Q-1 Read and analyze the case on Maggie and answer the three

question at the end of the case.

1.

 According to case study Maggi noodles launched in 1982 by Nestle India

as a Maggie two-minute instant noodle as instant noodle product.
 Nestle has already known its ground firmly in India. Also, it has a still
command on Indian market and has a great market share and had a
successfully launched sausage pasta and soups. Maggi also good
substitution of Chinese noodles in India
 Maggie replace favourite Indian Desi snacks such as samosas and
kachoris with the hot bowl of Maggi noodles.
 Then Maggie made campaign and use the tagline of fast to cook and
good to eat to attract Indian audience.
 So, at that time Indian consumer showing interest in Chinese noodle and
Maggie launched its noodle to take advantage of this craze.
 Maggi brand make image of instant and convenience for housewife and
working women. Maggie focus on housewife could be creative and add
her own variation like cheesy Maggie, soupy Maggie, tomato Maggie. It
helps mothers with the promise of fast to cook and good to eat snacks.
 Maggi already known India is a land of masalas and curries so, Maggi
blended itself with Indian culture and launched masala flavour.

Power of Maggi

 Maggi belongs to brand Nestle

 It never uses Nestle name in its advertisements.

 It has become a brand in its own name

 Dominates Nestle brand

Tagline

 Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry)

 'Bas 2-Minute,' (Only 2 minutes)

 'Fast to Cook Good to Eat' effectively communicated the product's

benefits to target consumers
 In this way Maggi Climb the ladder of success through its branding
activities in initial year

2.
Ans: The reason for maggie to pickup an indian line like ‘Mummy bhuk
lagi hai’, ‘bas 2 minutes” for branding itself are as follows
1. Nestle targeted kids. They were the ones who were ready to accept a
tasty food, compared to older people who were still reluctant.
2. It appealed to kids because of two reasons - distinguished taste and two
minutes factor. Simple. There was not much competition around. It
clicked. Kids who were growing up at that stage would one day become
their loyal customers
3. As maggie blended with indian culture taste and masals. And masala
flavour made hearts through indian consumers . so they targeted indian
mothers as which grocery to buy is totally decided by housewives in the
family.
4. This was a wonderful strategy to promote their own product. As
housewives moved to the offices, they earned more money but had
lesser time. So the idea of instant food was spreading.
5. As bas 2 minutes branding states that they never competed with meal as
it was snacks which can be enjoyed in morning, evening or between any
meals.
6. Maggie was involving very less time for preparation to cook and even 9-
year child can cook itself without the help of anyone so every people can
cook in hury as well and it will taste the same as last time you cooked.

3.
Comment on the branding strategies of Maggi over the years. What
further recommendations can you suggest to Maggi to enhance its brand
equity?
Maggi used various promotional strategies by launching various
campaigns and its tagline is very catchy for the audience. Maggi has been
established brand in India. It has 90 percent market share in noodles and
some other products of different product category like Soup, Ketchups
and pasta are doing well. Nestle had to promote noodles as a concept,
before it could promote Maggi as a brand. They used strong taglines which
 tapped on the problem statements to address this. The company should
pay emphasis on segments with age groups 25-35 and above. Foray into
other food products like chips, chocolates etc under its sole brand name
would not only help in Brand extension but will also enhance Maggi‘s
market share.

Q-2 What do Brands Mean to You? Which, according to you, are the strongest
brand in the world’s & why? Did the perception of strong brand differ within
the group? If so, How?
Brand is a symbol, logo, name or tagline a company uses to distinguish itself from
competitor. A brand is seen as one of a company's most valuable assets. It represents
the face of the company, the recognizable logo, slogan, or mark that the public
associates with the company. You need a strong brand to attract attention, stand out
from competitors, beat your competition, and develop more business. Brand image
can be a huge factor for companies and their success, often influencing consumer
decisions with it. Part of a brand’s purpose is to manage reputation, retain loyal
customers, and generate awareness. Given that a brand is the sum of its parts, the
ranking proves that an issue with any of these things could trigger a chain reaction,
negatively impacting a brand’s bottom line.  A brand that truly connects with
consumers and stands the test of time can deliver immense financial value.

The strongest brands according to me are mentioned below.

Ranking Brand
1 Amazon
2 Google
3 Apple
4 Microsoft
5 Samsung
6 ICBC
7 Facebook
8 Walmart
9 Ping An
10 Huawei

The perception of strong brand differs within the group due to the various parameter on
which these brands are categorised. Some ranked according to its brand value and revenue
and other parameters.
Q3

1. I think Churches, temples, mosque and gurudwara cannot be branded but they do
function like one. People feel identified with them

2. Most of them think that belonging to one give them some kind of a better reputation
or that they make them a better person.

