/2010. CASESTUDY ~ ~ . f..AD . . <h.0- Ma.t- rp~ ~ \f- T tIJ Sl al el 81 CookingUpMaggi Noodles* MaggiNoodleswaslaunched in 1982by NestleIndia Limitedas Maggi2-MinuteInstantNoodlesunderthe prepareddishescategory. Nestleis a Swisscompany, whose linkwithIndiagoesbackto1912,whenitwaswell knownas'NestleAnglo-Swiss Condensed MilkCompany (Export) Limited', Sincethen,Nestlehasstooditsground firmlyinIndia,bysettingitsfoundationasawell-known brand,offeringsolutions to customers' wantsindifferent segments. Thebrandstillcommands anenviousmarket shareof morethan 90 per centand has successfully launched sauces, pastas, andsoups(Chamikutty 2010a). MaggiNoodles isoneof thosebrandnamesforwhom ar m th b s in w 01 ta 'g *Amit Bhargava (Management Executive - Marketing, Global Agrisystem Pvt. Ltd) and Akansha Lamba (Management Executive - Consultancy and Projects. Global Agrisystem Pvt. Ltd).
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/2010.
CASESTUDY~ ~
.
f..AD.
. <h.0- Ma.t-rp~ ~ \f-
TtIJ
Sl
al
el
81CookingUpMaggiNoodles*
MaggiNoodleswas launchedin 1982by NestleIndiaLimitedas Maggi2-MinuteInstantNoodlesundertheprepareddishescategory.Nestleis a Swisscompany,whoselinkwithIndiagoesbackto1912,whenitwaswellknownas'NestleAnglo-SwissCondensedMilkCompany(Export)Limited',Sincethen,Nestlehasstooditsground
firmlyin India,bysettingits foundationas a well-knownbrand,offeringsolutionsto customers'wantsindifferentsegments.Thebrandstillcommandsanenviousmarketshareof morethan90 percentand has successfullylaunchedsauces,pastas,andsoups(Chamikutty2010a).MaggiNoodlesis oneof thosebrandnamesforwhom
armth
b~s,inw01
ta
'g*Amit Bhargava (Management Executive - Marketing, Global Agrisystem Pvt. Ltd) and Akansha Lamba (Management Executive - Consultancyand Projects. Global Agrisystem Pvt. Ltd).
to a relevantlinkagebetweenthe customerandMaggiNoodles.PradeepKumar,CA,says,'Whenever!missedmymotherorgharvValakhana,i alwaysusedtoeatMaggi.'AconsumerofMaggirelatesto it stronglyanditgenerallygoesinthemonthlybuyinglistofa household.
Oncompleting25yearsintheIndianmarketandhavinga wholegenerationof conSlJmerswhohadgrownuponMaggi,it madesurethatitdidsomethingspecial.Peoplewhohadfirsttastedthebrandas kidswerenowrunninghouseholds.Seekingtostrengthenthisassociation,Maggiinitiatedthe 'Me and MeriMaggi'campaign(Bhandari2009).(SeeImage1.8.)Thecampaignwasanattempttohighlightthehappyoccasionstheconsumershadhadwiththebrandandrelivetheirbestexperiences-their'MaggiMoments'.The chosenentrieswereenactedin a TV
commercial,printedonMaggi'spacksor innewspapers,and also postedon the Internet.Maggihad peopleparticipatingfromall overIndia,illustratingthefactthatMaggiwasnotjustasnackforthem,buthadbecometheir
everytimethe Indiancricketteamwinsa match,theycelebrateitwitha hotbowlofMaggi.Maggiisnotjustanintegralpartof Indianconsumers,butalsoof theIndianslivingindifferentpartsoftheworld.NeelamSean,anativeof Canada,statesthat it wassplendidseeingMaggiinCanada,andalsothatit istheonlysnackthather9-year-oldcancook;henceithasmadeaspecialplaceinherlife.Consumersconnectwiththe brandandthe relationshiptheyhavedevelopedwiththebrandovertheyearshasresultedin a high brandequitythat is unrivalled.Itsreliability,convenience,andhealthplatformhasresultedin it beinga partof theIndiankitchenwithhighrecallinanytimesnackingcategory.