The Maggi Brand in India: Brand Extension and Repositioning
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Case Details:
Case Code : MKTG144
Case Length : 15 Pages
Period : 1982-2006
Organization : Nestlé India Ltd.
Pub Date : 2006
Teaching Note :Not Available
Countries : India
Industry : Packaged foods
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Maggi after the Relaunch
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In July 2001, Maggi replaced Nescafé (NIL's coffee products brand) as the company's core brand. Nescafé had been NIL's core brand since 1998.
Commenting on the shift, Carlo Donati (Donati), chairman and managing director, NIL, said, "The focused approach on Nescafé, which was the company's flagship brand over the last few years, has yielded rich dividends and we plan to replicate the same in case of Maggi as well."
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According to Donati, the new focus for the Maggi brand was to provide 'the much needed impetus' for the culinary segment as it had been lagging behind some of NIL's other product segments like milk and milk products and coffee products...
The Health Angle
In the early 2000s, the Nestlé Group had been taking measures to transform itself into a 'health and wellness' company. The company had also set up new research and development facilities with a view to improving the attributes of the existing Nestlé products to make them healthier, and to develop new health and wellness products. Since the early 2000s, the Nestlé Group had been introducing 'health and wellness' products all over the world. In India, NIL introduced new 'healthier' weaning and milk products in 2004.
In March 2005, the Maggi brand too took to the health route with the launch of Vegetable Atta Noodles. NIL made use of the group's extensive research and development facilities in developing this new 'healthy' product. According to NIL, Vegetable Atta Noodles were healthier as they were made of whole wheat flour instead of maida (refined wheat) and also because they contained real vegetables...
Excerpts Contd...>>
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