EVOLUTION OF BRAND IDENTITY OF MAGGI:

THE PAST, PRESENT AND FUTURE

PURPOSE

The purpose of the project is to analyse implementation of theoretical knowledge about brands
in the Indian context. The project aims to analyse the changes in brand identity which raised
due to multiple factors like brand awareness, recognition, new sub-brands and crisis faced by
Maggi.

The project derives its purpose from the change in brand communication that Maggi has
witnessed over the years and especially after getting banned. The revival of the brand and
regaining top market share makes it an interesting implementation of the brand concepts.

The eventual purpose of the project is to derive insights from the actions taken by brand, change
in customer perception, rebuilding of trust and regaining market share using multiple brand
strategies ranging from promotion to communication.

OBJECTIVES

• To analyse the consumer preferences toward the brand

• To understand changes in brand communication over the years
• To analyse the impact of sub-brands on brand promotion
• To differentiate between brand communication before and after the crisis
• To understand lessons learnt from Maggi brand management crisis

JUSTIFICATION OF THE STUDY

Maggi as a brand began back in 1886 when Julius Maggi first created a recipe of flavours to
bring added taste to meals. Over the years, Maggi has become a global brand and a household
name across countries. Every second, 4,600 food portions are prepared with Maggi across the
world. The brand is among the leading players in the portfolio of global FMCG giant, Nestle.

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India is among the world’s leading market for noodle consumptions. At the end of 2018, Maggi
contributed about 30% of Nestle India’s revenues. It enjoyed a market share of 60%, a clear
pioneer. But the journey has not been smooth. Back in 2015, Maggi was banned due to claims
of identification of lead and MSG above permissible limits in the contents. From a whopping
75% market share, the share dropped to nil, with the products removed off the shelf overnight.
Such a fiasco with a brand, which primarily served instant hunger needs to kids, would have
simply meant the end of it. However, Maggi came back up and strong to gain 60% market share
by the end of 2018. Maggi ban is now a much quoted case study in leadership and crisis
management lectures.

Through this study, we aim to understand how Maggi built such a strong brand by forming a
unique brand identity. The research will also help understand how the brand identity changed
during and post the 2015 crisis. Lastly, through primary and secondary research, the project
will help us understand the gaps between present brand image and brand identity of Maggi and
provide a direction for the way forward.

SIGNIFICANCE

BRAND IDENTITY refers to what exactly does a brand identifies itself as and stands for. It tells
the consumer about the purpose and meaning behind existence of a brand. Some of the key
elements that help build up the brand identity include: Vision, Mission, Culture, Language,
Behaviour, Communication, Logo and Design. This often helps the consumer to connect with
the intent behind the brand and its offering. A consistent brand identity can be achieved from
consistent and strategically targeted communication, thus leading to consistent sales. Building
a positive and cohesive brand identity requires analysing the company, its market, customers,
goals and values and can play and important role in building an ever growing sustainable brand.

Maggi is one of the strongest Nestle brand that has a diverse history of success for about 134
years globally. We have seen Maggi go through its own ups and downs, always coming back
stronger. The extent of the loyal customer base of Maggi is a marketing marvel that is worth
studying and learning from. Our aim is to understand the Past, Present and Future of the Brand
Identity of Maggi and how it has proved to stay relevant and be everyone’s favourite for more
than a century.

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 OUTLINE/FLOW OF THE STUDY

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