Maggi

According to one article in economic times, What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.

Maggi, when we hear this word, the first image that comes to the mind of the people is of 2- minute noodles. In spite of the fact brand is having other products also in portfolio but only Maggi noodles is what customers can recall.

Nestle India Ltd introduced the brand Maggi in 1982 in India. The first product, which was launched in the country was Maggi 2 minute Noodles. When nestle launch Maggi in India that time instant noodle category was not well known in the country. With this launch, entire new food category was created, being first to enter into market, brand was able to retain it leaderships in instant noodles for long period. The tagline used was ‘Fast to cook and good to eat’, the main aim to use this tagline to great awareness about advantage of using it. Maggi is one of those example that are successful in creating high brand awareness and thus in turn helped the company to have high brand value.

Maggi also focused on understanding what consumer wants and then they provide product according to that. Company studied that there was requirement of convenient food and the same time, which allows mother to add her own inputs like vegetables and so on.

Nestle is continuously innovating its product line in terms of Maggi as market is growing more health conscious so company launched new range of Veg Atta noodles. Even basic range of Maggi is being enriched with more proteins and calcium so that primary customers of brand, children get 20% of their dietary allowance from Maggi only. Though in some instants Maggi was involved in some controversy also like it contains additive E627, which is partly prepared from fish thus it doesn’t remains a vegetarian dish despite all its claims

Maggi started getting stiff competition from Top Ramen in 1990s so company introduced new noodles but customers did not like the taste of the new noodles. So in 1999 nestle has to re -launch old Maggi noodles. In the initial phase of its launch in the country maggi was distributed free of cost in schools to encourage trials and today India is the largest market for Maggi noodles.

Maggi is one of the examples that fit into filling the gap, identifying the customers, providing the product, continuously innovating the product and spending huge on distribution network and advertising.