Sunday, February 18, 2007

Munna ka mania

I love Maggi Noodles. Maggi has been a part of my daily staple diet for years. There were days when I had Maggi for breakfast, lunch, my evening snack, dinner. Whenever hunger strikes, open a Maggi pack. One primary reason for being a highly loyal consumer of Maggi is because of my horrible cooking skills. Cup-o-Noodles arrived after that and I embraced it with grace. When I sat down thinking and analyzing the reason why did I shift from one of my favorite brand to another, I realized, the answer lies in the format - innovative packaging and sheer convenience. While I need a vessel to prepare Maggi noodles and then clean it after consuming, Cup-o-noodles went a step ahead to eliminate that chore. Bingo. Instant hit formula for instant food. End of story. No more innovation from Cup-o-noodles and the brand is stagnant.

Now look at what Maggi did. It took them twenty years to become synonymous with noodles in India. When they launched first, it was quick and wholesome snack for kids. Maggi is an extremely popular brand all across India. How to take that popularity forward? First, Maggi gave away its ‘instant’ positioning to take the ‘health’ route. And now they are a snack food for adults. It kept on innovating with the product keeping in mind healthy food for different occasions. A classic case where the values of the parent brand is kept in mind and extended to various ranges and product lines.

2 minutes noodles in three variants to new format of noodles – Wheat noodles, Pulses noodles and now Rice noodles. They introduced Tomato sauce at first and then went on to create seven more variants of different kind of sauces. Creating healthy soup and then creating rejuvenating soups. New pizza paste, maybe pasta dressing and salad dressing will be offered in the near future. Truly an enviable case of brand extension.

Incase of Nivea the brand extension of the sub-brands are created borrowing from the equity of the parent. So, when Dove launches its hair care products in India, it will follow a similar formula - Draw from the parent’s equity.

If you have any other good examples of brand extension do feel free to share with me while I hum the Maggi jingle - “Munna ko mania hoi gawa.”


Manish said...

once upon a time i was fond of maggi...

hey i hate the jingle ... munne ko mania ho gaya though I think neo loves it ...maybe its just an age thing LOL

nice stuff! chk out my latest post on SchoolOfDavid:-)

Deep said...

Maggi is important. I think it went bad for me when I dropped a whole bottle of garlic chilli on my mums carpet circa 1985. Never been the same since but rest assured - I have a box of curry noodles from the local wholesalers.
Long live MSG

Kapil said...

Would Johnson & Johnson fit the bill? I have kind of seen this brand grow and spread it across a few product ranges.

pooR_Planner said...

Yes, J&J will fit the bill. They started with Baby oil and then moved into baby talc, baby soap, baby cream. Then came Band Aid and Stayfree and the latest to come is Acuvue. So, they have been constantly innovating with their product extension. But the sub brands are all drawing from the parent's equity, more like Nivea.

Anonymous said...

Should sub brands have logo of the parent brand?