Maggi “Do Minute mein khushiyan (Happiness in Two minutes)”

In today’s struggling and competitive world one just cannot imagine happiness, in-fact you don’t have time to think about it. So how it is possible to get happiness in two minutes? An outstanding work by the brand team of Maggi in last 27 years on building the brand, sustaining the brand connect & market share and laddering up the brand positioning. It’s a classic example for all marketers with a brand vision.

Maggi, Nestle India’s flagship brand launched in 1984 enjoys whopping 86% market share in the instant noodles category. Consistent product innovation, addressing ever changing consumer desire (especially Indian mothers and kids) has helped Maggi to dominate instant noodles category  in spite of growing competition from GlaxoSmithKline's Horlicks Foodles, Hindustan Unilever's Knorr Soupy Noodles, or ITC's Sunfeast Yippee and private labels (in the organised retail environment).  Maggi has surpassed all the challenges and have understood the Indian consumer palate. For all the brand custodians, it’s very interesting to analyse that how this brand cruised the journey from introduction phase to current phase of emotional connect after it established the functional benefits. If the brand strategy follows the brand road map the outcome is phenomenal.

It is very difficult to change the eating habits of consumers, especially Indian consumers because of varied food culture and taste preferences. I’m sure Maggi during the launch phase must be contemplating that how to position it for the defined TG. After researching the product format & taste Maggi was able to arrive at the positioning based on convenience platform i.e. “2 minutes” recipe. Bingo! It clicked with Indian consumers, especially mothers. It’s very difficult and confusing for the Indian mothers to fulfil two desires simultaneously for their children ‘hunger and taste’. Maggi’s taste and filling character helped addressing the same.

With the growing health consciousness, Maggi anticipated it much in advance launched Vegetable Atta Noodles. It shifted the positioning or I’d rather say it added health platform to the brand without losing convenience part of it.  Interestingly the new product brought new consumer franchisee, the adults. I personally didn’t enjoy eating masala variant but with the launch of Atta Noodles I relished it very much. I still remember one of the promises made on the on-pack communication “Goodness of roties” which is enough to shift the consumer mind-set wherein you are giving their staple food in a different format.

With the recent campaign “2 Minutes mein khushiyan” endorsed by Big-B Maggi is been successful to create a brand connect from “Convenience” (Functional) to “Source of Happiness” (Emotional) with the same promise of two minutes. The brand enjoys leadership if it moves up from functional to emotional connect. Maggi has successfully done it.  

Maggi has been very active to create consumer connect at various touch points, whether in communication or otherwise. Maggi’s Quick Service Kiosk at Chennai Airport is one such example.
It attracts each and every hungry customer (Including Myself). The same Maggi Noodles you eat at home you get it here, Isn’t it amazing. Maggi should aggressively expand this format to expand the business. I’m certain that the financial results will bring “Quick Happiness” to Nestlé’s Management and shareholders for more than two minutes.