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Case Code: MKTG390
Case Length: 11 Pages 
Period: 2015-2018   
Pub Date: 2019
Teaching Note: Available
Organization : Nestlé India Ltd
Industry : Nestlé India Ltd
Countries : India
Themes: Brand Repositioning-Brand Management-Communic ation Strategy-Crisis Management-Digital Marketing
Case Studies  
Business Strategy
Human Resource Management
Leadership & Entrepreneurship

Repositioning Maggi in India

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In March 2014, a food inspector at the Uttar Pradesh government’s Food Safety and Drug Administration spotted the label on packets of Maggi noodles that claimed “no added MSG (monosodium glutamate )” during one of his routine raids on retail outlets. The sample was picked up and sent to the state laboratory at Gorakhpur for testing. The result that came back a few weeks later was positive – that particular sample of Maggi noodles contained MSG. Samples of Maggi noodles were then sent to the Central Food Laboratory in Kolkata in June 2014...

Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies
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Since the Maggi ban in 2015, NIL had revamped its marketing strategy to regain customer trust and increase sales. It had been creating a buzz for Maggi on social media stating how consumers had been missing their favorite ‘two-minute’ noodles...


Following its re-entry, Maggi’s market share grew steadily in India. From 55% in June 2016, it rose to 60% by the end of 2016. The company reported a turnover of US$1.4 billion in 2016, up almost 13% over 2015. However, cost pressures and increased marketing spending led to subdued growth in profits, said experts.


Though Maggi had recovered a lot of ground with a 60% market share as of August 2017, it was still down from the 77% before the ban. The instant noodle market, which had been rocked by a ban on market leader Maggi, had seen the entry of new players and the expansion in the market share of others since then...


Exhibit I: Nestlé India Ltd (NIL) -Key Financials 2015
Exhibit II: Market Share of Maggi and Outlets Covered in India
Exhibit III: Maggi Brand Ranking
Exhibit IV: Maggi Ad Campaigns
Exhibit V: NIL Financial Performance
Exhibit VI: Maggi Brand Value
Exhibit VII: Nestlé India Ltd (NIL) -Key Financials 2017
Exhibit VIII: Global Demand of Instant Noodles (2017)*