Brand Story: Maggi


Maggi is a Nestle brand of instant noodles, soups stocks, sauces and seasoning.The 19th century industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this problem, Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. This led to birth of the original company in 1872. Initially, protein rich legume meals were brought to the market, followed by readymade soups. Interestingly the formula (tastemaker), which paved way for Maggi noodles, was developed way earlier in 1863 by Julius Maggi.

Maggie merged with Nestle family in 1947 and in 1982 was launched in India. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. With the launch of Maggi noodles, an entirely new food category – instant noodles – was created in the Indian packaged food market. Initially Nestle India Limited (NIL) tried to position the Noodles in the platform of convenience targeting the working women. But it found that the sales are not picking up despite heavy promotion. Research then showed that Kids were the largest consumers of the brand. Realizing this, NIL shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. NIL aggressively promoted Maggi with taglines such as “Mummy Bhook Lagi”, “Bas 2 Minute” and through several schemes of free samples, gifts on return of empty packs, etc. In 2005, NIL reworked its marketing strategy to keep the Maggi brand fresh in the minds of Indian consumer and reposition Maggi as a ‘health product’.


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