Case Study Of Maggi
CHAPTER-I
INTRODUCTION AND DESIGN OF THE STUDY
INTRODUCTION
Quick food styles are catching up fast because of more number of working number of working couples, domestic fuel crisis, and non-availability of reliable domestic servants an breaking up of joint family system. Neither time nor patience to prepare the ingredients and wholesome food in the house itself, the high price of ingredients and ready mix are also a significant factor responsible for the spectacular increase in the demand for Maggi noodle products. Nestle India Limited (NIL) introduced the Maggi brand to Indian consumers when it launched Maggi “2 minute noodle”, an instant food product in1982. At the time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, nestle India limited was trying to create entirely new food category instant noodle in India. Initially, the company targeted working women on the premise that Maggi noodle were fast to cook and hence offered convenience. However, this approach failed as was evident from the fast the sales of Maggi noodle were not picking up despite heavy media advertising. To get to the root of the problem, nestle India limited conducted a research, while revealed that it was children who liked the taste of Maggi noodle and who were the largest consumers of the product. After this, nestle India limited shifted its focus from working women and targeted children and
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