1. CREATING & MANAGING BRAND EQUITY
Title: Assessment 1- Brand Audit for Maggi
Anastasia Savvopoulou – 100404651
Tutor: Miss Apostolia Loukopoulou

2. History of Maggi - brand of Nestlé
Maggi is an over 100-year-old Nestlé brand of seasonings, instant soups, and noodles
that originated in Switzerland. It was acquired by Nestlé in 1947.
The company originally started in Switzerland in 1885, when Julius Maggi took over
his father’s mill.
In 1947, following several changes in ownership
and corporate structure, Maggi's holding
company merged with the Nestlé company to
form Nestlé-Alimentana S.A..
Maggi. [Online]. (Accessed: 8 March 2016).

3. Maggi’s brand elements (1)
Brand elements refer to anything that identifies the brand including name, web urls,
logos, symbols, characters, slogans, jingles, packaging, and signage. (Keller, 2007).
Brand elements are important tools for building brand equity, as they can enhance
consumers’ brand awareness.
The main ‘elements’ of Maggi’s visual identity are:
• Name – the part of the brand that can be spoken which is the word “Maggi”
• Logotype – symbol or design elements
• Trademark – brand logo given legal protection

4. Maggi’s brand elements (2)
• Packaging – Maggi has a range of packages because of all the different types of
products and in many cases the same products in different packages of 50, 100 and
200 mg.
• Slogan – Maggi as a brand is followed by various slogans, some of them are:
“Maggi Takes The Health Route” & “Happiness is homemade”.

5. Brand Hierarchy
The Corporate Brand
The Sub-brand

6. Brand Architecture
Companies need to improve their efficiency on a regular basis. One way of doing
this is to reorganize supply under parent brands that fulfill more than an
endorsing function. These brands are a source of strong and unique values
shared by all products and sub-brands.
In our case, Nestlé is the corporate brand followed by the sub-brands. Maggi is a
sub-brand with a rich products portfolio.
Product portfolio:
• Maggi Noodles
• Maggi Sauces
• Maggi Healthy Soups
• Maggi Cubes

7. Strategic branding alliances
A brand alliance is a branding strategy used in a business alliance. Brand alliances,
as a term is often followed by a variety of terms such as co-branding, joint branding
or cross-promotion. Maggi uses symbolic and physical alliances.
In general Maggi introduces new products by promoting them through:
• Celebrity endorsement (Symbolic alliance)
• Bundled Products (Physical alliance)

8. The brand’s current positioning in the
marketplace (1)
Brand positioning is more than just stating your case, all brands do that, whether
they are successes or failures. The real test for a successful brand is whether it finds
or creates a relevant space in the target customer’s mind, and if it cements its brand
definition and values there.
Adapted from Kapferer, 2012
The brand for what benefit?
Maggi has always positioned itself as
“Healthy Noodles”. Furthermore phrases like
“Fast to cook, good to eat” & “2-minute
noodles” build the mental image of the brand.
The brand for whom?
Maggi’s target markets are:
• Chefs who innovate
• Working mothers
• Health conscious people

9. The brand’s current positioning in the
marketplace (2)
The brand against whom?
Maggi’s top competitor is Knorr due to the similar products and prices.
The brand why?
The reason why consumers should use Maggi’s products is because it’s healthy!
The main message as it is referred previously is that “Maggi Takes The Health
Route”.

10. Brand Health (1)
The key elements for Brand Health are:
Leadership Liabilities

11. Brand Health (2)
Attractiveness Distinctiveness

12. Brand Health (3)
Satisfaction:

13. Brand Personality
Brand Personality is the psychological nature of a particular brand as intended by its
sellers, though consumers may see the brand otherwise (brand image).
Most of the times we choose brands that they are familiar with our personalities.
As a result Maggi could be characterized as:

14. Brand Equity sources
The brand equity for Maggi comes from Brand Loyalty and Brand Awareness.
Maggi always highlighted and emphasized its consumers and customers as their
ambassadors. They made it clear that it is only because of the Moms and their kids
love and likings; they are now one of the strongest brands in instant food market. So
the consumers through the years have become loyal to this brand and its products
and of course the result of all this is brand awareness.
The “2-minute noodle” product created a bond that no other brand in the category, or
even across categories of instant food could build. Maggi is to instant noodle what
Xerox is to photocopies, where the product and brand have become synonymous.
Maggi has achieved differentiation through the other competitors in the category of
Noodles. That has as a result other products to be blocked from extending. The brand
needs loyal customers to all of its products. New strategies could be followed in order
to help other products become popular, too.

15. Branding through the marketing mix
elements
1. Products: Variety, Quality, Packaging/sizes – family packs available, Name, Logo.
2. Price: Discounts, Low prices, Offers in different package sizes.
3. Place: Retailers – Intensive distribution network in the city.
4. Promotion: Word of mouth, Advertising, Sales promotion – Use of posters, Point of
sales.
5. Physical Evidence: Factories, Transportation, and Services.
6. Process: The production of the products and the transportation.
7: People: The individuals involved in the production, sale and purchase of products -
Manufacturers, Distributors, Employees, Consumers.

16. References
Kapferer, Jean-Noël. (2008) New Strategic Brand Management: creating and sustaining
brand equity long term. 4th edn. Kogan Page
Cheverton, Peter. (2004) Key marketing skills: turning marketing strategy into marketing
reality, a complete action kit of strategies, tools and techniques for marketing success. 2nd
edn. Kogan Page
Maggi. [Online]. Available at: https://en.wikipedia.org/wiki/Maggi (Accessed: 8 March
2016).
Meri Maggi, A Curious Tale of Brand Loyalty!. [Online]. Available at:
http://marketingbuzzar.com/2015/06/meri-maggi-a-curious-tale-of-brand-loyalty/ (Accessed:
11 March 2016).
Marketing mix of Nestle. [Online]. Available at: http://www.marketing91.com/marketing-
mix-nestle/ (Accessed: 11 March 2016).

17. Thank you
for your time!