How many Maggi fans? I’m pretty sure most of us enjoy Maggi. It is easy to prepare and preferred by kids, teens, working women, and men. But we all know about the ban but still, Maggi has the largest market share in India how? A case study on Maggi and it’s market share capture, the decline of maggie and how it bounced back
Maggie an international brand of soups, noodles and etc. It’s a brand made by Nestle which is an FMGC manufacturer(Fast Moving Consumer Goods). It took several years for Maggi to establish in India. Now it has an 80% market share in the Indian market. And over the years they’ve launched many more products under its brand name.
How Maggie acquired the Indian market?
When Maggi entered India, We had won our first world cup in 1983. Their slogan was really simple easy to make but wasn’t that great in India. So they spent heavily on advertising with releasing commercials that targeted every age group, Slowly over the years they created brand loyalty and retaining customers.
Case study of Maggi
In May 2015, the Barabanki district in Uttar Pradesh reported that two samples of Maggie had high levels of Mono-sodium Glutamate. By June Delhi had banned Maggie for 15 days as they were given for further testings. FIR’s were filed against Amitabh Bachchan, Preity Zinta, and Madhuri Dixit as they were the previous brand ambassadors.
On June 5th FSSAI (Foods Safety and Standards Authority In India) banned Maggie nation-wide after finding lead samples. Maggi had to take their products out of the shelf and had to compensate for all those retailers. Maggi had never incurred a loss more than a decade but this year because of the ban they had suffered a hefty loss. They had to destroy all their products worth millions.
Maggi had apologized publicly on their social media asking their customers to wait for a solution. For the next two months, Maggi’s social media platform was very active as customers used to tweet asking when Maggi was gonna come back into markets. This showed the brand loyalty of customers as they weren’t ready to leave them even after the ban. By August tests were re-conducted by FDA and showed no signs of lead or MGA. Bombay High Court dismissed the ban. The court said that proper procedure wasn’t followed while issuing the ban and questioned the tests weren’t conducted in an authorized laboratory.
Maggi’s Marketing Strategies
Don’t avoid any type of marketing
From billboards to tv, We’ve seen Maggi advertisements everywhere. They have always been open to every type of marketing, many businesses only focus on one mode of marketing. After the ban, they even started sponsoring tv shows like Bigg Boss and movies.
Using emotions and meaningful taglines
Whenever we’ve seen maggie advertisements on tv or holders we see a mother cooking maggie for her children. Plus using taglines like “2 minutes meh ready” or “taste bhi, health bhi”. These taglines attract consumers as it’s easy to cook and healthy to eat.
Maggie had not only captured a huge market share but also millions of hearts of Indians because of which they weren’t ready to stop consumption of Maggie as it played an integral part in their childhood. This helped the customers to have brand loyalty and helped maggie to bounce back and retain its market share.