This document provides an overview of Maggi's brand extension and repositioning efforts in India. It discusses how Maggi noodles were initially launched and positioned in India in the 1980s, targeting working women. It then summarizes Maggi's various brand extensions over the years, such as soups and sauces, and how many of these extensions failed. The document also describes Maggi's formulation changes in the late 1990s that negatively impacted taste and led to a customer backlash, forcing Nestle to relaunch the original Maggi.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
The report entitled ‘MAGGI – A project report on marketing strategy’ deals with the study of Nestle as a brand which acquired Maggi in 1947 & launched it in India in 1983 as an evening snack which became synonymous with noodles. This study tries to analyses the marketing strategy of Maggi before & after the controversy & how post dropping significant Market Share during the ban, they were able to smoothly regain the Market share within a few months of re-launch.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
The report entitled ‘MAGGI – A project report on marketing strategy’ deals with the study of Nestle as a brand which acquired Maggi in 1947 & launched it in India in 1983 as an evening snack which became synonymous with noodles. This study tries to analyses the marketing strategy of Maggi before & after the controversy & how post dropping significant Market Share during the ban, they were able to smoothly regain the Market share within a few months of re-launch.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Public Relations strategy of Maggi when they fall under deep crises of excessive lead content. Banned on Maggi was emotional for Inidans and soon Maggi with its PR techniqes, bloomed and captured market with the same enthusiasm.
Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids sometime make it alone. At the end of May 2015, India’s Food safety administration (FDA) ordered Nestle India to recall its popular Maggi noodles after tests showed that the product contained high levels of lead and MSG. Hence, the 2-minutes ready Maggi Noodles ban in India was declared.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
On August 13, the ban was set aside by the court but it asked Maggi to undergo a retest at labs certified by National Accreditation Board for Testing and Calibration.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Public Relations strategy of Maggi when they fall under deep crises of excessive lead content. Banned on Maggi was emotional for Inidans and soon Maggi with its PR techniqes, bloomed and captured market with the same enthusiasm.
Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids sometime make it alone. At the end of May 2015, India’s Food safety administration (FDA) ordered Nestle India to recall its popular Maggi noodles after tests showed that the product contained high levels of lead and MSG. Hence, the 2-minutes ready Maggi Noodles ban in India was declared.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
On August 13, the ban was set aside by the court but it asked Maggi to undergo a retest at labs certified by National Accreditation Board for Testing and Calibration.
Brand Loyalty and Consumer Buying Behaviour towards maggiUtkarsh Verma
A Project on the consumer buying behaviour and brand loyalty towards nestle maggi after the recent ban that it went through,
this project focuses on each aspect of the brand internally and externally to analyse and interpret the results after proper research.
This includes our project report for our Marketing course. We had done a lot of study on the instant noodles market in India and Maggi being the unbeaten leader in this category.
It also involves considering 4 hypotheses and market survey for testing these hypotheses. We have used only secondary data. We have tried to mention all our sources also.
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region.
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The sugar industry occupies a major portion in the (organization) industries of India. The sugar industries have rank second next to cotton and textile industries. The sugar industry started since 1830. China is the first producer of sugar in the world. It provides highest direct employment opportunities.
The sugar industry is one of the important Ago-based industry of the country India is the fourth major sugar production in the world. The first three is Russia, Brazil and Cuba. Sugar industry provides direct employment to nearly 3lakh persons this industry supports about 25 million agriculturists. It pay’s both to the central government and the state government about Rs.350 crores by way of different taxes. The capital employed in the industry is of the order of Rs.780 crores. There are about 414 mills producing sugar, which are spread all over the country.
When we think about refreshment, the first thing that comes to our mind is coffee or tea. Most people prefer coffee and most prefer tea and these two drinks have become a part of a human being’s life.
Here we (I) have concentrated on coffee which is considered as a traditional drinks especially in south India. People here start their everyday life with a cup of coffee. Not only in south India but in all parts of the world people are so dependent and addicted to coffee that it acts as a daily schedule to every body every where. But this coffee is not grown in all parts of the world but is grown in very few places with right kind or weather, atmosphere and most important of all, the soil of that region. It is usually grown in hill stations with adequate amount of rainfall and such places which are high above sea level. Therefore in India, Karnataka is such a place, especially South Karnataka which produces the highest amount of coffee in whole India. Most parts of Karnataka such as Chikmagalur district and many parts in Hassan District, and also Coorg.
A Study on Sugar Industry at Chamundeshwari SugarProjects Kart
The discovery of sugarcane from which sugar was produced had been known since thousands of years. It is thought to have originated in New Guinea, and was spread along routes to Southeast Asia and India. The process known for creation of sugar, by pressing out the juice and then boiling it into crystals, was developed in India around 500 BC.
Its cultivation was not introduced into Europe until the middle-ages, when it was brought to Spain by Arabs to thrive in a most favorable climate.
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Inventory is a list of goods and materials, or those goods and materials themselves, held available in stock by a business. Inventory management is primarily about specifying the size and placement of stocked goods. Inventory management is required at different locations within a facility or within multiple locations of a supply network to protect the regular and planned course of production against the random disturbance of running out of materials or goods. The scope of inventory management also concerns the fine lines between replenishment lead time, carrying costs of inventory, asset management, inventory forecasting, inventory valuation, inventory visibility, future inventory price forecasting, physical inventory, available physical space for inventory, quality management, replenishment, returns and defective goods and demand forecasting.
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Study on Mutual Fund is the Better Investment PlanProjects Kart
Mutual funds have become a hot favorite of millions of people all over the world. The driving force of mutual fund is the ‘safety of the principal’ guaranteed, plus the added advantage of capital appreciation together with the income earned in the form of interest or dividend. People prefer Mutual Funds to bank deposits, life insurance and even bond because with a little money, they can get into the investment game. One can own string blue chips like ITC, TISCO, Reliance etc., through mutual funds. Thus, mutual funds act as a gateway to enter into big companies hitherto inaccessible to an ordinary investor with his small investment.
