The document discusses Maggi's branding strategies in its initial years in India. It positioned itself as an easy to cook and convenient product. It emphasized the nutritional aspect and tagged the concept of fun with its products by featuring children in advertisements. It also appealed to housewives, mothers and working individuals by positioning itself as a convenient option. Later, Maggi used an Indian tagline to appeal to Indian consumers and help the product become a household name. The tagline and use of common people in advertisements helped Maggi create strong bonds and position itself as a product for common people. The packaging was designed keeping Indian consumer psyche in mind.

1. BRANDING STRATEGIES IN THE INITIAL YEARS…
 Maggi positioned itself as a easy to cook and convenient Product.
 Being the 1st of its kind, the radical features of the Product urged people to try it out
 The Company also laid emphasis on the Nutritional aspect of the Product in the coming years.
 It also tagged the concept of Fun with its Products, and this can be determined by the fact that its
advertisement's contained a lot of Children.
 The concept of Convenience was used to appeal to Housewives, Mothers and the Working Class
people who stayed alone.

2. BRANDING OF MAGGI USING AN INDIAN LINE…
 The Indian tagline appealed to the Indian Consumers and created a sense of oneself.
 This positioning enabled the Product to become a household Product.
 The Indian tagline helped the Company to get rid of its foreign tag…
 The use of Common people in its advertisement helped the Company to create a strong bond with its Consumer
 Through its advertisements, Maggi positioned itself as a product for the common man.
 It is an Indian customer’s psyche that “whatever looks good and feels good would be of good quality” so Maggi
packs had been designed keeping in mind the same concept , this appealed to the Indian Consumer.

3. MAGGI CASE STUDY…
By: GROUP-2

4. INITIAL STRATEGIES OF MAGGI
 Maggi has faced a lot of hurdles in its journey in India
 Initially Nestle tried to position the Noodles in the platform of convenience targeting
the working women.
 However, the sales of maggi was not picking up despite of heavy Media Advertising,
To overcome this NIL conducted a research.
 NIL’s promotions positioned the noodles as a ‘convenience healthy product for
mothers & as a ‘fun’ product for children.
 The noodle’s tagline , “Tasty Bhi” and “HEALTHY Bhi” was also in keeping with this
positioning.

5. PRODUCT DIFFERENTIATION strategy
 The form shape, size, physical structure of Maggi is very attractive as it is easy to carry, comes in various
packs and sizes according to customers convenience..
 The various features of Maggi noodles are first of all its perfect taste according to the Indian touch &
spices
 Quality is the main factor on which Maggi’s emphasizes as it is main strength which provides Maggi an
edge over its competitors ..
 Maggi products are durable as due to its preparation these products are easy to store, have a long shelf
life and can be stored at any given temperatures which is tested and approved.
 Reliability is also one of Maggi’s strength, as one can always rely on a Maggie product for a particular taste
which it guaranties..

6. MARKET PENETRATION STRATEGIES
 Promotional campaigns in school.
 Advertising strategies:

Focusing on kids
 New product innovation according to the need of consumers:
 -Veg. Atta Noodles
 -Dal Atta Noodles
 -Cuppa Mania
 Availability in different packages:
 -50 gms
 -100 gms
 -200 gms
 -family packs(400 gms)
 Conducting regular market research.

7. Nestle Maggi as a Leader :
Strategies
• Strong Customer Relations
• Good Packaging and Strong Dealer Vendor Relations
• Continuous process innovation
• Repositioning as a healthier snack
• Price Incentives
• Capturing New Customer Base

8. SUGGESTIVE PROMOTIONAL STRATEGIES
 Conduct promotional campaigns at schools in small towns with population more than 10,000.
 Strengthen the distribution channel of the rural areas.
 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.
 New products such as Maggi Pakodas which can be tag lined or advertised as “JUST FRY AND EAT IT” OR
“Maggi Pakoda a Wholesome Snack"
 Maggi can also come up with its own Maggi Hakka noodles which can attract the target audience as well as
the small eating Chinese joints which will increase its profit margins.
 It can come up with maggi branded sauces (Vinegar, Soya sauce).

9. THANK YOU…