MARKETING AND CONSUMER PERCEPTION OF MAGGI NOODLES

Abstract

Maggi has been more like a revolution in the country for years. It’s one of the few brands that is equally favored, loved and trusted by teenagers, Adults as well as Octogenarians. This edible quick fix has been a solution of working class as well as hostellers for many decades and with its USP of getting ready in 2-5 minutes with minimum kitchen equipment required, Maggi noodles are one of the staples of the current generations and surely for generations to come. But this household name of India at one stage was in a dire state and had to face lot of backlash due to its controversy related to high lead content and presence of flavor enhancer both of which are harmful for human consumption. The controversy lead to a worldwide ban and effects on intangible elements like image, perception, trust etc. The intent of this project is to carry out a study on Maggi Noodles and effects on the brand image and consumer perception before and after this controversy. This project involves carrying out a consumer survey and studying the results of the survey. During the survey the population were asked questions about their preferred brand in Instant Noodle segment and how they perceived the ban on and Maggi in 2015 and how did it affect them and are they ready or started using the brand again. The project will also focus on the branding and rebranding done by Nestle in order to regain the lost numero uno position.