Underlying challenges faced in establishing a brand for maggi in the indian market by bhawani nandan prasad
Underlying challenges faced in establishing a brand for Maggi in the Indian Market byBhawani Nandan Prasad - MBA IIM CalcuttaFive tests of a great brand are:i. Relevance: Does it contain the brand’s underlying “value”?ii. Memorability of its ad: Does it make an impact and prompt recall?iii. Integration: Does it lend itself to a compelling brand identity?iv. Differentiation: Is it sufficiently differentiated from competition?v. Endurance: Does it stand the test of time?India is unique in its diversity--1.2 billion population, 17 major languages, 1600 dialects. It livessimultaneously in the 19thand 21stcentury. Finding common ground across all this diversity is areal challenge.To start with I would like to define what is brand. Brand is a name, term, symbol, sign or designor a combination of them, intended to identify the product or services of one marketer anddifferentiate the offering from that of its competitors. A brand thus signals to the customer thesource of the product, and protects both the customer and the producer from competitors whowould attempt to provide identical or seems to be identical products.Building a great brand is a lifelong commitment that takes time and great planning whichproduces intangible outputs including greater customer satisfaction, reduced price sensitivity, agreater share of customers’ wallets and a higher percentage of repeat businessBrand building is about establishing a person-to-person relationship as opposed to asalesperson-to-customer relationship. Branding in India is still at nascent stage. Too manypeople continue to confuse branding with brand building or brand management. While brandbuilding is linked with a mere identity/ design; the latter is a long-term process requiring effortand time. In absolute sense, true brand building is like playing a 5 day test match in an era ofTwenty-20s cricket.Challenges In India1) In India, the tools and methods utilised for establishing a brand are different. Primarily,the difference between India and the developed economies would be that in India, theinformation is unorgainsed. It is not readily available. Anywhere in the western world,information is very easily available. A lot of information can be collected by mining dataand buying reports online etc. In India, we still have to do face-to-face interactions to beable to get information. Second, the techniques used in US, Europe like emailquestionnaires to collect information-wouldn’t work in India. You will not be able to getthe information you need within a stipulated time frame. In India any research becomes
a time consuming and laborious effort simply because while we are getting professionalthere is still a lot of indiscipline.2) Price sensitivity: Large part of Indian population is still middle or lower middle class. Tohave security in future, everybody wants to do some savings which can be used in oddtime or whenever needed. There is still inclination of people towards lower price itemswith nominal quality. People have priority for brand which they have heard of andsomebody known have already used it and there is word of mouth. Everything which isin range of Rs 5 or 10 will be purchased easily3) Non Homogeneous market: Apart from these two factors, I would say it is extremelyimportant that the marketing naunces be well researched. The Indian market is nothomogeneous and therefore very complex. The needs and preferences of a person livingin Kerala and Delhi may not be identical. In fact, brands like Coke have differentcampaigns for the north and the south. So customization is more important in India thanin its Western counterparts.4) Limited sources of Information flow : A large part of Indian population lives in RuralIndia who have limited sources of Information only TV (with Doordarshan in general)and local newspaper. Because of low literacy rate, people intend to understand theproduct from look and feel. They would not like to buy any product with out touch andfeel so if brand is already established and trusted, then only they will purchase itsproducts with-out hesitation5) Reach and diversity : Because of large geography and wide diversity of population, onlythose brands can be established who can widely spread their base and is alwaysreachable. People look for some time even brand logos in local language. Look, color,feel can be same but if logo is in local language, then that creates a larger impact.Choose a brand:
There are many brands who have established themselves in India like Nokia, Airtel, Idea,Colgate, Surf, Godrej, Fevicol, Bisleri, Cherry, Samsung, LG, Videocon, Maggi, Amul, Coke, Pepsi,Cadbury, Kellogg’s corn flakes etc.I would like to elaborate how Maggi – Just 2 minutes established itself as brand in instant foodmarket when there was no as such mechanism of safely storing the food and using it.In 1980s during launch period, Maggi was distributed free in schools to promote trials. In 1990s,The company made an attempt to change the formulation of the product but that was rejectedby customers and company had to go back to old formulation.Maggi noodles – A brand of instant noodles manufactured by Nestle is such a strong brand inmind of consumer that it met all the key parameters of brands relevance (whenever I amhungry, this will take only 2 minutes, memorability of its advertisement (mummy, bhuk lagihai), Integration (every age group person likes this and have some memories with Maggi),differentiation (every noodles is call Maggi in first instance) and Endurance.Maggi (taste bhi health bhi) is so popular in Indian markets from Kashmir to Kanya kumari thatpeople still opt Maggi as first instant food option over others where there are lot of optionsavailable in market these days. Maggi have adopted so well in Indian market that people feelthat this in made in India and made for India. To cater to health conscious buyers, Maggistarted vegetable aata noodles and now mothers are not hesistant to serve this as afterschoolsnacks.Nestlé India Ltd (NIL) offered a variety of culinary products such as instant noodles, soups,sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand. Of these, instantnoodles had been NILs main product category in the culinary segment since the launch ofMaggi 2 Minute Noodles (Maggi noodles) in 1982. Over the years, Maggi noodles became apopular snack food product in India. In fact, the word "Maggi" has become a synonymous termfor any brand of instant noodles in IndiaThis is so easy to cook that even on a day when males like to cook on their own (which is not aculture in India generally), The Maggi noodle cake and seasoning is added into boiling water fortwo minutes and it is ready for consumption. Egg, seaweed, boiled vegetables, lemon or evenmilk can also be added to the noodles for a better flavourVarious flavours Maggi Noodles are available in a large assortment of different flavours like normalnoodles, aata noodles
Maggi noodles also produces instant noodles known as "Hot Bowl" noodles named"Cuppa Mania" in India.. New drinkable Maggi noodle soups are also available.New compaign of Maggi is Meri Maggi 2 minutes Khushiyan where you will share the goodexperience which you have with Maggi. “Maggi se bane Khushiyan 2 minutes mein”. AsAmitabh Bachaan is brand endorser of these ads who himself is so well established and rolemodel for every Indian, this became added advantage for Maggi’s market share in thiscompetitive market space.Overall, this segment has good growth potential because of changing lifestyle, eating habits ofIndian consumers and the increasing purchasing power of the growing middle income group.Demand for convenience food is increasing day by day and Maggi is still first choice of everyIndian when we talk for instant food which is easily available in even remotest of location inIndia.