India's most popular instant noodle brand, Maggi, was launched in 1983 by Nestle India. It quickly gained popularity for being conveniently packaged and easy to prepare in just two minutes. Maggi came to hold 85% of the instant noodle market in India. Over the decades, Maggi utilized various advertising campaigns and product innovations to maintain its market leadership and strengthen its positioning as a fast and tasty meal option for Indians.

1.  Nation of 1.25 billion
 26 official languages
 1562 dialects
 1000s of cusines
 Does this have anything in common?
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2. The answer is…
 Our very own Maggi
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3. The Journey of Nestle Maggi
India’s most loved food brand

4. Quick Facts - Nestle
 Nestle is a Swiss company found in
1866
 Nestle markets its products in 130
countries
 Nestle has always positioned its products with the
attributes of health and quality
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5. Maggi in India
 Launched in 1983 by NIL
 In different variants like masala, tomato and chicken
followed by curry few years down the line
 It was launched at a time when instant noodles were
not that famous in India
 First time Indians got something which was
hygienically packed and convenient to prepare
 “Fast to cook, Good to eat”
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6. Maggi in India
 Initially targeted towards working women then
shifted to kids
 Holds 85% market share
 Competiors
• Sunfeast Yippe Nooddle
• Horlicks Foodles
• Top Ramen
• Knorr Soupy Noodles
• Ching’s Noodles
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8. Need Recognition in India
 Need of a product that provides good quality food
and at the same time was convenient.
 Maggi visualised it and launched itself in the Indian
market to be everyone’s favourite food brand.
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9. Market Penetration Strategies
 Promotional campaigns in school
 Advertising strategies
 Availability in different pack sizes
 New product innovations
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10. Messages
 Fast to cook, Good to eat
 Mummy bhukh lagi..
 You and maggi makes tastier meals
 Bas 2 minute
 Taste bhi, Health bhi
 Maggi mania – Chaska taste ka, health rice ka
 Maggi Cuppa mania – Just add garam pani, Carry on
jani
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11. INTEGRATED COMMUNICATION
INTEGRATED COMMUNICATION
PUBLIC
PUBLIC SALES
SALES INTERACTIVE
INTERACTIVE
ADVERTISING
ADVERTISING
RELATIONS
RELATIONS PROMOTION
PROMOTION MARKETING
MARKETING
AD
AD
ADs
ADs
CAMPAIGNS
CAMPAIGNS
BILLBOARDS
BILLBOARDS PRINT ADs
PRINT ADs TV ADs
TV ADs OTHER
OTHER
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12. Different ad campaigns
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13. The Turning Point
 Launch of maggi Ata Noodles
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17. Again Taking the Health route
 Launch of Maggi Mania
 To majorly target people from East and
South
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18. Maggi Turns 25
 People grew eating maggi for 25 years
 Launch of the Campaign “Me and Meri Maggi”
 Everyone had some unique and personal stories about
maggi to tell
 Objective was to create strong customer connects
through TV, newspaper, Internet, Billboards, Radio
and Maggi packets as well
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20. Do Minute Mein Khushiya
Everyone’s favourite
Maggi getting endorsed
by Amitabh bachchan
People got to tell their
Maggi stories by
Amitabh Bachchan on TV
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21. Conclusion
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22. Thank You
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