Even as Nestle India celebrates 25 years of its iconic brand Maggi, it is not willing to rest on its laurels. Apart from the obvious growth reasons, there is also the danger posed by the likes of GlaxoSmithKline and Hindustan Unilever who have entered the noodles segment, which has prompted the processed food giant to embark on an aggressive marketing campaign. The company is strengthening its emotional bond with the consumers with campaigns like Make a difference and Me aur meri Maggi to take the products ahead.
Simultaneously, it has also expanded its portfolio by launching fortified food products like Maggi Rasile Chow and Masala Magix to tap the opportunity at the bottom of the pyramid. Though milk and nutrition products continue to be the biggest revenue earner for company, Maggi is one of the fastest growing brands within Nestle India. And it is one brand that has become ubiquitous in an average Indian household. As Nestle embarks on a major brand extension strategy, BrandWagon takes a look at the making of this successful brand, the strategies which worked and those which didn?t, and what Nestle is planning for the future.
