With the Industrial Revolution came factory jobs for women and less time to prepare food.
In 1882 Swiss Public Welfare Society commissioned Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest.
Maggi merged with Nestle in 1947.
In India it was launched in 1980s by Nestle group of companies.
4. Indian Culture
Wholesome meal - roti sabzi, dal chawal, puri bhaji.
Indians like spicy and tangy stuff (failure of Top Ramen).
Snacks biscuits, wafers, samosas, patties, chaat, dahi bhalla
Evening food tea accompanied with namkeen and meetha.
Home made snacks are considered healthy and hygienic.
Mothers like to prepare elaborate meals where the huge quantity if oil is a testimonial of her love.
Theres a feeling of guilt if the mother does not prepare the food herself.
Kids dont like the regular dal roti.
The concept of working lunch has just about stepped in.
The prosperity of Indias middle class is showing in its burgeoning waistline (refer to cover story in Outlook).
6. The Indian Appetite
7. Maggi Journey In India
When launched, it had to face a stiffcompetitionfrom theready to eat snacksegments like biscuits, wafers etc.
Another competitor home made snacks .
First positioning -hygienic home made snack .
Targeted towards the wrong segment working women .
Next strategy capture the kids segmentwith the help of sales promotions.
Hungry kid says Mummy bhookh lagi hai to which his mom replies Bas do minute! and soon he is happily eating Maggie noodles.
Positioning as a meal could not have worked because of the Indian mentality concerning a wholesome meal.
Final positioning convenience pack .
9. Change In Branding
Fast to cook! Good to eat!
Taste bhi, Health bhi
10. Maggi TG in India
Mothers, Housewives and working women.
Kids and the youth.
11. The Indian Mother
12. Working Women I was completely exhausted after my office hours. I had no stamina left to work for long hours in kitchen. Meanwhile few visitors arrived. I had smile on my face while greeting them but my mind was thinking of how to entertain them. What to do for dinner. Suddenly I thought of Maggi.
13. Kids Love Maggi
14. Maggi Suits The Indian Tastebud
Maggi Vegetable Atta Noodles
Maggi Dal Atta Noodles
Maggi Dal Atta with a Sambar tastemaker
15. Maggi Vegetable Atta Noodles
An innovative product and the first of its kind in India.
Contains whole wheat and real vegetables.
A 100 gm pack of MAGGI Vegetable Atta Noodles provides the goodness of3 rotis.
Energy, carbohydrates, dietary fibre, protein and calcium.
16. Maggi Dal Atta Noodles
To provide the family withmore good food.
Further builds on the nutrition proposition.
New product offers the goodness of protein coming from the unique combination of 'Atta' and Dal.
Dal Atta Noodles provides over 20% of a child's daily requirement of dietary fibre and protein.
18. Tetonative Facts
India is the largest consumer of Maggi noodles in the world.
What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.
Ever since its launch in India in 1983, this brand has become synonymous with noodles.
The brand has grown to an estimated 200 crore.
Maggi has grown to an estimated Rs 160-170 crore brand contributing as much as 10% of Nestle Indias top line.
JUST how much can a housewife influence a Rs 1,688-crore company? Carlo M. Donati, the non-conformist Chairman and Managing Director of foods giant Nestle India Ltd, doesn't disappoint. "She's someone whose needs we anticipate," he exclaims. You've got to give that to him.
20. Competence in Research and Development
Maggi has access to the Nestl Groups proprietary technology/brands, expertise and the extensive centralised research and development facilities.
The culture of innovation and renovation and benchmarking of consumers tastes and products is facilitated in the company by the unique Experimental Kitchen and Sensory Laboratory at the Head Office.
21. Maggi Future Plans
Market the companys products in such a way so as to create value that can be sustained over the long term for consumers.
Create value for consumers that can be sustained over the long term by offering a wide variety of high quality, safe food products at affordable prices.
Continuously focus its efforts to better understand the changing lifestyles of modern India and anticipate consumer needs in order to provide convenience, taste, nutrition and wellness through its product offerings.