Maggi Brand Consumer Behaviour Research Essay

Well the history of this denounce traces back to the nineteenth century when industrial revolution in Switzerland get hold of ond factory jobs for women, who were on that pointfore left(a) with very little time to rear meals. Due to this growing line Swiss Public Welf atomic number 18 Society asked a miller named Julius Maggi to create a vegetable food intersection that would be quick to prep are and easy to digest. Julius, the son of an Italian immigrant came up with a formula to bring added taste to meals in 1863.Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two blinking pea soups & a bean soup- the first launch of Maggi brand of clamant foods in 1882-83. Towards the end of the century, Maggi comp any was producing non just powdered soups, neertheless bouillon cubes, sauces and other flavorings. However in India(the largest consumer of Maggi noodles in the initiation ) it was launched in 1980s by Nestle group of companies. Maggie h ad merged with Nestle(This company too has a very interesting history which I will discuss in some other review ) family in 1947.When launched it had to face a miserly competition from the ready to eat snack segments like biscuits, wafers etc. also it had other competitor the so called home made snacks which are cashbox today considered healthy and hygienic. Hence to capture the trade it was positioned as a hygienic home made snack, a smart move. But sedate this didnt work, as it was targeted towards the wrong target group, the working women. Although the merchandise was true for this particular purpose. After conducting an extensive research, the firm found that the children were the biggest consumers of Maggi noodles.Quickly a strategy was developed to capture the kids segment with various tools of sales promotion like pencils, fun books, maggi clubs which worked wonders for it. No doubt the ads of maggi have shown a peckish kid saying Mummy bhookh lagi hai to which his m om replies Bas do minute and presently he is happily eating Maggie noodles. The company could have easily positioned the intersection point as a meal, but did not, as a study had shown that Indian mentality did not accept anything other than rice or roti as meal.They made it a easy to cook snack that could be watchful in just two minutes. The formula clicked well & maggi became a brand name. Thats precisely what is required in making a product a brand The brand has grown to an estimated 200 crore & contributes to around 10% of Nestle Indias top line. So succeeding(prenominal) time when you are eating this noodles just remember these facts that have gone on to seduce Maggi a brand. In the early 1980s India was opening up to the world after three and a half decades of self-existence. Till hencece, the concept of refrain food was practically non-existent.Nestle had already been pipped to the post by Cadbury in the milk chocolate segment and it desperately wanted to create a nic he for itself in the high potential Indian market. It was then that it accomplished that it could be a first-moer in the untapped instant food segment. several(prenominal) years went by and a lot of money was spent and Maggi Noodles was born. The problems had completely just begun. The biggest of them was the Indian psyche of the 80s. The conservatism which India showed in their culture turn down to their palate also.They would rather stick to their Tandoori Chicken or Idli Sambhar than be a little much adventurous in trying a refreshfully taste. Maggi Noodles was a new taste from a new culture. It was then that Maggi Noodles became Maggi Instant Two-Minute Noodles. The whole point was to position Maggi as platform of contrivance and soul food for the a debauched growing section of the Indian population the working women. Heavy promotion was done on the corresponding lines. But even this did not work. Sales were good but not as good as they wanted it to be.A research was c arried erupt which revealed that the largest consumers of the brand were not the working women but young children in the Indian households. Realizing this, Nestle repositioned their brand using new promotional strategies and smart advertising. merchandise teams were sent out to schools to distribute free Maggi samples to stool home. The kids would inevitably take their Maggi packets home and ask their mothers to prepare it for lunch or as a snack. The mothers would find that it took them only two minutes to make a right-hand(a) hot meal for their children who would love it.They would refer it to their neighbors who would pass it on to remote bachelor cousins who lived alone and had to cook for themselves. Thus, the hugely successful viral tally ensured that Maggi created a distinct affection in the hearts of its consumers unlike any other proprietary food of its time. But the story was far from over. In 1997, Nissin the inventor of instant noodles launched its flagship brand Top Ramen in the Indian market with Shah Rukh Khan fresh from the success of super hits like Dilwale Dulhania Le Jayenge endorsing the brand.It was then that Maggi took its first false step it changed its taste to align itself with that of Top Ramens. The results were disastrous. A generation which had grown up on Maggi could not accept the new taste and would rather give Top Ramen a try. Nestle was fast losing ground to Nissin. It took them two years to work out a new strategy accept the consumers verdict and get back to the basics. In 1999, Maggi relaunched itself with its original taste. It paid off handsomely and the faithfuls returned to their master. Top Ramen could no yearlong sustain the growth it built up in the two years. The next big hurdle came in 2004.The SARS epidemic of 2003 in south-central East Asia had led to widespread concerns regarding personal hygiene and health. Mothers were now more concerned regarding what their children were eating and maida in gener al was always considered to be low gear on the health aspect. In 2005 Maggi launched Atta Noodles with the tagline Taste bhi, health bhi. Although the advertisements showed Atta Noodles replacing the rotis and chapatis, this was never Maggis intention. It knew that thinking about that objective was a far margin call and the main purpose was to convince mothers that their children was eating the right thing.In this sense, it scored over the Licia and Bambino semolina-based Macaroni products, which, though being an healthier alternative to Maggi, always act to position themselves as a substitute for wheat based items of everyday consumption. Within 10 months, Maggi Atta Noodles was declared a success and now they are foraying further with the Taste bhi, Health bhi campaign with products such as Multi-Grain Noodles. The higher up examples show that Maggi as a brand knows the customer and is willing to receive from its mistakes.It knows that its USP is convenience to ake and good to eat and it sticks to that without pushing the envelope further in its campaigns. It has also leveraged its success to other food products the most notable of which is the Maggi catsup which has garnered a market leader position of about 45% largely thanks to the Maggi brand and its positioning as a Different product ( Remember the tagline Its different ). The savior of many students (and especially the ones staying in hostels), there is little doubt as to why many regard Maggi as the greatest invention since the wheel.