Study on Store Environment and Merchandising Mix at Big BazaarProjects Kart
Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use. Retailing comprises of four elements customer orientation, coordinated effort, value-driven, and goal orientation. The word "Retail" originates from a French-Italian word. Retailer-someone who cuts off or sheds a small piece from something. Retailing is the set of activities that markets products or services to final consumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplying them to customers on a relatively small scale. Retailer is a Person or Agent or Agency or Company or Organization who is instrumental in reaching the Goods or Merchandise or Services to the End User or Ultimate Consumer.
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This report, as the Title “Initial Public Offers and Due Diligence: The Role of a Investment Banker”, is an attempt to bring forth the importance of the process of Due Diligence and the significance of the vital role played by the Investment Banker in managing the issue of an Initial Public Offer (IPO).
When a Company issues an IPO, it means it is going public. The issue of an IPO introduces a great degree of transparency in a Company‟s operations. All the relevant and updated information pertaining to the company is laid down before the investors so that they may make an investment decision. Again, there are set procedures, rules, regulations and laws to be followed in laying down this information before the investors. A document called the Prospectus‟ must be prepared. The Prospectus captures all the necessary information that is to be made available to the investors. Apart from the Prospectus, there are various other company documents that need to be verified and summarized in order to present them before the investors.
Influence of ADR on Underlying Stock PricesProjects Kart
Globalization has opened the door for the investors to avail various investment avenues across the globe. American Depository Receipt (ADR) is one such opportunity to the investing community. The ADR is a proxy for the Indian shares to enable them to be traded in the American stock exchanges. Various studies conducted on Depository Receipts (DRs) have shown that the trading on the DR sin the foreign market has its influence in the home country’s stock in terms of price, volatility and volume. This interested me and this project is concerned about studying “Whether the price fluctuations of ADR affect the corresponding Indian share prices?”
After the liberalization of the economy in 1991, the corporatist started sourcing their capital from both domestic and foreign markets. The Indian shares cannot be directly listed in the American stock exchanges. ADRs have been very helpful in this purpose. So a custodian bank receives the shares as deposit and issues receipt to the market. These receipts are issued in appropriate ratio to the shares deposited with the depository. The market players in the stock exchanges trade these receipts.
Impact of ERP on Organizational Functions in Retail SectorProjects Kart
The business environment has changed more in the last five years than it did in the previous five decades. Winning in today’s business climate requires more than just providing high-quality, low-cost products to customers, when and how the customers want them. The ability to respond to new customer needs and seize market opportunities as they arise, without compromising on the profitability of the firm is critical for the success of any organization. Competitive pressures frequently force manufacturers to decrease prices in spite of the fact that their internal costs continue to rise. Enterprises are continuously striving to improve themselves in the areas of quality, time to market, customer satisfaction, performance and profitability. Making informed business decisions in this manner would enable organizations to accomplish their business growth and at the same time enable them to utilize the information to competitive advantage. To make it possible for the companies to execute this vision, there is a need for an infrastructure that will provide information across all functions and locations within the organization and this is the Enterprise Resource Planning (ERP) solution available in the market today.
The Impact of Creativity and Wow Factor in AdvertisingProjects Kart
The approach used in this report is a case study approach. It essentially deals with two aspects; creativity and WOW factor. These two terms have been defined and the impact they have in advertising has been studied. The objectives of doing such a study were to understand creativity, to define it and to find factors that elicit a WOW response from viewers.
Impact of Advertisements on Investors at HDFC Standard Life InsuranceProjects Kart
This project is managing study on “Impact of advertisement on Investors – A case study in HDFC Standard Life Insurance” The scope of study is regarding the advertisements and therefore the presence of HDFC SLIC with relation to in door advertisements and their advertisements & their effectiveness & out door advertisements, however the folks wish to watch them. to understand the notice within the public like better to watch the ads and medium.
Impact of Advertising on Customers in Tata MotorsProjects Kart
The consumer durable market in India has been very competitive in the recent years, with opening up of market for international players due to liberalization; the domestic players are facing a tough competition. So it‟s time for domestic companies to frame new strategies for their production and marketing activities. An evaluation of the effectiveness of the past activities of a company will enable the company in framing these new strategies. Such an effort has been made through this market research to know the http://www.projectskart.com/ on Customers in TATA MOTORS (A case study in AUTO MATRIX, HASSAN).
Recruitment and Selection at Aviva Life InsuranceProjects Kart
The MBA project titled “RECRUITMENT AND SELECTION” Undertaken in AVIVA life insurance.
AVIVA is a UK based insurance group. It has a long history dating back to 1834 and has a joint venture with DABUR groups. Aviva holds a 26 per cent stake in the joint venture and the Dabur group holds the balance 74 per cent share.
It is one of the leading providers of life and pensions products to Europe and has substantial businesses elsewhere around the world.
The project report is about recruitment and selection process that‟s an important part of any organization. Which is considered as a necessary asset of a company? In fact, recruitment and selection gives a home ground to the organization acumen that is needed for proper functioning of the organization.
Financial Freedom through Reverse MortgageProjects Kart
The world population structure shows that population worldwide is ageing owing to exaggerated longevity of older folks and small birth rates in developed and most developing countries. Visit www.projectskart.com for more information. In Asian nation alone, statistics show that variety of older as a proportion of population can show a 107% growth, from 113 million in 2016 and 179 million by 2026 severally.
