Maggi noodles


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Maggi noodles

  1. 1. SOCIAL MEDIA MARKETING PROJECT ON MAGGI NOODLES Submitted By: 704 Andrea Lobo 712 ArshishDastoor 725 JeneviaFargose 731 Kenil Shah 739 PareshPawar 753 Shweta Rajput
  2. 2. Analysis of the Maggi website: Points derived from the analysis of the website:  The basic outlay of the webpage that is the homepage of Maggi looks like the way above.  The home page has various options where you can click and explore the category. The headings include:  Maggi range  Maggi recipes  Maggi goodies  Kitchen help tools  Contact  Me & Meri Maggi  Privacy policy  Copyrights  Term of use  Site map  There is no login option as such but they have provided an innovative way of joining them by becoming a member of Nestle. Here you need to click on the join option to be a member.
  3. 3.  After clicking on join option it directs you to another site “”. Here you have an array of things available ranging from login option, recipes, healthy living, and various other options that make joining or becoming a member worthwhile.  This entire joining the family exercise provides you with rich information about cooking and healthy living. Thus it actually adds value to the logger.  The members can engage in following activities:  Learning new recipes  Sharing their recipes  Fun  Cooking class training  Read lifestyle articles  Earn rewards.  The members are allowed to take part in contests and can win prizes. The members are appreciated by displaying their names on the site.
  4. 4.  This is the picture of displaying the winner. Thus this entire exercise leads to brand building and maintain loyalty among users. Analysis of the Maggi Homepage: It uses flash but is pretty fast and takes no time to load. But again it depends on bandwidth and also the main page uses lot of pictures so it becomes heavy. On clicking on Maggi range it leads you to a page displaying all the SKU of Maggi.
  5. 5. On clicking Maggi Recipes you go to a page displaying recipe of the day, new recipes etc. This page also makes available the kitchen help tools option and also the other options like copyright, privacy policy and contact info are classified under the heading About Maggi.  Flaw: By clicking on the recipe of the day or recipe search option the website actually leads you back to the same page. This spoils the user experience and encourages the user to actually leave the site.  Kitchen equipment page: This page displays tools like spoons and spatulas that are commonly used in kitchen and gives details regarding the methods of using them.
  6. 6. There is a very innovative way Maggi has used the buffering time to their advantage.  When you click on Me& Meri Maggi you actually take some buffering time to reach the landing page. During this time you are shown the years Maggi has been around with the percent of buffering going on below.
  7. 7.  Here at this page information about the entire campaign is given right from the TVC’s to the entries of the contestants. Overall final words on Maggi website: On typing Maggi in search bar the website of Maggi noodles appears first. This shows that Maggi noodles enjoys top Ranking in search engine and can be inferred that this may be because of the popularity of Maggi noodles website in various portals and forums. But again on typing only Noodles the Maggi website doesn’t appear on front page. This shows that the website should actually use the word Noodle and allied terms in order to establish strong association to drive traffic towards Maggi. Looking at the different forums like chowhound or cookingdiscussions it was found that Maggi is being discussed but none of it drives traffic towards the website. TECHNOLOGY:
  8. 8. The online strategy followed by maggi is more to drive customers to the website and to motivate them to share their maggi story. This is the prime objective of this FMCG product to have a website and help enhance its brand equity. Website has huge content about almost everything related to the brand. Moreover to motivate consumer’s maggi has made efforts to make the web experience effective as it is the prime source to motivate consumers to participate in the campaign. The website has used its trade mark yellow and red colors giving the user a very warm feeling. The bright colours and number of creative animations have made the website very rich in experience. The information regarding the recipes and various uses of different product range are also mentioned in great details. There is a page "tips" where the benefits of consumption of natural fruits and vegetables are mentioned. All this together make the viewer stay on the website for a longer time; hence increasing the probability of registration for sharing their Maggi story. Website is always driven by content or the execution of a process. However the processes will not work without content and vice versa. These processes are application based; hence every process on the website is driven by an application. Maggi’s website is very rich in content and has a plethora of applications. Applications: Flash Player content: The home page of the website has two main flash play contents; one at the centre (larger size) and other at the right side bottom (smaller one). This almost covers the homepage of the website. The centre flash showed the three images in a slideshow of which two contains the consumers having Maggi with their Maggi story in one line with the 2-min mekhushiya logo. Third image asks the viewers about their Maggi story giving the motivation of them being on the website next time with their Maggi story.
