A description of the experiences the target user
will realize upon purchase and use of a product.
Reflects the advantage that a target user would
Current and through the next 6 months
In 1 year
in 6 months and over the 12 months that follows
• relevant details about the segment of individuals
• the type of business and organizations where the key target users
can be found
• the behavior required to achieve the desired value
• Why-the daily problems in any way related to the solution the
• the detailed expected use of the product
• The value experience by the customer
compare to the expected use of the product
with the next best alternative.
• Positive value
• Equal value
• Measure the value which is quantified
• Estimate what can’t be measured
• Don’t try to measure intangible.
Vim dish-wash solution, a product of Hindustan level limited
has recently proven its value by breaking the history and
getting itself registered in the Guinness record. Recently the
company demonstrated the power of Vim by washing
exactly fifteen thousand three hundred dirty plates with just
half a liter of Vim solution. The Guinness record has
identified Vim to offer the greatest value for money when
compared with all its competitors.
• Maggi was launched in India in 1982 by Nestle
India Ltd. (NIL), the Indian subsidiary of the
global FMCG major, Nestle SA.
• Maggi was invented in Europe by a person
named Julius Maggi.
• Maggie has faced lot of hurdles in its journey in India.
• The basic problem the brand faced was the Indian psyche. i.e.
Indians used to be conservative about the food habits so
noodles faced a lot of problem in promoting sales.
• In 1980’s, instant noodles was an entirely new category. Now,
the challenge was to establish an alien product and yet find a
relevant consumption benefit in the market.
• Initially nestle tried to position the Noodles in the platform of
convenience targeting the working women. However, the
sales of Maggi was not picking up despite of heavy Media
• To overcome this NIL conducted a research,which
revealed that it was children who liked the taste
of Maggi noodles and who were the largest
consumers of the product so they came up with
Maggi- 2 minute noodles with price of Rs. 2.50
per 100gm with a close of 100% margin. NIL
shifted its focus from working women and
targeted children and their mothers through its
marketing. NIL's promotions positioned the
noodles as a 'convenience product', for mothers
and as a 'fun' product for children. The noodles'
tagline, 'Fast to Cook Good to Eat'
• “Mummy Mummy Bhook Lagee- Bas Do
Minute” was a rendition of this approach. It fit
well with the mother’s child caring
relationship. These ads became so popular
that “Bas Do Minute” instantly reminded
Indian consumers of Maggi noodles
• Nestle changed the taste of Maggi
Noodles but it proved to be a failure.
• Maggi reintroduces the old formulation
and revised the sales with the
punchline – “Fast to Cook, Good to Eat”
• Maggi became the leader in instant
• Health Factor was gaining importance. Marketing strategy to
keep the Maggi brand as a “Health Product” with its tagline-
“Health bhi-Taste bhi” with the launch of Maggi Atta Noodles.
• Maggi celebrates 25 years of Maggi noodles with “Me and
meri maggi” campaign and the launch of Maggi Pazzata. This
campaign invited customers to share their special Maggi
moments. As a part of promotional drive, Maggi launched a
website, where the consumers could upload their maggi
moments and their favourite recepies or stories and the best
amongst them will get a chance to feature on the maggi
• Maggi has generally stayed away from the celebrity
endorsements. In general, mother and child have been the
celebrities for Maggi for the longest time. With its only
exceptions, when Preity Zinta promoted the Rs.5 Chotu
Maggi and the family packs.
• Recently, Amitabh
been made the
“Do minute Mein
launched in 2012.
•Strong brand recall and product is
almost eponymous to the brand.
•Market leader in term of largest
Emotional relationship with the
•Strong market distribution
network of the parent company
•Tagged as a product having no
•The product features remain
constant since inception in 1983.
•The market share has fallen from
90.7% to 86.5% in july 2010.
•The market share of instant
noodles has shown tremendous
growth with doubling the market
size in 2010.
•Increase in number of potential
customers i.e. single working
professional and students.
•Upward trend of convenience
•Untapped rural segment.
•Increasing competition with the
entry of ITC and TOP ramen.
•Top ramen has repositioned itself
on a healthy platform by
introducing noodles containing
vitamins and calcium.
•More international brands like
Wai Wai and Rum Pum are
making their entry in noodles
•Semi urban areas
•Local retailers and malls for easy
•Effective tagline communication
•Attractive yellow and red
•Gifts on empty packets
•Customers participation in
sharing their story with Maggi
•Availability in different packages
•Very competitive prices
•Prices decided to target every
class of population
•Price range starts from just rs. 5
•2 min Masala noodles
•Daal aata noodles
•Chicken thrilling curry
The Meri MAGGI is the largest MAGGI facebook
community with over 1.2 million fans and very high
“Share your story and get famous” has gained
momentum on digital media.
BRAND MARKET SHARE
NESTLE MAGGI 87.5%
ITC YIPPI 5.8%
HUL KNORR SOUPY NOODLE 2.6%
TOTAL MARKET OF NOODLE IN INDIA (Rs.) 3,124 cr.