BRAND AUDIT

FOR

Class: BSPA 4th year

Submitted to: Sir Mustafa Yousuf

Date: 17th November, 2019

Group members:
Name Seat No

1- Zeeshan H1597066
2- Zohaab Ahmed khan H1597067
3- Sameer Ahmed H1597045
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Table of Contents
Executive Summary ............................................................................................................................. 3
Introduction to Nestle .......................................................................................................................... 4
Introduction to MAGGI ...................................................................................................................... 4
The journey of Maggi in India From 1982 to Till date ....................................................................... 5
Competitor analysis ............................................................................................................................. 7
STP analysis ....................................................................................................................................... 10
SEGMENTATION .................................................................................................................. 10
TARGET ................................................................................................................................. 10
POSITIONING ....................................................................................................................... 10
SWOT analysis................................................................................................................................... 11
STRENGTH ............................................................................................................................ 11
WEAKNESS............................................................................................................................ 11
OPPURTUNITIES .................................................................................................................. 11
THREATS ............................................................................................................................... 11
Brand inventory ................................................................................................................................. 12
• Name ........................................................................................................................................ 12
• Logotype .................................................................................................................................. 12
• Trademark .............................................................................................................................. 12
• Packaging ................................................................................................................................ 12
• Slogan ...................................................................................................................................... 12
Effective use of Tagline and Jingles by Maggi .............................................................................. 13
Brand Portfolio Analysis ................................................................................................................... 15
Brand Health...................................................................................................................................... 17
Brand feature ..................................................................................................................................... 19
MAGGI 2-Minute Noodles............................................................................................................. 19
Brand Personality and Value ............................................................................................................ 20
Brand Equity...................................................................................................................................... 21
Brand awareness ............................................................................................................................ 21
Brand loyalty .................................................................................................................................. 21
Brand image ................................................................................................................................... 21
Brand assets .................................................................................................................................... 21
Brand Associations ......................................................................................................................... 21
Recommendations .............................................................................................................................. 22
References .......................................................................................................................................... 23
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Executive Summary

This report is the Brand Audit of the Famous Brand of Nestle that is “MAGGI”. This report
highlights the major branding concepts of MAGGI. It introduces the product and its brand
elements and moves onto explaining more concrete concepts further into the report. It
contains a detailed analysis of the Brand Inventory and then checks the match of that with
the Brand Exploratory through which it explains any mismatch between the two or if the
brand has been able to translate its core values to the consumers.

Along with the entire analysis of the core concepts and the surveys, the reports ends with
certain valuable recommendations which can be implemented by the brand to realize it’s
very potential.
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Introduction to Nestle

Nestle has been serving in this world for more than one hundred and Forty years. Nestle is a multinational
company and was founded by Henri Nestle in 1866. Today, Nestle is the world’s largest food and bottled
water company. Its Headquarter is in Switzerland. Its employees are around 250,000 people and is operating
in almost every country of the world. Nestle has operations in Australia, Brazil, England, Pakistan, India,
France, Hungry, Italy, Belgium, Spain and many other countries around the world. Nestle are now in all the
seven continents and have more than 522 factories in 83 countries. Out of which 220 are in Europe, 153 in
America, 136 in Africa and Oceania. Today, Nestle is called the world’s leading Health, Wellness and
Nutrition Company and has an annual turnover of 74.4 Billion Swiss Frances. Being the world's top bottled
water company is based on a firm economic model, global presence, strong brands, innovation capacity, and
passionate people.

Nestle started its operations and services in Pakistan in 1988, when Nestle acquired a share in Dairy Company
MilkPak Ltd and today it is integrated in the Pakistani Peoples life and also known as producers of nutritious,
safe and tasty food and leaders in uplifting and developing the societies in which they work. Pakistani people
also actually needed of it because Pakistan is the fifth largest milk producing country in the world. Therefore
Nestle also deals mostly in dairy products. It also sells other products like juices, Chocolates, Water, baby
food and breakfast cereals in the country. It provide quality products to its customers and consumers at
premium cost and earning good profits. Nestle sells same quality of product in Pakistan as it sells abroad that
is why the demand of the Nestle products in Pakistan is increasing day by day.

