Maggi is one of the largest & most lovely snack food brand among Indians which made a create presence in the mind of Indians into the categories of the Istant Noodles. Earlier maggi was considered into account as an evening snack but due to rapidly changing in the tasMaggi is one of the largest & most lovely snack food brand among Indians which made a create presence in the mind of Indians into the categories of the Istant Noodles. Earlier maggi was considered into account as an evening snack but due to rapidly changing in the taste and preference of consumer; Maggi has moved form being 7 P.M snack to being a part of breakfast, lunch, evening snack and dinner in life of average household. As per its positioning 2 minutes noodles it is easy to make by any one even for those who does not know one word about cooking.
Few months back, the only competition Maggi had with the Japan-based Nissin Group’s Top Ramen, and the Nepal based CG Foods’ Wai-Wai Noodles.
Wai-Wai was restricted itself to the eastern market of West Bengal and Sikkim till now, where it controlled 70 per cent of the market. Its strategy was to first build-up the distribution network, which it successfully did – the brand was available on the shelves of super stores, as much as in the local Kirana stores. It was then that they started building the brand.
Top Ramen, on the other hand, was aggressive in its marketing – it even roped in Shah Rukh Khan as the brand ambassador, but failed to get its distribution network in place. The brand had entered into a distribution tie-up with Marico, the owners of Saffola and Parachute.
However, the year 2010 saw a sudden spurt in this category
Wai-Wai is now working towards a national presence. Earlier the company had its manufacturing units in Assam and Sikkim, recently set up a new plant in Rudrapur, in Uttaranchal, and is also looking at acquiring a FMCG company in the South/ West. Top Ramen also has moved to set up its own distribution network, besides hiring a new agency Dentsu, to give it a fresh marketing push. The brand plans to launch itself with a new look and a new taste.
Two another major players of FMCG, GSK and ITC, decided to venture into the ‘Instant Noodle Market’ to try their luck while Maggi is still to continue with innovate itself to add more products into its existing line, with the aim of this Maggi recently added two new flavor likes-: Thrillin Curry & Tricky Tomato Noodles. With the slogan of “Taste Bhi Health Bhi” it’s now available in 5 delicious flavor (Masala, Chicken, Tricky Tomato, Thrillin Curry and Romantic Capsica) GSK launched Foodles, while ITC launched Sunfeast Yippee. Unilever, too, tried to create some competition with Knorr Soupy Noodles which is tried to make its presence with being 7 P.M snack so that mummy and tummy of child both become happy.
But other brands like GSK and ITC stated that we all very thankful to Nestle, which has done the great job in establishment of instant noodles in FMCG Market and marked a created presence into the Indian consumer’s mind.
GSK came into the Istant Noodles category with the name of Horlick’s Foodles. As Horlick has a strong positioning in the Tamil Nadu. That is why they endorsed the brand Horlicks for its new product as part of positioning strategy.
Hence, the new players still stand in a long queue. Maggi will soon come up with new innovation in the “Taste Bhi Health Bhi” segment.