The Maggi Brand In India

Maggis Brand Extension Method

Nestle India Ltd (NIL) launched number of variants under the brand Maggi as 1. Maggi 2min noodles 2. Maggi sauces and ketchups 3. Maggi soups 4. Maggi pickles 5. Maggi macaroni 6. Maggi instant mix 7. Magi tonites special 8. Maggi coconut milk 9. Maggi atta noodles 10. Maggi cubes Maggis brand extension was a result of new entrants in the market that increased competition Ex : Top Ramen and Knorr soups

Reason for Failure

1. Introduction of new variants in the products as Sweet Maggi, consumers could not get used to sweet taste of Maggi. 2. Maggi also tried to deviate from its core product. It brought out or introduced pickles, instant cooking mixes and cooking sauces which could not make any impact on the sales.

Promotional strategies
Maggis promotion strategy and the advertisement were popular as it featured well known Indian actors, Javed Jaffery and Pankaj Kapoor and had a tagline Its different.

Maggis Relaunch and Nescafe Postioning

1. Maggi replaced Nescafe as the companys core brand. The FMCG sector was going under a recession. Thus to beat the recession, it introduced the smaller packs of maggi priced at Rs 5. This had a very positive impact and resulted in a huge sale of Noodles. 2. Maggi also introduced small sachets of coffee at Rs 2 which was a strategy to penetrate the market.

3. Later maggi renamed some of its products to reach the customers in a different way. They were maggi hot cup was a soup and was attractively priced at Rs3. They also had their vending machines at railway stations and offices. 4. Maggi also introduced ready to cook recipe mixes Paneer Tikka, Chicken Biryani etc.

Health Approach
1. Maggi positioned itself as health product after the repositioning in the market. Thus I used the caption as Taste Bhi, Health Bhi. 2. After a stabilized position in the market , maggi projected itself as health product thus capturing the minds of the customers in health sense 3. Further its tagline was helpful in various aspects , because anything different by maggi was sufficed by Its Different and Enjoy The Difference.