Brand positioning of

Maggi Ads After the

debacle.

Presented By: Submitted To:

Avinash Nandan Mr. Shankar Mistu
Runjhun Kumari
About Maggi:
Maggi :
Type Food

Maggi is an international brand Founded 1884; 138 years ago

Founder Julius Maggi
of seasonings, instant soups, and Headquarters Switzerland

noodles that originated in Parent

Website
Nestle
www.nestle.com/br
Switzerland in the late 19th ands/allbrands/ma
ggi_culinary

century. The Maggi company

was acquired by Nestle in 1947.
 MAGGI: Brief History

Maggi is an international brand of seasonings, instant soups, and

noodles that originated in Switzerland.
The brand was acquired by Nestle in 1947.

With the launch of Maggi noodles, NIL created an entirely new food
category - instant noodles -in the Indian packaged food market., NIL
successfully managed to retain
●Targeting : Children & Teenagers ●Positioning: 

•Nestle targeted kids. They were the ones • Positioned their product with the well-
who were ready to accept a tasty food, known slogan
compared to older people who were still • "2 Minute noodles"
reluctant. It appealed to kids because of two
reasons - distinguished taste and two • "Taste bhi health bhi"
minutes factor. Simple. There was not much
• "Fast to cook. Good to eat"
competition around. It clicked. Kids who
were growing up at that stage would one
day become their loyal customers, Nestle
knew that.
 Controversy
• On June 5, the Food Safety and Standards Authority of India (FSSAl) had ordered a pan-India ban
on the Nestle India's Maggie Noodle on the ground that these were

• "unsafe and hazardous" for humans due to the presence of lead, allegedly beyond permissible
limits. The five-month ban was "one of the biggest crises" it Nestle has faced in the 32-year
history of the brand in the country.

• The brand which had been enjoying over 75% of the market share since ages saw the worst days
in 2015 with a nationwide ban on its instant noodle product. The entire market with sales of
worth Rs 250-300 crore a month went down to 5-10% during the Maggi controversy. However, it
has now recovered to nearly 50% of the original industry sales with Nestle being on a recovery
management spree ever since Maggi came back.

• The instant noodles, which accounted for about 30% of Nestle India's revenue in 2014, were
pulled from the market, starting 5 June, after the country's food regulator, Food Safety and
Standards Authority of India (FSSAI), ordered the company to withdraw all nine variants of Maggi,
calling them unsafe and hazardous for human consumption. It cited excess lead content and
traces of monosodium glutamate, a flavor enhancer, as reasons.
Current Marketing Strategy -Maggi After The Controversy
• Team Maggi begins its crisis management on the
communication front with a three-film campaign
• The brand name was not uttered. At the end of
each film, the Maggi logo appears on the
screen, along with the words #WeMissYouToo
•      Keeping in touch through increased ad space:
After the fiasco of the Maggi ban, its parent company
Nestle decided to increase its spending on television
commercials, leading to a growth of its ad volume to about
96 percent by 
September, 2015 - two months prior to the re-launch of the
famous noodles, according to various data estimates. The
first print advertisement that accompanied the
announcement of the re-launch read - "Your Maggi is safe,
has always been".
• Along with increased spending on
television ad space, Maggi was
relentless in its promotions of the
upcoming re-launch on social media.
Using the full force of its high held
presence on a platform like Facebook,
which has about 261,433 likes on it (on
last count), and an 87,700 following on
Twitter
STPD Ananlysis
 Conclusion
The food processing business in India is a nascent stage. Currently, only about 10% of the
output is processed and consumed in packaged form thus highlighting huge potential for
expansion and growth.

Traditionally, Indians believe in consuming fresh stuff rather then packaged or frozen, but
the trend is changing and the new fast food generation is slowly changing.

Riding on the success of noodles, Nestle India, tried to make extensions of the Maggi brand to
a number of products like, sauces, ketchups, pickles, soups, tastemakers and macaroni in the
mid-1990s.

Unfortunately, the macaroni and pickles didn't pick up as expected. The soups and sauces
did somewhat fine, gathering considerable sales volumes and have a satisfactory presence
even today.

'Maggi Noodles' itself faced a bit of difficulty with respect to 'taste, and nearly lost its position
in the minds of Indian consumers in the late 1990s. When Nestle changed the formulation of
its tastemaker, the ominous packet that came along with Maggi Noodles, a major chunk of
consumers were put-off and sales started dropping. Also, Maggi's competitor "Top Ramen'
took advantage of the situation and started a parallel aggressive campaign to eat into Maggi's
market share.