Case Study On Maggi Noodles

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Quick food styles are catching up fast because of more number of working couples, domestic fuel crisis, non-availability of reliable domestic servants and breaking up of joint family system. Neither time nor patience to prepare the ingredients and wholesome food in the house itself, the high price of ingredients and ready mix are also a significant factor responsible for the spectacular increase in the demand for Maggi noodles products.
Nestle India Limited (NIL) introduced the Maggi brand to Indian consumers when it launched Maggi “2 minute noodles”, an instant food product in 1982. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, NIL was trying to create entirely new food category instant noodles in India. Initially, the company targeted working women on the premise that Maggi noodles were fast to cook and hence offered convenience.
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To get to the root of the problem, NIL conducted a research, which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. After this, NIL shifted its focus from working women and targeted children and their mothers through its marketing. NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. The noodles’ tagline, “Fast to Cook Good to Eat” was also in keeping with this positioning. NIL aggressively promoted Maggi noodles through several schemes like distributing free samples, giving gifts on the return of empty packs, etc. NIL's advertising too played a great role in communicating the benefits of the product to target
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