In Pakistan, Nestle have manufacturing plants in Karachi, Lahore, Islamabad, Sheikhupura and Kabirwala.
The milk processing plant in Kabirwala is the world’s largest milk processing plant. Nestle regional sale
offices are in Islamabad, Jehlum, Peshawar, Lahore Gujranwala, Faisalabad, Multan, Karachi, Quetta and
Hyderabad.

Introduction to MAGGI
The MAGGI brand originated in Switzerland. It was founded in
1884, when Swiss entrepreneur Julius Maggi had a vision: to
make good-tasting and nutritious food accessible to busy,
working families. He invented a powdered pea and bean soup, to
provide nutritious, easy to prepare food for busy women who
worked in factories and didn't have time to prepare healthy meals.

This first MAGGI product was followed two years later with the
invention of ready-to-use soups and liquid seasoning. Nestlé
acquired the MAGGI brand in 1947 and today, more than 120
years later, we strive to build on Julius Maggi's ambition of
making delicious, quality and nutritious food accessible to all.

Today the tradition continues around the world. Whether

it’s MAGGI bouillons, soups, or seasonings, consumers have come to know and trust the MAGGI brand for
its high quality, convenience and nutrition.
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The journey of Maggi in India From 1982 to Till date

Maggi, the name synonyms with the noodles in India has experienced a bumpy ride. From capturing the 90%
market share (prior to the ban) of the noodles to getting banned, the brand has seen it all. Let us have a detailed
look at the journey of Maggi in India:

 Year 1982: Nestle launched the first noodle product in India with the brand name, ‘Maggi’ with the slogan
– two minutes, which became an instant.

 Year 1997: Because of stiff competition from the contemporary brands, the demand for the Maggi took a
downturn. The company changed the taste of the Maggi and came up with the flavoring agent called the
‘Tastemaker’. However, it could not increase the demand for the product and turned out to be a total failure.
Furthermore, it was hard to change the conventional eating habit of the people in India.

 Year 1999: Maggi uses the old formula to prepare the noodles with the main objective to increase the sales.
It came up with the punch line, “Fast to Cook, Good to Eat”.

 Year 2001: Maggi Noodles grabbed a large instant noodles market share in India.

 Year 2009: Maggi completed 25 years of Maggi noodles and at the same time also rolled out a new product
called the Maggi Pazzta.

 Year 2012: Bollywood superstar, Mr. Amitabh Bachchan was made the brand ambassador of Maggi.

 Year 2015: This is a period when the troubles started for the Maggi brand. The Food Safety and Standards
Authority of India (FSSAI) imposed a nationwide ban on Maggi due to the presence of a high amount of
lead and Monosodium Glutamate (MSG) in the noodles. Before the ban, the company enjoyed around 80%-
90% market share but after the ban, its share plunged to zero.

 Year 2016: The countrywide ban on Maggi was lifted was lifted by the Bombay High Court on 13 August
2015 and in the next year i.e. 2016, Maggi was relaunched in the Indian market by the Nestle India after
getting the clearance certificate from the National Accreditation Board for Testing and Calibration
Laboratories (NABL).

 Year 2019: Maggi noodles find itself in the hot soup again after the company admitted to the Supreme Court
of India that its noodles contain the lead content. At present, the company has decided to release the
advertisement campaigns mentioning the ‘Trustworthy Facts’ about its noodles and win the trust of the
people in India.

