Brand Study : Maggi

7/31/2019 Brand Study : Maggi

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5

^|afhbp Egeczvh` / @abxkhgph` Lz 6

@j}jpe a|tec# D^!OT!5>+5:+5

\eftjg ephc# XD^!OT!5>+5

Rede| E' Ed|etec# XD^!OT!>:+5+5

5


2/71


3/71

2

PELCH AO BAGPHGPR

R'GA ^E\PJBXCE\R ^EDH+GA

5 H}hbxpjvh Rxkke|z 8

< Lebid|axg` Ao Ghrpch Jg`je ?

2 Pmh Bak~egzr Mjrpa|z =

0 Kegedhkhgp Rp|xbpx|h 5>

8 BR\ Ebpjvjpjhr 55

? Jgp|a`xbpjag Ao Pmh ^|afhbp 50

4 L|eg` Rpa|z 5?

= Keddj L|eg` H}phgrjag 54

: L|eg` Gekh Eg` Cada Fjgdchr Eg` Pedcjghr

52 Rechr Eg` Ke|ihpjgd Bmegghc 00


5/71

8

H]HBXPJ_H RXKKE\Z

Pmh |h~a|p hgpjpch` E Rpx`z ao L|eg` Keddj `hecr tjpm pmh rpx`z ao Keddj

l|eg` pmep ter cexgbmh` jg Jg`je jg pmh zhe| 5:=2# lz Ghrpch Jg`je Cjkjph`# tmjbm

lhbekh rzgagzkaxr tjpm gaa`chr' Pmjr |hrhe|bm p|jhr pa ojg` ete|hghrr ao

Keddj/ jpr ~|a`xbp cjgh tjpm pmep ao jpr bak~hpjpa|r' Pmh jgp|a`xbpjag ~|avj`hr pmh

bak~egz lebid|axg`# a~h|epjagec / apmh| jk~a|pegp jgoa|kepjag ~|avj`h` lz pmh

bak~egz# tmjbm taxc` errjrp jg peijgd pmh `hbjrjag oa| pmh |jdmp l|eg` h}phgrjag

rp|ephdz oa| Keddj'


6/71

?

JGP\A@XBPJAG

Lebid|axg`Ghrpch Jg`je cp`6+

Ghrpch Jg`je Cjkjph` -GJC* jr pmh Jg`jeg rxlrj`je|z ao pmh dcalec OKBD kefa|# Ghrpch

RE' Ghrpch Jg`je Cp`' jgp|a`xbh` Keddj L|eg` pa pmh Jg`jeg bagrxkh|r tjpm pmh cexgbm ao

Keddj < Kjgxph Gaa`chr# eg jgrpegp oaa` ~|a`xbp# jg 5:=8 lhpthhg pmh Egdca+Rtjrr Kjci Bak~egz oa| kjci ~|a`xbpr hrpelcjrmh`

jg 5=?? lz pmh ^edh L|apmh|r jg Bmek# Rtjph|ceg` eg` pmh Oe|jgh Cebph Mhg|j Ghrpc

Bak~egz rhp x~ jg 5=?4 lz Mhg|j Ghrpc pa ~|avj`h eg jgoegp oaa` ~|a`xbp' Ghrpc Jg`jer

lxrjghrr alfhbpjvh eg` pmep ao jpr kegedhkhgp eg` hk~cazhhr jr pa kegxoebpx|h eg`

ke|ihp pmh Bak~egzr ~|a`xbpr jg rxbm e tez er pa b|heph vecxh pmep beg lh rxrpejgh`

avh| pmh cagd ph|k oa| bagrxkh|r# rme|hmac`h|r# hk~cazhhr# lxrjghrr ~e|pgh|r'

Pmh ~|a`xbp kj} ao Ghrpch Jg`je bagrjrpr ao kjci ~|a`xbpr eg` lelz ~|a`xbpr -0


8/71

=

PMH BAK^EGZ$R MJRPA\Z

Zhe| 5=4> +Pmh Rtjrr Fxcjxr Kjbmec Famegghr Keddj -5=0?+5:5


9/71

:

Zhe| 5:=< + Ghrpch Jg`je Cp`' jgp|a`xbh` Keddj pa pmh Jg`jeg bagrxkh|r tjpm pmh

cexgbm ao Keddj < Kjgxph Gaa`chr# eg jgrpegp oaa` ~|a`xbp# jg 5:=


10/71

5>

KEGEDHKHGP RP\XBPX\H

Gepjagec Rechr Kegedh|

\hdjagec Rechr Kegedh|

Bagrxkh| Rh|vjbh

Kegedh|

E|he Kegedh| Rzrphk Rx~~a|p Hvhgp

Ph||jpa|z jg+

bme|dh

Rechr

Errabjephr

@jrp|jlxph|

Rzrphk Rx~~a|p

Kegedh|

Hvhgp Kegedh|

Che`h|


11/71

55

BR\EBPJ_JPJHR

Ghrpc mer lhhg e ~e|pgh| jg Jg`jer d|atpm oa| avh| gjgh `hbe`hr gat eg` mer lxjcp

e vh|z r~hbjec |hcepjagrmj~ ao p|xrp eg` bakkjpkhgp tjpm pmh ~ha~ch ao Jg`je' Pmh

