The journey of maggi from inception to the grand return after the controversy.

2. Maggi is an international brand of
seasonings, instant soups, and
noodles that originated in
Switzerland. The brand was acquired
by Nestlé in 1947
India it was launched in 1980s by
Nestle group of companies.

3. What is the brand name that comes to
your mind when you hear the word
“NOODLES ”?

4. The Birth in India
 Nestlé India Ltd. (NIL), the Indian
subsidiary of the global FMCG major,
Nestlé SA, introduced the Maggi
brand in India in 1982, with its launch
of Maggi 2 Minute Noodles, an instant
noodles product
Initially priced at Rs.2.10 with a
close 100% margin

5. PRODUCT VARIANTS

6. INITIAL STRATEGIES OF MAGGI
Maggi has faced a lot of hurdles in
its journey in India
Initially Nestle tried to position
the Noodles in the platform of
convenience targeting the working
women.
However, the sales of maggi was
not picking up despite of heavy
Media Advertising

7. Contd..
To overcome, They promoted the
product by
Distributing free samples.
Giving gifts on return of empty
packets.
wet sampling - distributing cooked
Maggi.
Availability in different packages
50gm,100gm,200gm,etc
Effective Tagline Communication.

8. Taglines
Good food, good life – health and
wellness
Fast to cook, good to eat
Khushiyon ki recipe
You and maggi make tastier meals
Taste bhi, health bhi khushiyan bhi
Sabki masti ka bahana
Sing sang “ maggi maggi maggi”
Badi bhook, badi masala maggi
2 minute me khushiyan

10. PRODUCT DIFFERENTIATION
 The form shape, size, physical
structure of Maggi is very attractive
as it is easy to carry, comes in
various packs and sizes according to
customers convenience
The various features of Maggi
noodles are first of all its perfect
taste according to the Indian touch
& spices

11. Performance level of Maggi is
excellent there are various other
brands offered target market, but
Maggi prevailed as the winner out
of them
Quality is the main factor on
which emphasizes as it is Maggi’s
main strength which provides Maggi
an edge over its competitors

12.  Maggi products are durable as
due to its preparation these
products are easy to store, have a
long shelf life and can be stored at
any given temperatures
It is an Indian customer’s psyche
that “whatever looks good and feels
good would be of good quality” so
Maggi packs had been designed
keeping in mind the same concept

13. Yippee
Sunfeast
Top Ramen
MTR
Ching's Secret
Knorr Soupy Noodles
Patanjali
Wai wai
Key competitors

15. Still maggi
dominates the
market by
having 77% of
market share

16. BUT THEN

17. WHY???

18. In May 2015, Food Safety Regulators
from Barabanki, a district of Uttar
Pradesh, India reported that samples
of Maggi 2 Minute Noodles had
unexpectedly high levels
of monosodium glutamate, as well as
up to 17 times the permissible limit of
lead. This finding led to multiple
market withdrawals and investigations
in India and beyond

19. Company response
Bulcke addressed a press briefing where he
said that Maggi is safe to be consumed and does
not contain high levels of MSG or lead. The Indian
authorities remain unconvinced.
Maggi recalled stock worth nearly Rs
320 crore from the shelves and paid 20 crores to
a cement factory to burn the product
Corporate Affairs Ministry imposed a Rs 640
crore fine on Nestle India

20. Return to market
 Maggi products were returned to the shelves
in November 2015
In August, the Bombay High Court lifted the
ban, but asked the company to get the samples
tested before it starts selling the product.
Nestle said it received results from all three
laboratories mandated by the high court to test
the samples.
Nestlé resumed production of Maggi at all five
India-based plants on 30 November 2015

21. Maggi seriously contained
harmful chemicals
Or
Is was a political interference
??

22.  Maggi returned with the tagline
“Hamari maggi safe hai” to
regain the confidence within the
public and to build the Brand image.
This tagline also implies that
maggi is free of any contamination
Maggi is top noodle in India again.