PRODUCT & BRAND

MANAGEMENT

About
Maggi
Started in 1982 by Julius Maggi in Switzerland
International Culinary brand of Instant soups, stocks, ketchups, sauces &
instant noodles
Its purpose according to the Swiss Public Welfare Society was to create vegetable
food that would be quick to prepare, easy to digest & that working women dont
have to invest much time in cooking.
Nestle acquired Maggi in 1947
An entirely new food category Convenient Food products of Maggi - instant
noodles was introduced in Indian packaged food market.

Maggi : Logo, Color &

Packaging
LOGO
Named after Julius Maggi, the logo is seen in a Red Colored Chat Box that indicates a Conversation.
COLOR
Red Conveys Strength & Energy
Yellow Color of Sun, evoking Daylight, Happiness & Optimism.
PACKAGING
- Nestles Maggi noodles cleverly uses packaging for spreading awareness about the new
offering from its brand mix.
- In a packet of Maggi Masala Noodles, a consumer finds a packet of tastemaker , with a
message written on the tastemakers pack- try new curry masala.
- It very well communicates it message with no extra cost & a considerable impact on
the consumers who may definitely try the new flavor.

STP [Segmentation, Targeting & Positioning]

TARGETING
Initially targeted the Working Women but failed.
Revised their target group to Kids & Youth
where it strategized in a manner where it would be
convenient for mothers & fun for kids.
POSITIONING
The only fast food type of brand that quickly
became national.
Well communicated slogans like 2 Minute
noodles, Taste Bhi health Bhi, Easy to
cook, Good to eat & positioned as snack food
for children to get fast relief from hunger &
implying an understanding that it was a between
the meals snack.
POINT OF DIFFERENTIATION
Taste, Flavors & Packaging

UMBRELLA BRANDING/FAMILY BRANDING

Umbrella Branding is a marketing practice wherebrandnames are utilized
by a range of different but related products.
Maggi's Umbrella Brand has various product categories related to the food
category like Instant Noodles, Bhuna Masalas, Masala-e-Magic,
Soups, Ketchups & Sauces.

Failure of Maggi Pickles

-

Maggi had launched its Brand Extension earlier in Mid 90s as Maggi Pickle.
It failed as Typical Indian customers majorly remembered relishing Grandmas or
Mothers recipe of Pickles.
A person sitting in Singapore cannot decide on what kind of taste may attract Indian
Customers reflecting a Confused Positioning in the minds of the consumers, where they
couldnt relate their Grandmas/Mothers with someones idea of Pickles in Singapore.

Introducing Maggi Achaar Masala - Brand Umbrella of Maggi

PRODUCT & CATEGORY
- Maggi Achaar Masala
- Instant Achaar Category
SEGMENTATION
- Spicy Aam
- Sweet n Sour Neembu
TARGETING
- Working Women
- Youth
POSITIONING Easy to make fresh Pickles suiting to the Indian Taste buds & their love for Achaar.
POINT OF DIFFERENTIATION Taste, Flavors Spicy, sweet n Sour & easy to use packaging.

MAGGI Instant Achaar Masala as a Brand

1. BRAND ASSOCIATION
- Maggis goodness in its tastemakers will be carried forward in its Ingredients of the Achaar Masala.
- The taste will make the typical Indian customers to relate their Grandmas recipe without having to wait
for days to prepare it.

2. BRAND RECALL
- Maggi clearly has a strong, established Brand Recall & it can be on the same level of existing
pickle brands & maybe overcome them with the first of its kind factor.
- Age wise, 25-45 Age Group are highly cautious of the brand & consume Maggi more than any other
instant noodle.
3. BRAND AWARENESS
-

High awareness with 65% for Maggi as noodles but mainly for its Tastemaker

4. PERCEPTION
-

Maggi is perceived as a taste that goes well with anything. This will help us to establish Maggi Pickles
in a much more beneficial manner.

Opportunities for Maggi Achaar

Masala
Increased rate of employed Youth, Working Women as compared to
Traditional process of making Pickles takes a lot of Preparation Time.
Maggi is already established in terms of its flavors that suit to the
Indian Taste Buds.
Priya Gold, Mothers Recipe & MTR Pickles majorly act as
competitors, but Instant Pickle making masalas would be first of
their kind.
We would Revitalize the Brand Extension of Maggi Pickles in a
different Avatar of Instant Maggi Achaar Masala.

COMPETITOR ANALYSIS WITH Maggi Instant Achaar Masala

Parameters

Competitors

Market
Share

Price

Quality

Rural
Penetratio
n

Marketin
g

Nestle Maggi

12%
Tastemakers

3.5

2.5

4.5

Mothers
Recipe

53.22%

3.5

Priya Pickles

16.23%

2.5

Pravin

22.58%

2.5

MTR Pickles

12%

3.5

2.5

3.5

Maggi as a Leader - Strategies

Market Entry Introduce a new segment in Instant Achaar Making Masalas with
First Mover Advantage.
Strong Customer Relations - Promotional Activities turned out to be single largest
factor for Maggis acceptance.
Invited customers to share their Magic Moments to find their photo on the back of Maggi
Packs.
Heavy advertisements during kids programs & with tagline Mummy bhookh lagi, bas do
minute became highly attributed to children.

Good Packaging To satisfy the Convenience factor as its USP, its packaging will be
in easy to use pouches with quantities for 500 gms & 1kg Achaar.
Continuous Process Innovation Knows the customers & learns from its
mistakes.
Failed earlier with its launch in Pickle Segment as Maggi Pickle

Capturing New Customer Base Extended its reach in Rural Markets by reducing
price.

Impact of Ban on Maggi

Maggi was banned by FSSAI for sale due to High Lead Content.
Sales dropped by 60-70% & the brand value was eroded at least by 30-40%
Ramdev launched Atta Noodles before Maggi hits back.
Other Instant noodles brands like Yippie, Top Ramen, Wai Wai got opportunities to be a Maggi
substitute.
Around 200+ Companies including Top Ramen, Wai Wai were under the radar of Food
Authorities.
Could prove to be a Category Killer, as people couldnt relate much to other brands as
compared to Maggi in the Instant Noodles segment.
Even though the Brand Image is Substantial, Consumer Confidence plays a key part.

RECOMMENDATIONS
Come up with more Comeback campaigns like We Miss You so that
the Brand Recall doesnt fall flat.
Re-launch Maggi in a new Revitalized form, more strong, more
healthy & safe for consumption.
We shall introduce Revitalized version of Maggi Instant Achaar
Masala
Encourage campaigns that revolve around Wheat, Oats & Ragi
noodles.
Rope in a brand ambassador, high with trust value among the
audience, to endorse the brand to regain trust & Brand Loyalty of
the consumers.
Maggi is already on its way to relaunch Maggi by Diwali if everything
with approvals go well.

Hoping for a Comeback of

Maggi THANK YOU..