Here are some of the fire-fighting techniques that Nestle used to recover the brand Maggi and its
business from the crisis,

1. As a quick first step, Nestle appointed Mr. Suresh Narayanan as the new chief for India, his assignment
was to get Maggi out from crisis so as the Nestle. He was heading Nestle's Philippines business before taking
this role in India. Its a clever move by Nestle, it appointed a person who knows India's business, consumers
and political environment and also the one who is off this turmoil but can bring out Nestle from the crisis.
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Mr. Suresh's main responsibilities were to keep the energy and synergy up among the employees of Nestle
who are actually fighting the battle in the front end. He kept his ears and eyes open for the suggestions from
the employees to bring the brand back alive, in one of his interviews Suresh mentioned that he had given the
guarantee to absorb if any repercussions from the risks that the team takes in the recovery process.

2. In parallel, Nestle fought the legal battle in a very short span and proved the quality of its products to
bring them back to the market. It took time though.

3. Keeping the connect with Consumers - Maggi as a brand as always had a emotional connect with the
consumers, it actually helped Maggi during the crisis time. Nestle took a strong stand to keep the brand
recalled among the consumers even when the products were not on the racks for sale. This is a brave
decision that only a matured organization like Nestle can take (or afford).

With no products for sale, it reached to the consumers with 'Wemissyoutoo' campaign, this made the fans and
customer of Maggi to get in to more emotional mode. It build the strong sympathy for the brand of its
crisis. Social media helped this campaign in a great way. Even without people buying the product or
consuming it, they were actually talking about the brand Maggi and shared the emotions and positive
sentiments about the brand. They started sharing their stories about Maggi online.

A brand which was in a crisis for a very bad reason was actually talked about being missed by the consumers.
This is the power of marketing. This campaign actually overshadowed all the bad images that the crisis would
have created for the brand, at the same time it also helped to keep the brand to live/recalled among the minds
of the consumers.

4. Maggi was well prepared to reoccupy the shelf spaces by reloading the Maggi products in the stores as
soon as it cleared the legal battles. It introduced wide range of new variants/sub-brands within Maggi. The
company claims that it introduced about 35 variants in a span of 6 months. This act clarified everyone that
Maggi is alive and it is stronger than ever.
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Competitor analysis
Maggi has certainly been the leading brand in the noodle industry for decades .But there
are other brands as well which have given close competition to Maggi in the past and in the present as
well.

The brand against whom?

Maggi’s top competitor is Knorr due to the similar products and prices.

The brand why?

The reason why consumers should use Maggi’s products is because it’s healthy! The main message
as it is referred previously is that “Maggi Takes The Health Route”.

