Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-April12-Article8-Maggi Noodles: Magic of The 2-Minute Campaign
- Price : 80.00
- Published on March 17, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
The Indian FMCG sector is the fourth largest sector in the economy, with a total market size in excess of US$ 13.1 billion. Availability of key raw materials, cheaper labour costs and presence across the entire value chain gives India a competitive advantage. The FMCG market is set to treble from US$ 11.6 billion in 2003 to US$ 33.4 billion in 2015. According to a study by McKinsey & Company, the Indian food market is poised to grow US$ 310 billion by 2015 and US$ 344 billion in 2025 - at an approximate compounded annual growth rate of 4.1%2. India’s food-processing industry is one of the largest industries in the country - it is ranked fifth in terms of production, consumption, export and expected growth. India is one of the world’s major food producers, but accounts for only 1.7% (US$ 7.5 billion) of the world trade in this sector – this share is slated to increase to 3% (US$ 20 billion) by 2015. According to the Ministry of Food Processing, this industry contributed 9% to India’s GDP and had a share of 6% in the total industrial production. The industry employs 1.6 million workers directly. Noodles market in India is not smaller. It’s around a 1500 crore business in the country. The case examines a detailed account of Nestlé's promotion and advertising strategies for creating a noodles market from scratch. This case looks at the various phases in the product life cycle of Maggi noodles in India. It talks about the various measures taken by NIL to keep the Maggi brand fresh in the minds of the Indian consumers and reposition Maggi as a ‘Health product'. It ends with a discussion whether NIL would be successful in sustaining this new image for Maggi in the future or not. Keywords: Brand, line extension, FMCG, Nestlé, Maggi, Nestlé, promotion, advertising, noodles, market, scratch, umbrella brand, Maggi, formulation, Maggi noodles.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.