Maggie, the nestle brand was launched in India in 1982. So far Indian consumers were conservative in their eating habits, but the launch of Maggi brought a paradigm shift to the way Indians ate. From the traditional Indian dishes rather rose the culture of – instant noodles. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. But it found that the sales are not picking up despite heavy promotion. Research then showed that Kids were the largest consumers of the brand. Realizing this, they shifted the focus to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising. With taglines like “Mummy Bhook Lagi”, “Bas 2 Minute” created a personal connect between the brand and the consumers. Post which Nestle revamped its marketing strategy to keep the Maggi brand fresh in the minds of Indian consumer and reposition Maggi as a ‘health product’.
The brand has over the year changed its positioning as well – from a 2 minute noodles, now they talk about health – for the health conscious. No brand can ignore the power of consumers – Consumer is the King and the memory of the consumers is short lived. Unless the rand creates numerous touch points and innovates the way it communicates, people tend to look the other way, towards the other interesting brands. Maggi has generally stayed away from taking the celebrity endorsement route. The only exception was roping in actor, Preity Zinta for a brief period, to promote the Rs 5 Chotu Maggi and the Maggi family packs.
To make consumers part of the brand’s journey, Maggi launched a commercial which spoke about various memories people associate with as been conceptualised by Publicis India and works on the favourite emotions of Indians – Nostalgia!
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http://foodathonindia.blogspot.in/2013/02/maggi-to-meri-maggi-journey-of-maggi.html
