{"id":13183,"date":"2023-01-19T16:28:08","date_gmt":"2023-01-19T10:58:08","guid":{"rendered":"https:\/\/academy.winnerbrands.in\/?p=13183"},"modified":"2023-01-19T16:28:08","modified_gmt":"2023-01-19T10:58:08","slug":"maggi-positioning-and-brand-growth","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/maggi-positioning-and-brand-growth\/","title":{"rendered":"Badi gazab ki bhookh lagi- the story of Maggi"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"13183\" class=\"elementor elementor-13183\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>For kids born in the 80s, one of the most enduring memories of childhood and later on, of college, would be hot steaming bowls of Maggi noodles served on multiple occasions \u2013 as a treat, as a late-night hunger saviour, as a go-to SOS snack or as a base for exciting culinary experiments.<br \/><br \/>A versatile food product, Maggi has had an eventful journey in India. Over the years, Maggi, a brand that built its reputation on selling \u201cinstant\u201d noodles, has created a brand love that has lasted a lifetime for many Indians.<br \/><br \/>How did it do it?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-07a0887 elementor-widget elementor-widget-heading\" data-id=\"07a0887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">Origins<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1980748 elementor-widget elementor-widget-text-editor\" data-id=\"1980748\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maggi originated in Switzerland in 1882 as a response to a very practical problem.<br \/><br \/>The industrial revolution in Switzerland in the late 1800s attracted more women to factory jobs, leaving them with little to no time to prepare meals. To solve this, an entrepreneur named Julius Maggi created a food product that would be quick to prepare and easy to digest.<br \/><br \/>Julius launched the Maggi brand of instant foods in 1882. The brand grew from strength to strength from there, until it merged with Nestle in 1947. Nearly 4 decades later, in 1983, Nestle launched Maggi noodles in India, thus starting the generations-long romance of Indians with that brand.<br \/><br \/>Initially, Maggi faced the uphill task of establishing a new category. The texture and nature of the product (noodles) were alien to Indian palates. The first and foremost challenge before Maggi was to establish its relevance by positioning itself correctly.<br \/><br \/>This is where snack time became important.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-953c892 elementor-widget elementor-widget-heading\" data-id=\"953c892\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u201cMummy, Bhook Lagi hai!\u201d\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e6a22a elementor-widget elementor-widget-text-editor\" data-id=\"4e6a22a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The brand team found that snacking occasions, when kids came home after school or play, offered an interesting opportunity to uniquely position the brand.<\/p><p>On these occasions, most moms struggled with time to cook snacks for their kids. Kids weren\u2019t ready to wait and mothers were hesitant to offer them packaged\/ready-made food, which was seen as unhealthy.<br \/><br \/>A classic situation of tension.<br \/><br \/>And Maggi saw an opportunity to position itself as the ultimate solution for this tension.<br \/><br \/>The Maggi brand team decided to portray Maggi as a hot, freshly cooked snack that moms could serve with love to satisfy their child\u2019s hunger. Maggi would thus become an Indian mom\u2019s answer to their child\u2019s emotional call of \u201cMummy, bhook lagi hai!\u201d<br \/><br \/>Interestingly, almost since its inception, Maggi presented itself as a snack that can be cooked with vegetables. This allowed moms to camouflage a serving of vegetables for the kids, who happily devoured them without the usual complaints. This gave moms another reason to serve Maggi to their kids.<br \/><br \/>The kids were delighted with their delicious noodles snack and enjoyed playing with the strands as they dug in hungrily. The vegetables were seen as adding wholesomeness to the dish, which delighted the moms as well.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0bae52d elementor-widget elementor-widget-video\" data-id=\"0bae52d\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=n6GwfzdTtRs&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-448094e elementor-widget elementor-widget-text-editor\" data-id=\"448094e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It is critical to get brand positioning absolutely right when it comes to building lasting brands. Read more about how to get brand positioning right in our previous article on the subject. (read <a href=\"https:\/\/winnerbrands.in\/marketing-101\/brand-positioning-part-1\/\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\"><em><strong>here<\/strong><\/em><\/span><\/a>)<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bb42dbd elementor-widget elementor-widget-heading\" data-id=\"bb42dbd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Establishing Category Codes<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e21a62b elementor-widget elementor-widget-text-editor\" data-id=\"e21a62b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The articulation that Maggi chose for its positioning was also quite interesting and helped its adoption considerably. Being a category pioneer, the brand could have pitched itself as an exotic snack or a special treat. However, in line with consumer insight, Maggi picked a creative hook that would unambiguously resolve the issue faced by moms when they were dealing with hungry and impatient kids.<br \/><br \/>Hence the \u201c2-minute noodle\u201d proposition, which was a masterstroke.