IIPM 3-year full-time Integrated (MBA BBA) Programme
...the journey has been quite delicious for a phenomenon that has entangled young and old alike in its twirling noodles, says Savreen Gadhoke
“Mummy bhook lagi hai… Bas beta 2 minute!” The popular jingle coined in 1984 seems as relevant today as it was 25 years back. In fact, it starts resonating in our head once we hear the word – Maggi. But then, the start of this journey wasn’t all that smooth. When Maggi was launched in 1984 (first convenience food to be launched in India), the foremost concern among Nestlé honchos was with regards to the promotion and positioning of this instant noodle product in the Indian market – a category which hitherto had no strong footing on the desi soil and a market that never believed in packaged food. But, charged with the challenge to create a new food habit across age groups, the ‘2-minute’ jingle was composed and well, the rest is history. In fact, it has quietly slipped into the lives of millions of consumers with unique associations and fond memories – a favourite tiffin, a treat for hostelers or delight for the newly weds. Reckoned as a convenience food with ‘Taste bhi, health bhi,’ Maggi has indeed come a long way since its foray.
And in 2009, when Maggi initiated the celebrations to mark the completion of its 25 years in India by launching the “Me & meri Maggi” campaign, there were many who even went nostalgic. The campaign, created and conceptualised by Publicis India, traverses down the memory lane and captures real memories of consumers attached with Maggi. Even the packaging of Maggi carries pictures of commoners showcasing their bond with Maggi, for instance, “Meri hamesha hamesha ka saath Maggi.” The campaign is certainly based on the strength of this unique emotional bond that consumers have developed and continue to associate with Maggi. Says Emmanuel Upputuru (who worked on the commercial), “Indians have grown up having Maggi. Such is its popularity that even elders enjoy it as much as youngster. Through this commercial, we wanted to capture the moments shared by all with Maggi.”
With the insight that today’s young generation is continuously on-the-go and copes with a busy lifestyle, and need products that offer taste, nutrition and convenience, Maggi introduced ‘Maggi Cuppa Mania’ as a trendy ally of the multitasking generation. It also launched – Maggi Bhuna Masala – a ready-made cooking paste of Tomato and Onion (with and without Garlic). Says Shivani Hegde, GM Foods “…We worked closely with the Nestle R&D Centre in Singapore, who have used their technological know-how and our knowledge of culinary art in India to develop an innovative product that does not have any added preservatives and contains low levels of oil.” The launch of this product has further made inroads for Maggi to become an integral part of everyday cooking in India.
Harping over the ‘value for money’ quotient as its core strength, Maggi maintained the price point of Maggi 2-Minute Noodles at Rs.10 and Chotu Maggi at Rs.5 all year round (despite rise in prices of key input materials). In its endeavour to make Maggi Tomato Ketchup affordable to many more families, Maggi also launched Maggi Pichkoo, an easy to handle, squeezable pack of Maggi Ketchup priced at Rs.12.
Today, Maggi stands generic to its category. With continuous innovation and renovation of its product portfolio based on strong consumer insights, Maggi has become an integral part of millions of Indians. But certainly not in 2 minutes, they say!
Ambika Sharma
National Head, Jagran Solutions
“Maggi is like a pal that gives you a comfortable space. It’s a companion in odd hour. And no doubt, it carries a few characteristics of a contemporary mom too. In fact, the category of processed food would have maintained a far distance from consumers had Maggi not existed. I won’t even hesitate to say that millions of Indians can go on a hunger-strike for Maggi.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!
For Exclusive Footage by Sunday Indian Click Here
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Don't trust the Indian Media!
