brand management nestle maggi

8/10/2019 Brand Management Nestle Maggi

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Strategic Brand Managem

Group 4

• Ankit Sutariya PGP13138

• Ashish Lal PGP13009

• Ashok Kumar PGP12012

• Rishabh Bhardwaj PGP13110

•Saurabh Anand PGP13116

• Sherry Singh PGP13053



Evolution of maggi1983

•Nestle launched “Maggi 2 Minute Noodles” in India

•Maggi’s positioning was centered on its funda of convenience as instant noodles

•Nestle tried to position Maggi as a product for the young working Indian woman who nev

1989

• Undertook extensive market research and found that children were in fact the biggest consume

• They repositioned the brand as a vibrant young brand perfect for a kid

• Nestle adopted two positioning strategies- based on ‘Convenience for mothers’ and of course ‘

1993• Maggi launched its first variant of Maggi Noodles, ‘Sweet Maggi’

• Product failed to deliver as expected and was ultimately withdrawn

1997

Indo Nissin came out with its own instant noodles, Top Ramen

As a counteractive strategy, they changed the formula for Maggi Noodles

This move was rejected outright by consumers

People had become conditioned to that particular ‘Maggi waala taste’

Introduction



90s Continued…

• Nestle began to build an emotional connect with its consumers

• Taglines such as “Mummy Bhook Lagi Hai” coupled with “Bas 2 Minutes” helped reinforce wh

• Maggi realized that its primary target catchment, kids, had now grown into teenagers

• As Maggi was largely associated with their childhoods, they began to distance themselves fro

• Nestle launched Maggi Macaroni, which they expected to be the next Maggi 2 Minute Noodl

pricing proved to be their failing.

2005

• Maggi was positioned as a more wholesome food item; tasty but more importantly, Healthy. T

Noodles’.

• To expand its brand image and be more than just a tasty snack, a brand that cares for your he

• This was reflected in their promotional campaigns as well, ‘Taste Bhi, Health Bhi’. Maggi was

for Mothers to feed their veggie-hating kids

• Maggi was celebrating 25 years of success in India. They rolled out a powerful Ad campaign ce

strong emotional connect with the loyal customer base it had built and, in a sense, grown up

Present

• 25 years worth of stories to tell! Called ‘Me and Meri Maggi’, the Campaign intended to bring

shared with their Maggi. Everyone has a Maggi Story to tell.

• Taking ‘Me aur Meri Maggi’ a step further, Nestle roped in Bollywood royalty Big B himself, as

in their TV ads.

• Maggi was thus firmly able to establish its new positioning, ‘2 minutes mein khushiyan’.

• Maggi was able to develop that crucial connect with its customers that went beyond the realm



Brand Identity

• Physique – Yellow Colored Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, and Healthy Snack betwe

• Relationship – ‘Taste bhi Health Bhi’, providing convenient food within 2 minutes with health and hygiene factor, ca

• Reflection – Health Conscious individual who is Hard pressed for time, Young and Fun loving, living with family

• Personality – Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the move, busy schedu

• Culture –Reliable, Innovative, Aspirant Lifestyle for rural areas, Sharing happiness, responsible

• Self-Image –Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban Lifestyle

• Customized packaging



Brand Prism



Strength Weakness

OpportunitiesThreats

Market Leader

Wide range of distribution Channel

Innovative Product

Strong emotional connect of brand with mothers

Heavily dependent on one flavor hence ha

sales

Price War with competitor

Competition from other product

category (like Soups etc.)

Tapping rural markets

Identify the changing consum

toward fast food

Launching different cousins p

SWOT Analysis



Brand Extension



Source & Spokes person

• India is a country where people are star-struck by film stars, cricketers, politicians

• Brand communication messages delivered by celebrities and famous personalities generate a higheattention and recall than those executed by non-celebrities

• So, NIL used Preity Zinta, a very well-known actress of Indian cinema, as their celebrity spokes perso



Celebrity Endorser- Amitabh Bachchan

Big B is an intriguing choice for a brand which is most patronized by young children

Amitabh Bachchan as a celebrity commands immense respect among the audiences

He is an amazing story teller and has unmatched screen presence and Maggi wants to build more auhis endorsement

The new campaign featuring Big B is an extension of the highly successful me and Meri Maggi themtried to crowd source stories of customer experience with Maggi

The campaign brought back many segments of consumers who moved away from the brand since tup.



Celebrity Endorser- Madhuri Dixit

• The advertising by Maggi for oats noodles is spot on

• They show a very fit Madhuri Dixit at the start of the ad. She is wearing exercise clothes and is ver

• She wakes up her kids with positivity and exercises with them and the whole family. After the famthem oats.

• Then Madhuri Dixit shows them the new Maggi oats noodles. The kids are happy because they nowa healthier form and their own mom is offering it to them.

• Overall, the ad is shot very well. Madhuri, as always, looks charming even though she is shown as

• The bonding in the family and their happiness over Maggi is genuinely visible. The message is clear

available for those who don’t want Maggi noodles for health reasons. The alternate is here – Magg

• Moving from functional connect to emotional touch with customers



Ad Media Selection

• Magazines & Newspaper: Maggi’s expenditure in print media is l



Trade Promotion

Point of purchase advertising: Point-of-purchase advertising is any form of special displaadvertises merchandise.

Main target are children, so Maggi packs are usually placed in low counters, shelves or htwine baskets within their eye level

Children often influence purchases by pestering their parents to buy things on seeing the



Consumer Promotion

Sampling: Initially NIL aggressively promoted Maggi noodles through several schemes likedistributing free samples, giving gifts on their return of empty packs, etc

Company has spent a huge amount of money in communicating the product’s benefit to ttarget consumers



Public Relation

• Organized a club for Maggi customers named the Maggi club. Children under 14 were inpress advertisements and distribution of leaflets to become a member of Maggi club by logos cut from 5 empty Maggi wrappers

• Maggi projected it as “Maggi clubbers are fun lovers” and intended to use it as reference

• NIL also arranged Maggi school quizzes and painting competition

• Recently, again, they have started Maggi fan club. This time it is operating online and theproviding user name and password



Current Strategy

CSR activity like Sanjhapan

Value Addition

Providing recipe on the website including Maggi products

Providing health tips to customers

Giving reason to customer to have Maggi on different occasions like small achievements

Focus has been shifted to health prospects of the products without losing on the taste



Thank You

brand management nestle maggi

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