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MAGGI -FROM MUDDLE TO MAGIC -A STUDY OF BRAND IMAGE AND

CONSUMER PREFERENCE TOWARDS MAGGI NOODLES IN THE POST-BAN
RELAUNCH PHASE

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International Journal of Advance and Innovative Research
ISSN 2394 - 7780
Volume 6, Issue 1 (XXXV): January - March, 2019

MAGGI –FROM MUDDLE TO MAGIC - A STUDY OF BRAND IMAGE AND CONSUMER

PREFERENCE TOWARDS MAGGI NOODLES IN THE POST-BAN RELAUNCH PHASE

Prof. M. Guruprasad1 and Prof. Vijay Tandon2

Director1 (Research), Universal Business School
2
Director , PGDM and International Programs, Universal Business School

ABSTRACT
The basic objective was to access the consumer’s perception towards the brand in the post ban re-launch
scenario. The analysis of the primary field based survey and the focus group study of the respondents indicate a
strong loyalty among the Maggi consumers. This also aligns very well with some of the brand models on Brand
equity, Brand Personality, emotions.

BACKGROUND
In May 2015, the food safety regulations department of the Indian government found the samples of Maggi- 2
minutes noodles with unexpectedly high level of monosodium glutamate and lead. FSSAI ordered product recall
of all the nine approved variants of Maggi instant noodles and oats masala in India. Many states of India banned
Maggi after the FSSAI’s decision. According to the reports, the company had defaulted on FSSAI (Food Safety
and Standards Act) regulations owing to the presence of lead, detected in its instant noodles, which was found
in excess of the maximum permissible level of 2.50 parts per million (ppm) and also issues related to misleading
labeling information without risk assessment. In June, 2015, the central government of India banned the sale of
Maggi instant noodles. The nationwide ban was struck down by the Bombay High Court. All the samples of
Maggi were cleared and Maggi came back to the shelves from November 2015.
PROBLEM STATEMENT
This study attempts to evaluate the Brand Image of Maggi Noodles post ban re-launch, among consumers with
special reference to Karjat Taluka.
OBJECTIVES
1. To understand the consumers preferences towards the brand in the post ban re-launch scenario and the
reasons.
2. To understand the lessons learnt from the Maggi brand crisis management
RESEARCH METHODOLOGY:
Sampling design Data Collection Method:
Sampling design adopted was Simple Random Sampling. The size of the sample was 144. A qualitative and
empirical analysis was done through both primary and secondary sources of data For Primary data, a face to
face interview was conducted with respondents at Karjat Taluka, Maharashtra. This research study is unique for
the following reasons
- Most of the branding studies and in specific the post ban study on Maggi in India is done at Metro and
other cities and few studies might have been attempted at a Taluka level.
- The research was conducted involving Post Graduate Management students as a part of experiential
learning which is a very unique learning model we follow at UNIVERSAL BUSINESS SCHOOL, Karjat.
The essence of experiential learning is learning by doing which ensures immersive learning. The case was
discussed with the students as a part of application in Research Methodology and Marketing & Strategy
courses during the class room learning.
- A qualitative research through focus group discussion was conducted engaging 15 students to explore their
views and opinion about the brand Maggi.
- In this context, the research paper has made an attempt to apply and relate the various branding models and
theories with the study findings.
The analysis of the primary data was done by using the statistical software package SPSS and is presented using
relevant tables and Charts. The insights from the focus group were analyzed, summarized and presented by
analyzing the focus group discussion guide.
Thus, this is a live research based case study on the brand Maggi.