  9. 9. This flash also provides a link which leads us to a new page which welcomes us to the world of Maggi. This is very well depicted by a clear and big message along with a flash of sparking stars on the Khushiya logo whenever the cursor is moved on it. The stars bring about that ‘visual awe’ which gets associated subconsciously with the brand. This page gives two options of being on the maggi ads and packs and also of sharing the Maggi moment..This links takes you to a login and also a facebook link where we can share the same. The HYPERLINK ensures an easy login to the maggi fan club where the latest brand building activities are demonstrated thereby aiming at creating a resonating customer base.
  10. 10. Another flash play on the homepage shows the images of the different Maggi products. This flash also provides a link to enter the website into details from the homepage (which does not have much information).This link first takes the user to the product range where the details of the product are given along with the television commercials of the respective products. Bottom of the homepage is divided into four parts which leads to four different links.  The welcome to the maggi 2 min meinkhushiya world: This component welcomes you to the 25 year old heritage of the brand .It makes you encounter all the memories you and other customers share over a bowl of Maggi. It reinforces the brand’s value proposition and aims to maintain loyal consumer base or attract new users.  Share your minute meinkhushiya moment: This is an extension of the offline strategy of the ‘Me and MERI maggi campaign’ wherein consumers wrote down their own unique Maggi experience and memory which if good enough was put on the website, Maggi packs ,FB or featured as an advertisement. This campaign was hugely successful in increasing the emotional attachment with the brand.  My quick taste bhi, health bhi tips: This app gives a plethora of innovative ways to use the Maggi TASTEMAKER in different recipes. Information provision is the best way to enter a consumer’s mind especially in a food item. Thus this tactic was a huge hit and also generated UGC in blogs. It also increases interactivity and gains feedback via its rating scale. Consumers have to rate the recipe on a five point scale based on two parameter. TASTE AND HEALTH:  Hyperlink which connects the maggi website to the parent brand Nestles.  WEBSITE Maggi is used as a standalone brand in India .People don’t recognize Maggi as Nestlé’s product but recognize Nestle VIA the product Maggi. Thus to propagate and augment brand equity of the parent umbrella brand Nestle, this hyperlink acts as a bridge. Via this hyperlink the consumer gains information and knowledge about Nestlé’s sub brands, which gives it an opportunity to cross, sell by piggybacking on the brand equity of Maggi. Hence overall the homepage only provides the links to enter into the website where the actual content is present. The website is fully driven by applications mostly flash to enhance the user experience as main objective of the website is to invite more and more consumers to get motivated and share their Maggi story with
  11. 11. the company. Few of the interesting applications and animations are shown below. Kitchen tools: It shows kitchen utensils hanging and shaking continuously. This engages the user and provides an enriching experience. Product Range: It shows the images of different recipes with the animated fumes coming out of the dishes prepared in the flash play. These acts like a trigger to the taste buds which make u instantly crave a bowl of Maggi.
  12. 12. Vegetable Tips: It shows images of different vegetables on which the animated water droplets are dropping down to show the freshness of the vegetables. It advises which vegetables blend best with MAGGI noodles preparation. Maggi Goodies: it shows animated air bubbles flying depicting the happiness associated with the brand which reinforces the ‘2 min meinkhushiya’ proposition. Compatibility: The website contains flash player content and offers a plethora of information with respect to new flavors, unique product usage and innovative recipes. This makes the website complex even though it has rich content.This complexity of the website makes it difficult for the user to access it in different operating environments such as different browsers. We have checked the website with different browsers such as Mozilla Firefox, Google chrome, internet explorer and Babylon. The website takes a lot of time to open i.e. 6 seconds via Google chrome, 8 seconds via Firefox and 15 seconds via explorer. Also the animated content takes a lot of bandwidth and doesn’t open fast.This may make the user impatient.Moreover the compatibility of the website is moderate, considering the tradeoff between rich content and time to open it.
