MAGGI AND YIPPEE HAS A NEW COMPETITOR: SAFFOLA OODLES

 Parachute brand owner and FMCG major Marico Ltd has announced its entry into the instant noodles segment with the launch of `Saffola Oodles`.  The decision was taken to strengthen its foothold in the healthy, ready-to-cook snacking category. The company claims that Saffola Oodles is a perfect combination of a delicious masala flavour, the goodness of wholegrain oats, and real vegetables and makes for a mouth-watering snack. It seems the company wants to take leverage of established brand of Saffola in ready-to-eat snacking market in India.  It offers variety of products such as kadha mix, Arogyam Chywan Amrut, honey, turmeric milk mix, green coffee and virgin coconut oil under saffola umbrella brand. Saffola oodles is to combat with Nestle’s maggi, which is a major player in the instant noodles category, and also with ITC’s Yippee and Knorr soupy noodles. However, its not easy to garner significant share in this category, and it depends on how Marico is going to communicate with its target market.

Maggi: Two Minutes Mein Kushiyan

Brand Update::Maggi Noodles

Maggi, the familiar noodles brand from Nestle’, roped in Amitabh Bachchan as its endorser. The brand, which is mostly patronized among children. The brand “Maggi” has been highest sold noodles in India and enjoys more than 60% of market share in noodles category. It is the major choice for children in noodles category in previous years. But, things have changed and the brand is facing competition with the launch of Foodles from Horlicks, Sunfeast Yippie and the Top Ramen noodles. Not only this, next gen customers have more choice for indulgence like chips (Lays, Bingo), kurkure and other snack products. Hence the brand needs to prove its existence and stay connected to the consumers.

May be these factors compelled the brand to go for celebrity endorsement and its choice was Big B, who has got immense respect among audience. Needless to say that he is the most influential personality among celebrities. Big B was associated with many brands and they were successful increasing their sales as well.

Undoubtedly, Big B is a great story teller and Maggi tries to build more authenticity through the endorsement. The new campaign narrates stories of customer experience with Maggi and it is highly successful. These stories were provided by the consumers through various touch points created by the brand. Currently, the brand is running a campaign featuring the stories.

Certainly, the new campaign would have brought back consumers who moved away from it. The ad focus on its USP- 2 minutes and ease of cooking i.e convenience and the happiness thereby taking the consumer focus away from health & nutrition platform unlike Sunfeast Yippie, and Foodles from Horlicks. The brand association with Big B as a strong story teller with real life stories would definitely boost the brand and will help the brand to encounter competition and to retain its market share.