Global Journal of Management and Business Research, E: Marketing, Volume 23 Issue 1

ascertaining that it brings family and friends together. 5. Problem and Solution-based Positioning: In this strategy, the product/service are advertised as the solution to a particular problem. For example, the “5 problems, 1solution” advertisement for Loreal Paris Shampoos. 6. Lifestyle Positioning: In this strategy, the products/services are marketed by making them a positive addition to one’s lifestyle. For example, Lipton Green Tea advertisements portray that the product helps in weight loss and that it should be added to one’s lifestyle. (Squareup, 2021) (Pahwa, 2021) (Patel, 2022) d) Case Study: Maggi “Maggi” is a brand that predominantly supplies noodles along with sauces, seasonings, and soups. It originated in Switzerland in the late 19 th century. It was later acquired by Nestle in1947. In India, Maggi noodles are a product that will be found in almost every household. These instant noodles are enjoyed by everyone ranging from kids and teenagers to even adults andsenior citizens. They are a must-have for every hosteller and a midnight snack for all students pulling all- nighters for exams. While Maggi noodles are enjoyed normally, some consumers like to customize them with various ingredients ranging from vegetables, corn, and different seasonings to butter, cheese, chicken, and eggs as well. Some people like to have them drywhile some like the soupy version. Some people enjoy eating Maggi noodles in solitude while others enjoy them with friends and family. It becomes a companion in all gatherings. Maggi has positioned itself in the minds of consumers as an instant snack that only requires 2 minutes to be prepared. It can be enjoyed when one is happy and is a mood-uplifter when oneis sad. Maggi has launched its variety including Chicken Maggi, Maggi Pasta, Maggi Masters of India, Maggi Hot Heads for spice lovers, and many more. Maggi uses a Value-Based strategy to advertise its product. It portrays how Maggi brings people together from friends to family. It also shows that Maggi is a constant in everyone’s life and while life moves on, the taste and the vibe of Maggi remains the same. e) Maggi Controversy In May 2015, food safety regulators from Barabanki a district of Uttar Pradesh, India reported that samples of Maggi 2 Minute Noodles had unexpectedly high levels of Monosodium. Glutamate (MSG), as well as up to 17 times the permissible limit of lead. This finding led to multiple market withdrawals and investigations in India and beyond. (Wikipedia, n. d.) During the controversy, consumers switched to different brands like Yippee noodles, Top Ramen, etc. After the controversy was over, Maggi noodles came back into the market and found their position yet again. Its consumers were unhappy about the same but the consumption beganagain in no time post its come-back. The following questionnaire seeks to find how Maggi Noodles has positioned itself in the minds of its consumers. The questions are simple and easy to answer. The questionnaire has been filled by people of various age groups. The analysis of the same has been done further. II. M ethodology The method of empirical analysis has been used. 100 respondents have filled out thequestionnaire. The data is analysed using pie charts. III. D ata analysis and R esult Most of the consumers belong to the 15 years- 30 years age group. This includes school and college- going students and some working professionals. At the same time, it is clear consumers also belong to the 30 years- 50 years age group. This analysis shows that peopleof all age groups (especially 15 years – 50 years) enjoy consuming Maggi Noodles. Brand Positioning and the Consumer Mind Case Study: Maggi Noodles 38 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )E © 2023 Global Journals