  13. 13. Versions: Website takes more or less the same time to open on different versions of the browser. But it takes around 5 seconds to open on latest versions which indicate a relatively higher degree of compatibility (which is version based). Connectivity: As the website has a high level of graphics, animations and information the resolution changes with different browsers. Website opens in AROUND 10 -15 seconds with broadband, lease line connectivity (average download speed of 180 kbps) and 3G connection on smart -phones. However it takes MORE THAN 15 seconds on 2G network to open-up totally. Also all elements of the website doesn’t open up immediately on versions like internet explorer or a smart phone ,which makes it inconvenient to the user and limits the user experience. However withcomputers having advanced version of browsers with high speed of connectivity (1-2 mb/sec) thewebsite opens immediately and displays a plethora of engaging apps. Thus we infer that the web-site doesn’t have the required connectivity at the company’s end which is required for compensation of poor connectivity at the users end. Devices: The website is NOT SO adaptable to the different gadgets like smart phones and tablets. The changes in the website on the different gadgets are as follows: Website as viewed on a computer:
  14. 14. Website as viewed on a Smartphone or tablet:
  15. 15. 1. The content of the website is seen in a vertical format on the Smartphone or tablet as compared to the horizontal format viewed on the computer. 2. THE 3 APPS(flash content based) visible on the website homepage on the computer i.e. taste bhi health bhi recipe of the day, check the maggi range and the large 2 min main khushiya story page, which keeps on changing aren’t displayed on the smart phone. 3. This is a huge disadvantage as smartphones are the newest technology having the widest penetration and allows instant access to the internet. The key competency of the smart phone i.e. ‘the mobility’ isn’t exploited because the low resolution limits user experience drastically. 4. This reduces the extent to which the company could use LBS to entice the consumer for a sales promotion to elicit the instant cash demand. 5. However the 4 apps at the bottom are retained i.e. the welcome to the maggi 2 min meinkhushiya world, share your minute meinkhushiya moment, my quick taste bhi health bhi tips, and the last hyperlink which connects the maggi website to the parent brand Nestlé’s WEBSITE. Privacy policy: Technology can be very intrusive to consumers and raise questions like, to what extent the user will be tolerant to the company about his privacy. Hence disclosing the private policy of the company is very important for the company. This disclosure includes the information such as what information is gathered and how the company uses that information. MAGGIS PRIVACY POLICY: ‘At this website, we only collect personal information that YOU want to provide to Nestlé or that is needed to provide to and improve Nestlé’s service to you. We collect direct personal information such as name, telephone number and e-mail address as well as indirect information such as “cookies” or connection or system information or the settings you have on your web browser. We however do not actively seek to identify any individual visitor, with the exception of investigating security breaches or cooperating with authorities pursuant to a legal matter. “Cookies” is a tiny element of data that a Web site can send to your browser, which may then be stored on your hard drive so we can recognize you when you return.
