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Maggi Term Paper

5843 words - 24 pages

1. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management PRODUCT AND BRAND MANAGEMENT T E R M PA P E R P R O P O S A L A STUDY OF MAGGI BRAND EXTENSION AND REPOSITIONING I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T SUBMITTED TO:S U B M I T T E D B Y: 1
2. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management ACKNOWLEDGEMENTWe hereby regard our sincere thanks to Prof...................., IMI New Delhi under whoseguidance this project was undertaken.We would like to thank our friends for their generous support and ...view middle of the document...

.....2421. APPENDIX-1(QUESTIONAIRE)……………………………………..……………………….25 3
4. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand ManagementEXECUTIVE SUMMARYThe report entitled “A study of Maggi Brand Repositioning and Extension” deals with thestudy of Maggi brand that was launched in India in the year 1983, by Nestle India Limited,which became synonymous with noodles. This research paper tries to find a solution to a reallife problem of Maggi to launch its products as a Healthy Product. The introduction providesthe company background, operational & other important information provided by thecompany which would assist in taking the decision for the right brand extension strategy forMaggi. 4
5. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand ManagementINTRODUCTIONThe industrial revolution in Switzerland in the late 1800s created factory jobs for women, whowere therefore left with very little time to prepare meals. This wide spread problem grew to bean object of intense study by the Swiss Public Welfare Society. As a part of its activities, theSociety asked Julius Maggi miller to create a vegetable food product that would be quick toprepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, JuliusMichael Johannes Maggi was the oldest son of an immigrant from Italy who took Swisscitizenship. Julius Maggi became a miller and took on the reputation as an inventive andcapable businessman. In 1863, Julius Maggi came up with a formula to bring added taste tomeals. Soon after he was commissioned by the Swiss Public Welfare Society, he came upwith two instant pea soups and a bean soup - the first launch of the Maggi brand of instantfoods in 1882 - 83. Towards the end of the century, Maggi & Company was producing notjust powdered soups, but bouillon cubes, sauces and other flavourings. The Maggi Companymerged with Nestlé in 1947. Today, Maggi is a leading culinary brand and part of theNESTLÉ family of fine foods and beverages. Under the Maggi brand, which is today knownworld wide for quality and innovation, Nestle offers a whole range of products, such aspackaged soups, frozen meals, prepared sauces and flavourings.MAGGI BRAND IN INDIAMaggi Comes to India – teething troubles Maggi noodles was launched in India in theearly1980s. Carlo M. Donati, the present Chairman and Managing Director of Nestle IndiaLtd, brought the instant noodle brand to India during his short stint here in the early eighties.At that time, there was no direct competition. The first competition came from the ready-to-eat snack segment which included snacks like samosas, biscuits or maybe peanuts, thatwere usually ‘the bought out’ type. The second competition came from the homemadesnacks like pakoras or sandwiches. So there were no specific buy and make snack!Moreover both competitors had certain drawbacks in comparison. Snacks like samosas areusually bought out, and outside food is generally considered unhygienic and...

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