期刊名称：IMPACT : International Journal of Research in Applied, Natural and Social Sciences
印刷版ISSN：2347-4580
电子版ISSN：2321-8851
出版年度：2016
卷号：4
期号：9
页码：99-116
语种：English
出版社：IMPACT Journals
摘要：The journey of Maggi in India over the last 33 years has been quite phenomenal. From being a foreign brand who found it difficult to establish it in the minds of the consumers to becoming one that eventually occupied their hearts, Maggi pioneered and became the leader in the Instant Foods Category. Its strategic marketing techniques, in-depth market analysis, and the ability to maintain strong stakeholder relationships contributed towards boosting the brand’s growth. However, in 2015, the prosperously growing brand got a major jolt as unhealthy levels of lead and MSG got detected in sample of its most popular product - the noodles by FSSAI. Maggi got ripped apart for months, and the Bombay High Court banned its production and distribution within the country. Subsequently Diwali saw the homecoming of the warrior, as Maggi Noodles passed all tests victoriously. This paper covers the massacre that Maggi went through in 2015. It studies the effects of the crisis on the psyche of its target audience, specifically falling in the age group of 18-24 years, and the change in their buying behaviour. Reports say that after re-launch Maggi is leading the Instant Noodles Category, but whether it will be able to capture back its old market share of atleast75% (with respect to the above mentioned target group) is what this research work aims to find.
