Scribd Logo
Upload

Welcome to Scribd!

  • 52 views

    How Became India's Favourite Snack?: Maggi

    Uploaded by

    Hardik Gori
    Maggi became India's favorite snack after a successful "2 minute noodles" advertising campaign in the 1990s positioned it as a quick meal for busy mothers. While Maggi dominated the market, a 2015 lead scandal had major impacts. However, loyal fans helped sales recover after 2016. Today, Nestle innovates new Maggi products and flavors as the brand remains iconic for Indians.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    How Became India's Favourite Snack?: Maggi

    Uploaded by

    Hardik Gori
    52 views10 pages
    Maggi became India's favorite snack after a successful "2 minute noodles" advertising campaign in the 1990s positioned it as a quick meal for busy mothers. While Maggi dominated the market, a 2015 lead scandal had major impacts. However, loyal fans helped sales recover after 2016. Today, Nestle innovates new Maggi products and flavors as the brand remains iconic for Indians.

    Original Description:

    Ok

    Original Title

    Maggi_The_Strategy_Story_1599189306

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Maggi became India's favorite snack after a successful "2 minute noodles" advertising campaign in the 1990s positioned it as a quick meal for busy mothers. While Maggi dominated the market, a 2015 lead scandal had major impacts. However, loyal fans helped sales recover after 2016. Today, Nestle innovates new Maggi products and flavors as the brand remains iconic for Indians.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    52 views10 pages

    How Became India's Favourite Snack?: Maggi

    Uploaded by

    Hardik Gori
    Maggi became India's favorite snack after a successful "2 minute noodles" advertising campaign in the 1990s positioned it as a quick meal for busy mothers. While Maggi dominated the market, a 2015 lead scandal had major impacts. However, loyal fans helped sales recover after 2016. Today, Nestle innovates new Maggi products and flavors as the brand remains iconic for Indians.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    You are on page 1of 10

    How Maggi became

    India’s favourite snack?

    Swipe
    Some History

    Maggi was launched in 1983 by Nestle.

    In 1997 Maggi tried to change the formula but it


    failed

    In 1999 Maggi reintroduced the old formulation and


    revived sales with the punchline “Fast to Cook,
    Good to Eat”.

    Maggi was leading with 90% market share in quick


    noodles before the lead scandal in 2015

    Swipe
    But one advertising campaign
    made Maggi famous

    The idea that anything could be cooked in two


    minutes had an immediate impact on a people.

    The "two-minute noodles" advertising campaign on


    television turned out to be an instant attraction
    because of its liberating message for women.

    The "Maggi Mom" image positioned Maggi for the


    needs of mothers who were increasingly joining the
    workforce and were able to manage because of the
    quick snack

    Swipe
    Hence was born- “Mummy Bhook lagi-
    Bas 2 minute”

    2 minute became synonymous with


    Maggi

    Swipe
    2015 was rough for Maggi due to
    lead scandal
    but it has its loyal fans

    Swipe
    When Maggi came back in 2016
    interesting story

    Vir Das sang a song saying it goes out to anyone who


    loves Maggi Noodles and the alleged lead that comes
    with them.

    Swipe
    Where is Maggi now?

    • In 2019, Nestle sold 264,000 mt of Maggi


    products, compared to 254,500 mt in 2014.

    • Nestlé India, has finally managed to escape


    the ghost of the Maggi crisis that haunted it
    in 2015

    • In 2019, the growth in sales of the Maggi


    brand of products surpassed the pre-ban
    level of 2014, in terms of both volume and
    value.

    Swipe
    Nestle is doing innovation in Maggi now

    • MAGGI Noodles launched MAGGI Nutrilicious Atta


    Noodles made with a blend of 20 spices and herbs.

    • Nestle also launched MAGGI Fusian Noodles, a


    range of Asian flavours inspired MAGGI Noodles,
    available in flavours such as Bangkok Sweet Chilli,
    Hong Kong Spicy Garlic, Singaporean Tangy Pepper.

    • MAGGI also launched a website maggi.in, that


    positioned the brand as an ‘ally in everyday
    cooking’, engaging closely with the brand and
    delivering on variety, convenience and balance to
    the food.
    Source: Nestle Annual report 2019

    Swipe
    Fun Fact

    “Not many people know that Maggi is a


    completely Indian innovation. We had something
    similar in Malaysia at the time, but the noodle
    brand we introduced in India in 1983 was a local
    creation”- Suresh Narayanan, Chairman, Nestle

    Unsurprisingly, when the brand launched the Me


    and Meri Maggi campaign in its silver jubilee year
    in 2008, inviting people to send in their personal
    Maggi stories, its advertising agency Publicis
    Capital was deluged with more than 30,000
    entries.

    Swipe
    Did you #Like this story?

    Follow us at
    #TheStrategyStory
    for more updates…

    END

    You might also like

    pFad - Phonifier reborn

    Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

    Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


    Alternative Proxies:

    Alternative Proxy

    pFad Proxy

    pFad v3 Proxy

    pFad v4 Proxy