The Maggi Brand in India: Brand Extension and Repositioning |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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Maggi after the Relaunch
According to Donati, the new focus for the Maggi brand was to provide 'the much needed impetus' for the culinary segment as it had been lagging behind some of NIL's other product segments like milk and milk products and coffee products... The Health Angle
In the early 2000s, the Nestlé Group had been taking measures to transform itself into a 'health and wellness' company. The company had also set up new research and development facilities with a view to improving the attributes of the existing Nestlé products to make them healthier, and to develop new health and wellness products. Since the early 2000s, the Nestlé Group had been introducing 'health and wellness' products all over the world. In India, NIL introduced new 'healthier' weaning and milk products in 2004. |
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