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Volume 6, Issue 1 (XXXV): January - March, 2019

The secondary information for the study was sourced by analyzing various theoretical literature from various
academic research journals and through content analysis of information about our research topic appeared in the
recent media in India.
LITERATURE REVIEW
In concurrence with the said objectives and the research design, we had planned the Literature Review into two
types, namely
- Theoretical literature to understand the various branding theories and models.
- Research survey literature to understand the research made by other research studies in India.
It is to be noted that, as mentioned earlier, the study is also unique in its approach as very few research
studies have made an attempt to do a combination of theoretical study along with the research survey in
India and also a combination of field based survey along with the qualitative focus group discussion.
(Kotler 2000), a traditional definition of a brand was: “the name, associated with one or more items in the
product line, that is used to identify the source of character of the item(s)” The American Marketing Association
(AMA) definition of a brand is “a name, term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them from those of
competitors” (p. 404).
Brands, according to Kapferer (1997) serve eight functions : the first two are mechanical and concern the
essence of the brand: “to function as a recognized symbol in order to facilitate choice and to gain time” ; the
next three are for reducing the perceived risk; and the final three concern the pleasure side of a brand.
Four factors combine in the mind of the consumer to determine the perceived value of the brand: brand
awareness; the level of perceived quality compared to competitors; the level of confidence, of significance, of
empathy, of liking; and the richness and attractiveness of the images conjured up by the brand.
From Brand Assets to Brand Equity

Davis (2002) also talks about a new way of managing brands. He argues that brands, along with people, are a
company’s most valuable asset. This becomes relevant given that the top three strategic goals for brand strategy
nowadays are increasing customer loyalty, differentiating from the competition, and establishing market
leadership.
Aaker (1997) develops the concept of brand personality, or “the set of human characteristics associated with a
brand”. Fournier (1998) suggests that a brand can be viewed as a relationship partner. One way to achieve this is
by understanding “the ways in which brands are animated, humanized, or somehow personalized” These
relationships offer meanings to the consumer, some being functional and utilitarian, while others are
psychological or emotional.
A Brand Personality Framework

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Volume 6, Issue 1 (XXXV): January - March, 2019

Aaker (1997)
Gobe (2001) believes that the emotional aspect of brands is what makes a key difference for consumers. He
argues that people are interested in buying emotional experiences, and he calls the brands that are able to create
an emotional bond with their client’s emotional brands. According to him, emotional brands share a set of
common values that make them highly sought.
Keller (1993) introduces the Customer-Based Brand Equity (CBBE) model, which “approaches brand equity
form the perspective of the consumer -whether it be an individual or an organization”.
According to Keller, Brand salience relates to the awareness of the brand. Brand performance relates to the
satisfaction of customers’ functional needs. Brand imagery relates to the satisfaction of customers’
psychological needs. Brand judgments focus on customers’ opinions based on performance and imagery. Brand
feelings are the customers’ emotional responses and reactions to the brand. Brand resonance is the relationship
and level of identification of the customer with a brand.
Customer-Based Brand Equity Pyramid (CBBE Model)

Keller (2003)
LITERATURE ON VARIOUS RESEARCH STUDIES IN INDIA
Dr.Mustiary Begum (2016) paper has highlighted issues related to Maggi and how consumers changed their
perception regarding Maggi after post ban. Researchers have taken 93 respondents and have done analysis with
the help of simple analytical tool like graph and tabular form. The study shows those consumers are ready to
buy Maggi after it re-launch in the market provided that they include healthy ingredient.
Shabista Booshan ( 2016) paper has highlighted impact of Maggi noodle on the psyche of the Indian
consumers. The conclusion is based on the data collected immediately after 5 months of Maggi re-launch.
According to researcher 75% of the population were ready to accept Maggi after its comeback.
Ayushi Jain (2016), the author has taken comparative study of Maggi and Patanjali atta noodles. The said
paper has highlighted growth of Patanjali noodle due to Maggi ban. Research shows that consumer has accepted
Maggi whole heartedly after its ban and also stated that Patanjali is most favored due to its price.
Dr. Ramesh Sardar (July 2015), the study is based on comparative analysis of Maggi at international market
and Indian market. Study is based on secondary data which highlighted the preferences of Maggi at
international market as compare to Indian market.
Now, we will look into the results of our data analysis

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ISSN 2394 - 7780
Volume 6, Issue 1 (XXXV): January - March, 2019

