How MAGGI's GENIUS Marketing Strategy made it a Market Leader?: Nestle Business Case Study
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- เผยแพร่เมื่อ 9 ธ.ค. 2021
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Video Introduction:
Maggi is one of the most iconic brands in the Indian business history! and for our generation it is even more special because it had been an integral part of our childhood! But from the business standpoint, the most fascinating thing about Maggi is that back in 1983, Both maggi and instant Noodles were completely alien to the Indian Culture! and yet Nestle single handedly created a 937 cr market and has been a market leader in the domain for 38 years!
and inspite of giant rivals like ITC, Marico and Unilever, even today, Maggi has whooping 60% market share in the instant noodle segment!
The question is How did Nestle create a market for a seemingly alien dish in India?
How did establish a monopoly in the instant noodles market?
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The trademark Maggi masala (seasoning mix) is another secret to their success. Suits the Desi Indian taste bud way more than other oriental style mixes.
*Magic masala
This seasoning mix is produced in Paras Spices Pvt Ltd (Khosa Pando ) Moga, all the spices are produced there from raw material to final product and then these spices are sent to Nestlé Moga and other 3 factories and their they mix it in a secret proportion and this gives you the classic taste maker.... How I know this, because I am part of Paras Spices pvt Ltd.
It contains mono sodium glutamate
@@tabreazi is that same as aginomoto or some sh*t like that
@@aviralpathak2999 tell us more!
Lessons to be learnt:
1. Identify clearly the market to which you want to penetrate to.
2. If you try to sell to everyone, you'll end up selling to no one.
3. Identify the pain and interest of your audience. Address that particularly
4. Good brands sell products. Great brands sell emotions.
❤️❤️❤️❤️
Very well said
Point 4 is absolutely true 👏🔥
Totally agreeing to the 4th point. Maggi is no longer a product, its a food that connects India.
Point 4 👏🏻👏🏻
5. These are not the only things that can lead a business to success. Variations and exceptions are always there.
These case studies should be discussed in B-Schools extensively. You explained it really well.
What I think you missed was they not only targeted the audience,but also the theme. The yellow makes appetite (even our restaurant logo and interior is yellow) and they aimed at spot like returning from school that's when most children fell hungry. So whenever I see maggi logo It creates an appetite and a memory.
That's an obvious and well known fact.
@@ThinkSchool Well i got to know it for the first time
Sir while making video please take into consideration that what you find obvious and well known might not be the same case for us
@@ThinkSchool Not gonna lie that's a very arrogant way to respond to a viewer of your channel lol.
@@ThinkSchoolfunny how people have to teach you to how to think before schooling someone 😂 a better way to answer them would've been "thankyou for your suggestion" whether it was useful to you or not. Or just ignore it but as a channel you need to humble yourselves.
@@ThinkSchool when your content is good but personality is shit
Am an MBA student with vast working experience, your videos give us more practical knowledge than my MBA, no exaggeration and an serious about what am stating
Maggi makes people feel like chef!
😂😂
😂💯❤️
@@str5454It's soo simple. Take a cup of water , add the packet and put it on the stove , then add the noodles and cook for 2-3 minutes. You can add vegetables or cheese. If you add cheese then be sure to lessen the amount of seasoning because it becomes overly salty
@@str5454 ohk
yes
And in Japan nestle got it foothold through KitKat- connecting exotic products to locals is something that nestle does spectacularly
Genius!
ikr the kitkat craze i have seen in japan is mind-boggling. i didn't even knew thhere were that many things to eat as there were kit kat flavours there 🤣🤣
Maggie has special place in our heart. We are loyal to it even we don't aware about it.
Maggie is something which reminds me of my good days ( school days )
college days ( late nights munch )
And struggling days ( no money ).
It fulfilled me in every corner of my life.
We ❤️ Maggie.
Isn't it unhealthy tho
@@tarunagarwal1071 cheap thrills always come with a cost.
