Maggi Two Minute Noodles Case Study
EXECUTIVE SUMMARY
This study talks about the Master Brand – Maggi Two Minute Noodles. It gives an insight as to how the brand has grown over the period of its operations here in India. Beginning with a single variant of noodles way back in 1983 to now operating multiple variants while still having the original 2 Minute Masala variant as its main stay and now extending the Maggi brand name to various other associated products the brand has grown in leaps and bounds.
The Maggi brand is now associated with sauces, soups, stock cubes and even a multi-purpose spice. The strategies which Nestle has employed to grow the brand into the brand what it is today is what is discussed in depth. Ever since their foray into the Indian market Nestle have always
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The two types are vertical strategies and horizontal strategies. In vertical strategies the company can help stretch a brand up stream or downstream or both. Leveraging the master brand a super brand can be created. Most companies don’t have a super brand and Nestle is no different. The Master Brand is Maggi Two Minute Noodles.
Vertical Branding strategies.
a) Sub Branding Strategies.
Sub branding is a technique in which the company introduces a new element into the brand hierarchy under the master brand. The sub brands employ some tweaking or some changes which may not be possible to make in the master brand since Nestle may not be interested in taking a risk with the Master Brand which is Maggi 2 Minute Noodles.
With regards to sub brands Nestle have 3 sub brands which operate in the noodles category. They are Maggi Veg Atta Noodles, Maggi Oats Noodles and Maggi Xtra Delicious Chicken Noodles. Sub brands typically live in the shadow of the master brands. Maggi Veg Atta Noodles and Maggi Oat Noodles. The benefit of having a sub brand is that both the master brand and the sub brand create a dual mark. This benefits a company like Nestle as it owns both the marks and the sub brand gets its meaning form the master brand – Maggi 2 Minute Noodles.
b) Super Branding
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