  16. 16. Your personal information will be used only for the purposes for which you provided it to Nestlé. It will also be used to administer, support and obtain feedback on the level of our services and to prevent breaches of security, the law or our contract terms. Nestlé takes all necessary measures to keep your personal information private and secure. Only authorized Nestlé Group staff, Third Party (Non Nestlé Group) companies (i.e. service providers) staff or our business partners' authorized staff (who have contractually agreed to keep all information secure) have access to your personal information. To ensure your personal information is protected, Nestlé maintains a secure IT environment and has the appropriate measures in place to prevent unauthorized access (i.e. hacking).’ Hence the privacy of information of the user given while registering is ensured. Security issues: The Company mentions in the privacy policy that they are committed to ensuring that user information is secure. In order to prevent unauthorized access or disclosure they have put in place suitable physical, electronic and managerial procedures to safeguard and secure the information they collect online. This data was confirmed with the Maggi official via an interview. Monitoring data flow and Analytics are key tactics that Maggi follows since the content needs to be adapted according to the changing flavors and trends .also the user generated content needs to be analyzed to get consumer insights for new product development. Accessibility: The website is very easily accessible on the internet. Web presence is high i.e. as soon as you type maggi or any of its taglines like taste bhi health bhi, or 2 min meinkhushiya, the maggi website pops out as the first on the list. Thus, they have fairly decent SEO strategy. Connectivity: As the home page is very much rich in content due to applications, graphics and flash content the connectivity of the website is very low. Hence there is a tradeoff between the enriched content and with high connectivity wherein maggi chose to be a richer website with lower connectivity. Usability:  Enriching User experience  Ease of use and information retrieval
  17. 17. 1. Enriching User experience: The website has a large number of applications, graphics and flash used. Hence, the user is intrigued and navigates from 1page to another .There is engaging content which increases the STICKYNESS of the website. The MORE time the user spends on the website greater is the brand awareness and greater are the chances for brand building by positive word of mouth publicity. Thus Overall the website has an aesthetic design and gives a pleasant and enriching user experience. 2. Ease of use and information retrieval: The website has too much content and information which is not demarcated in the best possible manner. The website is divided in a confusing manner which makes the user experience a little difficult. The website can be rated low-moderate on the part of simplicity and retrieving much information. Hence to an extent it fails to satiate the primary purpose of providing proper information easily, quickly in the simplest manner possible. Recommendations: Maggi should 1st consider its strategy i.e. how imp is online presence to its growth and in fulfilling its objectives i.e. does it want to be a core online strategy or being an FMCG it just needs its online strategy as a support to its offline strategy. If IT CONSIDERS online strategy as a key weapon it should take the following measures.  The website cannot deliver the same effect of animations, flash content and videos on different devices as it contains flash player animations which mostly don't work on smart phones or tablets. Hence the user experience is only depended on laptops and personal computers. Thus to increase usability it needs to create content which can be adapted to all operating systems  The website is very confusing and navigation from 1 page to another is confusing. Also there is no systematic arrangement of the content which is essential to make the website user friendly. E.g.: the home menu of all websites is on the left hand side but maggi has it on the right hand side as an icon and not written as ‘home’. This may confuse the user as he may think it’s just an image of a house due to his previous comfort zone. Thus the website designing should be intuitive and ergonomic.  The connectivity from the company’s end is slow which makes the website very
  18. 18. slow. THUS, the server strength needs to be increased to make it accessible to a greater audience.  Another suggestion would be reduction in the flash animations and excessive hyperlinks as user’s value simplicity and ease of use. Forums: Forums are excellent source of relevant information you need that you wouldn't just find elsewhere. Through an effective signature link on your posts it will help you get more backlinks and traffic, plus a possibility of making relationships with other forum members for mutual benefit. Analysis of Forums: Presence and reach : Forums are very important with regards to understanding opinion, involvement of the users etc.forums helped in knowing the market reach of maggi noodles and the response of the consumers. The example from : point. proves this Atta Noodles posted by Atta Noodles Can anyone suggest where I can buy maggiatta noodles in Kuwait? Thanks Posted by :maggi check edee store salmiya On 11/10/2011 [Report Abuse] 10:30:55 PM Posted REPLY On by : JM In fahaheek Highway it is available. 11/11/2011 [Report Abuse]