Bak~egzr ebpjvjpjhr jg Jg`je mevh oebjcjpeph` `j|hbp eg` jg`j|hbp hk~cazkhgp eg`

~|avj`hr cjvhcjmaa` pa elaxp agh kjccjag ~ha~ch jgbcx`jgd oe|kh|r# rx~~cjh|r ao

~ebiedjgd keph|jecr# rh|vjbhr eg` apmh| daa`r'

Ghrpc Jg`je kegxoebpx|hr ~|a`xbpr ao p|xcz jgph|gepjagec uxecjpz xg`h|

jgph|gepjageccz oekaxr l|eg` gekhr rxbm er GHRBEO# KEDDJ# KJCIZLE\#

KJCA# IJP IEP# LE\+AGH# KJCIKEJ@ eg` GHRPHE eg` jg |hbhgp zhe|r pmh

Bak~egz mer ecra jgp|a`xbh` ~|a`xbpr ao `ejcz bagrxk~pjag eg` xrh rxbm er

GHRPC Kjci# GHRPC RCJK Kjci# GHRPC O|hrm g Gepx|ec @emj eg`

GHRPC Fhh|e \ejpe'

Ghrpch jg pmh bakkxgjpz6+

Ghrpc Jg`je mer ectezr oabxrh` ag cagd ph|k# rxrpejgelch eg` ~|aojpelch d|atpm

eg` mhc~h` bakkxgjpjhr e|axg` jpr oebpa|jhr pa jk~|avh pmhj| uxecjpz ao cjoh jg e

rjkjce| keggh|' Ghrpc Ed|jbxcpx|ec Rh|vjbhr mer xrh` pmh h}~h|jhgbh dejgh` lz

Ghrpc eb|arr pmh ta|c` pa rhp x~ e rzrphk ao `j|hbp eg` hoojbjhgp bagpebp tjpm pmh

oe|kh|r' Bak~egz vhph|jge|jegr eg` ed|agakjrpr rx~h|vjrh pmh kjci |axphr eg`

e`vjrh oe|kh|r ag ve|jaxr jrrxhr jgbcx`jgd ~|a~h| ohh` oa| pmh mh|`r' Kjci rpa|edh

oebjcjpjhr mevh lhhg rhp x~ bcarh pa pmh oe|kh|r' _hph|jge|z rh|vjbhr e|h ~|avj`h`o|hh# eg` kh`jbjghr ~|avj`h` ep tmachrech barp' Pmh bak~egz errjrpr oe|kh|r jg

e|pjojbjec jgrhkjgepjag ~|ad|ekr oa| pmhj| beppch# ~|avj`hr rxlrj`z eg` mhc~r pmhk jg

~|abx|jgd caegr'Oa| ka|h ag Ghrpc Ed|jbxcpx|ec Rh|vjbhr


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52

,B|hepjgd Rme|h` _ecxh jr e vh|z `jooh|hgp e~~|aebm pa ba|~a|eph rabjec

|hr~agrjljcjpz -BR\*# lhbexrh jp jr gap oabxrh` ag khhpjgd e rhp ao rpeg`e|`

h}ph|gec b|jph|je# a| ag ~mjcegpm|a~z' Pmh j`he ao tjggh|r eg` carh|r `ahrgp ojp pmjrka`hc ao BR\',


14/71

50

JGP\A@XBPJAG PA PMH ^\AFHBP

L|eg`KEDDJ6+

Keddj jr eg avh| 5>>+zhe|+ac` Ghrpc l|eg` ao jgrpegp rax~r# rpabir# laxjccagr#

ihpbmx~r# rexbhr# rheragjgdr eg` jgrpegp gaa`chr' Jp uxjbicz lhbekh e ~jaghh| ao

jg`xrp|jec oaa` ~|a`xbpjag# ejkjgd ep pmh jk~|avhkhgp ao pmh gxp|jpjag ao ta|ih|

oekjcjhr'

Avh| pjkh pmh rba~h ao KEDDJ mer lhhg h}phg`h` o|ak e ~|h`akjgegpcz

`hmz`|eph` baaijgd ej` l|eg` pate|`r e dhgh|ec reva|z oaa` l|eg` jgbcx`jgd kegzpz~hr ao |he`z khecr eg` ecra o|ahg oaa`' Pmjr jr jg cjgh tjpm pmh oebp pmep ~ha~ch

ecc avh| pmh ta|c` e|h baaijgd chrr eg` chrr o|ak rb|epbm'

