1. /2010.
~
CASE
STUDY
rp~
~ f..AD<h.0.
~
.
.
Cooking
UpMaggi oodles*
N
MaggiNoodles
was launched 1982by NestleIndia
in
Limitedas Maggi2-MinuteInstantNoodlesunderthe
prepared
dishescategory. estleis a Swisscompany,
N
whose
linkwithIndia
goesbackto 1912, henit waswell
w
known
as'Nestle
Anglo-Swiss
Condensed ilkCompany
M
(Export) imited', ince
L
S
then,Nestle
hasstooditsground
firmlyin India,bysettingits foundation s a well-known
a
brand, ffering
o
solutions customers'
to
wantsin different
segments.
Thebrand
stillcommandsnenvious
a
market
shareof morethan 90 per centand has successfully
launchedauces, astas,
s
p
andsoups
(Chamikutty
2010a).
MaggiNoodles oneof thosebrandnames whom
is
for
Ma.tf-
T
tIJ
Sl
al
el
81
ar
m
th
b
s
in
w
01
ta
*Amit Bhargava (Management Executive - Marketing, Global Agrisystem Pvt. Ltd) and Akansha Lamba (Management Executive - Consultancy
and Projects. Global Agrisystem Pvt. Ltd).
'g

2. <AND
MANAGEM~NT
Source: http://www.nissinfoods.com/topramen/.
Image1.5 Flavours ffered
o
byTopRamen
Noodles
being
'healthier' 'tastier'.
.and
Thisproposition
didwonders
forthemandwithina year,it wentbackto becoming
the
marketeader.ndo-Nissinadbecome
l
I
h
complacent
and
wastakenbysurprise thiscomeback.
at
Magginotonly
recovered
lostgtound, utalsowiped
b
outthecompetition.
Therecallpower f Maggi
o
wassostrong
thateliminating
thecompetitionecame
b
easyfor Maggi(Sharma
2010).
'In July2001,Maggireplaced
Nescafe
(Nestle's
coffee
brand)
asthecompany'sorebrand.Nescafe
c
hadbeen
NIL's
corebrand
since1998.'
attanoodles)
madeofwhole
wheat lourandvegetables,
f
whichis healthier omparedo the refined
c
t
flourvariety.
MaggiDalAttaNoodles
wasalsolaunched
(c.ontaining
wholewheat lourandpulses), hichhadto bephased
f
w
outagainasit didnotgodownwellwiththeconsumers'
palate. hiswasfollowed ricenoodles
T
by
andtherange
consisted fshahipulao,emon
o
l
masala,
andchilly
chow.
The traditional angewas enrichedwith calciumand
r
protein, othatthechildren
s
(their
targetmarket) otupto
g
20percentoftherequired
intake
fromMaggi Das
(
2007).
Thehealthplank
Bonding with consumers
Theturn of the century
sawNestleshifting 'healthy'
to
products.
Consumers
toowerebecoming
greatlyhealth
conscious.
Thus,Maggirepositioned
itselfonthe health
platform
with its tagline'Taste
bhi.Healthbhi'(i.e.,it is
bothtastyand healthy).n 2005,it launched number
I
a
of 'healthy'productsto attractthe healthconscious
consumers.
There
wastheMaggi
AttaNoodlesvegetable
(
Maggi
haslaunched any
m commercial
campaigns
inorder
to connecttselfwiththe Indiancustomers,
i
andinstead
of usingbig Bollywoodtars,they haveusedcommon
s
people usedmodels
or
whoappeal o thecommon
t
man
(seeImage IthadusedPreity
1.7).
Zinta
tobuild
awaieness
aboutits~5pack, ndshehasthedistinctionfbeing
a
o
the
onlycelebrity
toendorse
thisiconic
brand.