@@berlin5403 I understand that maggie had been a part of life for most of us ...but saying we love Maggie doesn't give a good message ..I just want to say that we should point out both the sides
@@tarunagarwal1071 🌝 sir it's his statement of what he feels towards the product and brand ik you want him to explain about the harsh side but in that case he didn't need to but anyway as the person said to you cheap thrills dosen't always mean healthy
Now Maggi tastes like creepy
I think one of the greatest reasons to Maggi being still the fav for everyone, is the unique taste of it thru the tastemaker... That HASNT CHANGED since 1983...i have eaten top ramen, yippi everything else but the taste is nowhere close to Maggi...good case study to learn few imp points...
Absolutely stunning! But can we also agree with the fact that when it comes to food, taste overpowers anything and maggi's masala did the magic✨
I still remember nestle coming to my school and sponsered us Maggie. I still remember because of that experience I bought Maggie for the first time on holi to eat something special. That's how it all began..
Daring!!
Maggie really had a tough time pushing noodles in chawal-roti environment. I also remember the sketch pens! It's first target was the kids. You in which city?
@@lalitkrai3328 I'm from kamareddy, telangana
Yeahh, I didnt realise we were given maggie tiffin boxes on some competition back when when I was in 2nd standard. Wow
@@manojnani1785 Same ikda kuda hyderbad lo ma school lo icharu
same Khammam lo maa school lo icharu
Four lessons from above case study are:
1. Instead of spending time on how to penetrate into market and get acquainted with people, one should focus on on-which market should the penetration happen.
2. Always target the specific audience when a new generic product going to get launched. Because if you sell to everyone, you end up selling to none.
3. Accuracy of pain and interest of the audience is directly proportional to ease of adoption of product.
4. Emotional connection with the audience is important to standout from crowd.
“Business opportunities are like buses, there's always another one coming.” - Richard Branson.
My eyes filled with tears in the part where "# we missed you too" came. That is the proof of what you said about connecting emotionally with customers.
Same man same
One of the most unhealthy products. One should detach their emotions from it. Though appreciate their marketing strategy
Sir
"Your audience might forget what do you said butbthey never forget how do you made them feel"
Simply we get goosebumps.
For every video 💯
I remember in mid 80s, Maggi people came to my school and gave a packet of maggi noodles to all the kids for free. My mom made it for us and we hated it. It took us a couple more years to try it again but most of my friends were already crazy about it from the first try.
Noodles were known to Indians especially South Indians from a very long period. There are noodle type recipes like Idiyappam, Otthu Shavige, Semiya which were and are eaten on several special occasions and on day-to-day basis as well😊
I think cornetto is very well marketed. Although ice cream is for everyone, they cleverly marketed it as a symbol of love between couples
maybe, but my family and I can never have Cornetto. Amul Tri-cone is much better.
no wonder i never ate one of them. 🤣🤣🤣
Amul sells Ice cream.
Kwality Walls sells Frozen yogurt (labelled as ice cream).
Here it failed
Cornetto never focused on product
It only focused on market to reach it's name
Like
Nowadays many ask for
Amul cornetto
Because people feel as Cornetto is synonymous to cone icecream
Here where kwality walls failed to reach out
RIP Unilever
Seeing your detailed case study , I started craving of Maggie 😂
Foodie spotted
As soon I here Maggie, I get reminded of Xerox because even if we go to shop we say to a make say 2 copies of "Xerox" and not photocopies. Nice business case studies and learnings from your channel and really enjoy watching...
i think the same goes for Jeep and JCB
I don't think Maggie gained bussiness only through the marketing, it also has some taste that not even itc can't give that special taste
I prefer yipee (only because it's taste is better than maggi).
@@Satvik_Insaan true
@@Satvik_Insaan same for me in basic level but customization of taste(your own styled masala maggi) on maggi is better than yippe
But the way Nestle markets Maggi is commendable
true
Noodles are kinda considered unhealthy
So marico(saffola oats) exactly positioned itself in opposite way targeting the exact market which was targeted by maggie i.e.
