How Did Maggi Build The Habit Of Eating ‘Noodles’ Among Indians? -The Success Story

If “Xerox” is for Photocopiers, “Colgate” is for Toothpaste, then “Maggi” is for Noodles. — Economic Times, 2003

BRAND POSITIONING

CHALLENGES

“Maggi is the leader because it is constantly improving its understanding of the consumer to give them excellent and tasty products that provide nutrition,health, and wellness.” — Martial Rolland, chairman, Nestlé India Ltd., in 2006.

FORMING A HABIT

Jager Wender says, “It is not the frequency of behaviour that determines the strength of a habit, but the degree to which the behaviour has been automated and is being performed without cognitive elaboration”.

Maggi was not competing against any competitor products, but against consumer’s traditional behaviours.

IDENTIFY A WEAK SPOT IN A CONSUMER’S BEHAVIOUR

RE-POSITIONING from a User’s Perspective

“Maggi has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence.” Business Week, a prominent business magazine, in 2006.

BUILDING CUES

ABILITY

Simplicity means that a user needs less effort, time, money, cognitive effort to do the activities to achieve the goal and at the same time, those activities need no or less training and they are familiar with those activities.

Easy to Use and Easy to Learn are important elements in making an user to use your product/service

REWARD

Due to Dopamine release, Our brains like us to repeat things that we enjoy — like eating a good meal. That’s why a little child often shouts “again!” when you do something to make her laugh.

RE-INVENTION

CONCLUSION

Secular Humanist, Business Growth Consultant, Design Thinker, India. Reach me at mmshah8@gmail.com. or https://www.shahmohammed.com

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