Let me tell you the story of “IN-BETWEEN MEALS” and its history. When a company tends to enter into the market items to gain popularity among targeted customers how come everyone from around the country is accepting a single recipe as part of their meals until today? The recipe from Switzerland known for its 2-minute preparation called “MAGGIE” is a favorite dish for many around the country. This story began in the 19th century when it was founded by “JULIUS MAGGIE” in 1884 for women as part of a revolutionary change in work culture. During those days more women were seen entering into work culture along with men which led to this idea.
Maggi As Brand:
He observed demand for meals taking less time for preparation by cost effective and this has gained the attention of families leading to increasing sales. After this, he copyrighted many names under his “MAGGIE” since brand value can be used to survive in the market for years. He designed the packaging of products using different colors with a symbol on it which can be identified as MAGGIE for its brand and commitment which led to the trust of consumers. It has developed as one of the primary meals in Switzerland for years. All these are marketing strategies from “JULIUS MAGGIE” leading to its success in the initial phases.
MAGGI’s Journey In India:
In the 20th century the Swiss company NESTLE introduced MAGGIE to INDIA in 1982 which was a unsuccessful attempt. The company introduced the MAGGIE as an instant meal was miserably failed and nonadaptive due to the INDIAN’s culture for rice and roti as their primary meals serving for many years.
The company looked for alternate campaigns for owning it where it was unable to break the chain of primary meals. They came up with the “IN BETWEEN MEALS” campaign which served as an alternative for evening snacks to children and which was hit in children’s nature and served the purpose to its sales all over INDIA. Then to increase its market the company came up with advertisements and campaigns focussing on children and youth hunger that led to growth in INDIA
Maggi 2015 Ban Case FSSAI:
In 2015 nestle faced a backlash in the market as “The Food Safety And Standards Authority Of INDIA”(FSSAI) showed an excessive amount of lead and MSG in Maggie samples which led to a ban on their products and the company tried the best negotiations to come out of ban to ensure the trust of crores of INDIAN’s within months. Reaining its sales took months for Nestle as the ban was from the government side which affected the trust of INDIAN but due to the nature of preparation time it was able to regain its sales.
What Makes Meggie So Special:
In 1886 the founder introduced soups which is the first product as soups are more popular in English countries. Soups like MAGGIE PEA, and BEAN SOUP was an instant hit among residents later he introduced MAGGIE liquid seasoning sauce and finally MAGGIE bouillon cubes which are commonly used in INDIA. After “The Nestle” acquisition they have also introduced different masalas along with ketchups and sauces where they want to increase their market share so that their products can be delivered to every corner of INDIA.
Conclusion:
For many decades the company has strived to ensure trust and productivity as at highest priority. After the Nestle company acquired the rights in 1947 starting from the Swiss mountains to entering into the global market the company’s capability of marketing strategies with retaining its brand value over the seven years after the death of MAGGIE founder in 1912 on October 19th. Now the company products are spread across the countries with good market share and sales in fast cooking recipes. Every house has MAGGIE which can be prepared instantly and can also be served as meals giving an edge over other recipes
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