This insightful presentation shows the product and marketing strategies Nestle acquainted to rebuild Maggi and its trust, in a very short way.

1. . PRODUCT STRATEGIES .

2. About
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 An FMCG industry.
 Markets over the world.
 Based in Switzerland.
 Henri Nestle developed a milk- based product for babies and began
marketing it.
 Maggi engrossed with nestle in 1947.
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3. Maggi’s birth in India
• Nestle India Ltd. (NIL). The Indian
subsidiary of the global FMCG major.
Nestle introduced the Maggi brand in
India in 1982.
• Initially it was priced around Rs. 2.10
• First of its kind.
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4. Initial Strategies of MAGGI
• Initially, Nestle tried to target the
working women.
• The sales were as low initially, despite
of heavy media advertising.
• Later NIL’s promotions positioned this
product as ‘convenience product for
mothers and as a fun product for
children’.
• The then tagline was ‘Fast to Cook,
Good to eat’.
• Promotion by free samples distribution.
• Effective statements like ‘Adds flavour
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5. PRODUCT DIFFERENTIATION
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Product differentiation strategy means how a particular product
is different from others on some basis, which are; Form,
features, performance, quality, convenience, durability,
reliability and style.
Performance level of Maggi is excellent, Maggi is the winner.

6. Maggi’s Bad Episode_________________________________________________________________________________________________________
On June 5, 2015, FSSAI ordered a ban on NIL’s Maggie noodles, on the grounds
that these were “unsafe and hazardous” for humans due to the presence of lead
and traces of monosodium glutamate, beyond permissible limits.
The entire market with sales of worth Rs 250-300 crore a month, went down to
5-10%.
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7. MARKETING BEFORE THE CRISIS_________________________________________________________________________________________________________
• Celebrities as brand ambassadors.
• Happy, youthful and other maggi related stories, that would encourage
people to get their photographs on the maggi packet, under the #MeriMaggi
campaign, picturing Amitabh Bachchan.
• Advertisements.
• Different variants and sizes.
• Maggi masala and pichkoo free with #MaggiFamilyPack.
• Free bowl and forks with packs.
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8. Essence in Maggi’s marketing strategies
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• Set the stage for comeback of Maggi with #WelcomeBack
• Use the nostalgia factor: Attract people through family based advertisements. Use the
‘Two- minute noodles’ with a touching storyline.
• Keep in touch with increased ad space: Use social media along with increase in television
advertisements.
• Make it exclusive: Collaboration required with any of the latest ecommerce platforms, and
make it exclusively available for the initial time period.
• Target: Small children, Teenagers, Youth, Office goers, Working women, Health conscious
people- Aata and Oats.
• Make it easy for Maggi to reach everyone.
• Get new veg and non veg variants.
• Start a hashtag #WEMISSYOUTOO and publicize it, advertise it.
• Start a #MAGGI MOTHER campaign, where mothers will share their stories.
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9. MARKETING THROUGH VISUALS
#WeMissYouMaggi

10. THANK YOU