MAGGI NOODLES

History Of Maggi Noodles

• Maggi noodles is a brand of instant noodles made by nestle• It was founded by the maggi family in Switzerland in the 19th century• Maggi is the iconic brand of nestle• Maggi has been Nestlé's flagship culinary brand not only in India but

globally as well.• Nestle launched maggi noodles in 1983• Initially priced at Rs. 2.10 close to 100 %margin• Product targeted towards middle class of metros and tier 1 cities• Product was positioned as an easy to cook meal• Target customers were children and youth• Currently enjoys a market share of about 80%

Strategies Adopted By Maggi

•Promotional campaigns in schools

•Dry sampling – maggi packets distribution

•Wet sampling – cooked maggi distribution

•Product innovation – Atta maggi, rice mania maggi, tomato maggi ,chicken

maggi, maggi Dal Atta noodles

•Availability in different packages

•Advertising campaign – 25 years celebration

•Major competitor top ramen noodles in 1990

•1997 change in the taste of maggi noodles which customers did not like

Strategies Adopted By Maggi

• 1999 reintroduction of old maggi noodles to increase sales

• 2000 leader in the branded instant noodles segment

• 2005 – introduced Atta noodles

• 2006 - maggi Dal Atta noodles

• The brand is popular in: India, Singapore, South Africa, Malaysia , and New

Zealand

• Tag lines of maggi:

• “ Fast To Cook , Good To Eat”

• “ Taste Bhi, Health Bhi ”

Product life cycle curve

Product life cycle

Introductory stage

Growth stage

Maturity stage

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