BRAND STUDY

ON MAGGI: 2-MINUTE INSTANT NOODLES

PRESENTED BY

SAKSHI MUNDHRA
 Nestle being well versed in FMCG wanted
01 to explore the potential for such instant
food among Indian market.

That being a right decision, now Maggi

02 enjoys around 90% market share in this
Launch segment. It is also the most popular
instant food (especially in residential
colleges).
Decision
Going ahead with its popularity, Maggi
03 also launched many products under its
brand name such as Maggi Atta noodles,
Maggi multigrain, Maggi Cuppa mania etc.
 MAGGI

BRAND AWARENESS
Maggi initially started with Maggi Quiz, extending to secondary associations with
celebrities. The taglines and the logo are well communicated to make people aware of it.
Packaging also plays an important role in this.
 Product Positioning Map

25

Product Positioning Map 20

A product positions itself in its category

among its competitors. Based on that,
the product positioning map is generated
taken into consideration the competitors 15

Brand Awareness
like Top Romen, Sunfeast Yippee
Noodles, Knorr, Patanjali Noodles etc.

Maggi 10
Top Romen
Knorr
Yippee
Patanjali 5

0
58 60 62 64 66 68 70 72

PRODUCT Brand Penetration

POSITIONING
Awareness about the Brand
BRAND
RECALL

• Different variants in flavours with

the theme ‘Masalas of India’ and
the tagline ‘Ab Har Taste Apna.’

• Leveraging on the ‘Nostalgia

Factor’ and reinstating the duration
for which the brand has been with
the customer in India.
Recall of the Brand
Contd..
Resonance Model- Performance
Resonance Model- Imagery
Resonance Model- Feelings
 Consumer
Loyalty
Framework
The consumer Loyalty framework allows us to measure
how much is the consumer loyal to the brand and the
methods by which we can access those. Based on the
various types of loyal consumers. The consumers of
Maggi are 71.9% hardcore loyal as they would prefer
Maggi over other instant Noodles products. The rest
include switchers and softcore loyal customers.
BRAND VALUE CHAIN
Marketing Program Investment

01 Product, Communications and Trade.

Consumer Mindset:
Brand awareness, brand association, brand attitude, brand
activity and brand attachment.
03
02
Market Performance:
Market Share, Price premium, Price elasticity and
Expansion success.
Marketing Programme Investment-
Communications
Consumer Mindset- Brand Attachment
Multipliers

Program Quality Marketplace Conditions Investor Sentiment

 Market Mix
Price: Cost based pricing
Product: Instant Noodles,
strategy (Competitive as
Instant Pasta, soups etc
well)

Target Market :
Morthers, kids

Place : India(Urban &

Promotion : TV Ads, Print
Rural). Intensive
Ads, Bill Boards
distribution system.

17
Evolution of Maggi’s Promotion Mix

18
Maggi Promotion after Ban

19
EXPERIENTIAL MARKETING

DELHI KOLKATA

HYDERABAD
In order to ensure experiential marketing, the brand asked the
consumers to share their story on their memories with the brand in its
campaign- Mornings On! Gathering views from people around cities for
the mornings with Maggi.
.
PROMOTION STRATEGIES
Rural Practices

Maggi chotu was introduced for 5/-

to expand its reach to the rural
market.
IMPROVEMENTS

The other questions that could be included in the brand tracking survey would be:

 Why do you prefer it? – Flavor, Price, Taste, Brand Image

 How did you become aware of Maggi? – TV Commercials, Social Network, Newspaper, Friends/Family.

 Which Age group consumes Maggi the most? – 9-12;13-26;27-40;40&above.

 How do you perceive Maggi Products? – Healthy, Tasty, Ready to eat, Junk food.
THANK YOU