MAGGI VS TOP RAMEN

Top Ramen is the second largest Noodles brand in India trying hard for the past 18 years to beat Maggi
Noodles. Top Ramen is a global brand from Nissin. Launched in 1991, Top Ramen has been trying all
possible marketing tools to dethrone Maggi.
First occasion was when the brand was launched, the brand quickly went into limelight with its famous
positioning as noodles. But after the initial trying, people again went back to Maggi noodles. The next
occasion was when Maggi changed the taste. That was an occasion where, as a brand loyalist , people
dumped Maggi .For a while people consumed Top Ramen. When Maggi reversed the taste, many people
again switched back.
Top Ramen at that point of time was one of the heavy advertisers in the media. And since the taste was
also comparable, many Maggi users may have switched to this brand. But it could not retain all the
customers . One factor is the price. Top Ramen was always perceived as a premium brand compared to
the affordable Maggi. The high price may have prompted many Maggi users to switch back. Another
factor was the promotion. Top Ramen could not sustain the share of mind it generated during the
formative years. Maggi was able to bring in lot of noise because it had become an umbrella brand and
was advertising for various other products.
Top Ramen had an interesting distribution strategy. For the past 10 years, the brand has been distributed
by Marico. It is a case of marketing alliance where Top Ramen was utilizing the distribution strength of
Marico. In 2008, the alliance was mutually called-off. Now Nissin is building its own distribution
network. It is puzzling to see that a global brand with lot of support from its parent could not put up a big
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fight with Maggi .The major issue faced by Top Ramen was the differentiation. Top Ramen could not
offer any serious differentiation to Maggi either in terms of the product or brand. Since there was no
serious differentiation, Maggi was able to gain back the lost ground because it was the pioneer brand who
built the category.
Top Ramen also lost out when Maggi repositioned itself in the health platform. Top Ramen had its share
of innovations. This brand is credited with innovating a new category of cup-noodles in Indian market.
The difference between cup noodles and instant noodles is that cup-noodles need not be cooked, it is
ready to eat just after adding hot water into it. Top Ramen currently holds more than 90 % share in the
cup-noodles market. Maggi has recently entered the cup-noodles market with its brand Cuppa- Mania. It
is expected that the entry of new players will expand the category. Unlike instant noodles where the
brands are targeting kids, Cup-Noodles is targeting adults. The segment aimed by Top-Ramen is 16-35 .
Top Ramen is also credited with the launch of curry-noodles in India. While ordinary noodles are dry,
curry noodles have both gravy. Top Ramen to many people is heavily associated with Curry Noodles and
that is one of the reasons why many people did not buy the brand. So the brand has not been remaining
dormant. It has been doing the right things in the market but somehow the brand is not able to manage
the perception among the consumers. It is in the promotion front that Top Ramen has failed to make an
impact. When Maggi repositioned itself as a healthy food, Top Ramen should have followed suit since
the market was moving towards healthy foods. When Maggi launched its rice noodles, Top Ramen should
have followed since it could have added value to the brand. Except for the first phase of brand promotion,
Top Ramen did not have any worthwhile campaign in its 18 years of existence. Hence as a customer, the
brand is not giving enough reasons to change the addiction to Maggi brand. Even it is not giving enough
reasons for kids to buy this brand.
MAGGI VS YIPPEE NOODLES

ITC has always taken a very aggressive approach from the day it entered the FMCG sector and has been
giving a very tough fight to the already established players because of the financial muscle that it has and
the wider and deeper reach that ITC has got even in the rural markets because of its tobacco business.
This always provides it an edge even over the established players in the market as not many players in
India have got such a deep and a wider reach for making the products available to customers in almost
every nook and corner in India. And ITC has taken the same approach for the newly launched noodles
brand Sunfeast Yippee in the Indian market, which is dominated by Maggi from decades.
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Recently, this product category has also seen a lot of activity with the launch of many new brands like
Horlick’s Foodles by Glaxo Smithkline India, Knorr from HUL, Ching’s secret by Capital Foods Ltd,
Tasty Treat by Future Group, etc. These players have been fighting out the competitive battles to get the
most of the instant noodles market of the around Rs. 1300 crore and which is growing continuously at
around 17-20 percent growth rate. All these players are giving Maggi a tough fight and are eating out
into the almost 70 percent market share that Maggi has got in this market (Source – Business Standard)
And one interesting thing is that all the players in this product category are coming with a completely
different positioning in the market, with GSK focusing on projecting the noodles as a healthy snack
option and even HUL focusing on the soupy noodles as a positioning for their brands. And ITC has also
taken the same approach by focusing its noodles brand Sunfeast Yippee as a brand using the benefit
positioning concept in which they tried to position the product as a better alternative to Maggi on the
basis of following three differentiating criteria :-
1 - The first point used by Yippee to position itself as a better alternative over Maggi was that it was
telling the customers that they should have the choice of variety of masala with two variants in their
product portfolio – Classic and Magic. The stress was made upon the point that we want choices in each
and everything in life so why not have a choice while having instant noodles.
2 – The second point focused on the shape of the contents within the pack. The contents in other options
available are in rectangular shape which have to be broken which leads to short pieces of noodles,
whereas in Yippee noodle pack the cake is in round shape which keeps the noodles intact and long and
smooth.
3 – Then third thing that it focuses upon is the fact that Maggi must be had immediately after it is cooked
as after sometime the taste deteriorates and you cannot have it, whereas Yippee noodles promises that
they can even be had after some time.
Thus it has tried to give itself a totally different positioning from the other competitors present in the
market and it is the only competitor to Maggi which has decided to take it head on while competing with
it. The biggest advantages available with the Sunfeast Yippee noodles brand are as follows: -
1 – The deeper penetration provided by the already well-established and penetrative distribution channel
provided to ITC by its channel member in the tobacco business which provides it the most penetrative
distribution network both in rural and urban India.
2 – Then it used the Sunfeast brand, thereby using the Umbrella branding strategy, which had already
become a well-known name in the Indian households because of the equity that the brand had gained in
the minds of the consumers.
3 – The financial muscle of the ITC conglomerate to back the company to tackle all the competitive
moves in an efficient manner.
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STP analysis

