Maggi in India

•Nestle India Ltd. the India subsidiary of global FMCG

major Nestle SA, introduced Maggi brand in India in
1982.
•With the launch of Maggi noodles, NIL created
entirely new food category – instant noodles- in the
Indian packaged food market.
•Being the first mover NIL successfully managed to
retain leadership in the instant noodle category even
until the early 2000s
•In 2005 NIL started offering a range of new healthy
products under the Maggi brand, in a bid to attract
health-conscious consumers
 Maggi takes the health route
• In May 2006, Nestle India ltd. Launched a new
instant noodle product called Maggi Atta
Noodles under the popular Maggi brand.
• The Atta noodles were made of whole wheat
and contained pulses, and positioned as a
healthy instant noodles.
• NIL offered a variety of culinary products such
as instant noodles, soups, sauces and ketchups,
cooking aids (seasoning) etc. under the Maggi
brand. Over the years, Maggi became a popular
snack food product in India.
 Competition
• During 1990s, the sales of Maggi noodles
declined, and this was attributed partly to
the growing popularity of Top Ramen.
• Also they are having a strong competition
with local brands.
• Maggi is also facing competition with
chowmein.
 Various Tag lines of Maggi
• Through its ad, NIL positioned Maggi as a
fun food for kids which mother could
prepare easily. Tag lines of Maggi from
their various ads:-
• “Mummy, bhook lagi hai”
• “Bas 2 minute”
• “Fast to cook, Good to eat”
• “Health bhi, taste bhi”
 Trends in food industry
• The demand for convenience food was
increasing in India in early 2000s
• Surveys also revealed that the market for
branded food products was growing at a healthy
rate of around 15 per cent in early 2000s
• The changing lifestyles and eating habits of
Indian consumers and the increasing purchasing
power of the growing middle class income group
were thought to be the reason behind this
growth.
Maggi demand chart

A- introduction
A-b- growth
B-c- reduction in sales
C- re-launch
C-d- market re- capture
D- introduction of new
varient
 Image of brand Maggi
• To sustain the image of the brand Maggi, Nestle had
adopted the 360 degree marketing strategy
• Promote themselves as a health product
• They promote the product with whom consumer’s
can play with, according to their taste
• They also give opportunity, of posting the recipe,
to the women.
• They also have organized the various small
events for the kids
• They have spent the huge amount on the
advertising of the Maggi like electronic and print
advertising.