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Maggi And Foodles Essay

600 words - 3 pages

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The launch advertisement (watch it here) shows a mother who is not happy with her son eating noodles. The tug of war is a continuous clash of interests between the mother and her son. This is the situation all mothers are in, and there appears Foodles. A healthy noodle made of four grain. So the mother can now let her son eat and enjoy noodles freely

1……. It launched the product under the popular Horlicks brand, named ‘Foodles’, and is expected to compete with market leader ‘Maggi’ from Nestle.
The brand is owned by Horlicks.

Launch Plan
Since Foodles is endorsed by Horlicks, it was launched in South (where mother brand Horlicks is strong) in late 2009. It was extended to East India in March 2010 (East is also Horlicks stronghold) and finally rolled out to the rest of India by July 2010. First year sales stood at 32 crores and they ended the year with 4% ...view middle of the document...

It’s an all time favourite that while it is loved by many, everybody calls it their own: the noodles that are intertwined in the most memorable experiences of many people. Generations have grown up loving its signature taste of Masala.
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It is to celebrate the unique bond that the brand shares with its ardent users that MAGGI Noodles has launched its newest campaign: “Meri MAGGI 2- minute Mein Khushiyan”, thereby acknowledging that “Meri MAGGI” gives you the power to create happiness in 2 minutes! 

The campaign gives MAGGI Noodles fans, the great opportunity to share their stories & stand a chance to feature in TV commercials & packs
Maggi was positioned as ‗2-minute noodles‘ with a punch line that said‗Fast to Cook Good to Eat‘. The jingle ―Mummy bhook lagi, Bas doMinute, Maggi Maggi Magge‖ quickly grasped the attention of consumersall over India. .
Horlicks has launched a new extension in the noodles category. The extension has the brand name Foodles and is endorsed by Horlicks.
50 …….rs 5
100..10
200…………..20
400………………….38
600………………54
800……………..72

4) Horlicks has surely targeted health conscious parents. It’s a different product made with multi grains, something which Indian market has not seen yet, so will surely attract people. It is a good source of proteins, fats and carbohydrates so is extremely good for growing children.
5) NIL shifted its focus from working women and targeted children and their mothers through its marketing.
Foodles made it realistic by carefully choosing a potential niche market segment for itself. It targeted a mix of health-conscious consumers. First, it targeted those who were regular users of noodles but were also worried over the health issues attached to it. 
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6) Right differentiation
Foodles’ claim to be a differentiated product strongly reflected in its mix of healthy ingredients like rice, ragi, wheat and corn. “Besides, Foodles provides nine vital power vitamins and great taste. The noodle mat is fortified with iron and calcium,” Pandey informs.
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