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Maggi is a Nestle brand of instant soups, stocks, bouillon

cubes, ketchups, sauces, seasonings and instant noodles.

The original company came into existence in 1872 in

Switzerland, when Julius Maggi took over his fathers mill.

It quickly became a pioneer of industrial food production,

aiming at improving the nutritional intake of worker families.

It was the first to bring protein-rich legume meal to the market,

which was followed by ready-made soup based on legume

meal in 1886.

In 1897, Julius Maggi founded the company Maggi GmbH inthe German town of Singen where it is still established today.

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Maggi noodles was launched in India in theearly1980s.

Carlo M. Donati, the present Chairman and Managing Director of Nestle

India Ltd, brought the instant noodle brand to India during his short stint

here in the early eighties.

At that time, there was no direct competition.

The first competition came from the ready-to-eat snack segment which

included snacks like samosas, biscuits or may be peanuts, that were usually

the bought out type.

The second competition came from the home made snacks like pakoras or

sandwiches. So there were no specific buy and make snack!

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Maggi was positioned as the only hygienic home made snack!

Despite this, Nestle faced difficulties with their sales after the initial phase.

The reason being, the positioning of the product with the wrong target

group.

Nestle had positioned Maggi as a convenience food product aimed at the

target group of working women who hardly found any time for cooking.

Unfortunately this could not hold the product for very long.

In the course of many market researches and surveys, the firm found that

children were the biggest consumers of Maggi noodles.

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Quickly they repositioned it towards the kids segment with various tools of

sales promotion like colour pencils, sketch pens, fun books, Maggi clubs

which worked wonders for the brand.

Maggi was positioned as 2-minute noodles with a punch line that said

Fast to cook!Good to eat!

And this gave the implied understanding to the consumer that it was a

between meals snack.

The company could have easily positioned the product as a meal,either

lunch or dinner.

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But, it chose not to do so, because the Indian consumer mindset did not

accept anything other than rice or roti as a meal.

Hence trying to substitute it with noodles would have been futile.

The firm did not position it as a ready-to-eat meal either, as the housewifeprefers to make a meal for her kids rather than buy it for them.

And if she can make it in two minutes with very little effort, then obviously

its a hit with her!

Whats more, if kids also love the taste, the product is as good as sold! So

the 2-minute funda coupled with the yummy taste worked!

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1). Are you a consumer of Maggi?

Yes No

Q 2) What comes first in your mind when you hear the word Maggi ?

Noodles Fast food Snacks None of these

Q 3) what is the brand that comes to your mind when we say the word

noodles?

Maggi Top Ramen Surya Noodles

Q 4) Rank the following Maggi products w.r.t. frequency of purchase with 1

being the highest rank RANK

Noodles _________ Ketchup _________ Soup _________ Pickles

_________ Cubes _________

Q 5) With what products would you associate the brand Maggi?

Ketchup Noodles Soup Masala

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6) On a scale of 1 to 5 rate Maggi on the following parameters

Taste ____________ Variety/Flavours____________ Hygiene/Purity____________ Availability ____________ Packaging (SKUs)

____________.

Q 7) Rank the categories which Maggi should look in future in order of

your importance :

Chocolates _____________ Salted Potato Chips _____________ Fruit

Juices _____________ Processed foods(Ready to use pastes, masalas)

____________ Others ( Please mention) _____________.

Q 8) How do you perceive Maggi products?

Good for health. Ready to eat. Junk food Tasty / Fun eating

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Q 9) Which Maggi products in noodles category doyou regularly buy? (Repositioning awareness)

Maggi masala Maggi vegetable atta noodles Maggi

dal atta noodles Maggi rice noodles mania Others.

10) You came to know about Maggi from:

Newspapers Radio T.V advertisements Word of

mouth Other source