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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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6

MaggiFrom Vice is Nice to Where?

BACKGROUND

Maggi is the leader in the instant noodles category because it is constantly improving its understanding of the consumer to give them excellent and tasty products that provide nutrition, health and wellness.

—Martial Rolland, Chairman and M.D., Nestle India Limited, 2006

It made the phrase ‘Bas 2 minute’ iconic. It wooed mothers with the promise of snacks that were ‘fast to cook and good to eat’. It added that bit of ‘different’ to the popular ketchup, and offered ‘Health bhi, taste bhi’ through its no-Monosodium glutamate (MSG) soups. Yes, we are talking about Nestle’s iconic brand, Maggi, in its various avatars of instant noodles, sauces and soups.

Most people are unaware that Maggi is Nestle’s ...

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