles - No Onion No Garlic.

*Maggi Nutri-licious Atta Masala Noodles

MAGGI PACKAGING
Earlier Maggi pack had a tag which stated “Maggi masala noodles is a source of protein and
calcium, essential nutrients for you at all stages of life “however Maggi has dropped the previous
tag and have changed into a new one which state "Consume along with fruit and milk" however
the list of nutritional and ingredients information remains the same. This time for packaging in
order to build consumer confidence and to take informative decision, Maggi along with
ingredients and nutritional information have talked about its quality and balanced diet. They have
taken conscious steps to provide a politically correct Maggi.

MAGGI COMPETITORS IN THE INDIAN MARKET

ITC Yippee Sunfast

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It is one of the competitors of Maggi in the India market and it belongs to the Indian
conglomerate ITC. ITC launched EP noodles in the year of 2010 and till date it has given a tuff
competition to Maggi. Yippee noodles are available in 5 different variants

* Classic masala

*Magic masala

*Chinese masala

*Tricolor pasta (creamy com) *tricolor pasta(masala)

Top Ramen

Top Ramen by Nissin is also one of the leading competitors of Maggi, it was at first launched by
a Japanese in the year 1958 but it took time to enter the Indian markets and hence it entered the
Indian market in 1988.The the different variant of Top Ramen Noodles includes

*Atta noodles

*Cup noodles

*Oat noodles

*Curry veg noodles

Knorr Soupy Noodles

Knorr soupy noodles is also one of the leading brands which is owned by Unilever since 2000. It
was launched in India in the year 1996.It was also very well known for its combination of soups.
It is available in different genre which includes noodles, soup packs and delicious masala. Knorr
range consist of

* Mast masala soupy noodles

* Knorr noodle Chinese hot spicy

* North Chinese noodle hot schechezwan

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OBJECTIVES
❖ To understand the influence of Maggi as a brand on consumers mind set.
❖ To understand the marketing and promotional strategies adopted by nestle Maggie.
❖ To study customer behavior towards Maggi Noodles on its ban.
❖ To analyze the repositioning of Maggi brand as a “Healthy product” and the consumers
perseverance towards the same.

REVIEW OF LITERATURE

CONSUMER BEHAVIOUR AND BRAND PREFERENCE OF

NESTLE MAGGI NOODLES
DR.S. ganesan, R. Rajanbabu, T. Mallika (2012)
The research was conducted using primary data. The information was gathered utilizing
an interview method and a standardized questionnaire. Data was gathered for the study at
a variety of locations around the market, particularly in retail stores. A total of 125 Nestle
Maggid Noodles customers were chosen at random for the study as a sample. The
necessary information has also been gathered from sources like books, magazines and
internet. Some of the findings after the survey were In comparison to other media,
television commercials constitute a large factor in buying decisions, according to the
results of the survey. Children are the most important factor in respondents' purchasing

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 decisions. The vast majority of responders (85%) have tried all brands of Nestle Maggi
noodles. Nestle Maggi noodles are purchased by 72 percent of respondents because of
their high quality and inexpensive pricing.

Consumers’ Perception towards Maggi Instant Noodles after Its

Relaunch. Dr. Mustiary Begum (2016)
This study examines the subject of Maggi's ban and how customers' perceptions of the
product have changed since the prohibition. The data of 93 respondents was studied by
the researcher using various analytical techniques such as graphs and tabular form. This
study shows that customers are still willing to buy Maggi after its relaunch, according to
this study. However, the respondent profile, such as gender, age, and preference, has a
significant impact on decision making, and preferences vary by state, so this study has
attempted to cover as many factors as possible that influence customer behavior.

