Sep 15, 2010

Brand in focus: Maggi Noodles

Maggi noodles are a brand of instant noodles manufactured by Nestlé. It is quite popular in many countries like India, South Africa, Brazil, Nepal, New Zealand, Australia, Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. Nestle recently introduced a new variety of its noodles, to cater for the health conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. Not only this but to cater health conscious buyers whole wheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India and Pakistan. Atta means flour is used in preparing most forms of wheat based breads in India and Pakistan.
This move helps the brand in these areas of suburban mothers who feed the noodles to children as an after school snack only. From now to onward the primary customers of the brand are exactly these mothers too. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced in India. In fact, "Maggi" has become a well-known brand for instant noodles in India and Pakistan.
It just takes few minutes to prepare the dish. They also provide taste maker along with the noodles. This is very handy for all moms and most of the children would love to eat Maggi noodles. All we need to do is boil water and add noodles to it and keep it for few minutes. Then in a vessel fry taster maker, vegetables like beans, carrot, onion but vegetables are optional just to add taste and add noodles. It’s a ready to serve. Both vegetarian and chicken noodles are available in the market. Really it’s a fun food which is easy for both moms and kids to prepare.
The Tag lines of brand is as: First one, Mummy bhook lagi hai, then Bas 2 minute, then third one was as Fast to cook & Good to eat, and finally “Health bhi, Taste bhi”. These are famous among kids. The brand is positioned as a health product. Target market was initially only kids but now-a-days everyone due to fast moving lifestyle. In marketing strategy company is using 360 degree marketing technique. In its branding campaign company is promoting brand by sponsoring many kids’ events. Also it is spending huge amount on electronic and print media advertising. It can be seen easily that consumers’ have an emotional bond with the product. On several occasions company does aggressive marketing by providing free samples of the product. 

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