Working womens and homemakers for " sham ka nashta " 😁
As "Healthy nashta"
the thing is oats isnt really tasty at all
@@narwhalgaming8193 try saffola oodles. They are made of suji and oats and taste better than maggi.
@@ArjunSharma-gy1eq but the thing is, making noodles from oats was a thing discovered later after maggi, so yeah
@@narwhalgaming8193 they taste good if made the right way
The thing is, oats are eaten with milk at breakfast, but our desi taste buds hate something like that, so safola innovated masala oats. And they're actually good.
One common thing in every FMCG company's success is excellent marketing on TVs.
It doesn't matter their product is excellent or just an average. Yes, poor products can also work but only in short run like patanjali; however, average can work longer with good ads.
Patanjali products were not poor ,they just tried to strech to far too fast
@@user-bh6mz2kf6o dude don't put cover on eyes, except for few starting months they gave majority of products of low quality. WHY?
Because most of them were not made by patanjali instead by other companies then patanjali resell with their name and their quality assurance system was so terrible that now this company is lossing its faith.
Now, the name of Yog Guru, Yoga, Ayurveda is facing downvote because of patanjali's blunder
You are accusing me to putting cover on eyes really,i wrote the above comment because i used some products of patanjali and they were not that bad to be called poor straight away,thats it
@@user-bh6mz2kf6o above I said 'majority' not whole Brother, there might be few good like multani mitti soad, etc but majority are 👎 because they don't make them by themselves with full quality controls
It's been 3 years since we left eating Maggie not bcz we don't like it , but bcz my grandfather was one who used to bring Maggie for us (me and my younger sis) with love and also he used to take care for our silly wishes( during childhood ).. after his demise 🥺 we couldn't get that satisfaction even after eating Maggie ..
.
.
.
.
But now we prefer Top Remen as instant noodles 😌 and it's good .. but that extra care by grandpa is Missing 🥺
These noodles are very bad for health
@@jahneychriast2141 yeah I don't miss Maggi
Food for the body is not enough. There must be food for the soul.
Talking about whether Maggie good or bad to our health at the end of the video then explaining about NAVI health insurance. What a combination 😂
Think school community increasing day by day❤️ watching from a year best ever insights given
See you don't need this 15 minute .. highly researched and really good quality content to know why maggi became so popular and has a monopoly ...
I'll do that in one line: "All its competitors taste like absolute garbage. Be it any other noodles, they are all just bad."
Boom!
Agreed that the taste differentiates the product. But it's not just one reason for its success. All other factors like marketing, distribution, etc are behind its success. This case study explored what was needed.
We need more business stories and case studies like the california gold rush🙏🙏🙏👍🏼
True Brother ♥️
Pura school ke 10 saal se zyada knowledge in one video🔥🔥
Thanks a lot
In clg I took marketing subject
Nothing knowledgeable is taught
Tysm🔥🔥🔥🔥❤️❤️❤️
Food, in the end, in our own tradition, is something holy.
For long as I can remember I've eaten 'Top Ramen' since childhood (as opposed to Maggie)and still love it, but the default word (whether buying or making) it's always Maggie!!
1st mover advantages..
What ever you said is right,
In my opinion the masala is the special among its competitors to have the repeat customers/consumers
Hats off to your extensive and intensive research on the case studies.
Great explanation, I think Colgate also has a similar brand recall value and highest market share in the toothpaste market in India. Please make a video on this too.
And surf tooo
Really really good video! Absolutely loved it
Great case study. One important event you missed was a time when Maggi changed the ingredients in making the noodles making it thinner and less tastier. Its sales nose dived and maggi reverted to the old thicker noodles and launched a huge campaign to win back the customers' trust - MAGGI is Back! .... Ring any bells?!
And yes it's not just tasty, quick but alteast for us who tasted tht first time in childhood . That's nostalgic, brings childhood memories back. That yellow packet , that Maggi masala. Being a 90's kid I have special feeling for Maggi.
