Maggi Case Study
HISTORY Maggi is owned by Nestlé: seasonings are their main products. Maggi really grew on its dehydrated soups-an instant food at the start of the industrial revolution. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill. At that time during industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. In 1883, Julius Maggi produced appliances for roasting and grinding vegetables, to make flour form peas, beans, lentils, etc. enabling women to make a quick nourishing soup. His objective was to provide nutritious and flavorful meals for working class women who lacked the time ad money to prepare proper home cooked meals. Eventually in Maggi put his instant product vegetable powders on the market, under his friend Doctor Schuler’s patronage. Julius Maggi started produced first instant soup in his Kemptthal factory in 1886, followed by various kinds of soups in cubes or bags and even beef cubes in 1908. The Maggi soups and seasoning business was acquired in 1947 by Nestlé by merging with the Alimentana S.A becoming Nestle Alimentana Company. However in India it was launched in 1980s by Nestle group of companies. Today, Maggi is particularly well known in India, New Zealand, Australia, Malaysia, Pakistan, Nigeria, the Philippine and Singapore for its instant Maggi noodles. BUILDING A BRAND Back in 1984, instant noodles were an entirely new
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