Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Bangladesh, Pakistan and the Philippines. Nestle launched maggi brand in 1983 in India. It has been the market leader for around three decades now and with a USP of 2 minute noodles! It has 80% market share in the instant noodles market of approx. 1300 Crores.
The current situation and marketing mix is discussed below in Indian context:-
It is a ready to cook meal and has a lot of variety catering to different segments. The product has come a long way from starting as a two minute noodle to a point where the product has struck an emotional chord with its customers.
Maggi’s first product extension was Maggi instant soups launched in 1988. Since then it has entered into Sauces, bhuna masala & magic cubes with handful of variants under each. In case of Maggi noodles currently the following product variants are available: - Maggi 2-minute Noodle (Masala, Chicken, Curry & Tomato), Vegetable Maggi Atta Noodles, Multigrainz Maggi Noodles & Maggi Cuppa mania.
Each of the variants in maggi noodle has targeted different segments, like Maggi Atta Noodles was launched anticipating the growing trend of “Health Conscious” customers. The launch helped Maggi to retain the customers as well as tap new markets.
The current product line caters to kids, youth & office goers with positioning of “Fast to cook, good to eat”, “2-Minute Noodles” and “Taste bhi health bhi” respectively. The product is available in attractive packing of single & money saver packs. The brand has differentiated between its traditional maggi and atta maggi packing by adding tinge of green to traditional yellow packing with peas on the packing.
Maggi has constantly innovated in its offering. It realised that one of the reasons for a low market share in Gujarat was that...