The Maggi Brand in India: Brand Extension and Repositioning
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others. However, these product extensions were not as successful as the instant noodles. In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers.
» To understand the strategies undertaken by a major FMCG company to create and establish a new product category.
Maggi, Nestlé India Ltd, Instant noodles, Brand extension, Repositioning, FMCG, Health and wellness company, Product extension, Instant soups, Brand management, Ready-to-eat, Advertising
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