ANALYSIS OF DATA
Table - 1

The key reasons for choosing Maggie taste, Loyalty and Promotions apart from others
ANALYSIS AND DISCUSSION OF OUR FOCUS GROUP STUDY
Objective: To understand the insights from the students who are the consumers of Maggi instant noodles.
Methodology: A qualitative research through focus group discussion was conducted engaging 15 students to
explore their views and opinion about the brand Maggie.
This report summarizes the key findings of the focus group discussion conducted with 15 undergraduate
management students who are in the age group of 17-19 years. The respondents are from Undergraduate BBA -
Cardiff MET Program who are the students of Universal Business School. "This is also a part of experiential
learning model which is a unique learning model at UNIVERSAL BUSINESS SCHOOL practised by the
students for immersive learning and discussed in the classroom sessions as a research based case study. The
discussion revealed.
The discussion revealed the following,
 The respondents who participated in the focus group discussion mentioned about the Brand recall - Top of
the mind list. They mention when they think of Instant noodles the only brand that comes to their top of
min list is Maggi. Brand is generic to product category
 All the respondents talked about the unique taste of Maggi as compared to other instant noodles available
on the shelves.
 Post pan the Brand communication as a Brand crisis management was very effective and was taken
seriously by the respondents. There was an element of trust.

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 Nostalgic adverts create a strong emotional connect with the consumers through Meri Maggi, Ma ka
bharosa campaigns.
 Though the respondents did Brand switching as a variety seeking behaviour but they were not satisfied
with the taste of other brand of instant noodles as compared to Maggi.
 POP & POD - Though all the brands in the instant noodle segment provides convenience as a point of
parity, taste was highlighted as the point of differentiation for Maggi thus resulting in repeat purchases
leading to Brand loyalty.
 Maggi as trusted brand - Respondents expressed their trust in Maggi which resulted in acceptance of Maggi
as a brand in other product categories namely soup, pasta and tomato ketch up.
 Maggi instant noodle variants - Maggi has more variants as compared to other competing brands in the
space of instant noodles.
 It was observed and recorded that respondents are so emotionally connected that they created creative
taglines on the spot to reflect their love and trust towards Maggi as a brand which has become an integral
part of their life (say like a friend). My life Maggi, two minute mein bat ban jaye, kya tera kya mera, teri
meri sabki Maggi, Separated by noodles united by Maggi
CONCLUSIONS
The above analysis of the primary field based survey and the focus group respondents overall, indicate a strong
loyalty among the Maggi consumers apart from other reasons of Price and Taste. This also aligns very well with
some of the brand models find evidence for the prescribed models on Brand equity, Brand Personality,
Emotions. No doubt that Maggi is marching ahead with its magical power even during the post ban phase.
REFERENCES:
 Begum, D. M. (2016). consumers Perception Towards Maggi Instant Noodles after its relaunch. Indian
Journal of Research, 211-213.
 Guzman, F. (n.d.). A brand building literature review "Brand Building towards social Values:Associating
to Public Goods.
 Jain, A. (2016). A study on Maggi ban and simulataneous launch of Patanjali Atta noodles. TMIMT
International Journal "special Issue 2016".
 Kevinlane, K. (1993). Coceptualizing,Measuring, and Managing Customer-Based Brand Equity, Journal of
Marketing , 1-22.
 Kotler, P. (2000). Marketing Management,The Millenium Edition. Upper Saddle River: Prentice Hall.
 AAKER, JENNIFER L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 347 -
356.
 DAVIS, SCOTT M. (2002). Brand Asset Management: Driving Profitable Growth through your brands.
San Francisco.
 Marc, G. (2001). Emotinal Branding: The New Paradigm for connecting brands to people,. New york:
Allworth Press.
 Noel, K. j. (1997). Strategic Brand Management. Great Britan: Kogan Page.
 Sardar, D. (2015). Maggi Stews in Lead and MSG Pot:Controversy over India's favourite Instant Noodles.
Case Studies Journal.

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