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...the journey has been quite delicious for a phenomenon that has entangled young and old alike in its twirling noodles, says Savreen Gadhoke
“Mummy bhook lagi hai… Bas beta 2 minute!” The popular jingle coined in 1984 seems as relevant today as it was 25 years back. In fact, it starts resonating in our head once we hear the word – Maggi. But then, the start of this journey wasn’t all that smooth. When Maggi was launched in 1984 (first convenience food to be launched in India), the foremost concern among Nestlé honchos was with regards to the promotion and positioning of this instant noodle product in the Indian market – a category which hitherto had no strong footing on the desi soil and a market that never believed in packaged food. But, charged with the challenge to create a new food habit across age groups, the ‘2-minute’ jingle was composed and well, the rest is history. In fact, it has quietly slipped into the lives of millions of consumers with unique associations and fond memories – a favourite tiffin, a treat for hostelers or delight for the newly weds. Reckoned as a convenience food with ‘Taste bhi, health bhi,’ Maggi has indeed come a long way since its foray.
And in 2009, when Maggi initiated the celebrations to mark the completion of its 25 years in India by launching the “Me & meri Maggi” campaign, there were many who even went nostalgic. The campaign, created and conceptualised by Publicis India, traverses down the memory lane and captures real memories of consumers attached with Maggi. Even the packaging of Maggi carries pictures of commoners showcasing their bond with Maggi, for instance, “Meri hamesha hamesha ka saath Maggi.” The campaign is certainly based on the strength of this unique emotional bond that consumers have developed and continue to associate with Maggi. Says Emmanuel Upputuru (who worked on the commercial), “Indians have grown up having Maggi. Such is its popularity that even elders enjoy it as much as youngster. Through this commercial, we wanted to capture the moments shared by all with Maggi.”
With the insight that today’s young generation is continuously on-the-go and copes with a busy lifestyle, and need products that offer taste, nutrition and convenience, Maggi introduced ‘Maggi Cuppa Mania’ as a trendy ally of the multitasking generation. It also launched – Maggi Bhuna Masala – a ready-made cooking paste of Tomato and Onion (with and without Garlic). Says Shivani Hegde, GM Foods “…We worked closely with the Nestle R&D Centre in Singapore, who have used their technological know-how and our knowledge of culinary art in India to develop an innovative product that does not have any added preservatives and contains low levels of oil.” The launch of this product has further made inroads for Maggi to become an integral part of everyday cooking in India.
Harping over the ‘value for money’ quotient as its core strength, Maggi maintained the price point of Maggi 2-Minute Noodles at Rs.10 and Chotu Maggi at Rs.5 all year round (despite rise in prices of key input materials). In its endeavour to make Maggi Tomato Ketchup affordable to many more families, Maggi also launched Maggi Pichkoo, an easy to handle, squeezable pack of Maggi Ketchup priced at Rs.12.
Today, Maggi stands generic to its category. With continuous innovation and renovation of its product portfolio based on strong consumer insights, Maggi has become an integral part of millions of Indians. But certainly not in 2 minutes, they say!
Ambika Sharma
National Head, Jagran Solutions
“Maggi is like a pal that gives you a comfortable space. It’s a companion in odd hour. And no doubt, it carries a few characteristics of a contemporary mom too. In fact, the category of processed food would have maintained a far distance from consumers had Maggi not existed. I won’t even hesitate to say that millions of Indians can go on a hunger-strike for Maggi.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
The Sunday Indian:- B-SCHOOL RANKING SCAMSTERS EXPOSED!For Exclusive Footage by Sunday Indian Click Here
Business Standard Exposes the Outlook Magazine Money Editor
Don't trust the Indian Media!
IIPM ISBE Programmes
Follow Arindam Chaudhuri on Twitter
IIPM B School on Twitter
Management guru Arindam Chaudhuri’s latest blockbuster book, Discover The Diamond In You
IIPM 2-year full time Programme (leading to the award of the MBA degree from IMI)
B-schools expect higher rate of campus placements this year
Arindam Chaudhuri (IIPM Dean) – ‘Every human being is a diamond’
IIPM Best B School – EVENTS
IIPM conceptualized the grand final of Dare ‘10 — the most prestigious of international B-school student quizzes
IIPM B School : King Khan, Bollywood Badshah and Quiz Wiz — that’s Shah Rukh Khan for you
