Indian Institute of Management- Rohtak

Post Graduate Programme

Batch 2018-20

Consumer Behaviour

Assignment on Motivation

Read the case and answer the questions:

Maggi is a leading brand of Nestle India, and Maggi products are available in different poducts
like stocks, instant noodles, ketchups and instant soups. The major products of Maggi are
Maggi Masala-ae-Magic Noodles, Maggi 2-Minute Noodles, Maggi Rice Mania, Maggi
Sauces and Maggi Magic Cubes. The Maggi brand originates from Switzerland where in 1886
Julius Maggi created a recipe of flavours to bring added taste to meals. This marked the
beginning of the Maggi brand and its range of convenience products. Known for his nutrition-
oriented approach, the Swiss Government asked Julius Maggi to create a product that would
be quick to prepare yet nutritious as women were working outside the home. The results were
a success — two instant pea soups and an instant bean soup.

Nestlé India, a subsidiary of Nestlé of Switzerland, manufactures various products of Maggi in

seven highly technologically advanced factories of Nestlé India that are located in Moga
(Punjab), Choladi (Tamil Nadu), Nanjangud (Karnataka), Samalkha (Haryana), Bicholim and
Ponda (Goa), Pantnagar (Uttarakhand) and Tahliwal (Himachal Pradesh).

Various products of Maggi are as follows:

 Maggi Oats Noodles

 Maggi 2-Minute Noodles
 Maggi Xtra-delicious Chicken Noodles
 Maggi Veg Atta Noodles
 Maggi Cuppa Mania
 Maggi Magic Cubes
 Maggi Masala-e-Magic
 Maggi Pazzta
 Maggi Sauces
 Maggi Hungroo Noodles
 Maggi Healthy Soups
 Maggi Bhuna Masala
 Maggi Coconut Milk Powder

From time to time, Nestle India has capitalized on the popularity of Maggi brand to extend the
brand to ready-to-eat category. It has launched products like cup noodles, soups, sauces, and
masala mixes. Recently, Maggi Magic Cubes was launched as a brand extension of Maggi. It
is a taste enhancer that is available in two flavours - vegetarian and chicken. Another product
of Maggi is Maggi Rice Noodles Mania, which is available in various flavours – Chilly Chow,
Shahi Pulao and Lemon Masala. Maggi Vegetable Atta Noodles contains real vegetables and
whole wheat and is an innovative product in India. Yet another product of Maggi is Maggi
Pazzta, which is pasta as the name itself suggests; it is available in four different flavours.
Indian consumers have shown interest in pasta, macroni, and noodles as they quick to make
and favourite of kids.

The Company claims about its nutritious ingredients that can foster growth among kids.
Similarly, Maggi Healthy Soup - Sanjeevni is made with ingredients such as tomato,
gooseberry (amla), spinach and almonds. Maggi Sauces are available in various flavours –
Chilli Garlic, Tomato Chatpat and Tomato Pudina. Maggi 2- Minute Noodles is one of the
biggest food brands in India and it is available in different flavours – Curry, Masala, Tomato
and Chicken. Maggi Cuppa Mania is a specially designed cup of on-the-go noodles.
Maggi products help bring out the best in every meal. Maggi stands for quick and easy solutions
- like bouillons, soups, seasonings and sauces - to aid cooking and add flavour. This iconic
brand focuses on goodness of home cooking, renewing its global product portfolio with
ingredients that people are familiar with, and using vegetables, herbs and spices, grains and
other nutrient-rich ingredients.

Task: Maggi had initiated a research on quick meals in India. The company is planning to
launch frozen semi cooked vegetables like ghobhi masala, dum aloo, kadhai paneer, and mixed
vegetables. The products will be priced at 45 rupees for 500gm pack. The product can be put
in the microwave for 2 minutes before consuming it. It would be initially launched at retail
stores with special point-of-sale displays. Assume that you are a part of the product launch
team for Maggi Quick Veggies and using Sheth’s motives, suggest positioning strategy for the
products. How would ‘mirror neurons’ be used to link the product benefits with unconscious
drives?