Company Analysis : Nestle Company

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INTRODUCTION I. About Nestle India Limited ‘Nestle’ is a Swiss company founded in 1866 by Henry Nestle in Vevey, Switzerland. It has been doing business in India since 1912. Over the years from 1912 starting as ‘Nestle Anglo – Swiss Condensed Milk Company (Export) Limited’ till today Nestle has emerged as a well-known name offering solutions to customer wants in different segments such as beverages, prepared dishes and cooking aids, chocolates and confectionaries etc. through its various brands. The brand still commands an envious market share of more than 90 percent. II. About the Brand Maggi Maggi’ was launched in 1982 by Nestle India Limited as ‘Maggi 2 Minute Instant Noodles’ under the ‘prepared category dishes’. Maggi Noodles is one of those brand names for whom the quote, ‘I came, I saw and I conquered’ is apt. The brand replaced favourite Indian desi snacks such as Samos’s and kachoris with a hot bowl of Maggi noodles. Over the year, the success of the brand has been commendable, especially considering the fact that it had the added task of creating the category as well. “Fast to cook … Good to eat Maggi2-Minute Noodles” Maggi used the tagline of ‘fast to cook, good to eat’ to woo the Indian audience in the early 1980s. It understood the consumers’ inertia and apathy to try new things. Indian consumers, at that time, were evincing interest in Chinese noodles and Maggi launched its noodles to take advantage of this craze. It offered convenience to the housewives and

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