The Maggi Brand in India: Brand Extension and Repositioning |
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Background Note
However, this approach failed as was evident from the fact that the sales of Maggi noodles were not picking up despite heavy media advertising. To get to the root of the problem, NIL conducted a research, which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. After this, NIL shifted its focus from working women and targeted children and their mothers through its marketing. NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. 8] Though Nestlé had launched seasoning cubes under the Maggi brand in India in 1973, the product had failed to make a significant impact on the market and was discontinued. |
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