The Maggi Brand in India: Brand Extension and Repositioning
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, presented the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product.
With the launch of Maggi noodles, NIL made a totally new food category – instant noodles – in the Indian packaged food market.In view of its first-mover point of interest, NIL effectively figured out how to hold its authority in the moment noodles classification even until the early 2000s.
Throughout the years, NIL extended the Maggi brand to an assortment of products like soups, sauces and ketchups, and cooking helps among others. Be that as it may, these item augmentations were not as fruitful as the moment noodles. In 2005, NIL began offering a scope of new “healthy” items under the Maggi brand, in a bid to attract health-conscious consumers.
This case looks at the different stages in the product life cycle of Maggi noodles in India. It discusses the different measures taken by NIL to keep the Maggi mark new in the minds of Indian customers. The case likewise discusses the different expansions of the Maggi brand and tries to investigate why just the sauces and ketchups classification, among all the other product extensions, managed to succeed.
It further discusses the measures taken by NIL to reposition Maggi as a ‘health product’. The case closes with a discussion whether NIL would be successful in sustaining this new image for Maggi in the market.
» To understand the procedures embraced by a major FMCG company to create and set up a new product category.
» To understand the issues involved in maintaining the image of a popular brand.
» To contemplate the issues included in brand extensions
» To understand the techniques embraced by an FMCG major in repositioning a popular brand.