Essay Maggie

1302 Words Apr 30th, 2012 6 Pages
The Maggi Brand in India
Brand Extension and Repositioning

Case Background

Nestle India Limited is the market leader in Indian Noodle Market with it’s Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups
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In 2005 Maggi was the highest spender in the Promotion and Sales in the Indian Market in the Noodles Category.

Maggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants

Key Issues • How Nestle India Limited is ahead in Noodles Market with brand Maggi since 1982 • How NIL extended it’s brand and line of products to leverage the brand and established Maggi as family brand. • NIL’s positioning and repositioning strategy to catch market and consumer expectation. • How to continue NIL capability to Maintian Point of Difference ( POD) and Point of Party (POP) while bradn extension and repositioning. • Maggi’s challenge to protect it’s market leader position in situations where there is emergence of competitors like Hindustan Lever Limited, Indo Nissan, ITC, Dabur India, Heinz are competing with their corresponding brand on the product category.

BCG Martix ( Maggi Brand Products in 2006 )

|STAR |QUESTION ? |
|CASH COW |DOG |

Relative Market Share

STARS : Maggi Noodles is the market leader with 80 % market share in Noodles Market and Maggi Sauces and Ketchup is leader with 37 % market share. The products are producing cash for the company

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