 SEGMENTATION:

Market Segmentation divides the heterogeneous market into homogenous groups of customers who share a
similar set of needs/wants and could be satisfied by specific products. Maggi Brand have segmented the market on the
basis of lifestyle and habits of URBAN FAMILIES.

 TARGET:
Market Targeting refers to evaluating and deciding from amongst the various alternatives, which
segment can be satisfied best by the company. The Maggi Brand have mainly targeted the Kids, Youth,
Office Goers & Working Woman which falls into the category of “convenience –savvy time misers” who
would like to get something instant and be over with it quickly.

 POSITIONING:
Market Positioning is the act of designing the company’s offerings and image to occupy a distinctive
place in the minds of the target market. The goal of positioning is to locate the brand in the minds of
consumers to maximise the potential benefit to the firm. Maggi has positioned itself in the SNACKS
category and not in the meal category since Indians do not consider noodles as a proper food item.
Therefore Maggi have developed its brand image of instant food products with positioning statements
such as “2 minutes noodles ” and “Easy to cook, good to eat”.
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SWOT analysis

 STRENGTH:
 Established Family Brand.
 Strong Global Corporate Brand(NIL).
 Specialization in food processing category marketing and distribution in urban market.
 Presence of other product segments of food category: dairy product, chocolate, infant foods.
 Pioneer and leader so mover advantage in Noodles, Sauces, Ketchups and Soup market.
 Nestle symbolization of warm, family & shelter.
 Research and development division in India.
 New Noodles plant in Uttranchal.

 WEAKNESS:
 Generic brand to Noodles in India.
 Low rural market presences constraints.
 Uniform brand for all food category.
 Brand proliferation.

 OPPURTUNITIES:
 Growing package and canned food market in India by15% annually.
 High brand awareness of Indian consumers.
 Other product category like Biscuits, Chips and ready to eat market still unexplored.
 Opportunities to be substitute to other snacks category of food products.

 THREATS:
 Competitors with long history in product category Internationally like, Heinz sauce and
Ketchups of Heinz Indian, Top Ramen in Noodles and Knorr soups.
 Single product focused competitors like Heinz sauce and Wai Wai Noodles.
 Less entry barriers in the market segment for product category.
 ITC’s strong base in Indian market.
 Substitute product to product segment.
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Brand inventory
The main ‘elements’ of Maggi’s visual identity are:

• Name – the part of the brand that can be spoken which is the word “Maggi”

• Logotype – symbol or design elements

• Trademark – brand logo given legal protection

• Packaging – Maggi has a range of packages because of all the different types of
products and in many cases the same products in different packages of 50, 100 and 200
mg.

• Slogan – Maggi as a brand is followed by various slogans, some of them

are:

“Maggi Takes The Health Route” & “Happiness is homemade”.

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Effective use of Tagline and Jingles by Maggi

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Brand Portfolio Analysis

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Brand Health
The key elements for Brand Health are:

Leadership Liabilities

Attractiveness Distinctiveness
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Satisfaction:
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Brand feature

MAGGI 2-Minute Noodles

Brand MAGGI has started “Simply Good” initiative, in line with Nestlé’s global commitment which is firmly
embedded in our Purpose and Values which is to enhance quality of life and contribute to a healthier future.
In India the Simply Good journey has started with everyone’s favourite MAGGI 2-Minute Masala
Noodles fortified with iron which will now provide consumers 15% of their daily Iron requirement.
Iron deficiency is one of the leading micronutrient deficiencies in our country. Not many people are aware of
how stark the problem is but as per National Family Health Survey, 2015-16 more than half the women and
children in India are iron deficient. Contrary to popular belief that iron deficiency is prevalent only in rural
parts of the country we see that the issue is equally spread across urban and rural geographies.