3. "
BRAND MANAGEMENT
Source: ttp://www.maggi.in/merimaggistories.aspx.
h
Image
1.8 MeandMeriMaggi
Theuseof thecommon
manin thecommercials
led
to a relevantinkagebetween customer ndMaggi
l
the
a
Noodles.
Pradeep
Kumar,
CA,says,'Whenever! issed
m
mymother rgharvVala
o
khana, always
i
usedtoeatMaggi.'
A consumer
ofMaggi elates it strongly
r
to
andit generally
goesinthemonthly
buying
listofa household.
Shaili atnaik,
P
another
consumer,
states
thatMaggi
has
becomeuchanintegral ofherlifethatwhile
s
part
travelling
abroad, hetendsto carrypackets Maggidepending
s
of
on.thetime-frame f herjourney,ryingdifferent
o
t
recipes
andflavours
asadd-ons,
ending
uphaving different
a
yet
similar omfortingxperience.
c
e
Thishighlights
thefactthat
thereexistsa strongintegration foundation the
and
of
brand
intheminds
oftheconsumers.
Oncompleting
25years
intheIndian
market
andhaving
a wholegenerationf conSlJmers
o
whohadgrownupon
Maggi,t madesurethatit didsomethingpecial. eople
i
s
P
whohadfirsttasted
thebrand kidswerenowrunning
as
households.
Seeking
tostrengthen
thisassociation,
Maggi
initiatedthe 'Me and MeriMaggi'campaign
(Bhandari
2009).(SeeImage
1.8.)
Thecampaign asanattempt
w
to
highlight
thehappy
occasions
theconsumers
hadhadwith
thebrand
andrelive
theirbestexperiences-theirMaggi
'
Moments'. he chosenentrieswere enactedin a TV
T
commercial,
printed Maggi's
on
packsor in newspapers,
and also postedon the Internet.Maggihad people
participating
fromall overIndia,illustratinghefactthat
t
Maggi
wasnotjusta snack
forthem,buthadbecome
their
.Jo

4. --
INTRODUCTION
TOBRANDI: Iii. 31
'G
companionndsoulmate.Theidentity thebrand
a
of
was
stillverystrong thecompany nderstood
an.d
u
thisafterthe
response received
it
inrelation
tothiscampaign.
ManayaGargfrom Delhisays Maggihas heldan
essential
place
inherlife.Fromherchildhoodays, oher
d
t
school,college, ffice,andmarriage,
o
Maggihasalways
beentherefor her.Consumers Paremal tatethat
like
s
khao,hodapiyo'andthesoupy
t
partaddsva' mak;1g
it
healthy ndadding
a
funatthesame
tirle. Foo('IAs the
used
nutrition lank
p
todifferentiate
themselves
ar, :rr a'Jle
to
capture
5percentofthemarket hare
s
with 'ef. 'lonths
of theirlaunch theSouth. hough ')1
in
T
a
~,ayers
are entering market, jay Gupta,vfC )j ipltal
the
A
Foods
believeshatwitha CAGR 20cJE';e,t thereis
t
of
roomfor everyone.
However, is Maggi l' :,;redited
it
withteaching
theunwilling ndunadventurous
a
consumers
of the1980s eatinstant oodles
to
n
outot thepack.Ina
country India,wherelanguage
like
changes
everyfour
kilometres ndfoodhabitschange
a
every200kilometres
(Chamikutty
2010a), aggihassuccessfullyroKen
M
b
thfs
barrier ndis a brandto reckon
a
with.Its'>uccess
lies,r'
its ability refresh brandportfolio regularItelVCJi",
to
its
at
I
of timeaccording the tastesand preferenc(3s the.
to
0f
consumer
andmaintain
theever-important
('nrmection
witr
theconsumers.
Thus,Maggiasa brandis resilient,
ana
overtheagesmanages beyoung
to
fortheconsumers.
everytimethe Indiancricketteamwinsa match,they
celebrate
itwitha hotbowlof Maggi. aggisnotjustan
M
i
integral artof Indian
p
consumers,
butalsoof theIndians
livingindifferent
parts
oftheworld. eelam
N
Sean, native
a
of Canada, tatesthat it wassplendid
s
seeingMaggiin
Canada,
andalsothatit istheonlysnack
thather9-yearoldcancook;hence
ithasmade
aspecial
place herlife.
in
Consumersonnect iththe brandandthe relationship
c
w
theyhavedeveloped iththebrandovertheyearshas
w
resultedin a high brandequitythat is unrivalled.ts
I
reliability,
convenience,
andhealthplatform
hasresulted
in it beinga partof theIndiankitchen
withhighrecallin Discussion
Questions
.
anytime
snacking
category.
1. HowdidMaggi limb
c
theladder fsuccessthrougl
o
ibbranding ctivities
a
initsinitial ears?
y
Conclusion
2. Child: 'MummyBhuk Lagi Hai', Mummy:'Bas 2'
A market izeof~1000crore, long
s
a
witha CAGR
ofmore
Minutes'.This becamea householdph€nQmenon
than20 percent,hasattracted number players
a
of
to
instantly. was
What themajoreason
r
forMaggi
fopicK
the Indian market.Unilever'sKnorr Soupy Noodles,
upanIndian forbranding
line
itself?
- GSK'sFoodles,
WaiWai,Top
Ramen, igBazaar's asty 3. Comment
B
T
onthebranding
strategies
ofMaggi (he-'
oVer
Treat, tc.,aresomeofthebrands
e
thatarevyingfortheir
years. further
What
recommendations suggf*;t
Ca,1l
YOlr
toMaaai enhance
to
itsbrand
equity?
.
shareofthepie.KnorrhasKajoleXDlainina kids'thoda
to