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Brand Audit Secondary Research Report

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Brand Audit Secondary Research Report
BRAND AUDIT SECONDARY RESEARCH REPORT

THE MAGGI STORY

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Abstract

Maggi which is a flagship brand of Nestle has been dominating the Indian noodles market for well over three decades. In this report, we present the results of an audit conducted to analyse and learn about the Maggi brand, its history and how the brand has evolved as one of the strongest brands in the Indian market. As a part of the Brand Exploratory, to analyse and learn about the customer perception, we have carried out focus group discussion, depth interviews and an online survey. These interactions helped us to understand more about how consumers of various age groups view Maggi and the related products. The scope of this study is not limited to Maggi Noodles but for the Maggi line extension products as well. We have also presented the brand elements and images associated with Maggi. An analysis of Maggi advertisements including some of the international advertisements have thrown light on the associations built by the company and how the company has evolved and repositioned itself as a health product. To better understand the brand equity, we have drawn a CBBE model and Kapferer’s prism for Maggi.

Index

1. History 4

2. Competition 5

3. Product Attributes 7

4. Maggi Portfolio 8

5. Analysis of Maggi Ads 11

6. CBBE Model 12

7. Kapferer Prism 14

8. Brand Analysis 15

8.1 Depth Interviews 15

8.2 Focus Group Discussion 16

8.3 Online survey results 17

8.3 SWOT Analysis 18

8.4 STP of Maggi 19

8.5 4 P’s of Maggi 20

Appendix

1. Online Survey Questionnaire

2. Focus Group Discussion and Depth Interview Questions

“Maggi Taste Bhi Health Bhi”

‘We believe that the true test of a business is whether it creates value for society over the long term’.


References: 1. Debdatta Das. What Nestle did with the Maggi brand in India set the pace for a host of followers. Retrieved November 18, 2010 from http://www.thehindubusinessline.com/catalyst/2007/12/06/stories/2007120650010100.htm 2 3. Retrieved November 18, 2010 from http://www.livemint.com/2010/02/03224916/Glaxo-cooking-up-instant-noodl.html 4 5. Priya Kansara Pandya. Nestle India: Tough times ahead. Retrieved November 18, 2010 from http://sify.com/finance/nestle-india-tough-times-ahead-news-analysis-klgaksaijhe.html 6
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