CENTRAL BOARD OF

SECONDARY EDUCATION
CHEMISTRY INVESTIGATORY
ROJECT
LEAD IN MAGGI

FOR SESSION 2019-2020

NAME : PRACHI ATTRESH
CLASS : XII – ‘A’
ROLL NO: 13
SCHOOL : G.L.T Saraswati Bal Mandir Sr. Sec
School Nehru Nagar110065
 CERTIFICATE
This is to certify that PRACHI ATTRESH a
student of class XII – ‘A’ has successfully
completed the research project on the topic Lead in
Maggi under the guidance of Mr. Binod.

This project is absolutely genuine and does not

include in plagiarism of any kind. The references
taken in making this project have been declared at
The end of this project.

Signature of internal Signature of external

Examiner Examiner
 INTRODUCTION ABOUT
MAGGI

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 father’s mill . It quickly
became a pioneer of industry food production ,
aiming of 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 soup based on legume meal in 1886 . In 1897
, Julius Maggi founded the company Maggi GmbH
in the German town of Singen where it is still
established today.

Mggi comes to India - teething troubles Maggi

noodles was launched in India in the early 1980s .
Carlo M. Donati , the present Chairman and
Managing Director of Nestle India Ltd , brought the
instant 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 samosa , biscuits or maye peanuts , that were
usually ‘the bought out’ type . The second came
from the homemade snacks like pakoras or
sandwiches . So there were no specific buy and
make smack ! Moreover both competitors had
certain drawbacks in comparison . Snacks like
samosas are usually bought out , and outside food is
generally considered unhygienic and unhealthy .
The other competitor ‘homemade’ snacks overcame
both these problems but had the disadvantage of
extended preparation time at home . 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
convrnience 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.
Quickly they repositioned it towards it towards the
kids segment with various took of sales promotion
like colour pencils, sketch pens , fun books , Maggi
cubs 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’ snacks . The
company could have easily positioned the product
as a meal either lunch or dinner. 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 housewife prefers
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 it’s a hit with her!
What’s 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’!

BRAND STORY
Launched in 5 flavours initially -Masala, chicken,
capsicum, sweet and sour, and Lasanga-Maggi had
to fight hard to be accepted by Indian consumers
with their hard-to-change eating habits. The
packaged food market was very small at this time,
Nestle had to promote noodles as a concept, before
it could promote Maggi as a brand. It therefore
devised a two-pronged strategy to attract mothers on
the ‘convenience’ plank and lure kids on the ‘fun’
plank. Gradually, the market for instant noodles
began to grow. The company also decided to focus
on promotions to increase the brand awareness. In
the initial years, Nestle promotional activities for
Maggi included schemes offering gifts(such as toys
and utensils) in rey=turn for empty noodles pack.

According to analysis the focus on promotion

turned out to be the single largest factor responsible
for Maggi’s rapid acceptance. Nestle’s Managers
utilized promotions as measured to meet their sales
target. Gradually, sales promotion became a crutch
for Maggi noodles sales. Later many of the Maggi’s
extensions also made considerable use of
promotional schemes . The focus of all Maggi’s
extensions was more on below
The line activities rather than direct
communications. In addition to promotional
activities, Maggi associated itself with main stream
television programme and advertised heavily on
kids programme and channels. After its
advertisements with taglines like “mummy bhook h
lagi hai, bas do minute” and fast to cook good to eat
Maggi’s popularity became highly attributed to its
“extremely high appeal to children”. As a result.
Maggi’s annual growth reported touched 15%
during its initial years.

MAGGI’S PRODUCT
1.Cube
The bouillon cube or Maggi cube is a meat substitute
product that was introduced in 1908.
In Germany, Mauritania and parts of the Middle East,
Maggi cubes are an integral part of the local cuisine. In
Haiti and throughout Latin America, Maggi products,
especially bouillon cubes, are widely sold with some
repackaging to reflect local terminology. In the German,
Dutch, and Danish languages, lovage has come to be
known as Maggi herb, because it tastes similar to
Maggi sauce, although lovage is not present in the
sauce.

2.Seasoning sauce
In Romania, China, Vietnam, Thailand, the Philippines,
Pakistan, Mexico, Indonesia, Malaysia, Brunei,
German-speaking countries, the Netherlands, the
Czech Republic, Slovenia, Poland and France, "Maggi"
is still synonymous with Maggi-Würze (Maggi seasoning
sauce), a dark, soy sauce-type hydrolysed vegetable
protein-based condiment sauce. In Spain and Mexico, it
is sold under the name Jugo Maggi There are a total of
nine different formulations, which differ between nations
and/or regions.
3.Noodles
Maggi instant noodles are popular in Bangladesh,
Pakistan, Singapore, Malaysia, Australia, New Zealand,
and India. Nestle has 39% market share in Malaysia,
where "Maggi" is synonymous with instant noodles,[6]
and had 90% market share in India prior to a nationwide
ban by the Food Safety and Standards Authority of
India. Following the ban, the market share was reduced
to 53% in India.[7] In Malaysia, fried noodles made from
Maggi noodles are called Maggi goreng. Maggi Instant
noodles are branded as "Maggi 2 Minute Noodles" in
Australia and New Zealand.[8]
In India, Maggi Masala noodles carry a green dot,
meaning they are specifically formulated to serve
vegetarians. However, Maggi chicken noodles carry a
red dot, indicating it's not vegetarian. [9] This special
formulation is not available in other countries, unless
imported from India.

4.Dehydrated soup
Like other dehydrated soup mixes, Maggi Onion Soup
mix is often combined with reduced cream to create
Kiwi Dip.[10]
Recipe mixes[edit]
Recipe mixes or so called Fixes were introduced in
Germany in 1974. The product offers to the consumers
an idea and a recipe to cook with two or three fresh
ingredients and a Maggi mix. A complete step-be-step
recipe is given on the back of pack. Following the recipe
guarantees the result. These products were originally
launched in Germany, where they became very
popular, and some Western European countries. In the
1990s, recipe mixes were introduced in Eastern
Europe, particularly in Russia and Poland (under the
Winiary brand), where they became a big success.
Nowadays, the portfolio of recipe mixes offer
consumers more than 100 recipe ideas across different
European countries.