Nation of 1.

25 billion
26 official languages
1562 dialects
1000s of cusines
Does this have anything in common?
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The answer is
Our very own Maggi

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The Journey of Nestle Maggi

Indias most loved food brand

Quick Facts - Nestle

Nestle is a Swiss company found in
1866
Nestle markets its products in 130
countries
Nestle has always positioned its products with the
attributes of health and quality

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Maggi in India
Launched in 1983 by NIL

In different variants like masala, tomato and chicken

followed by curry few years down the line
It was launched at a time when instant noodles were
not that famous in India
First time Indians got something which was
hygienically packed and convenient to prepare
Fast to cook, Good to eat

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Maggi in India
Initially targeted towards working women then
shifted to kids
Holds 85% market share

Competiors
Sunfeast Yippe Nooddle
Horlicks Foodles
Top Ramen
Knorr Soupy Noodles
Chings Noodles

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Need Recognition in India

Need of a product that provides good quality food
and at the same time was convenient.
Maggi visualised it and launched itself in the Indian
market to be everyones favourite food brand.

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Market Penetration Strategies

Promotional campaigns in school

Advertising strategies
Availability in different pack sizes
New product innovations

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Messages

Fast to cook, Good to eat

Mummy bhukh lagi..
You and maggi makes tastier meals
Bas 2 minute
Taste bhi, Health bhi
Maggi mania Chaska taste ka, health rice ka
Maggi Cuppa mania Just add garam pani, Carry on
jani

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INTEGRATED COMMUNICATION

PUBLIC
RELATIONS

ADVERTISING

INTERACTIVE
MARKETING

AD
CAMPAIGNS

ADs

BILLBOARDS

SALES
PROMOTION

PRINT ADs

TV ADs

OTHER

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Different ad campaigns

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The Turning Point

Launch of maggi Ata Noodles

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Again Taking the Health route

Launch of Maggi Mania
To majorly target people from East and
South

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Maggi Turns 25
People grew eating maggi for 25 years
Launch of the Campaign Me and Meri Maggi
Everyone had some unique and personal stories about
maggi to tell
Objective was to create strong customer connects
through TV, newspaper, Internet, Billboards, Radio
and Maggi packets as well

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Do Minute Mein Khushiya

Everyones favourite
Maggi getting endorsed
by Amitabh bachchan
People got to tell their
Maggi stories by
Amitabh Bachchan on TV

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Conclusion

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Thank You

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