Brand Management

Running head: BRAND MANAGEMENT
Brand Management
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BRAND MANAGEMENT
Executive Summary
The report has thrown light on the overall brand management aspects of Nestle Company and
the Maggi brand. The competitor analysis of Nestle has been done in which the different
assumption relating to the sales and revenue have been considered. Moreover, the growth
potential along with different market segments and targeting have been conducted which
helped in analysing the position of Nestle in comparison to the other competitors. With the
help of the perceptual map, the key competitors have been investigated, and the problem
faced by brand in the Australian market have been identified. With the implementation of
brand theories, the brand problem has been examined adequately. Lastly, recommendations
have been provided which helped in understanding the position of the Maggi brand in the
market.

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BRAND MANAGEMENT
Table of Contents
Brand Introduction.....................................................................................................................3
Background of Maggi............................................................................................................3
Entry into Australian Market.................................................................................................3
Current Standing in Australian Market..................................................................................3
Key Brand Elements..............................................................................................................4
Market Description.....................................................................................................................4
Analysis of Market Environment...........................................................................................4
Key Competitors of Maggi.....................................................................................................4
Analysis of Target Market.....................................................................................................5
The intensity of Competition.................................................................................................5
The positioning of Maggi Using Perceptual Map..................................................................5
Brand Problem Identification.....................................................................................................6
Problem Faced by Maggi Brand............................................................................................6
Identification of Brand Theories to Analyze Brand Problem....................................................8
Recommendations for Management to Improve Brand Performance......................................10
References................................................................................................................................13

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BRAND MANAGEMENT
Brand Introduction
Nestle is one of the most significant Swiss multinational foods along with drink
organisation which is headquartered in Switzerland. The company was founded in the year
1866, and founder of the company is Henri Nestle. The areas served by the company is
worldwide, and critical people who are included in Nestle are Paul Bulcke and Ulf Mark
Schneider. The number of employees employed at Nestle is 323000 till 2017 and revenue
earned is 89.791 billion till the year 2017 (Nestle.com. 2018).
Background of Maggi
Maggi is one of the international brands of different seasonings, noodles along with
instant soup which has been originated from Switzerland in the late 19th century. Maggi
instant noodles are famous in Australia, New Zealand and Indiawherein they have 39% of
market share in the Australian economy. Maggi wasthe first to bring protein-rich legume
meals in the market in 1897 (Maggi.com.au. 2018).
Entry into Australian Market
The changing profile of different Australian customers has increased consumption of
the Maggi products effectively. In the present scenario, this has been seen that the majority of
the consumers are consuming healthy snacks or breakfasts as they are becoming health
conscious. Maggi tried to invent the different breakfast cereals which are low in fat which
matched preferences of customers in Australia.
Current Standing in Australian Market
In the current scenario, Maggi is in the number one positionin the market of
Australia post-ban with significant market share. In the year 2015, there was a reduction in
market share due to food safety concerns which affected the entire brand image.