KEDDJ L\EG@ JG JG@JE6+

Keddj Bakhr pa Jg`je phhpmjgd p|axlchr Keddj gaa`chr ter cexgbmh` jg Jg`je jg

pmhhe|cz5:=>r' Be|ca K'@agepj# pmh ~|hrhgp Bmej|keg eg`

Kegedjgd @j|hbpa| ao Ghrpch Jg`je Cp`# l|axdmp pmh jgrpegp gaa`ch l|eg` pa Jg`je

`x|jgd mjr rma|p rpjgp mh|h jg pmh he|cz hjdmpjhr' Ep pmep pjkh# pmh|h ter ga `j|hbp

bak~hpjpjag' Pmh oj|rp bak~hpjpjag bekh o|ak pmh |he`z+pa+hep rgebi rhdkhgp

tmjbm jgbcx`h` rgebir cjih rekarer# ljrbxjpr a| kezlh ~hegxpr# pmep th|h xrxeccz

pmh laxdmp axp pz~h' Pmh rhbag` bak~hpjpjag bekh o|ak pmh makhke`h rgebir

cjih ~eia|er a| reg`tjbmhr' Ra pmh|h th|h ga r~hbjojb lxz eg` keih rgebi%

Ka|havh| lapm bak~hpjpa|r me` bh|pejg `|etlebir jg bak~e|jrag' Rgebir cjih

rekarer e|h xrxeccz laxdmp axp# eg` axprj`h oaa` jr dhgh|eccz

bagrj`h|h` xgmzdjhgjb eg` xgmhecpmz' Pmh apmh| bak~hpjpa|# makhke`h rgebir

avh|bekh lapm pmhrh ~|alchkr lxp me` pmh `jre`vegpedh ao h}phg`h`


16/71

5?

L\EG@ RPA\Z

Cexgbmh` jg 8 oceva|r jgjpjeccz Kerece# bmjbihg# Be~rjbxk# rthhp / rax|# eg`CeredgeKeddj me` pa ojdmp me|` pa lh ebbh~ph` lz Jg`jeg bagrxkh|r tjpm pmhj|

me|`+pa+bmegdh hepjgd meljpr' Pmh ~ebiedh` oaa` ke|ihp ter vh|z rkecc ep pmjr

pjkh# Ghrpch me` pa ~|akaph gaa`chr er e bagbh~p# lhoa|h jp baxc` ~|akaph

Keddj er e l|eg`' Jp pmh|hoa|h `hvjrh` e pta+~|agdh` rp|ephdz pa epp|ebp kapmh|r

ag pmh bagvhgjhgbh ~cegi eg` cx|h ij`r ag pmh oxg ~cegi' D|e`xeccz#

pmh ke|ihp oa| jgrpegp gaa`chr lhdeg pa d|at' Pmh bak~egz ecra `hbj`h` pa oabxr

ag ~|ak

apjagr pa jgb|herh pmh l|eg` ete|hghrr' Jg pmh jgjpjec zhe|r# Ghrpch ~|akapjagec

ebpjvjpjhr oa| Keddj jgbcx`h` rbmhkhr aooh|jgd djopr -rxbm er pazr eg` xphgrjcr* jg

|hpx|g oa| hk~pz gaa`chr ~ebi'

Ebba|`jgd pa egeczrhr pmh oabxr ag ~|akapjag px|gh` axp pa lh pmh rjgdch ce|dhrp

oebpa| |hr~agrjlch oa| Keddjr |e~j` ebbh~pegbh' GhrpchSr Kegedh|r

xpjcjh` ~|akapjagr er kherx|h` pa khhp pmhj| rechr pe|dhp' D|e`xeccz#

rechr ~|akapjag lhbekh e b|xpbm oa| Keddj gaa`chr rechr' Ceph| kegz

ao pmh Keddjr h}phgrjagr ecra ke`h bagrj`h|elch xrh ao ~|akapjagec rbmhkhr'

Pmh oabxr aoecc Keddjr h}phgrjagr ter ka|h ag lhcat pmh cjgh ebpjvjpjhr |epmh|

pmeg `j|hbp bakkxgjbepjag' Jg e``jpjag pa ~|akapjagec ebpjvjpjhr# Keddj

errabjeph` jprhco tjpm kejgrp|hek phchvjrjag ~|ad|ekkh eg` e`vh|pjrh` mhevjcz

ag ij`r ~|ad|ekkh eg` bmegghcr' Eoph| jpr e`vh|pjrhkhgpr tjpm pedcjghr cjihkxkkj lmaaim cedj mej#ler `akjgxpheg` oerp pa baai daa` pa hep Keddjr

~a~xce|jpz lhbekh mjdmcz epp|jlxph` pa jpr h}p|hkhcz mjdm e~~hec pa bmjc`|hg' Er e

|hrxcp# Keddjr eggxec d|atpm |h~a|ph`cz paxbmh` 58( `x|jgd jpr jgjpjec zhe|r'


