It all started here!

25 years back, Nestle introduced its Maggi brand in India at a time when nobody used to eat noodles. Nestle had no idea that it was about to rewrite history, as Nestle went on to lay the foundations of the convenience food industry in India. Nestle managed to market Maggi brilliantly by promoting it as a convenience food brand. Maggi had a very clear-cut positioning as an instant noodles product and this was highlighted through the punch line ‘2 Minute Noodles.’ Critically, those were not just kids who were the daily consumers of Maggi, but even working couples with less time on their hands to cook food for themselves. With the launch of Maggi noodles, Nestle created an entirely new food category in the Indian packaged food market. Because of its first-mover advantage, supported by an aggressive marketing strategy, Nestle has successfully managed to retain its leadership in the instant noodles category over the years; a leadership that continues till today across segments (Nestle grew in India by 17% this year. Rs.4,000 crore plus is the expected turnover this FY). Nestle has followed this concept globally for diverse products. For example, Nestle is the largest canned pumpkin seller in the US, with around 90% market share.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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Once upon a time there lived a king. He believed his kingdom was ‘his people’; who loved him, followed him, and were truly loyal to him. In fact, he knew that it was only because of his people and their faith in him that made him what he was. He had a highly learned team of people, who were supposed to know everything and who, with their worldly knowledge, were believed to speak only the gospel truth. They, as claimed, knew everything about people and how to keep them happy. And as long as the people were happy the king had his kingdom. The highly revered league was supposed to regularly update the king about his popularity and advise him on his future plans to maintain it. Everything was convenient and the advisory team with their old knowledge of the people behaviour continued to advise the king. All was well till the time that times changed. And with change came the crying need to find new and more lucrative territories to include in the kingdom (expand) and the need to fight other kings who were getting stronger (nimbler competition). The key need was to understand the change and act quickly.

The erudite advisors, although loyal and holding big resources in their hands, were neither fast nor flexible. They thought that the people in the new territories and the new world are still the same as the people in their old territory were. Alas! That was not true. The king finally understood the problem and hired a local man with the local knowledge of the people behaviour. The new man was quick to offer solutions. He was independent, fast, flexible, and knew how to adjust. He came with the power of knowing the finer nuances of the territory behaviour and helped the king win countless battles and expand his kingdom. The king was happy and decided to switch from the erstwhile big and slow advisors to the fast, efficient, highly flexible local man for his advisory role.

For more articles, Click on IIPM Article.

Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here

Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com

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IIPM 3-year full-time Integrated (MBA BBA) Programme
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