A study on Nestle product Maggie

Arjinderbir Singh and Mandeep Kaur
The researcher conducted this study in the form of a survey, which will be conducted in
locations near Amritsar. Salary Groups and Age Groups have been used to segment the
population. Primary as well as secondary research would be undertaken as part of their
research. A survey would be conducted in chosen regions of Amritsar and the
surrounding areas, and the responses of customers would be recorded using a specially
created questionnaire. Secondary research might include the Internet, journals, corporate
reports, expert opinions, and other sources of information on many areas of brand
management. in the end some of their findings were 72% of the respondent’s purchase
nestle Maggi noodles for its quality with low price. 60% of the respondent’s purchase
nestle Maggi noodles whenever needed. Television advertisements are a major factor in
purchase decision compared toother Medias. The foremost influencer in purchase
decision of the respondents is children. 60% of the respondents were expecting new
varieties of Maggi noodles from Nestle.1

1 https://www.academia.edu/35584367/Project_on_Research_Methodology_on_Maggi_Noodles

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A STUDY OF BRAND IMAGE AND CONSUMER PREFERNCE
TOWARDS MAGGI NOODLES IN THE POST RELAUNCH PHASE
-Guruprasad
MAGGI AS A YOUTH ICON IN INDIA (2019)
The study is based on evolution of consumers mindset after post ban relaunch in this
analysis. This analysis was at done through primary and secondary data analysis of
primary that was done by sampling design data collection method in which there was face
to face interview also many PG student indulged in the experiment therefore relevant
tables and charts also well used however the secondary data was analyzed by various
theoretical literature from research journal .it also focused on 15 undergraduate
management student who are pursuing BBA within the age group of 17 to 19 years old
overall the study tell that consumers have a strong loyalty towards Maggi even if there is
changes in price or taste.

Maggie as a youth icon in India Sachin Sinha, Deepti Sinha, Gaurav

Gupta (2015)
Maggi became a cultural brand for new-age Indian customers. It became snack food
turned into a meal with noodles. After nestle bought it, Maggi grew immediately ten-fold
& consumers began to trust and have confidence in the brand. Also, instant noodles
became the brand Symbol targeting working women/mothers due to their busy schedules.
After many research it was found that children were the biggest consumers of Maggi then
Nestle changed its brand and marketing targeting children offering them good health
benefits & nutritional value in which "Fast to cook, Good to eat" was one of their slogans
of this time which was more influential.
It added ease & fun to its brand name as it was alien to the Indian market & had to find
its way in. Middle class Indian families was immediately attracted to "2-minute ka
noodles" Three generations of Indians families have enjoyed the Maggi products like
soups, noodles, powders etc.
Though there was competition like Top Ramen, Maggi had already established a special
place in the hearts & taste buds of Indians

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The Maggi ban happened when it was discovered that it contained 17 times the permitted
level of lead & it had extreme amount of MSG beyond what was allowed.
Delhi banned it first in June 2015 followed by other states like Gujarat, Uttarakhand,
J&K & Tamil Nadu based on the lab results
The results showed the possibility of sudden increase in weight of children, damage to
brain and liver. Nestle fought back saying the unregulated street food of India was more
contaminated & harmful & that Maggi was being unfairly targeted.
Unorganized food categories if tested would reveal terrible results & also basic products
like milk, flour, vegetables & drinking water would also be unsafe according to these
standards. Nestle India was asked to change their formula and relaunch their product after
5 samples were tested at laboratories around the country.
Maggi briefly took noodles out of the market due to the scrutiny around it but promised it
would be back soon. This iconic brand with its "Meri Maggi" stories written by
consumers was sure to be accepted by its loyal fans as soon as it returned.

ANALYSIS OF MARKETING STRATEGIES OFNESTLE

MAGGI
Amandeep Singh Sehgal
The goal of the project is to learn about Nestle Maggi's marketing methods. The study's
focus was on Nestle Maggi's customer satisfaction measurement service. There is no
better way for an organization's external and internal customers to communicate than
through social media. Finally, the findings of the study confirm that keeping consumers
happy is the best method for not only retaining current customers but also expanding the
business to new horizons.

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 RESEARCH GAP
This study is combination of all the research objectives which includes ban, relaunch, how it has
influenced youngsters and kids even till date it as well as packaging, taste etc . As other paper
they focus on one particular topic however this research paper focuses on broad all the broad
areas which are required for gaining more information about a particular brand.

