BAPM

Presentation on Maggi Noodles

By:Anjali Sharma
Ankit Kumar
Shalini Kumari
Sonam Sharma

ABOUT COMPANY
MAGGI BRAND IN INDIA
Teething troubles Maggi noodles was launched
in India in the early1980s.
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.

Brand as a legal instrument:

The word Maggi was derived from the surname of Julius Maggi,
founder of the business of Nestle Group, carried on from 1886 up
to 1947. And, that Nestle had sold products under the trademark in
India since 1974. It had registered it in 1970 in India for various
food products.

Brand as a logo:

Maggi has used a captative colours : yellow which depicts

warmth and cheeriness while red which is an energetic,
excitement and passion colour

Brand as a shorthand:
Maggi was positioned as 2-minute noodles with
a punch line that said Fast to Cook Good to Eat
Earlier the tagline was khusiyon ki maggi tagline
it quickly grasped the attention of consumers all
over India which was currently changed to your
New tagline which is used is maggi is safe, has
always be after the controversies. The punch line
used by maggi is khusiyon ki maggi.

Brand as an adding value:

2-minute tagline and Fast to Cook, Good to
Eat
Taste Bhi Health Bhi Campaign concentrated
on nutrition factor
Latest campaign starring Amitabh Bachchan
makes the consumer connect to the product. It
asks for customer's Maggi memories.

Brand as a personality and relationship:

The companies tries to associates there consumers with the maggi through
Meri Maggi Campaign in which consumers talk how maggi made their
day special
Due to the controversies related to maggi, for a long span of time the
packing has changed it no longer says: "Maggi masala noodles is a source
of protein and calcium: essential nutrients for you at all stages of life".
That's been replaced with the message: "Consume along with fruit and
milk". Maggi created relations by associating hunger with maggi, specially
for college students.

Brand as a evolving entity:

After the controversy of Maggie, company not only emphasized on
its ingredients value but also came up with new advertisements
which touched upon the emotions of the consumers.

Possible brand associations:

Instant
Convenient
No oil
Healthy
Taste
Varieties
Size
Affordable

THANK YOU!