<br \/><br \/>Remember, Maggi was not only launching a new product in India, but it was also creating a new category. It had to establish the category codes, make the target consumers understand them, and then own those codes in their minds.<br \/><br \/>Maggi achieved it by focusing on the time it would take to cook the ingredients, putting 2 min boldly everywhere, including the pack. It also added an easy-to-follow pictorial representation of how to cook that brought to life the \u201c2 min noodle\u201d promise.<br \/><br \/>Maggi also had the brand-building patience to stick with this positioning for decades, thus owning the enduring \u20182-min proposition\u2019, that continues to be as relevant today as it was during its launch phase:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6aaf580 elementor-widget elementor-widget-image\" data-id=\"6aaf580\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"231\" height=\"342\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-4.png\" class=\"attachment-full size-full wp-image-13187\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-4.png 231w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-4-203x300.png 203w\" sizes=\"(max-width: 231px) 100vw, 231px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8086743 elementor-widget elementor-widget-heading\" data-id=\"8086743\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A versatile hero for the masses\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a81c39 elementor-widget elementor-widget-text-editor\" data-id=\"7a81c39\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maggi soon became a default go-to dish for even non-regular cooks in the home- dad and kids- whenever they wanted to whip up something in the kitchen.<\/p><p>The ease and versatility of Maggi lent to culinary experiments among both novices and experts cutting across generations and occasions, spawning a food culture of its own.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-308bdc5 elementor-widget elementor-widget-image\" data-id=\"308bdc5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"445\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-3.png\" class=\"attachment-full size-full wp-image-13186\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-3.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-3-300x111.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-3-1080x401.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-3-768x285.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1758240 elementor-widget elementor-widget-text-editor\" data-id=\"1758240\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>A veritable cottage industry also sprang up, where self-styled street vendors became \u201cMaggipreneurs\u201d, offering a variety of Maggi-based dishes. With their creative thinking being the only limitation, these entrepreneurs tried more variations of Maggi than the Nestle R&amp;D department could ever do.<br \/><br \/>Maggi\u2019s success lay in creating a hero product that was so versatile that it was adopted by the masses as their own. Every time a street vendor took a fresh packet of Maggi, opened it and used it to mix and create his own recipe in front of his audience, it acted as a sampling occasion that a corporate brand could only dream of.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-86b7f69 elementor-widget elementor-widget-image\" data-id=\"86b7f69\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1200\" height=\"531\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-1.png\" class=\"attachment-full size-full wp-image-13188\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-1.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-1-300x133.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-1-1080x478.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-1-768x340.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75c3ccb elementor-widget elementor-widget-heading\" data-id=\"75c3ccb\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Communication that reinforced its positioning\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-604f9f4 elementor-widget elementor-widget-text-editor\" data-id=\"604f9f4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Over the years, Maggi consistently spoke about its positioning in the form of different campaign ideas. The central theme of establishing Maggi as a tasty in-between meal hasn\u2019t changed much, though the brand has continued to contemporize it.<br \/><br \/>When the first generation of \u201cMaggi kids\u201d grew up and went off to college, Maggi began to add the element of nostalgia into the mix in interesting ways:<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa92515 elementor-widget elementor-widget-video\" data-id=\"fa92515\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=1cBSerEprCE&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e3706fc elementor-widget elementor-widget-video\" data-id=\"e3706fc\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=-dDyEP_k65Y&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-806305c elementor-widget elementor-widget-text-editor\" data-id=\"806305c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>As the brand completed 25 years in India, it launched a massive 360-degree campaign to celebrate this milestone, capitalizing on the sweet nostalgia it held for young and old alike. Launched way back in 2012, it was one of the earliest examples of crowdsourced campaigns by a major national brand. The campaign featured Amitabh Bacchan who asked consumers to share their favourite memory with Maggi. The weight of a national icon backing this campaign made it all the more popular and Maggi\u2019s FB page was flooded with memories and recipes shared by excited consumers.