Financial Analysis on Recession Period at M&M TractorsProjects Kart
Financial ANalysis (also stated as financial plan analysis or accounting analysis) refers to an assessment of the viability, stability and profitable of a business, sub-business or project. Visit www.projectskart.com for more information. It is performed by professionals World Health Organization prepare reports exploitation ratios that create use of data taken from monetary statements and different reports. These reports area unit typically given to prime management mutually of their bases in creating business selections.
Effective Supply Chain Management as a Strategic AdvantageProjects Kart
TSS was established in 1913 and since then it has been in Sirsi. The products have got their own brand image and also customers. Based on the service provided by TSS to its customers we can know how the organization considers its customers and its products to the customers. A study Effective supply chain management as a strategic advantage at TSS is undertaken for assessing the supply towards the customers and to understand the expectations of the customers towards arecanut and its products which will in turn help to take appropriate action by the management for removing the loop holes.
Brand Awareness of Spencer's and Comparative Analysis with Big BazaarProjects Kart
By 2004 the retail industry was growing rapidly in India, and Spencer's Retail decided to pursue an aggressive expansion strategy. The company had the customers, the products, and the employees to make it happen. It just needed an IT infrastructure that could support rapid growth. Visit http://www.projectskart.com/p/contact-us.html for more information. Current servers were at capacity, and the company needed to upgrade before adding new stores. Amit Mukerjee, Group CIO of the RPG Group, describes the challenge as part of the learning curve for retail development in India. ―Retailing is a new business in this country. As the business matures, the process matures, and IT systems must evolve accordingly. The company also needed an enterprise resource planning (ERP) solution to handle critical processes such as supply-chain management. It decided to implement mySAP ERP, now called SAP ERP, and realized the solution needed to run on high-performance servers. Spencer's Retail evaluated several possibilities, including servers from HP, IBM, and Sun Microsystems. It decided to build its IT infrastructure on Sun systems for several reasons. Sun SPARC Enterprise Servers had the performance and scalability needed to sustain its business, and they delivered higher performance at less cost. Sun's knowledge of the retail space in India, as well as its long history with RGP Enterprises, were also deciding factors.
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A study of maggi brand repositioning and extension
1. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
PRODUCT AND BRAND MANAGEMENT
T E R M PA P E R P R O P O S A L
A STUDY OF
MAGGI BRAND
EXTENSION AND REPOSITIONING
I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I
E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T
SUBMITTED TO:
S U B M I T T E D B Y:
1
2. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
ACKNOWLEDGEMENT
We hereby regard our sincere thanks to Prof...................., IMI New Delhi under whose
guidance this project was undertaken.
We would like to thank our friends for their generous support and the respondents who gave
their valuable piece of time for participating in the survey to complete the study.
2
3. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY……………………………………………………………….…04
2. INTRODUCTION…………………………………………………………………………...05
3. MAGGI BRAND IN INDIA………………………………………………………………….05
4. BRAND STORY……………………………………………………………………………..06
5. PRODUCT VARIENTS……………………………………………………………….…….10
6. MARKET SHARE…………………………………………………………………………....11
7. RESEARCH METHODOLOGY…………………………………………………………....12
8. OBJECTIVE………………………………………………………………………………….12
9. RESEARCH PLAN…………………………………………………………………………..12
10. DATA COLLECTION PLAN…………………………………………………………………13
11. METHODOLOGY……………………………………………………………………………..13
12. SURVEY RESULT…………………………………………………………………………….14
13. SWOT ANALYSIS OF MAGGI BRAND……………………………….……………………19
14. STPD ANALYSIS OF MAGGI BRAND………………………………….…………………..20
15. CUSTOMER-BASED BRAND EQUITY PYRAMID (CBBE)………………………..……..21
16. BRAND PRISM OF MAGGI…………………………………………………………………..22
17. CONCLUSION………………………………………………………………………………….23
18. RECOMMENDATION………………………………………………………………………….23
19. FUTURE PLAN………………………………………………………………………………….24
20. LIMITATION…………………………………………………………………………………......24
21. APPENDIX-1(QUESTIONAIRE)……………………………………..……………………….25
3
4. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
EXECUTIVE SUMMARY
The report entitled “A study of Maggi Brand Repositioning and Extension” deals with the
study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited,
which became synonymous with noodles. This research paper tries to find a solution to a real
life problem of Maggi to launch its products as a Healthy Product. The introduction provides
the company background, operational & other important information provided by the
company which would assist in taking the decision for the right brand extension strategy for
Maggi.
4
5. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
INTRODUCTION
The industrial revolution in Switzerland in the late 1800s created factory jobs for women, who
were therefore left with very little time to prepare meals. This wide spread problem grew to be
an object of intense study by the Swiss Public Welfare Society. As a part of its activities, the
Society asked Julius Maggi miller to create a vegetable food product that would be quick to
prepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, Julius
Michael Johannes Maggi was the oldest son of an immigrant from Italy who took Swiss
citizenship. Julius Maggi became a miller and took on the reputation as an inventive and
capable businessman. In 1863, Julius Maggi came up with a formula to bring added taste to
meals. Soon after he was commissioned by the Swiss Public Welfare Society, he came up
with two instant pea soups and a bean soup - the first launch of the Maggi brand of instant
foods in 1882 - 83. Towards the end of the century, Maggi & Company was producing not
just powdered soups, but bouillon cubes, sauces and other flavourings. The Maggi Company
merged with Nestlé in 1947. Today, Maggi is a leading culinary brand and part of the
NESTLÉ family of fine foods and beverages. Under the Maggi brand, which is today known
world wide for quality and innovation, Nestle offers a whole range of products, such as
packaged soups, frozen meals, prepared sauces and flavourings.
MAGGI BRAND IN INDIA
Maggi Comes to India – teething troubles Maggi noodles was launched in India in the
early1980s. Carlo M. Donati, the present Chairman and Managing Director of Nestle India
Ltd, brought the instant noodle brand to India during his short stint here in the early eighties.