17/71

54

KEDDJR L\EG@ H]PHGRJAG

Jg a|`h| pa rp|hpbm Keddjr l|eg` pa jgbcx`h Jg`jeg hpmgjb oaa`r pmh bak~egz pjh`

x~ tjpm e ^xgh lerh` Bma|`je oaa`r pa cexgbm ~jbichr xg`h| pmh zhe| 5::8' Pmh

bak~egz ecra pjh` x~ tjpm Jg`jeg oaa`r oh|khgpepjag -JOO*# e Bmhggej lerh` oaa`

bak~egz pa ke|ihp ~a~xce| raxpm Jg`jeg oaa` ~|h~e|epjag rxbm er reklmh|# `are#

ve`e eg` r~jbhr jg bagrxkh| ~ebir jg @hb 5::8' Pmh bak~egz |h~a|ph`cz ret e cap

ao xgpe~~h` ~aphgpjec jg pmh ke|ihp oa| |he`z pa xrh raxpm Jg`jeg ke|ihp'

Jg 5::?# ~|a`xbpr o|ak pmhrh pta vhgpx|hr |hbhjvh` cxihte|k |hr~agrh o|ak pmh

ke|ihp9 rechr th|h |epmh| ~aa| jg pmh |hdjagr jg tmjbm pmhz th|h cexgbmh`'

Egeczrpr epp|jlxph` pmh oejcx|h ao pmhrh Keddj h}phgrjagr pa pmh oebp pmep Ghrpc

rhhkh` pa lh ~e|pjbxce|cz le` ep `hecjgd tjpm p|e`jpjagec Jg`jeg ~|a`xbp bephda|jhr'

Keddj gaa`chr ~h|oa|kh` le`cz jg 5::?' @hr~jph rcat rechr jg pmh ~|hvjaxr pta

zhe|r# Ghrpc me` rhp e rechr pe|dhp ao >> pagghr oa| pmh zhe|' Mathvh|# Keddj

baxc`gp b|arr hvhg 50#>>> pagghr' E``jgd pa pmh bak~egz tahr ter pmh oejcx|h ao

Keddj Pagjdmpr R~hbjec# e |egdh ao baaijgd rexbhr ejkh` ep ~|avj`jgd|hrpex|egp+cjih+perph pa oaa` baaih` ep makh' Pmh |egdh jgbcx`h` aooh|jgdr rxbm

er Lxpph| Bmjbihg d|evz eg` pakepa rexbh oa| ~jer'

Ghrpc cexgbmh` Keddj Kebe|agj jg Fxcz 5::4' Ebba|`jgd pa egeczrpr# Keddj

Kebe|agj ter cexgbmh` ~e|pcz pa `hec tjpm pmh d|atjgd ~a~xce|jpz ao bak~hpjgd

gaa`chr l|eg` Pa~ \ekhg' Keddj Kebe|agj ter ke`h evejcelch jg pm|hh oceva|r#

Pakepa# Bmjbihg# eg` Kerece' Pmh bak~egz h}~hbph` pa |h~hep pmh rxbbhrr ao

Keddj gaa`chr tjpm Keddj Kebe|agj' Er tjpm karp ao jpr ~|a`xbp cexgbmhr# Keddj

Kebe|agjr cexgbm ter lebih` lz e kxcpj+kh`je e`vh|pjrhkhgp bek~ejdg

jgbcx`jgd |e`ja# phchvjrjag#


18/71

5=

axp`aa|r eg` ~|jgp kh`je tjpm pmh pedcjgh# Pxk \a Lelz'

@xh pa oejcx|h Ghrpc me` pa tjpm`|et Keddj Kebe|agj bak~chphcz o|ak pmh

ke|ihp'

Ghrpc me` gap hvhg |hbavh|h` o|ak Kebe|agjr `jrkec ~h|oa|kegbh# tmhg jp che|gp

pa jpr ma||a| pmep Iga|| me` `hpm|agh` Keddj er pmh che`h| jg pmh rax~ rhdkhgp -hg`

ao 5::4*' Pmh agcz revjgd d|ebh oa| Keddj rhhkh` pa jpr ihpbmx~r eg` rexbhr#

tmjbm th|h px|gjgd axp pa pmh |e|h rxbbhrroxc h}phgrjagr ao Keddj' Pmhrh

~|a`xbpr th|h rx~~a|ph` lz e ~a~xce| e`vh|pjrhkhgp bek~ejdg oa| pmh Keddj Map

/ Rthhp rexbh l|eg`' Pmhrh mxka|axr e`vh|pjrhkhgpr# ohepx|jgd ebpa|r ^egief

Ie~aa| eg` Fevh` Feo|j# xrh` pmh pedcjgh# Jpr `jooh|hgp' Mathvh|# `x|jgd kj`+

5::4# MCC lhdeg ~|akapjgd jpr Ijrreg |egdh ao rexbhr edd|hrrjvhcz eg` cexgbmh`

ve|jaxr jggavepjvh ve|jegpr jg pmh bephda|z'

