Saturday, April 19, 2008

Maggi Noodles a 25 year journey in the Indian Market

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy. The often quoted example use tItalico be that of Kellogg's Corn Flakes, and how the company had a 25 year plan wherein they were willing to invest in changing the eating habits of Indians.

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers.


It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign .....

Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.


After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles...

Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....


4 comments:

Varun Reddy Sevva said...

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy. The often quoted example use tItalico be that of Kellogg's Corn Flakes, and how the company had a 25 year plan wherein they were willing to invest in changing the eating habits of Indians.

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers.


It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign .....

Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.


After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles...

Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....


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Rajesh Aithal said...

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy. The often quoted example use tItalico be that of Kellogg's Corn Flakes, and how the company had a 25 year plan wherein they were willing to invest in changing the eating habits of Indians.

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers.


It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign .....

Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.


After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles...

Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....


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Mitali said...

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy. The often quoted example use tItalico be that of Kellogg's Corn Flakes, and how the company had a 25 year plan wherein they were willing to invest in changing the eating habits of Indians.

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers.


It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign .....

Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.


After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles...

Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....


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Anonymous said...

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy. The often quoted example use tItalico be that of Kellogg's Corn Flakes, and how the company had a 25 year plan wherein they were willing to invest in changing the eating habits of Indians.

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the brand check out the following it has among the Kids, there is even a orkut community on Maggi Lovers.


It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign .....

Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.


After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles...

Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....


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