Keywords: maggi noodles analysis
Background - Maggi Noodles
"In the last 20 years we have Just asked 2 minutes of your time". The Brand which clearly comes to mind on first recall is Maggi Noodles. Maggi Noodles is manufactured by Nestle under instant noodles portfolio. It was introduced with Maggi 2 Minute Noodles in India in 1982 when the only place to get noodles was Chinese restaurants. Maggi has undoubtedly has been the lifeline of many teenagers when in home or away from home. Maggi, as a brand, has seen many competitions in its Lifecycle. The brand has also diversified itself with launch of product ranges like soups, tomato sauce, seasoning, cup noodles, various flavours of maggi noodles like atta, rice, mized grains etc. Nestle remains its market leader position with 59.84% of retail sales in India,2009 (Source: Euromonitor International). But its market share is constantly eroded by new entrants like GlaxoSmithKline Consumer Health with Foodles,Capital Foods with Smith&Jones Instant noodles, HUL launching its Soupy Noodles under Knorr Brand umbrella.
Brand Identity - Kapferers Model
Picture of Sender
Physique - Yellow Coloured Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, Healthy Snack between meals
Relationship - Taste bhi Health Bhi, providing convenient food within 2 minutes with health and hygiene factor, caring and nurturing
Reflection - Health Conscious individual who is Hard pressed for time, Young and Fun loving, living with family
Personality - Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the move, busy schedule
Culture - Reliable, Innovative, Aspirant Lifestyle for rural areas, Sharing happiness, responsible
Self-Image - Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban Lifestyle
Picture of Recipient
Stages in PLC
Maggi Noodles is currently in growth stage after passing through maturity stage for brief period in mid 1990s.
Introductory and Initial Growth Stage
Maggi Noodles brand was in introductory and growth stage in 1982 - 1990s.Maggi took advantage of its early movers advantage in closed economy scenario prevalent in India during 1980s. The brand faced less competition due to few similar products available in the market. Brand Maggi made best use of the time to increase its brand awareness by focussing on product advertisement. The communication wh