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0793d13 elementor-widget elementor-widget-video\" data-id=\"0793d13\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=QvuAK8E9djQ&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bcaa39f elementor-widget elementor-widget-text-editor\" data-id=\"bcaa39f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Over time as Maggi found health becoming a megatrend, it unveiled its #HealthIsEnjoyable campaigns featuring Madhuri Dixit, to launch its healthier range of products like Oats and Veg Atta Noodles. Madhuri\u2019s image as a vibrant, fit new mom was a perfect aspirational match for the target segment Maggi was aiming for.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-82e2ac7 elementor-widget elementor-widget-video\" data-id=\"82e2ac7\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=bn2pnkJ5BA0&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd36ce4 elementor-widget elementor-widget-heading\" data-id=\"cd36ce4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Below the line activations that drove affinity\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-270c519 elementor-widget elementor-widget-text-editor\" data-id=\"270c519\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maggi as a brand has always been cognizant of its mass appeal, and spent just as much attention on BTL activations as on its TV ads.<br \/><br \/>One of its first innovations was aimed at increasing visibility and offtake from shelves. Maggi pioneered the concept of hanging baskets in mom-and-pop retail outlets. These distinctive and well-branded baskets were to be hung up above the countertops in these stores, in such a way as not to take up actual countertop space, but to drive instant visibility and awareness nevertheless\u00b9.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-500ae20 elementor-widget elementor-widget-image\" data-id=\"500ae20\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"511\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-2.png\" class=\"attachment-full size-full wp-image-13189\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-2.png 1200w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-2-300x128.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-2-1080x460.png 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2023\/01\/story-of-maggi-2-768x327.png 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e46eec1 elementor-widget elementor-widget-text-editor\" data-id=\"e46eec1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Maggi also drove sampling in schools during its early days, which was one of the first times a national brand had done it in India. This not only gave legitimacy to the sampling (after all, the school teachers had given permission) but it also focused the entire sampling process amongst the right target group, with no leakage.<br \/><br \/>Another activation that clicked for Maggi was the introduction of the Maggi Fun Book for children. This was a small book packed with interesting things to do for kids, including puzzles, games, interesting factoids, stories, comic strips, etc.<br \/><br \/>Building on this idea of affinity building amongst kids, the Maggi Club was introduced. The club would send out at least three mailers a year, including paper games ideal for summer holidays, ideas on how to stir up simple recipes using Maggi, making birthdays more fun with innovative party games, snacks, etc.\u00b2<br \/><br \/>Maggi has also leveraged pack sizing and pricing to drive both penetration and frequency of usage. It introduced multipacks to entice value-seeking consumers. Later on, in 2005, it launched Rs 5 Maggi packs to drive penetration in Tier 2-3 towns and rural areas\u00b3.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-29d2f36 elementor-widget elementor-widget-heading\" data-id=\"29d2f36\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Crisis \u2013 the MSG controversy<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a29120d elementor-widget elementor-widget-text-editor\" data-id=\"a29120d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>After decades of enjoying a good run, Maggi ran into a potentially brand-ending crisis in 2015.<br \/><br \/>In 2014, food safety regulators reported that samples of Maggi Noodles had high levels of MSG (Monosodium glutamate) despite the \u201cNo Added MSG\u201d claim besides having lead content above the permitted level.<br \/><br \/>Then FSSAI (Food Safety and Standards Authority of India) asked Nestle to recall Maggi noodles. Maggi, which had been enjoying a near monopoly in the market with close to 60% market share, saw its share plummet to zero\u2074.<br \/><br \/>This crisis was shocking, and the worst ever in its history.<br \/><br \/>But Maggi managed to claw its way back to life purely on the dint of the brand equity it had built up over the decades. Even when it was banned, it kept its social media page active and remained in touch with its consumers.<br \/><br \/>In November 2015, six months after being banned, Maggi cleared all legal hurdles to come back to the market.<br \/><br \/>They kicked things off with an emotional WELCOME BACK ad. Maggi tied-up with e-commerce platforms to sell welcome kits prior to the actual launch date.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6565e15 elementor-widget elementor-widget-video\" data-id=\"6565e15\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=wuHkXi3xBzY&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;lazy_load&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cd52ddb elementor-widget elementor-widget-text-editor\" data-id=\"cd52ddb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The response was overwhelming. Snapdeal sold out its 60,000-strong Maggi WelcomeKit stock in a mere 5 minutes\u2075. <br \/><br \/>Maggi\u2019s market share rose back to its previous 60% (in value terms) in just two years\u2076.