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Maggi noodles: Study on its brand communication |
Maggi noodles are a brand of instant noodles manufactured by Nestlé. It is very popular in India and many other countries.Maggi noodles are part of the Maggie family, a Nestlé brand of instant soups, stocks, and noodles, sauces and ketchups, cooking aids (seasonings) etc
Maggi releases varieties of noodles into market. In India they recently introduced a new variety of its noodles, to cater for the health conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. A whole-wheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions (dried vegetables) has also been introduced in India.
Maggi is today as synonymous with a quick bite from the foothills of the Himalaya’s where hot, food that cooks quickly is a premium to down south where rice rather than noodles is the staple, and Maggi seems to have mastered marketing to India. So popular is the instant noodle that Indian students going to university in India and abroad carry packets of it to give them a “taste of home”.
Maggie Noodles are available in a large assortment of different flavors:
Original Flavour, Chicken, CurryMasala, Chicken & Corn, Prawn, Dal Sambar, Dal Atta noodles, Cheese, Tomato, Vegetable Atta Noodles, Capsica, Cuppa Mania,Soupy noodles.
Strategies of Maggi in India
Maggie has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche.Intialy Maggie positioned its noodles as a convenience product for working women. However, the sales of Maggi was not picking up despite...