  19. 19. 2:13:15 PM Posted by : Jayan U can get it from HiWayAbbassiya shop Abraham [Report Abuse] On 11/13/2011 9:33:19 AM Posted :NOODLES YUMMY by CHECK IN SHARQ FISH MARKET [Report Abuse] On 11/13/2011 1:50:21 PM Posted by : Atta @YUMMY NOODLES, i checked in your dads shop in sharq Noodles fish market. He said, his stupid son ate all the atta On 11/18/2011 noodles. 1:54:44 PM [Report Abuse] Posted by :Tomato Can anybody suggest me where can I get same Maggi Flavour Noodles in Tomato Flavour (Made in India)? On 11/18/2011 [Report Abuse] 2:31:38 PM Posted by : plz help ismaggi masala also available in kuwaitcausse my daughter On 11/18/2011 loves it and we have to wait for someone to come from 7:30:26 PM india to get it for her. plz post here is anyone knows about this flavour????? [Report Abuse] Posted by :Tomato @ plz help Flavour On 11/18/2011 Yes, the Masala Maggi is available in all Indian stores. 7:58:38 PM Some times Tomato Flavours are also avaialbe but very rare. Tomato Flavour was to come in Kuwait Maggi also (Not sure where it is made) but this Flavour is stopped and only Veg, Chicken & Cheese is available. I tried to find but could not get any answer to this.!!!!!! [Report Abuse]
  20. 20. User generated content: User Generated Content (UGC) marked its initial traces with product reviews and blogs. However, the arrival of social media took it to a completely new level with the support of the picture and video economy. Leveraging this kind of content can help brands not only create a higher level of interactivity, but also makes content management easier as the brand and the consumers are on the same page. Maggi have realized that the biggest way by which brands leverage user generated content is developing and creating crowd sourced campaigns. Involving fans and users to contribute to their campaign gives these fans a sense of belonging and an opportunity to talk about and engage with the brand. One of the stand out example has been Nestlé’s Maggi Noodles’ ‘Meri Maggi’ campaign. The campaign urged users to take pictures of their special moments with Maggi and share their experiences and different recipes they try with the noodles. The stories were then printed on the packets, thus creating storytellers out of their fans. U.G.C. tends to b source of help, advice and information .given below is one such example of it. Be Aware about Maggi Noodles... Be Aware about Maggi. BE AWARE.....!!!
  21. 21. Many of us can't do without “Maggi“especially when one is away from home, in a foreign land. Here is a piece of information to share so that we can remove the potential health hazard of consuming Maggi. Maybe you should print this e-mail to keep as a reminder, pin it up in the kitchen or dining room as reminder or in your purse if you are always travelling. DO NOT IGNORE THIS ... Especially those fond of Maggi... ' Normally, how we cook the instant noodles is to put the noodles into a pot with water, throw in the powder and let it cook for around 3 minutes and then it's ready to eat. This is the WRONG method of cooking the instant noodles. By doing this, when we actually boil the ingredients in the powder, normally with MSG, it will change the molecular structure of the MSG, causing it to be toxic.
  22. 22. The other thing that you may or may not realize is that, the noodles are coated with wax and it will take around 4 to 5 days for the body to excrete the wax after you have eaten the noodles. CORRECT METHOD: 1. Boil the noodles in a pot of water. 2. Once the noodles are cooked, take out the noodles, and throw away the water which contains wax. 3. Boil another pot of water, add the cooked noodles into the hot boiling water and then turn off the stove. 4. Only at this stage when the stove is off, and while the water is very hot, add the flavoring powder into the water, to make noodle soup. 5. However, if you need dry noodles, remove the noodles and add the flavoring powder and toss it to get dry noodles. Dietician's Note: If you buy plain Hakka noodles which you make, you initially need to boil in water and discard the water. This will soften the noodles but to prevent it from sticking we need to add a tbsp of oil and also the noodles are deep fried partially to make them crunchy and then dusted with flour to prevent them from sticking while boiling. Hence when you buy the noodles they are already made unhealthy and this is the type we use to make stir fry noodles and the regular Maggie too is made the same way, plus they add MSG / Ajinomoto and other chemical preservatives.
  23. 23. A large number of patients with ages ranging from 18-24 years are ending up with pancreatitis either as a swelling or infection of the pancreas due to regular consumption of instant noodles... If the frequency is more than 3 times a week, then it is very hazardous... Please share this info and help others to lead a healthy life.
  24. 24. FACEBOOK: Maggi India’s Facebook page: The facebook page has 229370 likes and 2478 people are talking about it. This page is positioned as “the place where millions of savoury flavours come together and inspire you to spread joy in the hearts of your family through your impeccable cooking and our unmatched taste!”. It is a platform /forum where recipies are shared for everyday meals and ideas related to cooking. It is a forum where Maggi can post recipies which can be made using several Maggi products.
