Maggi - Nestle's Problem Child?

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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.

Case Details:


Case Code : MKTG021 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Marketing Mix
Case Length : 10 Pages
Period : 1997 - 2001
Pub Date : 2002
Teaching Note : Available
Organization : Nestle India
Industry : FMCG
Countries : India


The case examines the brand and line extension strategies adopted by FMCG major Nestlé for its Maggi brand in India. It provides a detailed account of Nestlé's promotion and advertising strategies for creating a noodles market from scratch.

The various products and variants launched under the umbrella brand Maggi, and the rationale behind these launches (and their failure) is explored in detail. The case also discusses the company's attempt to change the formulation of its flagship brand Maggi noodles and how it was forced to bring back the old formulation.


» Understand the potential scope and limitations of adopting an umbrella brand for different product categories.


  Page No.
Maggi Under Pressure 1
Background Note 2
The Story of Maggi 3
What's in Store for Maggi? 6
Exhibits 8


Brand, line extension, FMCG, Nestlé, Maggi, Nestlé, promotion, advertising, noodles, market, scratch, umbrella brand, Maggi, formulation, Maggi noodles

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