PRODUCT BACKGROUNDNestle India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2-Minute Noodles, an instant garrets product.1By launching Maggi noodles, Nestle constituted an entirely bare-ass food segment - instant noodles - within the larger grade of Indian packaged food mart. Nestle gained the First-mover advantage, and has successfully managed to concur its leadership in the instant noodles category.
Later, NIL extended the Maggi brand-name to a variety of culinary products like soups, sauces and ketchups, and condiments. However, these extensions of the brand were not as successful as the instant noodles. More recently, Nestle has move to give a healthy bent to products under its Maggi brand, in a bid to attract health-conscious consumers.
OBJECTIVE ANALYSISBy undertaking this study, we intend to construe at the various phases in the product life beat of Maggi noodles in India. By completing a situation analysis, we foretell to gain better knowledge by analysing the company, its environment and the market it operates in. The project shall help us in understanding how a top marketer like Nestle identifies its customer instauration and consistently manages to deliver superior value to them.
We also use up to explore the strategies used by Nestle India Ltd to create and return brand Maggi successfully in the crowded Indian food market. The insight gained thus shall be helpful to us in understanding, and arriving at a complete Marketing Communications computer programme for Nestle Maggi.
SITUATION ANALYSISDefine the Product / Competition?Bas do snatch? is all it still takes to put a hot, steaming scene of action of MAGGI on the table. Twenty-five years after the instant noodle brand from Nestle made its way into Indian kitchens, it has managed to create a category for itself in the...
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