  25. 25. FACEBOOK PAGE FOR MERI Maggi CAMPAIGN In addition to that it has a Facebook page for the Meri Maggi campaign. The page is heavy on images but there is a twist to it, it will get you hooked on to it. These are real photos being shared by Maggi lovers with the page under me and Meri Maggi campaign. Sticking to its theme, the updates are about how Maggi brings people together for a happy time. Thus it has an amazing engagement rate! Tag, Like and Vote: Meri Maggi lets you tag people with a twist. You don’t just tag them, you tag them because they are special and you would like to share your Maggi with them. Who would you like to share this bowl of MAGGI with? Tag that person and let them know :) While most business pages on Facebook are filled with photos, tagging fans in photos and posts, posting contests and taking polls, the trouble really is that all of them end up doing the exact same thing. If you want to stand out in the crowd you have to be different. If you are doing what every other brand or business is doing on Facebook then you are not going to be able to engage fans or grow your fan base.
  26. 26. The Meri Maggi campaign is a step in the direction of personalizing the Maggi experience for anyone and everyone who has tasted the snack. It was using photos and posts but it was using them well and strategically to involve and engage with fans. Its multi-pronged strategy hinges on leveraging the power of its Facebook fan page. Meri Maggi goes beyond comfort food. It extends to celebrations.
  27. 27. Hit Like Liking the status update on your brand’s Facebook page is something you do once in a way. But with a large fan base of college students MeriMaggi hits the right button with statements like…College ke long lectures aur fir break for MAGGI! Hit ‘Like’ if you have ever done that! Find what it is that your target audience identifies with the greatest ease and pitch that to grab attention and create instant engagement. Source: Simplify360 – A Social Media Analytics Tool
  28. 28. Source: Simplify360 – A Social Media Analytics Tool TWITTER: Maggi India has an account called twitter @Maggi_India. However the company is not very active on this forum and there is not much activity happening here. The company should invest in this media as it can use this as an source to collect consumers feedback. Consumers can share their experience with the company through twitter. The company can also provide the consumers with an on the spot reply to queries or feedbacks through this medium YOUTUBE: Maggi has officially posted around 24 videos under Maggi creative kitchen. This includes the ad campaigns and various recipes which can be made using Maggi products. It has 63 subscribers and 656,442 views. However it does not have any ongoing discussions
  29. 29. MAGGI INDIA WEBSITE The website of Maggi clearly depicts thatMaggi clearly understands the Indian mindset and likings. The colors, the font, the content, the whole look of the Maggi web site is much pep, happy, bright and exciting. Initially it targeted only kids but now they are looking at consumers of all age groups. To this effect it has started the Me and MeriMaggi contest where it encourages customers to share their memories related to Maggi. Customers can also post a variation of their Maggi noodles on this website. There is also a video section where customers have posted videos of them eating Maggi or the memories that they associate with Maggi. It basically helps customers connect and share their experiences with the company. And these activities have earned Maggi brand loyalty which is a combined result of the product quality and good content marketing. Blogs: Bloggers usually blog about their experiences while eating Maggi noodles, on blog. Along with experiences, bloggers take great pride in boasting about their new combinations that they tried while making Maggi. These combinations may result in new recipes or new ingredients that they add to make Maggi noodles.
  30. 30. Analysis of blogs: Helps in positioning and understanding new target segments: Maggi 2-minute Noodles are almost a ‘cult’ brand in India. While it is targeted at children, young adults seem to feel passionately about the brand as well. Some consumer exchanges in blogs suggest that Nestle would do well to consider variants for adults, a completely new target segment. Some blogs were: “Maggi’s ads always feature mummies and bachchalog (kids) but I bet a good deal of their sales come from hostel junta (inmates) tired of aloo (potato) in its nth incarnation. If you’ve ever been subject to the vagaries of a hostel “mess” (which is what the food tastes like!), you’d agree Maggi is a gourmet option”. “For sure the good ol’ Maggie will forever be young. Hostels and bachelors will always remember it as the last (favorite) meal to be called for when tired of eating the regular food”. “Maggi has positioned itself “BACHON ka DO (Two) Minute wala Food”. If they (Nestle) go to their marketing basics, the positioning will be different” Response on new product launch: Maggi Noodles once introduced in a whole wheat variant, with the understanding that many mothers – as well as youth – restrict consumption because refined flour is unhealthy. the variant has been a roaring success. A couple of months after it were launched based on the opinions in blogs maggi realized the response was good to the product. Few opinions were:
  31. 31. “The reason I’m inspired to write this is the recent introduction of Maggi “vegetable atta noodles”. I tried them out recently and must say - they are surprisingly good”. “The new ‘health bhi, taste bhi’ Maggi gets my thumbs up as a mom. I’m happy to be able to send Maggi in my daughter’s Tiffin box once a week without feeling any guilt”. “I too am happy coz i always had this guilt feeling of MAIDA (refined fl our) and had often thought WHY don’t they try it in the ATTA (whole wheat flour) form and BINGO they did it!” This picture was posted by a blogger on her blog. Here, she listed out the entire process of making Maggi noodles in her own way, which was appreciated by many in the comments section. The people were happy to have received a new way or recipe of making maggi noodles and hence commented about the same thanking the blogger. The making of maggi
  32. 32. noodles in a new way is what bloggers post about on their blogs these days. This is a positive action for maggi as the people commenting on maggi are usually the ones who like maggi and would like to try out maggi in a different way. This leads to an increase in popularity of maggi noodles in the minds of tech savvy consumers, who usually check blogs for new recipes and read out on user experiences. One of the bloggers posted: M y girls are big fans of noodles especially the instant kind. The other day as I was bringing back the kid no 2 from her classes in the evening she kept on telling me that she was hungry and she wanted something warm, hinting hugely at the packet of magi noodles I had brought. Normally the packet is for the days I am not around and they come back from hungry and my cupboards are bare (which is the happening too often these days). Finally instead of facing the uphill task of convincing her to have something else I made the stuff. As I went on making it and adding stuff to it I could not help but remember my days in hostel. The day we had lunch with sweets the mess was closed and my roommate and I made Maggi. Of course we did not add any veggies to it as we never had any in the room and neither of us went doing regular shopping for fruits or vegetables “Kon buy karega?” in fact as we did not want to maintain separate bottles (they were glass bottles then) of oil for cooking and hair oil we used the same coconut oil for cooking. Eeek! How could we? But back then we were happy with our solution. As I started making Maggi noodles I could help but think how much I have changed now. I want my kids to eat healthy even instant noodles.
  33. 33. Here is what I did. Initially I stared out with 2 blocks of Maggi and 3 cups of water but even after the requisite 2 minutes ticked away to 5 the water level was not coming down. My elder daughter came in and told me more the water should have been just 2 cups and not 3!! Likewise, there are several bloggers who blog about their own personal experiences while consuming Maggi noodles in the past. Past experiences help the readers in visiting their past happy moments they spent while consuming Maggi. People have blogged about Maggi being eaten in hostels, school/college trips, eating when they are home alone, etc. Try this Chatpata Maggie Recipe This is something I ate at a highway-side dhaba on my trip to Dalhousie:
  34. 34.  Fry some onions and chopped chilies together (tomatoes optional) and add the tastemaker  Roast all the ingredients (with salt, pepper and red chili powder according to taste). This brings out the flavor of the Masala much better  Add the noodles once the masala is fried  You can either boil the noodles separately or add it to the roasted Masala or you can break the uncooked noodles into smaller portions and roast it a little before adding water and bringing the whole thing to a boil. Apart from boasting about the experiences, bloggers also mentioned about the different flavors of Maggi available in the market and their experiences while consuming the same. Consumers related Maggi as a generic name for noodles or spaghetti in India.