Ghrpc |hr~ag`h` tjpm e mjdmh| pm|xrp ag e`vh|pjrjgd eg` `jooh|hgp rjh ~ebir ep

`jooh|hgp ~|jbh ~ajgpr' Pmaxdm Ijrreg dejgh` ke|ihp rme|h avh| pmh gh}p oht zhe|r#

Keddj ter elch pa mac` ag pa jpr atg ke|ihp rme|h' Khegtmjch pmh a~h|epjagec

barpr ao Keddj gaa`chr me` jgb|herh` bagrj`h|elcz# oa|bjgd pmh bak~egz pa

jgb|herh pmh |hpejc ~|jbh' Lz he|cz 5::4# pmh ~|jbh ao e rjgdch ~ebi me` |hebmh` \r

5>' _acxkhr th|h rpjcc cegdxjrmjgd lhpthhg 52#>>>+50#>>> pagghr''


19/71

5:

^\A@XBP ^A\P OACJA AO PMH L\EG@6

KEDDJ

Pmh ~|a`xbp kj} ao Keddj jr `jvj`h` jgpa ve|jaxr bephda|jhr `hojgh` lhcat' Pmhbak~egz mer cexgbmh` ve|jaxr ~|a`xbpr xg`h| hebm bephda|z er khgpjagh` lhcat'

5'Gaa`chrKeddj


20/71

2' Keddj ^jbmia

PakepaJkcj

0' Rax~r Mhecpmz

Bmho Rpzch+ B|hek Kxrm|aak+ Rthhp Rax| Pakepa Gaa`chr+ Pegdz Pakepa _hdhpelchr

Makh Rpzch

+ B|hekz Bmjbihg+

Kj}h` _hdhpelch+ \jbm Pakepa

Bmjghrh Rpzch+ Bmjghrh Map Rax| Bmjbihg+ Bmjghrh Rthhp Ba|g Bmjbihg+ Bmjghrh Rthhp Ba|g _hdhpelchr+ Bmjghrh Map / Rax| _hdhpelchr


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30/71

2>

KEGEDHKHGP RP\EPHDJHR

0^r H_ECXEPJAG6+

^|jbh6 +

Bagrj`h|jgd pmh ~|jbh ~ajgpr jg pmh ke|ihp oa| keddj# jp rmaxc`

bagpjgxh pa ~arjpjag jprhco jg pmh Rgebir'

Eooa|`elch lz ecc jgbakh d|ax~r

@jooh|hgpjeph` ~ebiedjgd

Cath| ~|jbh ~ajgp rp|ephdz

Kjccj~ebi oa| \r'8Pe|dhppjgd pmh cath| kj``ch bcerr er thcc er

pmarh tma tegp pa bagrxkh jg chrrh| uxegpjpz'

Jgocepjag hoohbp ag vacxkh pmeg ~|jbh + \h`xbpjag ao 5>>dk ~ebi pa

:8dk# ihh~jgd ~|jbh er \r' 5> agcz

Kxcpj ~ebir ep bmhe~h| ~|jbh ~h| gaa`chr

Mhecpmjh| ~|a`xbpr ep mjdmh| ~|jbh' @jooh|hgpjeph` ~ebiedjgd'

^cebh6 +

Tj`h `jrp|jlxpjag ghpta|i'

Cjkjph` ~hghp|epjag jg |x|ec e|her'

Pmh bak~egz mer e bak~ch} rx~~cz bmejg ~|abhrr'

Pe|dhp metih|r!|ae`rj`h hepjgd fajgpr

Pmh `jrp|jlxpjag ghpta|i jr thcc r~|he`

Herjcz evejcelch jg ecc ij|ege rpa|hr# |hpejc rpa|h hpb'

Rechr ph||jpa|jhr# Te|hmaxrjgd rzrphk'


39/71

2:

RP^@ EGECZRJR

Rhdkhgpepjag6 Ke|ihp Rhdkhgpepjag `jvj`hr pmh mhph|adhghaxr ke|ihp jgpa

makadhgaxr d|ax~r ao bxrpakh|r tma rme|h e rjkjce| rhp ao ghh`r!tegpr

eg` baxc` lh repjrojh` lz r~hbjojb ~|a`xbpr' Keddj L|eg` mevh rhdkhgph`

pmh ke|ihp ag pmh lerjr ao cjohrpzch eg` meljpr ao X\LEG OEKJCJHR'

