Line Extension of Maggi Instant Noodles

Section A
Umang Agrawal PGP/20/303
 About Maggi

Brand known for instant noodles Various desi sub-segments such as the traditional dal
atta, veg atta and rice noodles along with their various
Maggi variants, Curry, Masala, Tomato, Chicken in the
traditional and Shahi Pulao in the rice noodle segments

Fast to cook and good to eat

Promote the product and educate the 8 variants of sauces
ever growing aspirant consumer about
9 Instant noodle products
the advantages of using it
12 variants of soups
Nestle gauge the needs and requirements of the
consumer in-depth and evolve the category
Maggi Noodles are known as good
quality product with convenience
Also something wherein mother can 33.2 % almost six per cent
add vegetables to make it nutritious faster than the companys
other category
 Maggi Line Extension- Our Take

1984 2005 2008

Tomato/
Veg. Cuppa
2
Atta Noodles
Minute
Noodles
Noodles
 Entry of Maggi
Maggi entered the Indian
Driver market in 1984 as a snack
when instant noodle was new
category. It was impossible for
it to be considered as a meal
in Indian mindset
Mothers wanted to have
Attitude the satisfaction of having
cooked a meal for their
kids
https://www.youtube.com/watch?v=7ClAcZmd_bQ
Consumers wanted more
Consumer hygienic product
Insights compared to snacks sold
outside and easy to
prepare than home
made snacks
Evolution of Maggi Promotions
Initially targeted children
Targeting Heavily advertised in kids
Initially targeted channels with ads
Kids
working women Mummy Bhook Lagi- Bas do
Target and then shifted minute fitted with mother child
Segment focus to children caring relationship
Nestle 2- minute Maggi launched Mein aur
Positioning Big
noodles Meri Maggi campaign
Jingle which says Bade Campaigns Amitabh Bacchan
jor ki bhook lagi Magi Ensdorsed it as 2 Minute
chaiye mughe abhi ki Khushiya
Fast to cook good to eat
Top Ramen
Variants were masala, chicken, Sunfeast Yippie
Competitor
tomato and curry Wai Wai
They changed formulation in Because of Nestles first-mover
1997 but had to withdraw it advantage, NIL successfully
by1999 due to consumer rejection managed to retain its leadership
in market. in the instant noodles category
even until the early 2000s
 Initiation Extension- Veg. Atta Beating Competitor
Noodles
ToRamen targeted kids and
Health Conscious Competitors there was no promotion for
Driver Nestl Group's global the atta variant
youth
strategy to transform Patanjali Atta Noodles
Mothers
itself into a health and Target positioned its atta noodles as
Working
wellness company Segment healthy, nutritious and a
professionals
family snack

Healthy instant noodles Is noodle mein kya hai?

Tapping on the increasing Positioning Patanjali
Tapping Can be prepared with Jingle is very catchy
awareness of healthy Catchy Jingle
Market vegetables jingle in the ad
food, Maggi launched
Family snacks https://www.youtube.com/watch?v=UYIE4KBvVhM
Vegetable Atta Fibre equal to 3 Roties
Noodles in 2005 All age groups can have it Jhatpat Banao Befikar Khao
Taste Bhi Health Bhi Customer Perception
TopRamen was eating
Competitor the market share on cost Advertisement Showed: Before After
differentiation strategy Goodness of atta in the All Age
Kids and Conven Group
HUL Knorr soupy noodles with real vegetables Teenagers ient
noodles came up with and the favourite Masala snack
Good Healthy
Taste
healthy afternoon snack taste (Rs.20 for 80 gm pack)
https://www.youtube.com/watch?v=wd9kBpea9As
 Initiation
Todays youth and
Driver working classs need
for a healthy meal
being available in least
possible time
Tapping on the
Tapping increasing need for
instant noodles being
Market
available anywhere
Maggi launched
Cuppa Mania Noodles in 2008
Competitor Nissin Cup Noodles,
being a more established
brand globally, yet failing
to cater to Indian market
Extension- Cuppa Beating Competitor
Mania Noodles
Nissins Cup Noodles
Competitors targeted college students,
Youth working people and those
Travellers/Adventurers who are not willing to
Target Working People cook.
Segment
Healthy instant noodles
Nissin has a global reach and provides
Positioning
that can be prepared various flavours. Promotions include
anywhere and anytime. advertisements and tie-ups (like
All age groups can have it Manchester United, Royal Challengers
but targeted at youth. Bangalore
https://www.youtube.com/watch?v=4A8yuJCBJJ4
Kyunki bhookh kahi bhi lag
sakti hai Customer Perception
Advertisement Showed:
Two young people feeling Before After
Retains
hungry while being chased by Easy to
Takes
taste of
less
bees. One of them opens prepare time maggi, can
Cuppa Mania noodles and be prepared
anywhere
prepares it with hot water.
https://www.youtube.com/watch?v=QhTkgH-yN9s
 Brand Prism of Maggi & Results of Brand Extension

Physical Facet Personality

Well packaged food Honest, Familiar

Relationship Culture (Value)

Affection Purity
Trust Taste
Quality Family Affection
Love

Reflected Consumer Consumer Metallization

Trustworthy Happy and man
of values
APPENDIX