04-08-2012, 03:18 PM
BRAND EXTENSION FOR MAGGI NOODLES IN INDIA
BRAND EXTENSION FOR MAGGI NOODLES IN INDIA.doc (Size: 43 KB / Downloads: 88)
Introduction:
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, NestléSA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product.
With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market. Because of its first-mover advantage, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s.
Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others. However, these product extensions were not as successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.
Maggi takes the Health Route
In May 2006, Nestlé India Ltd. (NIL), a major FMCG company in the country and a subsidiary of the Switzerland-based Nestlé Group, launched a new instant noodles product called Maggi Dal Atta Noodles (Dal Atta Noodles) under the popular Maggi brand (Refer to Exhibit I for a brief profile of NIL). The Dal Atta Noodles were made of whole wheat and contained puls