Maggi "The cleopatra of Noodles"

From Mumbai to kolkata and Delhi to Bangalore maggi noodles are swimming in curry broth. Taking care of people of age. They have a rock solid customer base in the metropolitan area making them the most popular snack in India. Unlike other countries where noodles are considered as a meal, Indians consider maggi as predominantly a snack which can do wonder when there is nothing around. People who can't cook admires Maggi as a life saver. Thanks to the maggi's secret and amazing flavour making them unique to be loved by everyone in India.

Value proposition

Maggi is seen as liquid gold in Indian Market. An Iconic noodle brand from Nestle, bringing maximum revenue to them. Though the brand 'Maggi' has origins back in the switzerland but they have been perfectly engrossed in the hearts of the Indians. Maggi puts his footsteps in the early 2000s and in just 19 years Maggi sounds as Indian as an Indian curry. 

Nestle's strong brand image combined with popularity of maggi builds strong trust with customers. Their Tagline " Taste Bhi Health Bhi" & "Me n Meri Maggi"  meaning Heath and taste together is their main focus to target the audience. Also, they have been really creative adverts focusing upon different recipes of maggi to spice up their offerings.

Innovative Campaigns

Their most popular campaign #Me n meri maggi" was about sharing feeling and stories associated with maggi went incredibly popular.

Controversy

In June 2015 Maggi noodles were banned in India by FSSAI (Food Safety & Standards Authority of India). The reason to ban the Maggi was based upon the false claim made by Maggi on their packaging mentioning “No added MSG” but in reality, the noodles contained lead above the limits.

It led to a series of catastrophe for Nestle in India, after all Maggi brand brought the maximum revenue for Nestle India. Maggi brand has variety of products like instant soups, curry masala etc which also came under the threat of being hit by this nightmare.

Bounce back

Maggi’s come back in the market is truly admirable, withstanding crisis where the stocks dipped almost half of their value Nestle’s strong determination and forward moving strategy helped them retain their customer base.

During the period of ban many brands like yippie by ITC, PATANJALI ata noodle etc took the market like storm offering similar tasting and cheaper noodles to exploit every possibility. Although with strong emotional marketing campaign and spending heftily on advert they regained the lost trust still they lost their actual market share with new competitors.

Published by Shakeb Fraz