At that time, there was no direct competition. The first competition came from the ready-to-
eat snack segment which included snacks like samosas, biscuits or maybe peanuts, that
were usually ‘the bought out’ type. The second competition came from the homemade
snacks like pakoras or sandwiches. So there were no specific buy and make snack!
Moreover both competitors had certain drawbacks in comparison. Snacks like samosas are
usually bought out, and outside food is generally considered unhygienic and unhealthy. The
other competitor, ‘homemade’ snacks overcame both these problems but had the
disadvantage of extended preparation time at home. Maggi was positioned as the only
hygienic home made snack! Despite this, Nestlé faced difficulties with their sales after the
initial phase. The reason being, the positioning of the product with the wrong target group.
Nestle had positioned Maggi as a convenience food product aimed at the target group of
working women who hardly found any time for cooking. Unfortunately this could not hold the
product for very long. In the course of many market researches and surveys, the firm found
that children were the biggest consumers of Maggi noodles. Quickly they repositioned it
towards the kids segment with various tools of sales promotion like colour pencils, sketch
pens, fun books, Maggi clubs which worked wonders for the brand.
Why the specific Brand positioning?
Maggi was positioned as ‘2-minute noodles’ with a punch line that said ‘Fast to cook! Good to
eat!’ And this gave the implied understanding to the consumer that it was a ‘between meals’
snack. The company could have easily positioned the product as a meal, either lunch or
dinner. But, it chose not to do so, because the Indian consumer mindset did not accept
anything other than rice or roti as a meal. Hence trying to substitute it with noodles would
5
6. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
have been futile. The firm did not position it as a ‘ready-to-eat’ meal either, as the housewife
prefers to ‘make’ a meal for her kids rather than buy it for them. And if she can make it in two
minutes with very little effort, then obviously it’s a hit with her! What’s more, if kids also love
the taste, the product is as good as sold! So the ‘2-minute’ funda coupled with the ‘yummy
taste worked!
BRAND STORY
Launched in 5 flavors initially – Masala, chicken, Capsicum, sweet & sour, and Lasagna –
Maggi had to fight hard to be accepted by Indian consumers with their hard-to-change eating
habits. The packaged food market was very small at this time, Nestle had to promote noodles
as a concept, before it could promote Maggi as a brand. It therefore devised a two-pronged
strategy to attract mothers on the ‘convenience’ plank and lure kids on the ‘fun’ plank.
Gradually, the market for instant noodles began to grow. The company also decided to focus
on promotions to increase the brand awreness. In the initial years, Nestle promotional
activities for Maggi included schemes offering gifts( such as toys and utensils) in return for
empty noodles pack.
According to analysits the focus on promotion turned out to be the single largest factor
responisible for Maggi’s rapid acceptance. Nestle’s Managers utilized promotions as
measured to meet their sales target. Gradually, sales promotion became a crutch for Maggi
noodles sales. Later many of the Maggi’s extensions also made considerable use of
promotional schemes. The focus of all Maggi’s extensions was more on below the line
activities rather than direct communication. In addition to promotional activities, Maggi
associated itself with main stream television programme and advertised heavily on kids
programme and channels. After its advertisements with taglines like “mummi bhookh lagi hai,
bas do minute” and fast to cook good to eat Maggi’s popularity became highly attributed to its
“extremely high appeal to children”. As a result, Maggi’s annual growth reportedly touched
15% during its initial years.
Maggi’s Brand Extension:
In 1998, Nestle launched Maggi’s first brand extension, Maggi soup. At this stage, There was
no organized packaged soup market in India. Nestle planned to create a market for packaged
soup as it felt the category had a lot of potential. However, according to analyst, the company
had introduced soups only to cash in on the Maggi’s brand name, and was never very
serious about the segment.
In 1993, “Sweet Maggi”, the first variant of Maggi noddles was launched. The company
supported the launch with a huge advertisement outlay that amounted to 75% of the total
yearly expenditure on the Maggi brand. However, the product failed to generate the desired
sales volume and Nestle was forced to withdraw it. At the end of the year, Maggi noodles
was generating sales volume of around 5000 tonns and remained a loss making proposition
for Nestle.
6
7. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
To boost sales, Nestle decided to reduce the price of Maggi noodles. This was made
possible by using thinner and cheapeer packaging material, the company also introduced
“money saver multi packes” in the form of 2-in-1 pack and 4-in-1 packs. As a result volume
increases phenomenally to 9700 tonnes in 1994 and further to 13000 tonnes in 1995.
Maggi’s euphoroia was, however, short lived, as sales stagnated in 1995 at the previous
years level. With soup business being threatned by a new entrant “Knorr soups” launched in
1995, offering 10 flavors against Maggi’s 4 the company started rethinking its strategies
towards the soup market.
In order to stretch Maggi’s brand to include Indian ethenic foods the company tied up with a
Pune based chordia foods to launch pickles under the year 1995. The company also tied up
with Indian foods fermentation (IFF), a Chennai based food company to market popular south
Indian food preparation such as sambher, dosa, vada and spices in consumer packs in Dec
1995. The company reportedly saw a lot of untabbed potential in the market for ready to use
south Indian market.
In 1996, products from these two ventures received lukewarm response from the market;
sales were rather poor in the regions in which they were aunched. Analysts attributed the
failure of these Maggi extensions to the fact that Nestlé seemed to be particularly bad at
dealing with traditional Indian product categories. Maggi noodles performed badly in 1996.
Despite slow sales in the previous two years, Nestlé had set a sales target of 25,000 tonnes
for the year. However, Maggi couldn’t cross even 14,000 tonnes. Adding to the company
woes was the failure of Maggi Tonite’s Special, a range of cooking sauces aimed at providing
‘restaurant-like-taste’ to food cooked at home. The range included offerings such as Butter
Chicken gravy and tomato sauce for pizzas.
