Customer Sentiments Driven Loyalty Helps Maggi's Revival

Jasneet Wadhwa, Amandeep Singh, Arun Palakkandy


Nestle (India) introduced Maggi in India around 1983. Since its launch, the product, has seen very little change in terms of taste, texture and aroma. So much so, in the last 34-35 years the advertising strategy has also seen minimum change in advertising concept. For example its catch phrase and advertising jingle has remainned unaltered. In an age where ``reinventing oneself" is the operating principle, Maggi's course in India seems surprisingly caught in a time wrap. Yet the recovery of the company's fortune after the ban on Maggi due to alleged lead presence in 2015, that too in a short period of two years is a worthy subject of study. The present study surveyed randomly selected urban population and asked questions to understand their Maggi consumption before and after the ban. Indirect questions were designed to probe the responents to understand their preference or lack of it for Maggi. The results of this study suggests that for a large measure the familiarity of favor and sentimental feelings attached with memories associated with the timelessness of the product helped in the recapturing of the market. This
business strategy planned or unplanned is quite remarkable and unparalleled in the Indian market.

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ISSN : 2251-1547