Description
For Nmims Assignments Contact
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+91 95030-94040
Introduction to Retail
1. Citing from your own practical experience, what are the various factors that are important in the retail scenario for a store of supermarket to succeed?
2. How would you go about starting your own business which would be an exclusive potato chips store and ensure its success?
3. Case Study
The remaking of Brand Maggi
From being safe for consumption top a healthy snack, Nestle has firmly turned the brand narrative away from the promise of a „two-minute‟ quick fix.
Loop back to some of the old ads that Nestle ran for Maggie in India. Hungry children impatiently drumming the table, college goers looking for an easy snack, star endorsers advising stressed mothers to avoid the kitchen grease without compromising on taste. Cut to the present Maggi is a healthy meal, one that is easy to dish out say the ads. Another launches a vegetarian variant, with the ad lingering over farm fresh carrots. In its second coming since the ban (2015), Brand Maggi has steadily moved the needle on its promise. From being safe to a healthy-in-between meal, the brand is a long way away from the quick and easy snack for kids that it started out as.
Last year, Nestle India introduced a campaign that positioned Maggi as a healthy snacking option for all — kuch accha pak-raha hai (something good is cooking), the ads said. The target audience young professionals who want health handed out on a spoon.
According to Maarten Geraets, general manager, Nestle India, “Our consumers are seeking more information than ever before. “The early years were all about showcasing the brand‟s safe processes, from factory to retail and then came the time to rebuild the brand for a new age.
And after growing its volume uptake by 14.5 percent during the year, in 2019, Nestle has added more layers to Maggi‟s healthy for adults‟ story. New, spicier variants are on the shelves and Maggie spices has actor endorser Juhi Chawla talking up its goodness (taste and authencity).
Alongside the product launches, has come “first cook” campaign that was launched in May. It targets young adults stepping out of home for the first time.
“From countless consumer conversations, we learnt that cooking Maggi noodles is often the first culinary moment for many people. For 36 years (the number of years the brand has spent in the country) moms have cooked it. This time, we found magic in a teenager trying to cook it for the first time,” said Nikhil Chand, vice-president Foods and Confectionary, Nestle India.
The repositioning has borne fruit. In the first six months of the year, Maggi‟s volume sales grew 13 percent to 124200 tonnes. It not only surpassed the volume uptake of the pre-ban years, it is now growing faster than it did before in 2015.
During the Amazon Prime Day last month, according to Chand, Maggi led the sales in the „grocery and gourmet‟ section and accounted for an equivalent of 250000 single units in sales.
“This is the highest ever sale over a two day period of any Maggi noodle variant unit on an e-commerce platform and surpasses what we had achieved while relaunching the brand in 2015.” He said.
Brand Maggi has come out all guns blazing in the years since the ban. Forced to face up the crisis that could have lost its biggest market, the company had to redefine its brand promise without diluting its identity. Interestingly, its predicament was much like that another British iconic brand found itself in, in 2008. James Bond, his influence waning and the profitability of the empire that had been built on his name threatened, its owners sought a radical solution. Daniel Craig was brought on-board as Bond, much to the consternation of hand-writing loyalists.
A decade later, however the scepticism is gone and Craig has managed to deliver the most successful movies for the series. Whether the team at Nestle ever discussed the fictional hero‟s travails in their boardroom is not known. But Bond-like, Maggi too has transformed itself in a manner that would have been quite unthinkable, three decades ago when it started out in the country.
a. What is the target audience of Maggi? What has changed in the new Maggi ?
b. Why has Maggi targeted young adults? What variants would you expect in this segment where the stress levels are maximum today?
For Nmims Assignments Contact
[email protected]
+91 95030-94040
doc_589542654.doc
For Nmims Assignments Contact
[email protected]
+91 95030-94040
Introduction to Retail
1. Citing from your own practical experience, what are the various factors that are important in the retail scenario for a store of supermarket to succeed?
2. How would you go about starting your own business which would be an exclusive potato chips store and ensure its success?
3. Case Study
The remaking of Brand Maggi
From being safe for consumption top a healthy snack, Nestle has firmly turned the brand narrative away from the promise of a „two-minute‟ quick fix.
Loop back to some of the old ads that Nestle ran for Maggie in India. Hungry children impatiently drumming the table, college goers looking for an easy snack, star endorsers advising stressed mothers to avoid the kitchen grease without compromising on taste. Cut to the present Maggi is a healthy meal, one that is easy to dish out say the ads. Another launches a vegetarian variant, with the ad lingering over farm fresh carrots. In its second coming since the ban (2015), Brand Maggi has steadily moved the needle on its promise. From being safe to a healthy-in-between meal, the brand is a long way away from the quick and easy snack for kids that it started out as.
Last year, Nestle India introduced a campaign that positioned Maggi as a healthy snacking option for all — kuch accha pak-raha hai (something good is cooking), the ads said. The target audience young professionals who want health handed out on a spoon.
According to Maarten Geraets, general manager, Nestle India, “Our consumers are seeking more information than ever before. “The early years were all about showcasing the brand‟s safe processes, from factory to retail and then came the time to rebuild the brand for a new age.
And after growing its volume uptake by 14.5 percent during the year, in 2019, Nestle has added more layers to Maggi‟s healthy for adults‟ story. New, spicier variants are on the shelves and Maggie spices has actor endorser Juhi Chawla talking up its goodness (taste and authencity).
Alongside the product launches, has come “first cook” campaign that was launched in May. It targets young adults stepping out of home for the first time.
“From countless consumer conversations, we learnt that cooking Maggi noodles is often the first culinary moment for many people. For 36 years (the number of years the brand has spent in the country) moms have cooked it. This time, we found magic in a teenager trying to cook it for the first time,” said Nikhil Chand, vice-president Foods and Confectionary, Nestle India.
The repositioning has borne fruit. In the first six months of the year, Maggi‟s volume sales grew 13 percent to 124200 tonnes. It not only surpassed the volume uptake of the pre-ban years, it is now growing faster than it did before in 2015.
During the Amazon Prime Day last month, according to Chand, Maggi led the sales in the „grocery and gourmet‟ section and accounted for an equivalent of 250000 single units in sales.
“This is the highest ever sale over a two day period of any Maggi noodle variant unit on an e-commerce platform and surpasses what we had achieved while relaunching the brand in 2015.” He said.
Brand Maggi has come out all guns blazing in the years since the ban. Forced to face up the crisis that could have lost its biggest market, the company had to redefine its brand promise without diluting its identity. Interestingly, its predicament was much like that another British iconic brand found itself in, in 2008. James Bond, his influence waning and the profitability of the empire that had been built on his name threatened, its owners sought a radical solution. Daniel Craig was brought on-board as Bond, much to the consternation of hand-writing loyalists.
A decade later, however the scepticism is gone and Craig has managed to deliver the most successful movies for the series. Whether the team at Nestle ever discussed the fictional hero‟s travails in their boardroom is not known. But Bond-like, Maggi too has transformed itself in a manner that would have been quite unthinkable, three decades ago when it started out in the country.
a. What is the target audience of Maggi? What has changed in the new Maggi ?
b. Why has Maggi targeted young adults? What variants would you expect in this segment where the stress levels are maximum today?
For Nmims Assignments Contact
[email protected]
+91 95030-94040
doc_589542654.doc