3. “There are many holy and religious books like Quran, Bible, Guru Granth Sahib,
Ramayan” etc. which cannot be trademarked to sell goods and services as per
Supreme court

4. The objective to visit pilgrimage places is to take on more meaning when we realize
the purpose of life. Life is meant for becoming free from the wheel of samsara, which
means the continuous cycle of birth and death. It is for making spiritual advancement
and to perceive our real identity.

5. I do feel religious places can’t be branded whether it really good or not . we just
have pupose to get there and worship without any descrmination whether you are
hindu or belong to other caste. Or we can’t say this god or goddess is far more
superior than anybody else.

Q4)
 BMW

A. Core product: People who drive BMW are driving it for electrifying driving pleasure. They
want the dynamics, joy and passion that comes from driving a BMW.

Tangible Product: People who buy from BMW buy Twin Power Turbo straight 6-cylinder
diesel engine. They buy the efficient dynamic technology. They buy fuel-efficient hybrid
designs. They are buying innovations in car design. They are buying high performance,
reasonable prices, and fuel economy.

Augmented product: Get no cost maintenance for four years, aka “ultimate service.” They
get unlimited-mileage roadside assistance. They receive a BMW assist safety plan where the
vehicle informs service advisor when it needs service. They are covered with new vehicle top
to bottom protection warranty for first four years.

B.  Identifiable attributes and benefits: According to the BMW website, the unmistaken
characteristics of a BMW include the car’s face, kidney grille, proportions, interior, crease
line, Hofmeister kink, and rear. Consumers buy BMW for the reasonable cost, improved fuel
economy, increased acceleration, and better handling and breaking.

C. Values and Personality: BMW stands for affordable prestige. BMW’s values dynamism,
sports character and elegance. BMW is sophisticated yet exciting. It is upper class and
prestigious, yet spirited and imaginative at the same time.

D.  Relative position: BMW’s are expected to be expensive, yet still reasonable priced. BMW
is going to be fuel efficient and is innovative. It has great customer service. The cars are
reliable. BMW is pretty selectively distributed.

E.  Value Proposition: For all those who don’t only want to drive a car but experience it,
BMW provides a unique joy and passion that you can’t get anywhere else because of our
sophisticated design and high performance.

Q5
A) To increase sales of a brand to balance ups & downs it might face, a
marketer should resort to
Ans: Reduction in price
During recessions, of course, consumers set stricter priorities and reduce
their spending. As sales start to drop, businesses typically cut costs,
reduce prices, and postpone new investments. By keeping the size of the
packaging same as before and by controlling the quality and quantity of
the brand will help increasing sales of a brand.

B) The stage of a brand in the PLC will determine

 Ans: all of the above.

Reviewing the product of portfolio enables marketers to plan for new

products, reinvent existing products or discontinue products that are in
serious decline. Product life cycle also plays a critical role in marketing
strategy. Depending on the stage your product or service is in, you’ll
refine your marketing accordingly to help ensure optimal performance
and results in each stage.

C) It is said that in general people do not buy because of ______, they buy
because of ______

Ans:. all the above

 Individuals purchase items or administrations dependent on enthusiastic
needs or needs, and afterward legitimize their buy consistently. At the
point when you associate with individuals and their passionate
explanations behind needing what they want, you have colossal capacity
to give them what they need, and have them feel extraordinary about
purchasing your item or administration.
 It is thought that people prefer one type of thinking over the other. For
example, a person who is “left-brained” is thought to be more logical,
analytical, and objective. A person who is “right-brained” is said to be
more intuitive, creative, emotional, thoughtful, and subjective

D) The critical aspect in CCDVTP, which represents effective

marketing of a Brand is ______
Ans: Communicating

 Brand Communication is one of the core activities of the brand

management and strategy and it is imperative to have a purposeful and
healthy conversation with the stakeholders. It is one of the promotional
tools and tactics opted by the brand to influence the customers about
the brand, the company as a whole, and its offerings of products and
services.
 Ultimately, a brand communications strategy is about getting to know
your audience, crafting the right message, and making sure you are
present on the right channels.
E) At the time when completely new product is starting to make inroads
into the market, its size will be ____, its growth will be ____ & its overall
potential will be ____.
Ans: Moderate, High, High.
Ans: Growth rates are the measure of a company’s increase in revenue
and potential to expand over a set period. Therefore, your growth rate
should be a key focus in your business. After all, you will need it to help
plan resource use for the future and to possibly draw in investors looking
for startups with potential. While growth rates vary by industry, there
are several growth strategies that can grow your revenues significantly.
Tools like the revenue forecaster and revenue dashboard can also help
you keep an eye on this vital metric. For a completely new product the
size will be moderate initially but with right communication value of
product will grow. Market potential allows you to measure percentage
growth over a specified time frame for your industry. So, at the time
when completely new product is starting to make inroads into the
market, its size will be moderate, its growth will be high, & its overall
potential will be high.