Customer Relationship Management

Assignment-3

Submitted To: Prof. Vijay Rego Submitted By: Manvika Gautam

PRN No.- 21050341027

Consumer perception is a term that refers to a consumer's awareness and awareness of a product.
Consumers' information defines the methods for meeting their needs and desires. Consumer
perception is essential for marketers because people make decisions based on their perceptions
rather than facts. All marketing methods aim to instil a positive image of the product in the
minds of consumers. Brand loyalty is defined as the buying of a commodity on a regular basis as
a result of consistent product performance. Consumers' perceptions of excellent product quality
are reflected in brand loyalty, which is especially important for food goods because health safety
is a primary concern when purchasing any product.

In 1982, Nestle India Limited (NIL) produced Maggi 2 Minute Noodles, an instant meal product,
which introduced the Maggi brand to Indian customers. Indian customers were conservative in
their eating habits, preferring to eat authentic Indian meals over canned or packaged food. In
reality, NIL attempted to establish an entirely new food category in India: instant noodles. The
company first targeted working women, claiming that Maggi noodles were quick to prepare and
thus convenient. However, this strategy failed, as evidenced by the fact that Maggi noodles sales
were not increasing despite extensive media advertising.

To get to the bottom of the issue, NIL conducted research, which found that children preferred
the taste of Maggi noodles and were the product's biggest customers. Following this, NIL moved
its marketing focus from working women to children and their moms. NIL's marketing
positioned the noodles as a "convenience product" for mothers and a "fun" product for children.
The tagline for the noodles, 'Fast to Cook, Good to Eat,'

NIL had expanded the Maggi brand to include various culinary products such as soups, sauces,
bottles of ketchup, and cooking aids. However, these product extensions did not succeed as
instant noodles. In an attempt to appeal to health-conscious consumers, NIL began producing a
variety of new 'healthy' items under the Maggi brand to reposition Maggi as a 'health product'.
NIL took various measures to keep the Maggi brand fresh in the minds of Indian consumers.
In May 2015, Maggi faced considerable controversy. The reports of food regulators (Fssai) in
India confirmed that samples of “Maggi Two Minute Noodles” contained surprisingly high levels
of monosodium glutamate and lead levels up to seventeen times the legal limit. That put the
entire country in a bit of a shock.

Three months after the controversy, Nestlé India launched a digital media campaign on its
official YouTube channel Meri Maggi, consisting of three short movies, to keep its noodles brand
alive in people's minds. Even while the Swiss packaged food firm fought hard to gain a clean
chit from the courts and the regulatory authority for Maggi, which the food regulator banned, the
films were shared on Twitter with the hashtag #WeMissYouToo. Leveraging nostalgia and the
emotional quotient associated with Maggi instant noodles.

The ads primarily depicted bachelors, a key target population, gently discussing how life has
changed since the Maggi ban, without really mentioning the brand's name, and wondering aloud,
"When will it be back?" and "We Miss You Friend?" "We are touched by your love.
#WeMissYouToo," Maggi says at the end of each commercial. The brand praised customers for
their support on its official Maggi Twitter and Facebook pages and invited them to stay tuned for
more.

These commercials came when rival ITC's Sunfeast Yippee Noodles had launched an advertising
blitz to reassure consumers about the safety of their product in an attempt to gain market share in
the instant noodle category been devoid of competition.

But just after six months of the ban, the company issued a standardised statement reiterating that
the noodles were safe for consumption and were verified at independent labs. On Diwali 2015,
the company relaunched Maggi on Snapdeal with special offers.

Indians have shared an emotional bond with this product for nearly three decades that goes
beyond brand loyalty. It is a solution to hunger at any time of day or night.

However, marketing is the process of recognising and fulfilling the requirements and desires of
customers. In today's marketing world, customer behaviour is crucial in determining marketing
strategy. Maggi has revolutionised the way people eat breakfast in India for the past 38 years.
From 5 p.m. evening snacks to morning breakfast, Maggi has overtaken all forms of breakfast
from North to South, from Paratha to Dhokla to Dosa. The product's taste and how easy and
quick it was to make. Maggi has long been a staple cuisine in India. In light of the recent issue, it
is important to determine whether consumers' perceptions of the Maggi and the product have
changed and whether consumers' consumption patterns have altered. Because our society has
embraced this product like no other, it's critical to assess whether consumer loyalty has shifted
and whether age, gender, marital status, and other factors influence consumer perception. But
loyalty is the result of a combination of familiarity and inertia, and Maggi's faith is unshakeable.

Reference:

https://thestrategystory.com/2021/01/07/story-of-maggi-in-india/

https://www.livemint.com/Opinion/v07IyccA1ccRtEt3yej7LN/From-brand-to-basket-loyalty.htm
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