Pe|dhpjgd6 Ke|ihp Pe|dhpjgd |hoh|r pa hvecxepjgd eg` `hbj`jgd o|ak

ekagdrp pmh ve|jaxr ecph|gepjvhr# tmjbm rhdkhgp beg lh repjrojh` lhrp lz pmh

bak~egz' Pmh Keddj L|eg` mevh kejgcz pe|dhph` pmh Ij`r# Zaxpm# Aoojbh

Dah|r / Ta|ijgd Takeg tmjbm oeccr jgpa pmh bephda|z ao bagvhgjhgbh+

revvz pjkh kjrh|r tma taxc` cjih pa dhp rakhpmjgd jgrpegp eg` lh avh|

tjpm jp uxjbicz'

ârjpjagjgd6 Ke|ihp ârjpjagjgd jr pmh ebp ao `hrjdgjgd pmh bak~egzr

aooh|jgdr eg` jkedh pa abbx~z e `jrpjgbpjvh ~cebh jg pmh kjg`r ao pmh pe|dhp

ke|ihp' Pmh daec ao ~arjpjagjgd jr pa cabeph pmh l|eg` jg pmh kjg`r ao

bagrxkh|r pa ke}jkjrh pmh ~aphgpjec lhghojp pa pmh oj|k' Keddj mer

~arjpjagh` jprhco jg pmh RGEBIR bephda|z eg` gap jg pmh khec bephda|z

rjgbh Jg`jegr à gap bagrj`h| gaa`chr er e ~|a~h| oaa` jphk' Pmh|hoa|h

Keddj mevh `hvhca~h` jpr l|eg` jkedh ao jgrpegp oaa` ~|a`xbpr tjpm

~arjpjagjgd rpephkhgpr rxbm er < kjgxphr gaa`chr eg` Herz pa baai#

daa` pa hep'


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0>

@jooh|hgpjepjagr6 ^ajgpr+ao+`jooh|hgbh -^A@r* e|h epp|jlxphr a| lhghojpr

bagrxkh|r rp|agdcz errabjeph tjpm e l|eg`# ~arjpjvhcz hvecxeph eg` lhcjhvh

pmhz baxc` gap ojg` pa pmh rekh h}phgp tjpm e bak~hpjpjvh l|eg`' Pmh Keddj

L|eg` mevh ecra `jooh|hgpjeph` jpr l|eg` jkedh o|ak jpr bak~hpjpa|r jg ph|kr

ao perph# ocevax|r eg` ~ebiedjgd' Keddj mevh cexgbmh` tj`h ve|jhpjhr ao

~|a`xbpr jg `jooh|hgp oceva|r tmjbm beg epp|ebp ce|dh| rhp ao bxrpakh|r'

Keddj ~|a`xbpr e|h ecra evejcelch jg `jooh|hgp rjhr beph|jgd pa `jooh|hgp

bxrpakh| ghh`r'


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0>+ 8>> |hpejc rpa|hr' Pmh ~|a`xbp jr

rmj~~h` o|ak pmh `jrp|jlxph| pa pmh tmachrech| a| |hpejch| er ~h| pmh a|`h|

peihg lz pmh `jrp|jlxph| rechr khg' Pmh|h jr e agh `ez `hcez lhpthhg pecijgd

eg a|`h| eg` `jrp|jlxpjgd pmh ~|a`xbp'

Ka`h|g p|e`h jgvacvhr |hpejc rpa|hr bmejgr' H}6 Ljd Leee|# \hcjegbh O|hrm

hpb' Pmhz e|h rh|vjbh` Pm|axdm r~hbjeccz `hrjdgeph` `jrp|jlxpa|r' Pmh

gxklh| ao `jrp|jlxpa|r rx~~czjgd daa`r pa pmhrh kefa| |hpejch|r jr rekcch|

pmeg pmep ao p|e`jpjagec p|e`h'


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Ght ~|a`xbp cexgbmh` jg ke|ihp lxp oejch`+ Ghrpch `hbj`h` pa h}~eg` jpr

aooh|jgdr lz aooh|jgd @ec eppe gaa`chr / Reklme| oceva| gaa`chr' Lxp pmhrh

~|a`xbpr th|h gap thcbakh` lz pmh ~ha~ch pmh vh|z r~hbjec perph ao Keddjter rpjcc |xcjgd pmh bagrxkh|

Keddj cexgbmh` rakh ght ~|a`xbpr6 Ihpbmx~r# Rax~r# Perph keih|r hpb' lxp

pmhz th|h gap rxbbhrroxc


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PERPH EG@ ^\HOH\HGBHR AO BAGRXKH\R

Mhecpm jr pmh oceva| ao pmh rherag' Oaa` bak~egjhr jg Jg`je e|h d|atjgd ete|h ao

pmh jgb|herjgdcz bmegdjgd bagrxk~pjag p|hg`r eg` perph ~|hoh|hgbhr ekagd pmh

Jg`jeg fxgpe' Ga rx|~|jrhr# lxp pmjr jr pmh |herag ka|h eg` ka|h bak~egjhr e|h

bakjgd x~ -a| e|h ebpxeccz |h+ke|ihpjgd* tjpm ~|a`xbpr pmep e|h mhecpmz' Peih oa|

h}ek~ch Baih eg` ^h~rj9 lapm mevh ec|he`z rpe|ph` caaijgd jgpa pmh gag+

be|lageph` `|jgir bephda|z rhbpjag' Keddj oj|rp jgp|a`xbh` jg pmh ke|ihp Keddj

Eppe Gaa`chrtmjbm jp bcejkh` ter e mhecpmz oaa` er jp ter ke`h ao tmhep ocax|

oaccath` lz rax~r'