When 2015 crisis happened how come other companies where not able to capture the market because that was a golden opportunity plz make a video on it
Yes, I think they captured the new comers. Like my nephew will only eat yipee but don't eat maggie. But I will not eat any other noodles but maggie even I waited and bought extra packs during ban. The irony is they say yipee maggie still🤣🤣🤣
@@purpleparadise2001 yippee is still a big player in the market ,,yippee is like thr bingo in snack industry people thought they won't do it but instead they did it
After the ban of Maggi,most of the people stopped eating noodles
One major reason is that Nestle did not just sell a product but emotions. You'll find so many people associating childhood memories with Maggi. I think that explains its successful comeback. Other competitors could not capitalise this opportunity as it takes time to establish such a robust distribution in such a short time.
Iam from indonesia and this is so awesome thanks for your information dude i hope you and your team always share great content like this
Maggie has made such a place in our life that they have a place in our fondest memories. The 5 month ban hurt us so much in the college hostel, when they were back honestly it was like a festival the day they came back.
It's very inspiring to see them.
The girl who said "abse hum Maggi nahi khayenge"
lives just opposite to my house and just yesterday I saw her eating Maggi with her family in the balcony 🙃.
This conjured up so many memories!
Great topic. Learnt a lot.
Just recalled the Cadbury Dairy Milk fiasco. Why not do a similar one on them? Rise and fall and rise of Cadbury.
I love how well researched your videos are. Can you make a video about how you go about doing the research?
Really informative. I really like the case study's presented here. Keep up the good work team. 👍🏻
Maggi is a iconic brand and loved by almost every Indian as it brings back childhood memories. The marketing theory concepts mentioned are good and sit well within the context. However I don’t believe that it was marketing or PR alone that propelled it to success. There would have been other factors such as economic situation at the time, Government policies, Financial institutions & Investor sentiment, supply chain and distribution infrastructure, technological advancements to automate processes and lower prices, demographics affinity to foreign brands, reasons why small competitors couldn’t penetrate the market & finally any global influences.
I had wished that the video would have been a more critical examination of Maggi against the above factors rather than portraying Maggi as the ultimate winner. Nevertheless I liked the video and understand that all topics can’t be discussed. I hope to see more content from you.
Your thumbnail changing strategy gets me everytime
They had sold Maggie compulsory to all Nestle (Nescafé) dealers. It was a big push strategy via channel.
It is always a great learning experience with you man. More power to you.
Just loving these Indian Monopolies series 😍 grt work ...Thanks for bringing up such incredible info ❤
I remember eating maggi for the 1st time in my UGK(2002) when maggi executives came to promote in our primary school, then after a few days I asked my parents to buy me maggi! Core memory😄
After world war II, Momofuku Ando was looking for a way to cook noodles instantly and make it from WHEAT FLOUR. Japan was getting wheat cheaply from US subsidies but they didn't have sufficient rice or other grains used to make the flour of traditional noodles. The breakthrough he made was incorporating cheap wheat flour and making it instant at the same time.
This is one of that channel, where i like the video first n add to watch-later list to watch the video in my most conscious hours.⏳ All thanx to Ganesh bhaiya n team🙏🙏🙏🙏
Idk what else can capture the magic of Maggi better than this video does, Great Video!!
Such an interesting topic! Loved it! Want more such videos 😁
You're so amazing at whatever you present! I'm literally binge watching your contents!!
NIce informational video, learned a lot of concepts in brand marketing. Keep up the good work!!
TH-cam baba to youtube algorithm happy 👍 Just love watching his explanation! Keep it going sir. Really think school :)
I still remember, nestle came to my school and conducted quiz competition. It was way back 15 years ago. I was part of it and they gave maggi to me after the competition end.
