Launched in five flavors initially - Masala, Chicken, Capsicum, Sweet & Sour, and Lasagna -Maggi had to fight hard to be accepted by Indian consumers with their hard-to-change eating habits. The packaged foods market was very small at this point in time.
Nestlé had to promote noodles as a concept, before it could promote Maggi as a brand. It therefore devised a two-pronged strategy to attract mothers on the 'convenience' plank and lure kids on the 'fun' plank. Gradually, the market for instant noodles began to grow.
The company also decided to focus on promotions to increase the brand's awareness. In the initial years, Nestlé's promotional activities for Maggi included schemes offering gifts (such as toys and utensils) in return for empty noodle packs. According to analysts, the focus on promotions turned out to be the single largest factor responsible for Maggi's rapid acceptance.
Nestlé had to promote noodles as a concept, before it could promote Maggi as a brand. It therefore devised a two-pronged strategy to attract mothers on the 'convenience' plank and lure kids on the 'fun' plank. Gradually, the market for instant noodles began to grow.
The company also decided to focus on promotions to increase the brand's awareness. In the initial years, Nestlé's promotional activities for Maggi included schemes offering gifts (such as toys and utensils) in return for empty noodle packs. According to analysts, the focus on promotions turned out to be the single largest factor responsible for Maggi's rapid acceptance.