One of the most infamous midnight snacks in India is Maggi, a noodle recipe that takes only about two minutes to prepare when one has limited time to spare over a wholesome meal. A quick snack to curb the cravings which have become one of the most liked products that Nestle company has ever released till date. Nestle has become the most trusted brands within India, not only because of the fan following the company has collected over the past several years but also due to introduction of localised products such as instant soups, seasonings etc.
ABOUT AND BEFORE
It all started in the 1860s when a swiss entrepreneur, Julius Maggi, wished to prepare a quick yet nourishing meal for the labourers working in his company, especially the women who couldn’t afford the time to prepare a luxurious meal for their families on a daily basis. So, alongside Fridolin Schuler, a doctor who had expertise over improving the dietary benefit of any food, the initial powder formula to prepare just a simple bean soup came to be converted into a leguminous flour after several trials in 1884. Not envisioning the market sale success of the product, side products such as instant soups and flavour seasonings were produced in bouillon packs around 1887–89. Further to their success, auxiliaries were opened in London, Paris, Berlin, Vienna, Singen and Bregenz to keep up with the heavy demands of the product.
Health is the new flavour of the season which is being followed not only in India but also globally. Food companies are recognising this health trend by staying in tune with their consumers’ taste preferences and trends. For example- coke and Pepsi included non-carbonated drinks category for their diet-conscious consumers. In the very same way, Nestle released ‘atta noodles’ that was declared to be healthy (as it contained wheat flour) and a range of healthy soups.
One of the major factors for Maggi’s success was its quick localization. We have been eating Maggi for almost 15 years but many are still unaware of the internationalised aspect of this product. Keeping in mind all the regions where it has its roots now, with constant releases personalised for every region, it has been successful in keeping the brand alive and running. Maggi recently launched the new “hot head” series, claiming that it appeals to young adults.
With the roll-out of this new series, Nestle has released twelve other variants of instant noodles including the classic masala, tomato, chicken, atta noodles, oats noodles and the four new flavours — peri peri, barbeque pepper, green chilli and chilli chicken
MAGGI BEHIND SUCCESS
1. Innovation was a key element that boosted the success of Maggi during the Victorian Age because there were many new methods of advertisement that Maggi was single-handedly launching. Later, many brands adopted these methods of publicising themselves but since Maggi was the first one to do most of these, the public reaction was immense and really positive.
To establish a bold brand identity to capture consumer’s loyalty unlike any other brand, Julius Maggi had his mark enlisted on every packaging alongside every brand logo that he, himself, designed with red and yellow (which now has become an undoubted trademark colour scheme of the brand). This set Maggi apart as the recognition of the brand became really easy — a ‘colour scheme strategy’ that was very new at the time and hadn’t been done by any other brand. Additionally, he made eighteen variations of the main name ‘Maggi’ such as Magi, Magique and so forth, all registered and copyrighted by the company to prevent duplication and any other fraudulent crimes (that some brands before Maggi had faced) to stray away from lawsuits and instead gained public trust. This move saved the brands energy and time which were instead invested in promotion.
2. It was during the 1940s when Julius Maggi invested a lot in advertisements campaigns to maintain the presence of his brand. He was among the first to use enamel placards to promote his brand outside groceries stores during that time. So with the new advertisement method, the hype that Maggi as a brand was able to capture was undefeatable. Also, joining hands with the ‘father of advertising’ Leonetto Cappiello (a french poster designer) Maggi gained immense attention just associating with a famous poster designer of that time. Since advertisement with posters was a new method during that time too, the publicizing techniques turned out to be much more effective and fruitful when printed banners were plastered everywhere since it gathered attention from different sector-workers.
Further, as if this was not enough, a trust scheme was launched where ‘Maggi’ was prepared in front of customers on the local streets (since Maggi was initially invented for the labourers, it seemed relevant to gain strong support from them by advertising Maggi in areas where the labour population was the highest to promote how affordable this product was) and given out for free tasting samples. This was the first free sample launch that any company had done at the time which alone impressed many customers.
3. In different nations, Maggi has launched online cooking plans incorporating their masalas and recipes in common dishes which have encouraged many mothers throughout the nation to include such cooking tricks in their own recipes. Moreover, Maggi promoted off-camera visits to demonstrate different processes involved to produce the final product that everyone had come to adore within the Nation. This openness became one of the main reasons why many supported and trusted Maggi as a brand.
4. Aside from Noodles, Maggi has Cuppa Noodle variations, Pazzta, rich seasoned sauces which are the ideal snack or meal plans till date.
1. The most engaging effort by Maggi was its promotion label of “2 minute noodle recipe” that pulled in many contributors after they noticed the general population, which included students, graduates or labourers, who willing to spend 12 rupees on a pack of these noodles.
2. Next, was the “Maggi Mom” crusade, which made many realise the struggles of their mothers in the kitchen to prepare daily meals for a family. People started perceiving Maggi to be a recipe they, themselves, could make to contribute by helping their mothers’ with daily residential duties or their work-life since it was such an easy and instant recipe to cook.
3. Within 25 years of being propelled in India, Maggi self-ruled 90% shares of the overall industry of noodles production. In 2008, it finished Silver Jubilee and the most captivating effort till date — “Me and Meri Maggi” was propelled wherein each pack, the shoppers were welcome to send their own accounts in regards to Maggi noodles. Socialites which were heavily influenced by celebrities such as Vir Das and Chetan Bhagat, who belonged to the average population before their success when shared their encounter with this product, the Maggi office’s were bombarded with different routes and crusades for their sales.
4. Under the crusade of “simply Good”, Maggi upgraded to inculcate higher levels of iron (up to 15%) to keep in touch with health trends. Besides this, Maggi propelled ‘special masala noodles’ variation of the instant classic ‘two-minute noodle recipe, ‘Nutri-Licious variation of atta noodles and ‘baked Sweet Corn Noodles’ which turned out to be well-driven successes of this company till date. After attaining extraordinary reaction from the crowd for their masala recipes, they released ‘Maggi e-Magic’ which is widely used in the most famous dishes such as chicken curry and other masalas in India. This not only promoted a tribute to Indian culinary but also helped in gaining a love for the versatile nature of the brand.
By Geetanjali Mehta
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