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 METHODOLOGY
Research Methodology is the activity of collecting the information and data, with the
intention of doing the research. Methodology may include different tools like research
objective, sampling, sampling methods etc. It is a board area which covers the most
aspects of research.
A mix of both qualitative and quantitative method is used in this research

Qualitative research
This survey is done under qualitative method which focuses on obtaining data through
open ended and conversational communication. Qualitative research involves collecting
and analyzing data to understand the concepts experiences and opinions, it can be used to
gain deep insights into a problem and generate ideas for research. Qualitative research is
mostly used by researchers to gain deep understanding about how individuals encounter
the world. There are many ways to study qualitative research as it is generally adaptable
and holds rich significance for interpreting data.

Quantitative research
The process of collecting and interpreting numerical data is known as quantitative
research. It can be used to look for patterns and averages, make predictions, test causal
linkages, and extrapolate results to larger groups.

Survey-
The sampling method adopted was simple random sampling. This involves preparing and
distribution questionnaires with close ended and open-ended question. For this research
sample size of 10 was taken which include both male and female with different age
groups of 12-16, 17-30, 31-50m 50 and above, with different professions suvh as student,
salaried, practicing professionals, home makers and others (senior citizen, retired),. The
questionnaire consisted 14 questions of different genres related to each objective.

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Secondary data
This method of qualitative research is used to gain an understanding about different
marketing and promotional strategies adopted by Nestle Maggi.

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 ANALYSIS

❖ Age

From the above pie chart, we can see that 52.9% subjects fell in between the age group of 16-30
which included both make and females. 5.9% of the subjects fell into the category of 50 and
above. So according to this we can conclude that most of the respondents belonged to the
category of 16-30.

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 ❖ Profession

From this table 55% of the subjects were students and 7% subjects belong to the category of
others. We can conclude that most of the responses were given by students.

❖ Do you consume Maggie noodles?

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13.2%,16%, 0.0% of the subjects consume Maggi noodles who belong to the category of
practicing professionals, salaried, senior citizens respectively. 1.6%, 6.2% of the subjects who
did not consume Maggi noodles belong to the category of practicing professional and senior
citizens respectively.

❖ Why do you like Maggie noodles?

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When the subjects were asked why do they prefer Maggi noodles 56.7%of the subjects chose all
of the above (taste, price, less cooking time, ease of cooking). 27.8% of the subjects chose taste,
9.3% percent chose ease of cooking and 6.2 % of the subjects chose less cooking time so from
this we can conclude that most of the respondents like Maggi noodles because of all its qualities.

❖ How often do you consume Maggie noodles?

From the above table we can see that 49% of the subjects consume Maggi noodles once with a
month, 30.6% subjects consume Maggi noodles once in a week, 18.4 %of the subjects consume
Maggi noodles once in two or four days and 2% of the subjects consume Maggi once a day with
this, we can see that most respondents prefer Maggi once in a month.

❖ Do you prefer Maggie over other brands? If yes, then why?

When the subjects were asked why do they prefer Maggi over other brands people expressed
mixed emotions. People expressed mixed emotions. In it few preferred Maggi due to its loved
lived attachment towards it brand from childhood. Some respondents prefer Maggi for its taste
ease of cooking. To conclude with my experience, I would like to say that it is the only brand
available in every part of the country in comparison to other instant noodles.

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 ❖ Do you like the packaging of Maggi even though it hasn't changed much over the
years?

From the above pie chart 90% of the subjects like the packaging of Maggi noodles even if it
hasn't changed in many years and 10% of the subjects do not like the packaging of Maggi
noodles.

❖ Do u think Maggie ads influence you into buying the product?

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50% of the subjects felt the Maggi ads influence them to buy the product while 50% say the
ads don't influence them to purchase Maggi

❖ In what ways do the ads attract you?

When the subjects were asked why do they prefer Maggi noodles 56.7%of the subjects chose
all of the above (taste, price, less cooking time, ease of cooking). 27.8% of the subjects chose
taste, 9.3% percent chose ease of cooking and 6.2 % of the subjects chose less cooking time

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so from this we can conclude that most of the respondents like Maggi noodles because of all
its qualities.

❖ Do you remember Maggie being banned in India?

When subjects were asked Maggi being banned in India 97% of the subjects responded
saying yes this shows that Maggi has critically influenced the minds of the subjects.

❖ How did you react when Maggie was banned?

