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Brand Equity Model

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Brand Equity Model Maggi Noodles (Nestle India Ltd).
About Nestle
Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'

Define Business (Purpose, Accomplish Authority)
Earlier TG
• Working Women
• Children
Recent Changes in TG
• All age group People Fast and Hygiene Meal
Company: Nestle India ltd.
Brand Name: Maggi “Two Minutes Noodles” Products
• MAGGI Vegetable Multigrainz Noodles
• MAGGI 2-Minute Noodles
• MAGGI Vegetable Atta Noodles
• MAGGI Cuppa Mania


• Two minutes noodles
• Taste Bhi Health Bhi (2005 To Current)
• Mummy I am Hungry
• Happiness is homemade
• Cook different
• Make the Most of it
• Har do minute me khusiyan
• Ready to cook
• Fast to cook, good to Eat (1980)
Current Tagline
• Taste Bhi Health Bhi

Brand Ambassadors
Amitabh Bachchan
Rohit Sharma
Unmukt Chand

Online Presence
Website of Nestle and Maggi Noodles

Maggi is in the business of healthy noodles manufacturing which caters to basically children as a quick cook and convenience food (High calories).
Maggi Established as a convenience and healthy food (High Calories) for children. It spreads brand in all over india and every retail outlets.
Initially Maggi focused on the working women (who don’t have enough time to cook) in order to serve their children healthy food quickly so Maggi positioned itself as a quick cook, nutritional, High calories and healthy food.
Maggi promised to provide quick cook, nutritional and healthy food and on the other hand it focused on cultural aspect of Indian families and it worked Indian families accept Maggi as a Indian refreshment and breakfast food because they always wanted that children eat healthy and delicious food over above this Maggi positioned as concept of quick food also.

Maggi introduced “Maggi noodles” as a quick cook and convenient food (High Calories) which is the key differentiator for Maggi over the competitors apart from this it launched many products as MAGGI Vegetable Multigrain Noodles, 2-Minute Noodles, Vegetable Atta Noodles and Cuppa Mania.

Indian families bonded Maggi noodles as an integral part of their kitchen and food. Indian mothers always wished to serve their children food which is nutritional and freshly prepared. Maggi understood the psyche of Indian women and crafted its entire strategies which made Maggi as kitchen partner to their cooking.

Marketing Strategy of Maggi Noodles
The latest marketing strategy adopted by Maggi whereby has associated with Tata Sky to showcase their infomercials on Active Cooking which is meant to engage the subscribed audience and interact with the audience in various ways.

Maggi promoted its products from various sources as TV Ads and displays on outlets and outdoor media. Maggi endorsed Amitabh Bachchan as a brand ambassador to promote as appeals everyone and reliable brand in the FMCG market.

Promotional Activities
Free sampling
Rural area campaign as distributes free packages of Maggi
NIL aggressively promoted Maggi noodles through several schemes as distributing free samples, giving gifts on the return of empty packs etc
When Maggi was initially positioned in india it was positioned as a fun food for kids which mothers could prepare easily, taglines as mummy bhookh lagi hai bas do minute and fast to cook good to eat effectively communicated
The tagline bas do minute reminded Indian consumers of maggi noodles even several years after ads were taken off the TV.

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