Course: Consumer Behaviour
December 2021 Examination
Meri Maggi: Two Minute Mein Khushiyan
In 2012, Maggi extended the earlier stories campaign and positioned Maggi as a source
of happiness for its customers. The idea behind the extended campaign, named “Meri
Maggi—two-minute mein khushiyan,” was explained by the marketing group as
follows:
The idea really came from the simple insight of how Maggi noodles delivers joy to
consumers across India and the love that they have for the brand. Whenever you think
“two minutes,” you think of Maggi. And Maggi is all about “khushiyan” [happiness].
Put the two together and you have a simple, relevant- to-the-brand idea of “two minutes
mein khushiyan.” With this idea, we re-emphasized the brand’s evolution from a
functional two-minute proposition to an emotional two-minute proposition.
#HealthyIsEnjoyable
The launch of Maggi’s new product variation “Oats Noodles” brought together “brities”
(celebrities) with Maggi in selected advertisements. Madhuri Dixit Nene, a famous
Bollywood star, positioned the new variant as a morning breakfast alternative. The
campaign leveraged the power of social media to reach to its potential buyers. The
campaign ran a selfie contest using the Twitter hashtag #HealthyIsEnjoyable (see
Exhibit 4).
Questions:
A New Positioning Strategy for changed consumer behaviour
Maggi’s recent safety controversy required a complete overhaul of the value
communication strategy in an attempt to regain the market position that Maggi had
enjoyed for many years in India. Health and safety had become the key values to
communicate to its customers.
1. How would Nestlé convince its stakeholders that the relaunched Maggi was completely
safe for consumption and healthy for all consumers? What strengths, including media
sources and celebrity endorsements, could Nestlé draw from to effectively motivate
customer behaviour? (10 Marks)
2. Reading the case above suggests the segmentation, targeting, and positioning Nestle
Maggi is trying to achieve. (10 Marks)
3. Given the growth potential of the industry, changing consumer preferences towards
healthy products
a. Discuss the traditional / modern day advertising strategies should Nestle Maggi use as a
brand be following to remain a market leader (5 Marks)
b. Discuss how the use of the traditional or modern-day advertising strategies can help
build the motivational factors of buying different variants of Maggi be persuaded by the
tweens lifestyle (5 Marks)
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