Ghrpch Jg`je# jg eg hooa|p pa be||z ag tjpm jpr p|hg` ao ~|avj`jgd pmh Jg`jeg

bagrxkh|r mhecpmz oaa` |hbhgpcz jgp|a`xbh` e |egdh ao Mhecpmz Rax~r' Pmh hgpj|h

|egdh bagrjrpr ao pmh oaccatjgd9 keddj pakepa# kj}h` vhdhpelch# pakepa vhdhpelch#

kxrm|aak# bmjbihg# rthhp ba|g bmjbihg eg` map eg` rax| vhdhpelch' Pmh ~|a`xbp jr

~|jbh` ep \r d|ekr'

Keddj lhbekh rxbbhrroxc lhbexrh jp xg`h|rpaa` bagrxkh|r ' Pmh l|eg` ghvh|

tegph` pa bmegdh Jg`jeg bagrxkh|r meljp' Jp `j` gap me` ekljpjagr elaxp bmegdjgd

Jg`jegr l|heioerp a| `jggh| ~|hoh|hgbhr' Tmep Keddj `j` ter pa rcatcz eppebm

jprhco pa Jg`jeg bagrxkh|r ghh` tjpmaxp `jr|x~pjag'

Keddj ter ecra bcarhcz tepbmjgd bagrxkh| ~|hoh|hgbhr'Tmhg bagrxkh|r tegph`mhecpmz oaa`# Keddj cexgbmh` Eppe Gaa`ch ve|jegpr pmep ter mhecpmz ' Ka|h

jk~a|pegpcz pmjr kavh e``|hrrh` pmh bagbh|gr ao Makhkeih|r' Pmh l|eg` h}phg`h`

jprhco pa kxcpj~ch rhdkhgp


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8>

lxp tjpmaxp `jcxpjgd pmh ba|h l|eg` huxjpz'

Keddj avh| pmhrh zhe|r mevh ke`h cap ao kjrpeihr' Jp ke`h kjrpeihr lhbexrh pmhl|eg` ter tjccjgd pa h}~h|jkhgp' Ka|h jk~a|pegpcz pmh l|eg` che|gh` o|ak pmarh

kjrpeihr eg` ba||hbph` jprhco'

Keddj ecra jgvhrph` mhevjcz jg l|eg` lxjc`jgd' Pmh bek~ejdgr oa| agh ao Keddjr

~|a`xbpr th|h ectezr pmh|h jg pmh kh`je tmjbm ih~p pmh l|eg` o|hrm jg pmh kjg` ao

pmh bagrxkh|r' Keddj ~h|ragjojhr pmh lerjb ~|jgbj~chr ao xg`h|rpeg`jgd bagrxkh|r#

jggavepjgd eg` jgvhrpjgd jg pmh l|eg`'

Keddj jr agh ~ebiedh` oaa` l|eg` pmep mer agcz rhhg jpr ~a~xce|jpz d|at jg pmh

~erp kegz zhe|r eg` pmh rhb|hp pa pmh rxbbhrr jr pmep jgrphe` ao p|zjgd pa bmegdh pmh

oaa` meljpr ao bagrxkh|r# jp mer p|jh` pa ecjdg jprhco tjpm cabec perphr eg`

~|hoh|hgbhr tjpm pmh oerp pa baai eg` daa` pa hep ~|akjrh'

Pa bakkhka|eph jpr rxbbhrroxc fax|ghz pm|axdm e uxe|ph| ao e bhgpx|z jg pmh

ta|c`r ce|dhrp bagrxkh| ke|ihp# pmh l|eg`# cerp zhe|# cexgbmh` eg jggavepjvh

bek~ejdg jgvjpjgd jpr cazecjrpr pa rme|h tjpm jp pmhj| Keddj rpa|jhr eg` ~|akjrh` pa

l|ae`berp pmhk pa pmh ta|c` ep ce|dh# pmh|hlz# keijgd pmhk pmh rx~h|rpe|r

avh|gjdmp' Ecagd tjpm phchvjrjag bakkh|bjecr# tmjbm ej|h` jg`jvj`xec bagrxkh|

rpa|jhr ao pmhj| cerpjgd khka|jhr ao Keddj# pmh l|eg` `jr~cezh` ~jbpx|hr ao pmhrh

cazec bxrpakh|r ag pmh Keddj ~ebir' Ghrpch ecra jgp|a`xbh` e thlrjph Kh eg` kh|j

keddj jg oa| hgdedjgd tjpm pmhk'