For this question there were many similar responses by the respondents. Most of the
subjects responded by saying that they were disappointed/upset/sad about Maggi being
banned in India. Very few subjects told this news didn't affect them much and there were
no subjects who responded saying they were happy by the news of Maggi being banned
in India by this we can understand the emotional attachment of the subject towards Maggi
and the period when it was banned.

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❖ Did you purchase Maggi after they rectified their formula & began selling again?

For this question 98.9% of the subjects responded saying yes and only 11.1% of the
subjects did not purchase Maggi after launch. As most of the subjects responded saying
yes, we can say that they were excited and eager for Maggi relaunch.

❖ Do you think Maggi is a healthy now?

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From the above bar graph most of the subjects who chose yes belong to the youth group of 12-
16, 17-30, 31-50. Most of the subjects who chose no were from the age group of 50 and above,
31-50. With this numbers we can say that the younger generation feel Maggi is healthy now and
the older generation subjects feel that Maggi is unhealthy.

❖ Did you question the quality of Maggie when it was banned?

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 59.6% of the subjects chose yes and rest of them chose no so we can understand that even
though majority of people did question the quality of Maggi when it was banned, they
were ready to buy it when it was relaunched.

❖ Do you choose Maggie only for its noodles or other products also?

51% of the subjects chose Maggi brand for its other products also and 49% of the
subjects chose Maggi brand only for its noodles as this. With this we can understand
Maggi brand is chosen not only for its noodles but it's varieties of other products.

SECONDARY DATA
*Focus on creating distinctive image based on twin benefits of "INSTANT" and
"HEALTH “with emphasis on health conscious and rural market

*Conduct promotional campaign at school in small towns is population more than 10000.

*Strengthen the distribution channels of the rural areas within 100 kilometers of all the
metro route products.

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*Foray into other food products like chips chocolate exedra understood Brennan would
not only hulk Maggi extension but it also will enhance Megan’s market share.

*Launch new advertisement campaign (Tv, Radio etc. with Brand ambassadors.

CONCLUSION

The above analysis of primary field-based survey and secondary data indicates a strong
influence of the brand MAGGI on the consumers mindsets, we even saw unhappiness
among the consumers during the ban period and the regained trust on Maggi noodles, we
even saw that when compared to other instant noodles MAGGI was always the most
chosen brand, through the secondary data we can find that their marketing strategies were
strong enough to attract and influence its consumers

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 LIMITATIONS
• There was a shortage of time and resources for the functioning the operation
• Respondent’s unavailability.
• The results and conclusions of the project cannot be generalized

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 BIBLIOGRAPHY
❖ https://www.worldwidejournals.com/paripex/recent_issues_pdf/2016/February/cons
umers-perception-towards-maggi-instant-noodles-after-its-
relaunch_February_2016_0051569456_0207121.pdf
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AND_BRAND_PREFERENCE_OF_NESTLE_MAGGI_NOODLES_-
_AN_EMPIRICAL_STUDY_WITH_REFERENCE_TO_TRICHY_TAMIL_NADU
❖ https://www.researchgate.net/publication/340351302_MAGGI_-
FROM_MUDDLE_TO_MAGIC_-
A_STUDY_OF_BRAND_IMAGE_AND_CONSUMER_PREFERENCE_TOWARD
S_MAGGI_NOODLES_IN_THE_POST-BAN_RELAUNCH_PHASE
❖ https://www.researchgate.net/publication/303666268_Maggi_as_a_Youth_Icon_in_I
ndia_A_Case_of_Cultural_Branding
❖ http://rajeshaithal.blogspot.com/2008/04/maggi-noodles-25-year-journey-in-
indian.html?m=1
❖ https://m.economictimes.com/industry/cons-products/food/new-packaging-nestle-
plays-safe-by-dropping-claim-that-maggi-is-a-source-of-protein-now-flacks-for-
fruit-milk/articleshow/50178465.cms
❖ https://qz.com/india/420932/charted-how-maggi-rules-indias-noodle-market/
❖ https://itcstore.in/pages/sunfeast-yippee-noodles
❖ https://en.m.wikipedia.org/wiki/Instant_noodle
❖ https://en.m.wikipedia.org/wiki/Knorr_(brand)

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