Maggi – a Brand of Nestle India Ltd. Essay
Nestle India is a subsidiary of Nestle S. A. of Switzerland. With seven factories and a large number of co-packers, Nestle India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. Beginning with its first investment in Moga in 1961, Nestle’s regular and substantial investments established that it was here to stay. In 1967, Nestle set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea.
The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in 1993 and in 1995 and 1997, Nestle commissioned two factories in Goa at Ponda and Bicholim respectively. Nestle India has commissioned in 2006 its 7th factory at Pant Nagar in Uttarakhand. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India’s ‘Most Respected Companies’ and amongst the ‘Top Wealth Creators of India’.
Nestle India manufactures products of truly international quality under internationally famous brand names such as NESCAFE, MAGGI, MILKYBAR, KIT KAT, BAR-ONE, MILKMAID and NESTEA its products range from syrups, Nestle milkmaid, ice-cream, jams, honey, candies, Nestle fresh and natural dahi, Nestle slim milk, Maggi sauces, Maggi pizza mazza, Maggi pichkoo, Nescafe cappuccino, Nescafe sunrise, Nescafe Munch, Nestle milo smart plus, Nestle iced tea with green tea etc.
Nestle India Limited is the market leader in Indian Noodle Market with it’s Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. It appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity andimage and contribute to financial gains by 1990.
Maggi also became successful insauces, ketchups and soups Market in India. Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Maggi Brand of products sustained recession in 2000 and2001 in India by introducing economy packets. To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made different attempts by introducing new formulation to new taste but customers resisted change and Maggi had to reintroduce Maggi Noodles in same taste.
Maggi Noodle had till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be “health and Wellness Company” Maggi repositioned it as health and taste food products. NIL has also introduced with taste and product line in Sauces and Soup Market under Maggi to catch new segment, revitalize brand, compete with other producers and fulfill expectation of customers. In 2005 Maggi brand worth was 3. 7 billion from 1. 7 billion market worth in 1. 7 billion in 2003.
Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market share in2005 in 1. 8 billion market of India. Knorr has taken over Maggi in Soup market recently. In 2005 Maggi was the highest spender in the Promotion and Sales in the Indian Market in the Noodles Category. The Company’s strategy is guided by several fundamental principles. Nestle’s existing products grow through innovation and renovation while maintaining a balance in geographic activities and product lines.
Long-term potential is never sacrificed for short-term performance. The Company’s priority is to bring the best and most relevant products to people, wherever they are, whatever their needs, throughout their lives. They believe in spreading the taste of Nestle in each of the countries where Nestle sell its products. Maggi and its history: Maggi is a Nestle brand of instant soups, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill.
He quickly became a pioneer of industrial food production, aiming to improve the nutritional intake of worker families. Maggi was the first to bring protein-rich legume meal to the market, and followed up with a ready-made soup based on legume meal in 1886. In 1897, Julius Maggi founded the company Maggi GmbH in the German town of Singen, where it is still based today. Maggi Brand in India Maggi Brand was introduced to the Indian consumers by NIL with the launch of Maggi 2 Minute Noodles, an instant food product, in 1982.
With the launch of Maggi noodles, NIL created an entirely new food category – instant noodles – in the Indian packaged food market. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. 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 2Minute”, “Fast to cook, good to eat” and through several schemes of free samples, gifts on return of empty packs, etc. Later was observed that people of all age group started liking Maggi. Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others.
In 2005, NIL started offering a range of new ‘healthy’ products under the Maggi brand, in a bid to attract health-conscious consumers. Product portfolio of the brand Maggi noodles Due to its fast cooking properties Maggi today has occupied an important position in almost every Indian kitchen. Since most of the women in India are working today, maggi and ready to eat packaged foods are slowly and steadily replacing the traditional rice and dal. Especially brands like the Maggi 2 minutes which said that the noodle could actually be cooked within span of two minutes.
A hot favorite among all the kids of the country noodles has come a long way since its introduction in 1983. Consumed in almost every Indian household Maggi which was initially considered a snack is taking the place of a staple diet in most Indian homes. Due to the fast paced lives lived by most of the Indians today packaged and ready to eat foods are gaining quite a formidable share of the Indian food market. Maggi is almost close to a ready to eat meal that takes just a few minutes behind its preparation and promises great taste as well.
It goes without saying that Nestle India Limited’s Maggi is undoubtedly Top Noodle Brand in India. Maggi has been dominating the Indian noodles industry since a period of almost 26 years. Maggi noodles were the pioneer of noodles in India. Launched in 1983 in the Indian market with the challenge of entering a market that was conservative and had typical notions about food consumptions this product managed to gain a part of the mind share of almost every Indian.
Synonymous with noodles in India today Maggi is known to be the fastest cooked tasty meal in an Indian household. Maggi noodles introduced a new variety of its noodles, to cater for the health conscious like ‘No MSG’, ‘Less Salt’, and ‘No Trans fat’. A wholewheat flour based noodle variation marketed by the name “Vegetable Atta Noodles” has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles.
This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced in India. In fact, “Maggi” has become a well-known brand for instant noodles in India and Malaysia such as curry and chicken flavoured noodle soup. Maggi noodles also produces instant noodles known as “Hot Bowl” noodles named “Cuppa Mania” in India. In Some countries,new flavors were made on the 25th Anniversary.
New drinkable Maggi noodle soups are also available. Another instant noodle (MAGGI Vegetable Multigrainz Noodles), is made with Ragi, Corn, Jowar and Wheat. It offers the consumer multi-‘gun’ (benefits) as it is a source of Protein, Calcium and Fibre, and has added vegetables. The inspiration for the product comes from the growing consumer preference for a healthier lifestyle, and the deep understanding that MAGGI has developed about Indian food habits and culture- the insight that a multiplicity of grains are used in everyday foods across the country.
SOUPS & KETCHUPS
Looking at the popularity of the Maggi noodle brand Nestle introduced the Maggi soups and ketchups which also became a hit among the Indian masses. Maggi. The brand has grown manifolds since its launch. Many people also enjoy Maggi without cooking it.
The MAGGI Soups have been prepared through the Research and Development efforts of Nestlé Group and are delicious, quick to prepare, convenient. MAGGI Soups contain vegetables, are low fat, low cholesterol and free from synthetic colors and added MSG. These soups are available in 12 variants:
• Rich Tomato
• Mixed Vegetable
• Creamy Chicken
• Masala Noodles
• Hot & Sour Vegetable
• Sweet Corn Vegetable
• Sweet Corn Chicken
• Oriental Thai Noodles
• Cream of Mushroom
• Tangy Tomato Vegetable
• Sweet n Sour Tomato Noodles
• Palak Corn
MAGGI Sauces have been an integral part of the Indian consumers’ household for decades now. To cater to the diverse Indian palate, MAGGI has a host of variants like:
• The quintessential Rich Tomato Ketchup and Rich Tomato Sauce (No Onion No Garlic) • The unique Hot & Sweet Tomato Chilli Sauce and Oriental Chilli Garlic sauce • The Indian style Tomato Chatpat Sauce
Other cooking aids under MAGGI brand are:
• Maggi magic cubes
• Maggi bhuna masala
• Maggi pizza mazza
• Maggi masala-ae-magic