Understanding these failures, and buoyed by the fact that the Maggi brand finally broke even
in 1997, Nestlé continued to explore new options for leveraging on the brand equity of Maggi
noodles. The company realized that the kids who had grown up on Maggi noodles had
become teenagers by the late 1990s. As they associated the product with their childhood,
they seemed to be moving away from it. To lure back these customers and to explore new
product avenues, Nestlé launched ‘Maggi Macaroni’ in July 1997. According to analysts,
Maggi Macaroni was launched partly to deal with the growing popularity of competing
noodles brand Top Ramen. Maggi Macaroni was made available in three flavors, Tomato,
Chicken, and Masala. The company expected to repeat the success of Maggi noodles with
Maggi Macaroni. As with most of its product launches, Maggi Macaroni’s launch was backed
by a multi-media advertisement campaign including radio, television, outdoors and print
media with the tagline, ‘Tum Roz Baby.
The product’s pricing, however, proved to be a major hurdle. A 75-gm Maggi Macaroni pack
was priced at Rs 11, while a 100-gm noodles pack was available at Rs 9. According to
analysts, Nestlé failed to justify this price-value anomaly to customers, who failed to see any
noted value addition in Maggi Macaroni (packaging and flavor variants were similar to those
of Maggi noodles). In addition, customers failed to see any significant difference between
Maggi Macaroni and the much cheaper macaroni that was sold by the unorganized sector
players. The biggest problem however was the taste of the new product. Since macaroni is
thicker than noodles, Maggi Macaroni did not absorb the tastemaker well and consequently
7
8. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
did not taste very good. The interest generated by the novelty of the product soon died out
and sales began tapering off. Eventually, Nestlé had to withdraw Maggi Macaroni completely
from the market.
Nestlé had not even recovered from Macaroni’s dismal performance, when it learnt to its
horror that Knorr had dethroned Maggi as the leader in the soup segment (end of 1997). The
only saving grace for Maggi seemed to its ketchups and sauces, which were turning out to
the ‘rare’ successful extensions of Maggi. These products were supported by a popular
advertisement campaign for the Maggi Hot & Sweet sauce brand. These humorous
advertisements, featuring actors Pankaj Kapoor and Javed Jafri, used the tagline, ‘It’s
different.’ However, during mid-1997, HLL began promoting its Kissan range of sauces
aggressively and launched various innovative variants in the category.
Nestlé responded with a higher thrust on advertising and different size packs at different
price points. Though Kissan gained market share over the next few years, Maggi was able to
hold on to its own market share. Meanwhile the operational costs of Maggi noodles had
increased considerably, forcing the company to increase the retail price. By early 1997, the
price of a single pack had reached Rs 10. Volumes were still languishing between
13,000-14,000 tonnes.
Pricing and Product Development:
It was at this point in time that Nestlé decided to change the formulation of Maggi noodles.
The purpose was not only to infuse ‘fresh life’ into the brand, but also to save money through
this new formulation. The company used new noodle-processing technology, so that it could
air-dry instead of oil-fry the noodles. The tastemaker’s manufacturing process was also
altered. As a result of the above initiatives, costs reportedly came down by 12-14%. To cook
the new product, consumers had to add two cups of water instead of one-and-a-half cups.
The taste of the noodles was significantly different from what it used to be. The customer
backlash that followed the launch of the new noodles took Nestlé by surprise. With volumes
declining and customer complaints increasing, the company began to work on plans to
relaunch ‘old Maggi’ to win back customers. In addition, in 1998, Nestlé began working out a
strategy to regain Maggi’s position in the soup segment. To counter the Knorr threat, the
company relaunched Maggi soups under the ‘Maggi Rich’ brand in May 1998. The soups
were not only thicker in consistency than those produced earlier, the pricing was also kept
competitive and the packaging was made much more attractive. However, Knorr took Nestlé
by surprise by launching one-serving soup sachets priced as low as Rs 4. HLL too launched
two-serving sachets of Kissan soup priced at Rs 7. As Maggi did not have any offerings in
this price-range, it lost a huge portion of its market share to Knorr.
The relaunch prompted market observers to compare Nestlé’s move with US soft drinks
major Coca-Cola’s ‘New Coke’ fiasco. However, the company disagreed, “It’s a hard-5 nosed
strategy, that mixes nostalgia with the consumer’s voiced preference for the product it has
been bred and rought up on. The reintroduction is Nestlé’s acknowledgement of the loyalty of
the Indian mother and the child to the original product.” By May 1999, Nestlé’s decision to
bring back the ‘old Maggi’ seemed to have paid off. Two months after the relaunch, the
monthly average sales of Maggi noodles n the northern region rose 50% in comparison to the
8
9. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
previous year. In July 1999, ‘Maggi’ the brand, was promoted as the biggest brand in Nestlé’s
portfolio of brands in India, overtaking brands such as Nestum and Cerelac. Nestlé believed
that Maggi had immense potential as it was a very ‘flexible’ brand under which regional
variants could be introduced to meet various market needs. Company sources claimed that
with reasonable price points and innovative products, Maggi could emerge as a top brand
and a major growth driver for the company. To further support the brand, Nestlé carried out
various promotional activities as well. These included the August 1999 ‘Fun-Dooz’ campaign
and Jungle Jackpot campaigns. 6 As a result of the above initiatives, Nestlé claimed to have
cornered an 81% market share of the 20,000 tonnes noodles market by the end of 1999.
Nestlé sources claimed that Maggi noodles outsold the competition four times over and that
more than four Maggi noodle cakes were consumed every second in the country.
PRODUCT VARIENTS
9
10. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
The product mix of Maggi is divided into various categories defined below. The company has
launched various products under each category as mentioned below.