  35. 35. Few bloggers also posted the pictures of their Maggi and maggi making process:
  36. 36. On one of the blogs, following things were posted: Ingredients of Maggi Noodles: 1. High in Sodium- 1/4th Package have 950mg of Sodium. American Heart Association limited to less than 2000milligrams of sodium per day. 2. Caramel Color- "Caramel coloring, when produced with ammonia, contains contaminants, 2-methylimidazole and 4-methylimidazole. In 2007, studies by the U.S. National Toxicology Program found that those two contaminants cause cancer in male and female mice and possibly in female rats. TheU.S. National Toxicology Program (NTP)has again determined that both chemicals cause liver tumors, lung tumors, and thyroid tumors in rats and mice. In 2011, the International Agency for Research on Cancer, a division of the World Health Organization, concluded that 2- and 4methylimidazole are "possibly carcinogenic to humans." Then, the State of California's Environmental Protection Agency listed ammonia-caramel coloring as a carcinogen under the state's Proposition 65. The state lists chemicals when they pose a lifetime risk of at least 1 cancer per 100,000 people. 3. Sodium-bicarbonate- May cause side effects that usually do not require medical care, according to These include increased thirst, stomach cramps and bloating. 4. Guar Gum- It is unclear if prolonged ingestion promotes cancer or suppresses Cancer. 5. Nutrient Absorption: Noodles inhibit the absorption of nutrients for the children under 5. 6. Junk Food: Instant noodles are enriched with full of carbohydrates, but no vitamins, fiber and minerals, no matter what their ads shows. This makes instant noodles junk food. 7. Digestion: Instant noodles are bad for digestive system. Regular consumption of instant noodles causes constipation.
  37. 37. 8. Metabolism: Regular consumption of instant noodles affect the body’s metabolism, because of the chemical substances like additives, colouring and preservatives inside the noodles. 9. Overweight: Eating Noodles and maggi is among leading causes of obesity. Noodles contain fat and large amounts of sodium, which causes water retention in the body and surely it leads to obesity. 10. Sodium: Instant noodles are power packed with high amounts of sodium and excess consumption of sodium leads to heart disease, stroke, hypertension and kidney damage. 11. MSG: Mono sodium Glutamate is used to enhance the flavor of instant noodles. People who are allergic to MSG consume it as part of their diet and end up suffering from headaches, facial flushing, pain, burning sensations. And 60% people suffering from this allergy are not even aware of their medical condition. 12. Propylene Glycol : The ingredient in the instant noodles called “Propylene Glycol” which has a anti-freeze property. This ingredient is used because it prevents noodles from drying by retaining moisture. It weakens the immune system of our body. It is easily absorbed by our body, it starts accumulating in kidneys, heart and liver. It causes abnormalities and damage to those areas. 13. Miscarriage : Women who eat instant noodles beyond limits may face the danger of miscarriage because it affect development of foetus. 14. Cancer Causing : The ingredient in instant noodles called "Styrofoam" is a cancer causing agent. 15. The normal 80 gram packet of Maggi noodles that many of us gobble almost on a daily basis has over 3.5 gram of salt, enough to take care of over 60 percent of our permitted daily salt intake as per the National Institute of Nutrition and the World Health Organization. This has created negative impression of Maggi noodles in the minds of diet
  38. 38. conscious people as the ingredients of Maggi Noodles have greater amount of side effects and affects the health of a human being. People, who viewed these blogs showing the negative sides of Maggi, also commented on the same by saying “they would not allow maggi noodles in their house net time onwards”, “this is very shocking for me as I am a daily consumer of Maggi noodles”, etc. One blogger also commented on the above mentioned issue in the flowing way: Every time when a spokesperson from a company is asked about their violation of the standards and the misinformation they are giving to consumers, their readymade reply is that they are complying with the standards and regulations of the national law, etc and hence they are having pleasure selling harmful products under the slogans like of Maggi, "Taste bhi, Health bhi". May be they just pay bribes to get their illegal products pass the regulations and then they sell it. This means that many consumers would not trust the brand because of its truth about the ingredients being revealed. These types of blogs create dissonance in the minds of the consumers who refer to blogs and are active on blogs. One of the bloggers posted: If you are a Maggi lover, then you’ll feel sad to know that these 2 minutes noodles are made with 6 day old Maida Flour and moreover, pork is added to it for taste. Yes, we know it very well that there is no such absolute proof about it, but since these news came out, the marketers have started promoting it more & more and with new & emotional ideas. You may notice some superstars promoting it or a group of friends
  39. 39. showing their love for it or some new promotional words like It Is Made of Wheat Flour, It Is Now Tasty and Healthy Both etc. This led to a wide outrage among the vegetarians who read this blog. This topic was widely discussed among vegetarians and they started avoiding Maggi for this sole reason of Maggi noodles being made with pork, in order to add taste to it. However, in spite of a huge noise created by vegetarians on this topic, it was found that people at Nestle didn’t respond to this claim at all.