ple use t
o 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 ....
Sir, I have had a nagging doubt about Maggi. Many teachers have often quoted how Maggi was able to make itself known as the breakfast or snack for Indian Consumers. The Brand building process was also long. But I sometimes feel that the brand was built not because of the process but because of the Economic circumstances.
ReplyDeleteCircumstances such as opening up of the economy and globalization gave rise to a hectic and fast-paced life that was not present before in India. This gave to rise to the need for a fast-snack especially in households where both the parents were working. Had it not been for this case I feel that Maggi and Top Ramen would have remained just another "time-pass" snack and not at the level they are now...
Dear Varun,
ReplyDeleteToday India is the largest market for Maggi Noodles, and as you have rightly pointed out that they have been fortunate to be in the right place at the right time, but then they have made most of the opportunity by sticking to a standard communication campaign and their positioning and holding on...and now we have a generation of consumer who have been literally brought up on Maggi Noodles.
Infact I would say the example of Top Ramen can be seen as a case where they couldn't achieve the same amount of success as Maggi could, inspite of having almost the same advantages as Maggi had....
So even though the external environment might provide equal opportunities to all players in a particular industry or market segment success or failure would vary based on how well you react , and adapt or stick to basics...
It is indeed a wonder how maggi has stood the test of time in our country. today when we think about noodles Maggi is the first thing that pops into the head. the best thing about it is that it tastes great and gets cooked easily. what is surprising is how Maggi is common to every household in India, ours is a country of diverse cultures and that includes food but when i was going through their site www.meandmeri.in what struck me was how people from all over the country like it.there are so many who have shared their stories and the stories clearly show how Maggi has become such an important part of our food culture.
ReplyDeleteMaggi seems to be resting on its laurels. A new brand of instant noodles has been making waves now. Smith & Jones masala noodles. They are really tadka marke. taste i find is much better than maggi and generally i find them 15% cheaper. Also Smith & Jones chicken noodles is decent
ReplyDeleteJohn Simul
ReplyDeleteHey there,
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