1. Noodles
• Maggi 2-Minute Noodle ( Masala , Chicken,
Curry and Tomato)
• Maggi Dal Atta Noodles ( Sambhar taste)
• Vegetable Atta Maggi Noodles
• Maggi Rice Noodles (Lemon Masala, Chilly
Chow and Shahi Pulao)
• Maggi Cuppa mania (Masala yo, Chilli chow yo)
2. Sauces
• Teekha masala
• Tomoto chatpat
• Imli khata mitha
• Tomato ketchup
• Hot and sweet
• Tomato pudina
• Ginger, Garlic & Coriander
• Maggi Oriental Chilli Garlic
• Ginger, Garlic & Coriander
3. Maggi Pichko
4. Soups Healthy
• Chef Style
- Cream Mushroom
- Sweet Sour Tomato Noodles
- Tangy Tomato Vegetables
• Home Style
- Creamy Chicken
- Mixed Vegetable
- Rich Tomato
• Chinese Style
- Chinese Hot Sour Chicken
- Chinese Sweet Corn Chicken
- Chinese Sweet Corn Vegetables
- Chinese Hot & Sour Vegetables
5.Maggi soup sanjivni
10
11. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
• Amla
• Badam
• Spinach
• Dal
• Tomato
6. Maggi bhuna masala
• Bhuna masala for gravy dishes
• Bhuna masala for vegetable dal
7.Maggi magic cubes
• Chicken
• Vegetarian masala
MARKET SHARE
Maggi's Market Share in Ketchup Maggi's Market Share in Noodles
Category Category
20%
45% Maggi Maggi
55% Others Others
80%
RESEARCH METHODOLOGY
OBJECTIVES
To understand the influence of Maggi as a brand on consumers mind set.
Sources of Brand equity of Maggi like Brand awareness, Brand image, Brand
association, Brand recall
To understand the Brand performance of Maggi products.
11
12. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
To understand Brand Imagery, Brand Quality perceived by customers, Brand
credibility, consideration, superiority and feelings.
Brand Extension of Maggi in terms of product diversity.
Analyse the repositioning of Maggi brand as a “Healthy product” and the consumers
perseverance towards the same.
RESEARCH PLAN
Research Design:
The research will be carried out in the form of a survey which will be done in areas near to
Delhi (NCR region). The population has been segmented on the basis of salary Group and
Age Group.
Sample Design:
The target population for our study is households. The sample will be selected by a simple
random sampling method .
Sample Size:
The sampling unit is 150 which are divided as follows:
Number of
150
respondents
Age-group 10 – 45
Monthly Household
25000 - 75000 INR
Income
Delhi,
Survey Locations Faridabad,Gurgoan,Noida,Greater
Noida
25K - 40K - 60K -
Salary Group No income 40K 60K 75K
Number of Respondents 30 50 70
Age Group 10 - 25 25 - 35 35 – 45
Number of Respondents 50 50 50
12
13. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
DATA COLLECTION PLAN
Data Gathering:
This study involves data collection (primary research) from different households in four
different areas Delhi, Faridabad, Gurgoan, and Noida.
Literature Review
The research conducted as a part of our study would include Primary as well as Secondary
research. Primary research would include a survey that would be conducted in selected
localities of Delhi and nearby areas where the responses of consumers would be recorded
through a designed questionair.Secondary research would include various aspects of Brand
management through Internet , Journals, company reports , expert views etc.
METHOLODOGY
The research will be carried out in the form of a survey. This will include primary research in
addition to secondary research as stated below. The survey research method will be
descriptive research design. Each respondent will be interviewed through a Questionnaire.
The sample will be selected by a simple random sampling method.
The survey will address the following information area:
Information Areas:
The objective as spelt out can be elaborated into specific information areas to be studied.
How do customers perceive Maggi as a stable brand, their perception of noodles and
how do they associate themselves with Maggi?
Are the consumers aware of Maggi Brand or they associate noodles with some other
brand?
Do they consider noodle as a healthy product or they are aware of the company’s
strategy of repositioning it to a healthy product by the launch of some of the new
products?
Which product from the entire basket of Maggi products do the consumers consider as
the best selling product for Maggi and to which the consumers frequently buy?
Are the consumers willing to accept Maggi brand extensions to some other products
like chocolate, juices, chips etc?
13
14. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
SURVEY RESULTS:
1. Brand Associations:
Sources of Brand equity like brand association of Maggi as a Brand was found highest with
the age group of 10-25 and the product category associated with it was the noodles category
( see exhibit 1). Consumers in the age segment of 10-25 could easily relate Maggi to
noodles.
In the income wise category the brand association was highest with the income group of
25k-40k were more than 40 respondents associated Maggi with noodles ( see exhibit 2). The
implications from the findings discussed above seem that Maggi has good brand association
in terms of noodles. Consumers presume Maggi as Noodles and the company’s philosophy
of projecting the brand as noodles brand seem to be viable in this regard.
Brand Association(Agewise)
40
35
30
25
10yr - 25yr
20
15 25yr - 35yr
10
35yr - 45yr
5
0
Noodles Fast Food Snacks None of
These
Exhibit 1
Brand Association(Incomewise)
50
40
Noodles
30
Fast Food
20 Snaks
10 None of These
0
No Income 25K - 40K 40K - 60K 60K - 75K
14
15. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
Exhibit 2
2. Brand Recall:
From the Exhibit 3 & 4 given below it seems a clear trend that Maggi has a good brand recall
as compared to its competitors like Top Ramen, Surya noodles etc. Consumers could easily
associate Maggi with noodles. In the Age wise category, the respondents of the age group of
25-45 were highly cautious of Maggi brand and seemed to be consuming Maggi more as
compared to other age segments.