MAGGI Noodles is a part of about 70% urban Indian households and with more than 2.5 Bio serves that are
consumed by people every year (2x Indian population) it can be an ideal carrier for iron fortification and thus
contribute to closing the gap of Iron deficiency.
With this objective we have added Goodness of Iron in every pack of MAGGI 2-Minute Masala Noodles.
We have also set up a helpline number for our consumers where they can receive all necessary information
about significance of iron and iron rich foods which they should incorporate in their diet.
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Brand Personality and Value

Brand Personality is the psychological nature of a particular brand as intended by its sellers, though
consumers may see the brand otherwise (brand image).

Most of the times we choose brands that they are familiar with our personalities.
As a result Maggi could be characterized as:

Maggi is set to lose over US$ 200 million in brand value following a ban imposed by the Food Safety and
Standards Authority of India (FSSAI). Maggi will destroy US$ 50m worth of noodles which have been
branded “unsafe and hazardous” after the FSSAI discovered “higher-than-allowed levels of lead” in some
noodle packets.
Maggi’s brand was valued at US$ 2.4bn prior to the food safety ban, which ranked the noodle manufacturer
as the 23rd most valuable food brand in the world. However, Brand Finance analysts have calculated that the
US$ 50m loss of goods combined with a damaged brand, results in a reduced brand value of US$ 2.2bn.
Brand Finance CEO, David Haigh, comments “Any health concerns raised by a credible source such as the
FSSAI will most certainly damage customer loyalty and consideration of a food brand. As Maggi’s parent
company, Nestlé will have to turn around swiftly to ensure that the Maggi brand can retain its dominance in
the Indian market. If not, the Nestlé brand itself could be at risk as the Nestlé logo prominently features on the
back of Maggi noodles packaging, making it synonymous with the Maggi brand.”
Nestlé has decided to challenge the high court whilst also raising “issues of interpretation” of India's food
safety laws.
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Brand Equity
Maggi is the brand of the parent company nestle, which has products all around the world. It is a well-known
fact that Maggi has developed high brand equity because of following factors:

Brand awareness
The brand awareness for Maggi has been contributed by the expansion of the brand in other countries all around the
world. It has now become an essential for household and when explaining the product noodles in the kitchen, consumers
have started using the brand name “Maggi” instead. When it happens in everyday life of all the consumers around the
world that means it has achieved the level of awareness it was aiming for.

Brand loyalty
Since Maggi has been there in the market for a very long time now, it has been in the households around the world for
decades now and for some consumers it has been part of their diet for generations. This says a lot about the kind of
loyalty that the consumers hold for the brand. Maggi has been evolving in terms of brand, introducing new product
forms, changes in the branding and the loyal customers have been evolving with the brand as well and have been
adopting to the new changes. The reason why it has been able to gain the attention and the target market in the first place
was because it succeeded in identifying the needs and demands of the consumers. Since, the they were looking for
instant food at that time, people adopted the product and it has been part of their lifestyle for years now.

Brand image
The kind of image that Maggi has been portraying for many years now, through their advertisements and other
campaigns, is that it is instant food that can be cooked in two minutes. The kind of delicious image that is portrayed by
Maggi in advertisement has been stuck in the consumer’s mind and has been successful in capturing the attention of the
customers. Moreover, most of the consumers remember Maggi as food prepared in two minutes which shows that Maggi
has been successful in placing their brand in the right form in the consumers’ minds.

