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    Repositioning Maggi-Thalia Amor Imperial

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    Thalia Imperial
    Nestlé India Ltd. (NIL) introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating the instant noodles category. Sales declined in the 1990s due to competition from Top Ramen noodles. In 1997, NIL changed the Maggi formulation but consumers did not like it. NIL reintroduced the old formulation in 1999 and sales revived. NIL also launched other Maggi products with little success. In the 2000s, NIL launched "healthy" whole wheat and vegetable Maggi noodles in line with its global health and wellness strategy. Through repositioning and new product launches, NIL was able to retain its leadership position in the

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    Repositioning Maggi-Thalia Amor Imperial

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    Thalia Imperial
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    Nestlé India Ltd. (NIL) introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating the instant noodles category. Sales declined in the 1990s due to competition from Top Ramen noodles. In 1997, NIL changed the Maggi formulation but consumers did not like it. NIL reintroduced the old formulation in 1999 and sales revived. NIL also launched other Maggi products with little success. In the 2000s, NIL launched "healthy" whole wheat and vegetable Maggi noodles in line with its global health and wellness strategy. Through repositioning and new product launches, NIL was able to retain its leadership position in the

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    Nestlé India Ltd. (NIL) introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating the instant noodles category. Sales declined in the 1990s due to competition from Top Ramen noodles. In 1997, NIL changed the Maggi formulation but consumers did not like it. NIL reintroduced the old formulation in 1999 and sales revived. NIL also launched other Maggi products with little success. In the 2000s, NIL launched "healthy" whole wheat and vegetable Maggi noodles in line with its global health and wellness strategy. Through repositioning and new product launches, NIL was able to retain its leadership position in the

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    645 views2 pages

    Repositioning Maggi-Thalia Amor Imperial

    Uploaded by

    Thalia Imperial
    Nestlé India Ltd. (NIL) introduced the Maggi brand in India in 1982 with the launch of Maggi 2 Minute Noodles, creating the instant noodles category. Sales declined in the 1990s due to competition from Top Ramen noodles. In 1997, NIL changed the Maggi formulation but consumers did not like it. NIL reintroduced the old formulation in 1999 and sales revived. NIL also launched other Maggi products with little success. In the 2000s, NIL launched "healthy" whole wheat and vegetable Maggi noodles in line with its global health and wellness strategy. Through repositioning and new product launches, NIL was able to retain its leadership position in the

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Pangasinan State University

    Bayambang Campus
    Bayambang, Pangasinan

    Name: THALIA AMOR M. IMPERIAL


    Course, Year and Sec: BSBA II-1

    REPOSITIONING MAGGI
    Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, 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. During the 1990s, the sales of Maggi noodles
    declined, and this was attributed partly to the growing popularity of Top Ramen, another instant
    noodles product. In order to improve sales and attract more consumers, NIL changed the formulation
    of Maggi noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste
    of the new noodles. In March 1999, NIL reintroduced the old formulation of the noodles, after which
    the sales revived. Over the years, NIL also introduced several other products like soups and cooking
    aids under the Maggi brand. However, these products were not as successful as the instant noodles.
    In the early 2000s, Maggi was the leader in the branded instant noodles segment, and the company
    faced little serious competition in this segment. In the early 2000s, NIL started introducing new
    ‘healthy’ products in accordance with the Nestlé Group’s global strategy to transform itself into a
    health and wellness company. NIL also adopted the same strategy for the Maggi brand with the
    launch of the Maggi Vegetable Atta Noodles (Vegetable Atta Noodles), a ‘healthy’ instant noodles
    product made of whole wheat flour and vegetables (instead of refined flour), in 2005. The Dal Atta
    Noodles were another variant of Maggi’s healthy instant noodle. Because of its first-mover advantage,
    NIL successfully managed to retain its leadership.

    Questions

    1. Analyze three benefits that NIL derived by repositioning Maggi.

    The three benefits that NIL derived by repositioning Maggi are the following:
    a. Through repositioning Maggi, NIL was able to introduced several new other products that
    was taken as their first-mover advantage.
    b. NIL came up to introduce healthy products for transforming itself into a health and wellness
    company.
    c. NIL adopted the same strategy for the Maggi brand with the launch of the Maggi Vegetable
    Atta Noodles (Vegetable Atta Noodles), a healthy instant noodles product.

    2. What do you learn from the case above


    Repositioning products to new markets or new users will be needed by the company to exert a
    lot of effort, cost, and take risk. Through this, the company will implement its new develop product to
    the markets with an improve sales and must be attracted to consumers. As a future marketer, I
    learned that even if your company is a top brand, it doesn’t mean that your brand is always on the
    consideration set of the consumers especially if there’s a newly introduced brand in the market
    because that could greatly affect on the sales of your brand like what happened on the Nestlé India
    Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, when they launch of Maggi 2
    Minute Noodles, an instant noodles product but was declined due to growing popularity of Top
    Ramen, another instant noodles product. Instead, NIL gives its best to reposition Maggi by sourcing
    and developing until that’s the time they develop a healthy instant noodle that result to their rising in
    the market again so they successfully managed and retain their leadership. Above all, Marketers
    should continue to innovate more their products or brand by assessing what is new trend in the
    market that most of the consumers buy so that your product or brand will retain its growth and always
    on the full demand by the consumers in the market.

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