Your channel and studies are amazing! Keep up the good work.
thank you soo much for this video and keep uploading these types of videos always
being a maggie consumer from the time I started eating solid food it became an emotion. like a friend who was with us in the time of happiness and pain. And everything can be replaced in this world except family and friends which became one of the reasons we didn't even like the idea of having any other noodles other than maggie
Brilliant explanation in a capsule format! Keep them coming!
ittni mehnat karta yeh banda to make one video cannot miss even one video amazing job man hats off
ek like toh sir ko banta hai
Thanks bhai ❤️
All of your videos are really awesome
the amount of hard work you put in is insane
Thank you for a wonderful case study
I literally don't know about Rameen History , but you present it very interestingly🔥💯. Yes, Rameen has also best instant noodles taste but they failed in marketing. Nestle get huge advantage because it has high source of funds and use the advantage that Japan was not libralised
What makes me buy Maggie:
1. In the current situation of covid, I merely go out to eat. So for a change in taste Maggie is a brilliant thing.
2. Whenever my mother is away and I end up being alone in home, Maggie is one of the easiest thing to make for a 15 yr old like me.
3. It is a tasty fast food which can be made at home unlike kabab Paratha, tikki, paani ke batashe etc.
But from a long time I had now switched to other products as
1. After the case of finding unhealthy things in Maggie, my parents do not allow me to eat it, even if it is healthy now.
2. In my region, the price of a regular Maggie has increased from Rs. 10 to Rs. 12 and as a regular Indian I do not want that to happen.
Insightful and informative!Thank you
Another great video by Ganesh
And today's lesson exactly nailing down the customer &consumer
Customer =MOM Consumer =child
Where nestle correctly targeted and reached the height..
Extremely informative, really helpful for new upcoming brands. Really good explanation. Please come up with more such content! 4
Amazing :)
Such an informative video. Loved it👍
Maggie and Milo - Both were introduced to me from the competitions which I used to participate during my school days.
Thank you so much ❤️❤️for this great video 🙏🙏
Hi
Really felt like travelled with Nestle in its good and bad times.Very good and researchful content
I was always wondered how ganesh is making such awesome contents every week..!
Maggi has become a brand that resonates with every Indian household now. The multi-sized packaging played an essential role. With packs starting from Rs. 5 all the way to Rs. 50, it made sure that Maggi becomes affordable for every individual.
Top notch presentation... thank you!!
Thanks for this awesome case study.
In this case study, the marketing efforts are overrated and the unforgettable taste of maggi (it's masala) is underrated.
The secret recipe is the key. Another example: Coke.
These video is great . Love it !!
LOL, I am one of them who won the maggi quiz competition in 2004 at my school. I got a maggi school bag with full of maggi packets in it. That was the first competition I ever won. It's so crazy that I was a part of their marketing then.
Well presented as always. Good. Well done again.
Thanks coz now I can understand something that no one does now I started observation { ad class }
Great video, though under Nestle you could also try to cover the Cerelac products as well, they're a monopoly in that too.
It's a memory, In our school they use to come every 6 months and offer us free maggie. They use to bring big vessel and cook whole thing, we use to stand in line for out turn. Its more than 20 years but still I remember that taste.
Hey brother..love the way u make us understand the deep knowledge of Market.
I watch all your videos regularly.
There is a request...can please recommend good channel on YT for other info 🙏.
People do not buy for what is the product instead why is the product important?
Sir
I follow you with full Heart.
Since you promoting the product *Navi Insurance* I am fully assured that the product is genuine.
Will buy the product just on your trust. 🙏🙏
Wow great explanation, thank u
Found really interesting bro....thanks for being our most entertaining book !
Interesting.......i think i jst gt my presentation for tomorrow's class
Thank you soo much brother 💝
I really really enjoy watching your videos.
♥️ Amazing case study "Ganesh" bhai 😊
I watch the vedio, after i give a like.
That is the level of confidence, i have on your content.
Yippee also tried the same thing. I remember them sponsoring instant noodles in my school. But Maggie is too hard to compete with.
We always learn from your amazing case study
I watch each and every vedio you made
These are full of knowledge
Going down on sales when hit with a Problem and rebouncing back to No-1. True Champion
what way you explain is just amazing
Great content like always. Keep going. You mentioned about Ford in this video. Please talk something on their India journey too.