Brand assets
Maggi has a huge, diverse range of product portfolio which is manufactured and sold in many countries around the
world. This counts as their biggest asset after their strong brand name, which is identified by millions of people today.
Moreover, their presence in more than hundred countries today with their strong distribution channel is also one of their
strong brand assets.

Brand Associations
Maggi is associated with instant food, because of the branding done by the company and people associate it with hunger
and good instant food that is prepared in two minutes. Moreover, people also associate the brand with different
celebrities all around the world, which add up to the overall brand equity.
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Recommendations

New Packaging

New design will also lead to creation of brand and will have a positive psychological impact on the
public. Public would always want something new or some variation in the product which it is using.
Provide Goodies to Children

After youth, children’s also love noodles. Many children eat is as an evening snack. They also prefer to
have noodles when they feel hungry. Their mothers also prefer noodles when they are not able to cook
food in their house due to ill health or some other reason. As the process of cooking is simple, children
also learn on how to cook it, they even learn how to cook Maggi before learning how to make tea or fry
an egg. Giving goodies to children on every packet purchase would also contribute in increase in sales
and would help the company to gain a competitive edge over the competitors.
Offering High Profit Margin to Middlemen
Customers do not come in contact with the manufacturer, distributor or the whole seller; they come in
direct competition with the retailer. The companies should see how they could give a better profit margin
when compared to the competitors. Giving a higher profit margin will contribute to increase in sales, as
they would promote their product when compared to others. Through this there is every possibility that
the company can gain more profit.
Entering the Rural Market

Still there are many parts in the country, where Maggi is not sold or not preferred, such as the rural areas,
and a large part of India’s population lives in rural areas. So, it should focus on making strategies which
would help them to enter the new markets. A innovate distribution channel should be adopted in order to
enter the rural market. Small packets of Maggi could also be sold to capture the rural market.
Innovative Advertisement Strategies

The company should advertise its products by depicting attributes related to health like Nutrition values,
% of vitamins, Proteins etc. This would help in customers perceiving the product as healthy. Today is the
world of videos and social media. Nestle should plan for an innovative advertisements campaign, which
can be aired on various television channels and on social media websites like YouTube. The video can
feature the production produces, its quality standards and procedures and punch lines which would appeal
children, youth and families. Same concepts might not attack huge traffic, thus, doing something what
the competitors have not done would help Maggi to be in a different page all together.
Sponsoring Youth Events
It is the youth who consume Maggi the most, and Nestle gets most of the business with them. Nestle can
identify event which feature youth and try to sponsor them so that their brand becomes more talked about
among the youth. These youth tomorrow grow up to become adult and it would help them to retain a
percentage of them and increase their percentage of adult customers. Event like college fest, local cricket
events, etc., would be a good options.
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References

1- http://www.mymarketingmantra.com/2017/09/nestle-maggi-great-comeback-story.html

2- http://www.allresearchjournal.com/archives/2017/vol3issue8/PartH/3-6-273-317.pdf

3- https://www.scribd.com/doc/107494610/Project-Report-of-Maggi-1

4- https://www.slideshare.net/probikersagar/brand-study-maggi

5- Kapferer, Jean-Noël. (2008) New Strategic Brand Management: creating and sustaining brand
equity long term. 4th edn. Kogan Page
6- Cheverton, Peter. (2004) Key marketing skills: turning marketing strategy into marketing reality, a
complete action kit of strategies, tools and techniques for marketing success. 2nd edn. Kogan Page
7- Maggi. [Online]. Available at: https://en.wikipedia.org/wiki/Maggi (Accessed: 8 March 2016).
8- Meri Maggi, A Curious Tale of Brand Loyalty!. [Online]. Available at:
http://marketingbuzzar.com/2015/06/meri-maggi-a-curious-tale-of-brand-loyalty/ (Accessed: 11
March 2016).

9- Marketing mix of Nestle. [Online]. Available at: http://www.marketing91.com/marketing-

mix-nestle/ (Accessed: 11 March 2016).