Maggi noodles were launched in India in 1982 and targeted working women initially before shifting to target children. They promoted the product through free samples, gifts with empty packets returned, and dry and wet sampling. Maggi became the number 1 brand in instant noodles and sauces with 80% market share in noodles. Their positioning was as a tasty and healthy snack that can be prepared in just 2 minutes. Future recommendations include entering the frozen food segment and popcorn section to diversify.

1. BRAND PRISM OF MAGGI
Presented By: Dr. Swati Gogawat
Chitwant Tahalyani
Sarang Banubakde
Soumya Mukherjee
Kedar Risbud

2. Case of Maggi

3. Launched in
1982

4. Launched in
2005
Health andWellness
Initiallythey Targeted
the WorkingWomen

5. Then theyTargeted the
Kids

6. NIL's promotions positioned the noodles as a 'convenience
product',for mothers and as a 'fun' product for children
The noodles' tagline, 'Fast to Cook Good to Eat' was
also in keeping with this positioning.
Bas 2
Minutes!

7. PROMOTION IN INDIA
 They promoted the product by
–Distributing free samples.
–Giving gifts on return of empty packets.
–Dry sampling-distributing Maggi packets
wet sampling - distributing cooked Maggi.
–Availability in different packages 50gm, 100gm,
200gm, etc.. And
–Effective Tagline Communication.

8. MARKET POSITION OF MAGGIE
No.1 in instant
noodles and sauces
No.2 in healthy soups
category
Market share of
noodles- 80%
Current sales-
5.5crores boxes in
India.

9. SEGMENT
People looking for
a healthy snack
when hungry
TARGET GROUP
Young people and
children from
upper and middle
class
POSITIONING
Tasty and healthy
snack which can be
prepared in 2
minutes

10. 1.Market leader in noodles category
with high brand loyalty
2.Excellent advertising and visibility
3.Good product distribution and
availability
4.Lots of flavors and varieties available

11. Media generated news about
health issues

12. DINKS, single professionals
Newer tastes

13. • Price wars with other noodle
brands
• Taste of the other product
• Consumer loyalty

14. Top Ramen
Sunfeast
Foodles
Private brands (Tasty Treat)

15. Physique Personality
Relationship Culture
Reflection Self-Image
Constructed
Source
Constructed
Receiver
Well Packaged
Food, Yellow &
Red
Traditional,
Honest, Familiar
Affection,
Trust, Quality
Purity, Taste,
Familial
Affection,
Love
High on
Family Value,
Trustworthy, 2
Minutes!
Fast, Tasty,
Convenient,
Trustworthy
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16. FUTURE RECOMMENDATION
 Enter into frozen food segment with Maggie fries
and Maggie wedges, competing with McCain's
and they did with Knorr in ready-mix soup
category .
 Avoid entering Thai pad and Chinese Hakka
market, as they are straight substitute and could
cannibalize maggie noodles in future.
 Corn Agra with ACTII is only player in popcorn
section, so Maggie can easily foray in it.

17. THANK YOU !!