Abstract

The case examines the brand and line extension strategies adopted by FMCG major Nestlé for its Maggi brand in India. It provides a detailed account of Nestlé’s promotion and advertising strategies for creating a noodles market from scratch. The various products and variants launched under the umbrella brand Maggi, and the rationale behind these launches (and their failure) is explored in detail. The case also discusses the company’s attempt to change the formulation of its flagship brand Maggi noodles and how it was forced to bring back the old formulation.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Scope and limitations of adopting an umbrella brand.

Keywords

Brand, line extension, FMCG, Nestlé, Maggi, Nestlé, promotion, advertising, noodles, market, scratch, umbrella brand, Maggi, formulation, Maggi noodles