<br \/><br \/>Maggi\u2019s return to glory is a testament to the strong brand and memory structures it had built in the minds of consumers over decades.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a25d2a6 elementor-widget elementor-widget-heading\" data-id=\"a25d2a6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The future \u2013 Maggi\u2019s continuing journey<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d78085 elementor-widget elementor-widget-text-editor\" data-id=\"0d78085\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>With its deep penetration and familiar taste, Maggi has become a kitchen staple.<br \/><br \/>However, the brand has not sat quiet on its laurels and has constantly tried to expand the Maggi portfolio beyond the classic Masala flavour by adding variants. While some of the variants like Chicken and Atta Noodles have become successful, some others like Dal-Atta (Sambhar Taste) weren\u2019t well-received and even withdrawn. Recently, the brand collaborated with KFC to launch a limited-period offering of KFC Maggi popcorn bowl, combining two popular fast-food formats.\u2077<br \/><br \/>It will be quite exciting to see how Maggi will play the product innovation game in the coming future. Launching variants in a product whose USP is the familiar taste might need a tough balancing act.<br \/><br \/>Overall, Maggi is a case study in brand building because it brings forth the importance of marketing fundamentals- mining a great consumer insight, turning it into a well-differentiated and relevant positioning and executing it with a fresh consistency over more than 3 decades. This is the real magic tastemaker of Maggi\u2019s brand-building efforts that has not only helped it appeal to Indian taste palates across generations and geographies but has also helped it survive a crisis which would have destroyed lesser brands.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbf746a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fbf746a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bfade75 elementor-widget elementor-widget-heading\" data-id=\"bfade75\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Sources:<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-71d0e33 elementor-widget elementor-widget-text-editor\" data-id=\"71d0e33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ol><li><a href=\"https:\/\/blog.aima.in\/innovation-is-countering-inertia-of-change-sangeeta-talwar-former-managing-director-nddb\/04\/\" target=\"_blank\" rel=\"noopener\">https:\/\/blog.aima.in\/innovation-is-countering-inertia-of-change-sangeeta-talwar-former-managing-director-nddb\/04\/<\/a><\/li><li><a href=\"https:\/\/www.amazon.in\/Two-Minute-Revolution-Art-Growing-Businesses\/dp\/0670091359\/ref=sr_1_2?crid=13YQR2C0C0M83&amp;keywords=2+min+revolution&amp;qid=1674110440&amp;sprefix=2+min+revolutio%2Caps%2C281&amp;sr=8-2\" target=\"_blank\" rel=\"noopener\">https:\/\/www.amazon.in\/Two-Minute-Revolution-Art-Growing-Businesses\/dp\/0670091359\/ref=sr_1_2?crid=13YQR2C0C0M83&amp;keywords=2+min+revolution&amp;qid=1674110440&amp;sprefix=2+min+revolutio%2Caps%2C281&amp;sr=8-2<\/a><\/li><li><a href=\"https:\/\/www.financialexpress.com\/archive\/maggi-more-than-a-2-minute-campaign\/616926\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.financialexpress.com\/archive\/maggi-more-than-a-2-minute-campaign\/616926\/<\/a><\/li><li><a href=\"https:\/\/www.indiatoday.in\/business\/story\/nestle-unhealthy-food-controversy-looking-back-at-the-maggi-noodles-crisis-in-india-1810003-2021-06-02\" target=\"_blank\" rel=\"noopener\">https:\/\/www.indiatoday.in\/business\/story\/nestle-unhealthy-food-controversy-looking-back-at-the-maggi-noodles-crisis-in-india-1810003-2021-06-02<\/a><\/li><li><a href=\"https:\/\/indianexpress.com\/article\/trending\/trending-in-india\/60000-maggi-welcomekits-sold-out-in-5-mins-round-2-up-on-nov-16\/\" target=\"_blank\" rel=\"noopener\">https:\/\/indianexpress.com\/article\/trending\/trending-in-india\/60000-maggi-welcomekits-sold-out-in-5-mins-round-2-up-on-nov-16\/<\/a><\/li><li><a href=\"https:\/\/www.thehindubusinessline.com\/companies\/maggi-attains-over-60-market-share-touches-pre-crisis-level\/article24613916.ece\" target=\"_blank\" rel=\"noopener\">https:\/\/www.thehindubusinessline.com\/companies\/maggi-attains-over-60-market-share-touches-pre-crisis-level\/article24613916.ece<\/a><\/li><li><a href=\"https:\/\/www.adgully.com\/kfc-popocorn-bowl-made-with-maggi-the-cult-collab-we-ve-all-been-waiting-for-124782.html\" target=\"_blank\" rel=\"noopener\">https:\/\/www.adgully.com\/kfc-popocorn-bowl-made-with-maggi-the-cult-collab-we-ve-all-been-waiting-for-124782.html<\/a><\/li><\/ol>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For kids born in the 80s, one of the most enduring memories of childhood and later on, of college, would be hot steaming bowls of Maggi noodles served on multiple occasions \u2013 as a treat, as a late-night hunger saviour, as a go-to SOS snack or as a base for exciting culinary experiments. A versatile [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":13194,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Badi gazab ki bhookh lagi- the story of Maggi - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"Maggi, a foreign brand selling an unknown product, managed to create and own the instant noodles category in India. Read this FreeFlowing article to find out how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/winnerbrands.in\/brand-spotlight-case-studies\/maggi-positioning-and-brand-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Badi gazab ki bhookh lagi- the story of Maggi - WinnerBrands - Helping brands leverage the power of top marketing talent\" \/>\n<meta property=\"og:description\" content=\"Maggi, a foreign brand selling an unknown product, managed to create and own the instant noodles category in India. 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