maggi noodles

Case AnalysisSachin UdasRoll No: 07153The Maggi Brand in IndiaBrand Extension and RepositioningCase Background Nestle India Limited is the market leader in Indian Noodle Market with it’s MaggiBrand of Noodles which was pioneer brand launched in 1983 in the packaged foodmarket of India. It took the challenge and established Maggi in Indian marketconsidered to be conservative and typical about food consumption. It appropriaterealization of target segment, effective positioning and effective promotion and salesmade Maggi to Noodles in India as Xerox it to photocopier. NIL had introducedsauces, ketchups and soups under Maggi brand to reap benefit of brand popularity andimage and contribute to financial gains by 1990.Maggi also became successful insauces, ketchups and soups Market in India. Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful sodumped those products. Maggi Brand of products sustained recession in 2000 and2001 in India by introducing economy packets.To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL madedifferent attempts by introducing new formulation to new taste but customers resistedchange and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodlehad till 2005 five product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance with NIL target to be “health and Wellness Company”Maggi repositioned it as health and taste food products. NIL has also introduced withtaste and product line in Sauces and Soup Market under Maggi to catch new segment,revitalize brand, compete with other producers and fulfill expectation of customers.In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market share in2005 in 1.8 billion market of India. Knorr has taken over