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cubes, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his fathers mill. It quickly became a pioneer of industrial food production, aiming at 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-made 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.
Maggi noodles was launched in India in theearly1980s. Carlo M. Donati, the present Chairman and Managing Director of Nestle
India Ltd, brought the instant noodle 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 samosas, biscuits or may be peanuts, that were usually the bought out type.
The second competition came from the home made snacks like pakoras or
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 convenience 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
Quickly they repositioned it towards the kids segment with various tools of
sales promotion like colour pencils, sketch pens, fun books, Maggi clubs which worked wonders for the brand.
Maggi was positioned as 2-minute noodles with a punch line that said
lunch or dinner.
But, it chose not to do so, because the Indian consumer mindset did not
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
1). Are you a consumer of Maggi? Yes No Q 2) What comes first in your mind when you hear the word Maggi ? Noodles Fast food Snacks None of these Q 3) what is the brand that comes to your mind when we say the word
noodles? Maggi Top Ramen Surya Noodles Q 4) Rank the following Maggi products w.r.t. frequency of purchase with 1 being the highest rank RANK Noodles _________ Ketchup _________ Soup _________ Pickles _________ Cubes _________ Q 5) With what products would you associate the brand Maggi? Ketchup Noodles Soup Masala
6) On a scale of 1 to 5 rate Maggi on the following parameters Taste ____________ Variety/Flavours ____________ Hygiene/Purity
your importance : Chocolates _____________ Salted Potato Chips _____________ Fruit Juices _____________ Processed foods(Ready to use pastes, masalas) ____________ Others ( Please mention) _____________.
Q 8) How do you perceive Maggi products? Good for health. Ready to eat. Junk food Tasty / Fun eating
you regularly buy? (Repositioning awareness) Maggi masala Maggi vegetable atta noodles Maggi dal atta noodles Maggi rice noodles mania Others.
10) You came to know about Maggi from: Newspapers Radio T.V advertisements Word of