Nestle launched Maggi noodles in India in 1982. It initially targeted working women but found through research that children were the largest consumers. It then shifted its focus to children and their mothers. Nestle repositioned Maggi as a convenient and fun product for mothers and children. It aggressively promoted Maggi through free samples, gifts, and advertising that communicated these benefits. While Maggi faced early challenges when it changed the formulation, reintroducing the original proved successful and Maggi became a leader in the instant noodles market.

1. BY:-
Jesal Viradiya
Aman K. Gupta

2. MAGGI IN INDIA
Launched in 1982
International Brand
Health conscious Product

3. MAGGI TAKES THE HEALTH ROUTE
Maggi Dal Atta noodles.
 Whole wheat and Pulses
 culinary products

4. Competitors
Top Ramen
Wai – Wai noodles
Lipton instant Noodles
GSK foodles
ITC-Sinfeast yippe
Unilever – Knorr Souppy Noodles

5. COMPETITIVE STRATEGY
NIL changed the formulation of Maggi noodles in 1997. However, this proved to be a
mistake, as consumers did not like the taste of the new noodles.
 In March 1999, NIL reintroduced the old formulation of the noodles, after which the
sales revived.
 NIL also introduced several other products like soups and cooking aids under the Maggi
brand.
 In the early 2000s, Maggi was the leader in the branded instant noodles segment, and the
company faced little serious competition in this segment.

6. To sustain the image
Nestle had adopted the 360 degree marketing strategy : -
 Promote themselves as a health product.
 They promote the product with whom consumer’s can play
with, according to their taste.
 They also give the opportunity, of posting the recipe, to the
women.
 They also have organized the various small events for the
kids.
 They have spend the huge amount on the advertising of the
Maggi like electronic and print advertising.

7. Brand Extension
 In order to obtain cost economies, companies leverage the
strength of the existing brand to launch new variants and
product lines.
 Nestlé's Maggi is the classic example, which extended the
brand Maggi to sauces, noodles, seasonings and pickle.
 They want to cash the image of the mother brand to make
their new product’s successful and acceptable in the market.
(e.g.-Nivea, Colgate etc.)
 Customer’s have a relationship and emotional feeling with
brand maggi.

8. What strategies were adopted by NIL in repositioning Maggi noodles?
Target Customer :-
NIL was trying to create an entirely new food category, instant
noodles, in India.
 Initially, the company targeted working women on the
premise that Maggi noodles were fast to cook and hence offered
convenience. ( Wrong Approach )
 To get to the root of the problem, NIL conducted a research,
which revealed that it was children who liked the taste of Maggi
noodles and who were the largest consumers of the product. (
Correct Approach “Repositioning Strategy” )

9. NEW POSITIONING STRATEGY
NIL shifted its focus from working women and targeted children and their mothers through its
marketing.
NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun'
product for children.
NIL aggressively promoted Maggi noodles through several schemes like: -
 distributing free samples.
 giving gifts on the return of empty packs.
 NIL's advertising too played a great role in communicating the benefits of the product
to target consumers.
 placing customers photos on packet

11. SOME OF THE PRODUCTS :-
 MAGGI Masala Noodles
 MAGGI Chicken Noodles
 MAGGI Thrillin Curry Noodles
 MAGGI Tricky Tomato Noodles
 MAGGI Romantic Capsica Noodles
 MAGGI Veg Atta Noodles
 MAGGI Multigrainz Noodles
 MAGGI CUPPA Mania – Chilly Chow yo
 MAGGI CUPPA Mania – Masala yo