Brand Recall(Agewise)
50
40
30 10yr - 25yr
20 25yr - 35yr
10 35yr - 45yr
0
Maggi Top Ramen Surya Anil Noodles
Noodles
Exhibit 3
In the gender wise category the company’s strategy of positioning of Maggi brand for working
women seems to be adaptive and gaining shape as women respondents had a brand recall
more than male.
Brand Recall(Genderwise)
25
20
15
Brand Recall(Incomwise)
10 Maggi
50
5 Top Ramen
40 0
Surya Noodles
Maggi
30 Anil Noodles
M
M
M
M
e
e
e
e
a
a
a
a
Top Ramen
l
l
l
l
m
m
m
m
e
e
e
e
a
a
a
a
F
F
F
F
l
l
l
l
20 Surya Noodles
10 No Income 25K - 40K 40K - 60K 60K Anil Noodles
- 75K
0 15
No Income 25K - 40K 40K - 60K 60K - 75K
16. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
Exhibit 3
3. Brand Awareness:
From the responses of the respondents in the conducted survey it was evident than Maggi’s
Brand awareness was very high in terms of noodles were around 65 %of the respondents
associated maggi as noodles and only 20 % of the respondents knew ,Maggi as a Ketchup,
9% as soup etc.
Masala
Brand Awareness
6% Soup
9%
Ketchup
20%
Noodles
65%
The trend indicated that Maggi’s brand extension strategy to increase its basket has not been
quite successful in other food segments .This might be because of the larger share of market
captured by the competitors hence Maggi has a high potential in markets like ketchup, soups
etc.
Brand Awareness(Agewise)
40
35
30
25 10yr - 25yr
20
25yr - 35yr
15
10 35yr - 45yr
5
0
Ketchup Noodles Soup Masala 16
17. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
4. Repositioning Maggi as a healthy product:
The company’s strategy to reposition Maggi as a “Healthy product” was not found conducive
as per the survey results. The survey showed that consumers did not perceived Maggi as a
healthy product with 53% of them consumed Maggi’s traditional products as compared to the
rest who consumed other variants of Maggi’s brand that were positioned as “Healthy
products”.
Maggi rice Repositioning Awareness
noodles mania Others
7% 3%
Maggi dal atta
noodles
14% Maggi masala
Maggi (Regular)
vegetable atta 53%
noodles
23%
From the pie chart given below it can be clearly seen that Maggi is still perceived as a non
healthy products by the consumers and in spite of the efforts to position Maggi as a healthy
product by the company the brand is still perceived as a “ready to eat” food brand that has a
high market share in the noodle category in India.
Perception of Maggi Noodles
As a Healthy
Product
40%
As a non
Healthy Product
60%
17
18. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
Tasty/Fun Perception of Maggi Product
Eating Good for
10% Health
15%
Junk Food
23%
Ready to Eat
52%
SWOT ANALYSIS OF MAGGI BRAND
The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand in
Indian market. The Brand was found to be a leader in its category of Noodles, with strong
customer loyalty. Intensive distribution of Maggi as a Brand was seen in urban areas of the
country. The major threats of the brand as shown in the figure below indicates that Maggi has
made several attempts to revamp itself as a ‘Healthy Product” but till date its perseverance
towards the tag line is low by the consumers. The brand is in the growth stage of product life
cycle with a strong inclination towards the maturity stage.
18
19. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
STRENGTH WEAKNESS
Market leader in their segment Product are dependent on each
Strong brand loyal consumer base other
Wide range of distribution channel Not so much presence in rural
Product according to the need of market
Indian consumer
Innovative Product
SWOT
ANALYSIS
OPPORTUNITY THREAT
Increasing number of working youth Price war with competitors.
Product has been acceptable in youth Strong presence of regional
category competitors
Shift to rural market Consumers don’t perceive it as
Changing preference of consumer a “Healthy Product”
towards Chinese food and fast food.
Can foray into other food markets with
its strong Brand name
STPD ANALYSIS OF MAGGI BRAND
Segmentation: Market Segmentation divides the heterogenous market into homogenous
groups of customers who share a similar set of needs/wants and could be satisfied by
specific products. Maggi Brand have segmented the market on the basis of lifestyle and
habits of URBAN FAMILIES.
Target: Market Targeting refers to evaluating and deciding from amongst the various
alternatives, which segment can be satisfied best by the company. The Maggi Brand have
mainly targeted the Kids, Youth, Office Goers & Working Woman which falls into the category
19
20. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
of “convenience-savvy time misers” who would like to get something instant and be over with
it quickly.
Positioning: Market Positioning is the act of designing the company’s offerings and image to
occupy a distinctive place in the minds of the target market. The goal of positioning is to
locate the brand in the minds of consumers to maximise the potential benefit to the firm.
Maggi has positioned itself in the SNACKS category and not in the meal category since
Indians do not consider noodles as a proper food item. Therefore Maggi have developed its
brand image of instant food products with positioning statements such as “2 minutes noodles”
and “Easy to cook, good to eat”.
Differentiations: Points-of-difference (PODs) are attributes or benefits consumers strongly
associate with a brand, positively evaluate and believe they could not find to the same extent
with a competitive brand. The Maggi Brand have also differentiated its brand image from its
competitors in terms of taste, flavours and packaging. Maggi have launched wide varieties of
products in different flavours which can attract larger set of customers. Maggi products are
also available in different sizes catering to different customer needs.
CUSTOMER BASED BRAND EQUITY PYRAMID (CBBE)
Maggi’s customer based brand equity pyramid seems to be equally strong on left hand side
and right hand side, it is also strong from bottom to top enjoying the highest brand awareness
of any fast food noodle brand in India as well as repeat purchase rate and high customer
loyality.
20
21. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
zzz
BRAND PRISM OF MAGGI
21
22. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
BRAND PRISM OF MAGGI
CONCLUSION
22
23. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
The food processing business in India is at a nascent stage. Currently, only about 10% of the
output is processed and consumed in packaged form thus highlighting huge potential for
expansion and growth. Traditionally, Indians believe in consuming fresh stuff rather then
packaged or frozen, but the trend is changing and the new fast food generation is slowly
changing.
Riding on the success of noodles, Nestle India, tried to make extensions of the Maggi brand
to a number of products like, sauces, ketchups, pickles, soups, tastemakers and macaroni in
the mid-1990s. Unfortunately, the macaroni and pickles didn’t pick up as expected. The
soups and sauces did somewhat fine, gathering considerable sales volumes and have a
satisfactory presence even today. ‘Maggi Noodles’ itself faced a bit of difficulty with respect to
‘taste’, and nearly lost its position in the minds of Indian consumers in the late 1990s. When
Nestle changed the formulation of its tastemaker, the ominous packet that came along with
Maggi Noodles, a major chunk of consumers were put-off and sales started dropping. Also,
Maggi’s competitor ‘TopRamen’ took advantage of the situation and started a parallel
aggressive campaign to eat into Maggi’s market share. But the company quickly realised this
and went back into making the original formula coupled with a free sampling campaign. This
helped Maggi to win back its lost consumers and pushed up its sales volumes again!
Maggi Today The year 2008 saw India leading in world wide Maggi sales. The brand has
grown to an estimated value of Rs 160-170 crore and contributes at least 8–9% to Nestle
India’s top line. All the same, some FMCG analysts feel that the brand has not done much to
expand the noodles category. Even after 25 years of its launch, the size of the instant
noodles market is yet quite small at Rs 300 crore. But yes, the parent company, Nestle India
Limited has certainly encouraged the brand to enter into other culinary products.
RECOMMENDATION
After the conducted study following recommendations could be sited for Maggi Brand.
- To gain maximum leverage in terms of profit the company should pay emphasis
on segments with age groups 25-35 and above .Advertising is the key to
success. Targeting these segments will not only enhance the company’s profit
margins but also it will leverage the brand image of Maggi.
- The company should advertise its products by depicting attributes related to
Health like Nutrition values, % of Vitamins, Proteins etc.This would help in
customers perceiving the product as Healthy.
- Foray into other food products like chips, chocolates etc under its sole brand
name would not only help in Brand extension but will also enhance Maggi’s
market share.
FUTURE PLANS
23
24. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
- Nestlé India’s objective is to manufacture and market the company’s products
in such a way so as to create value that can be sustained over the long term for
consumers, shareholders, employees and business partners.
- Maggi’s aims to create value for consumers that can be sustained over the long
term by offering a wide variety of high quality, safe food products at affordable
prices.
- The company continuously focuses its efforts to better understand the changing
lifestyles of modern India and anticipate consumer needs in order to provide
convenience, taste, nutrition and wellness through its product offerings.
LIMITATIONS:
The present study is confined to a minimal sample size and may not reflect the opinion or
response of the entire population in general. The results of our study are entirely confined to
the responses of the Delhi consumers and might deviate in terms of actual population as a
whole.Recomendations given after the study are entirely dependent on the survey and the
secondary analysis done in the report.
APPENDEX 1
QUESTIONAIRE
When you fill in this questionnaire please use a pen and mark (√) on the best response.
24
25. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
Q-1 what product would you associate with the tag line mentioned below?
• Its different. …………………………………………………………………..
• Don’t be a noodle, be a snoodle……………………………………………….
• 2 minute noodles/ Bas 2 minute……………………………………………….
• Jitna tasty, utna healthy………………………………………………………..
• Mummy bhook lagi ……………………………………………………………
• Try it with a twist ……………………………………………………………..
• Hearty soups warm you from inside …………………………………………..
• Fast to cook, Good to eat ………………………………………………………
Q-2 What comes first in your mind when you hear the word Maggi ?
• Noodles
• Fast food
• Snacks
• None of these
Q-3 what is the brand that comes to your mind when we say the word noodles?
• Maggi
• Top Ramen
• Surya Noodles
• Anil Noodles
Q-4 Rank the following Maggi products w.r.t. frequency of purchase with 1 being the highest
rank RANK
• Noodles _________
• Ketchup _________
• Soup _________
• Pickles _________
• Cubes _________
Q-4 With what products would you associate the brand Maggi?
• Ketchup
• Noodles
• Soup
• Masala
Q-5 On a scale of 1 to 5 rate Maggi on the following parameters
• Taste ____________
• Variety/Flavours ____________
• Hygiene/Purity ____________
• Availability ____________
• Packaging (SKUs) ____________
25
26. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
Q6 Rank the categories which Maggi should look in future in order of your importance :
• Chocolates _____________
• Salted Potato Chips _____________
• Fruit Juices _____________
• Processed foods(Ready to use pastes, masalas) ____________
• Others ( Please mention) _____________
Q-7 how do you rate Maggi brand in terms of following parameters:
• Expertise (Competent, Innovative, Market leader)
• Trustworthiness (Dependable and keep customers interest in mind)
• Liability ( Fun ,interesting)
• None of these
Q-8 How do you perceive Maggi products?
• Good for health.
• Ready to eat.
• Junk food
• Tasty / Fun eating
Q-9 Which Maggi products in noodles category do you regularly buy? (Repositioning
awareness)
• Maggi masala
• Maggi vegetable atta noodles
• Maggi dal atta noodles
• Maggi rice noodles mania
• Others
Q-10 Do you perceive Maggi noodles as a healthy product?
• Yes
• No
Q-11 If No then your suggestions for improvement as a healthy product?
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Profile Sheet
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27. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management
• Age :
• Sex :
• Profession :
• Monthly Income :
• Marital Status :
Thank you for your answers.
It has been a pleasure interacting with you.
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