Pmh bak~egz ecra |hte|`h` jpr bagrxkh|r lz e``jgd pa pmh Keddj ~a|poacja# pmep

mjpmh|pa me` rexbhr eg` rax~r jg ve|jaxr oceva|r# e |egdh ao ~|h~e|h` `jrmhr eg`

baaijgd ej`r rxbm er Keddj Lmxge Kerece eg` Keddj ^epe' Ra oe| oabxrrh` ag


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82

\hrhe|bm Khpmaàcadz

Rek~ch Rjh

Gxklh| ao|hr~ag`hgpr

8>

Rx|vhz Cabepjag ^xgh

Khpmaàcadz

Pmh |hrhe|bm ter be||jh` axp jg pmh oa|k ao e rx|vhz' Pmjr tjcc jgbcx`h ~|jke|z

|hrhe|bm jg e``jpjag pa rhbagè|z |hrhe|bm er rpeph` lhcat' Pmh rx|vhz |hrhe|bm

khpma` tjcc lh `hrb|j~pjvh |hrhe|bm `hrjdg' Hebm |hr~ag`hgp tjcc lh jgph|vjhth`

pm|axdm e Uxhrpjaggej|h' Pmh rek~ch tjcc lh rhchbph` lz e rjk~ch |egàk rek~cjgdkhpma`'

Pmh rx|vhz tjcc e``|hrr pmh oaccatjgd jgoa|kepjag e|he

Pmh alfhbpjvh er r~hcp axp beg lh hcela|eph` jgpa r~hbjojb jgoa|kepjag e|her pa lh

rpx`jh`'

Mat à bxrpakh|r ~h|bhjvh Keddj er e rpelch l|eg`# pmhj| ~h|bh~pjag ao

Keddj eg` mat à pmhz errabjeph pmhkrhcvhr tjpm Keddj1

E|h pmh bagrxkh|r ete|h ao Keddj L|eg` a| pmhz errabjeph Keddj tjpm

rakh apmh| l|eg`1


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@a pmhz bagrj`h| gaa`ch er e mhecpmz ~|a`xbp a| pmhz e|h ete|h ao pmh

bak~egzr rp|ephdz ao |h~arjpjagjgd jp pa e mhecpmz ~|a`xbp lz pmh cexgbm ao

rakh ao pmh ght ~|a`xbpr1Tmjbm ~|a`xbp o|ak pmh hgpj|h lerihp ao Keddj ~|a`xbpr `a pmh bagrxkh|r

bagrj`h| er pmh lhrp rhccjgd ~|a`xbp oa| Keddj eg` pa tmjbm pmh bagrxkh|r

o|huxhgpcz lxz1

E|h pmh bagrxkh|r tjccjgd pa ebbh~p Keddj l|eg` h}phgrjagr pa rakh apmh|

~|a`xbpr cjih bmabaceph# fxjbhr# bmj~r hpb


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@EPE BACCHBPJAG ^CEG

@epe Depmh|jgd

Pmjr rpx`z jgvacvhr èpe bacchbpjag -~|jke|z |hrhe|bm* o|ak `jooh|hgp maxrhmac`r jg

oax| `jooh|hgp e|her ^xgh -Exg`# Ke|ihp Ze|`# Te|fh# Lmegè|ie| \ae`*

Cjph|epx|h \hvjht

Pmh |hrhe|bm bag`xbph` er e ~e|p ao ax| rpx`z taxc` jgbcx`h ^|jke|z er thcc er

Rhbagè|z |hrhe|bm' ^|jke|z |hrhe|bm taxc` jgbcx`h e rx|vhz pmep taxc` lh

bag`xbph` jg rhchbph` cabecjpjhr ao ^xgh eg` ghe|lz e|her tmh|h pmh |hr~agrhr ao

bagrxkh|r taxc` lh |hba|`h` pm|axdm e `hrjdgh` uxhrpjaggej|h' Rhbagè|z

|hrhe|bm taxc` jgbcx`h ve|jaxr er~hbpr ao L|eg` kegedhkhgp pm|axdm Jgph|ghp#

Fax|gecr# bak~egz |h~a|pr# h}~h|p vjhtr hpb'


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REK^CH UXHRPJAGGEJ\H OA\

KE\IHP \HRHE\BM

Pmegi zax oa| peijgd pmh pjkh pa ojcc jg pmjr uxhrpjaggej|h# zax tjcc |hkejg egagzkaxr' Th ghh` e rek~ch ao egex`jhgbh pa xrh er eg h}ek~ch oa| ax| \hrhe|bm ^|afhbp ep Bacchdh

U5' @a zax ~x|bmerh |he`z pa hep ~|a`xbpr evejcelch jg pmh ke|ihp1

e* Zhr

l* Ga

U


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U4' @a zax |hbecc egz ao pmh P'_' e`vh|pjrhkhgpr ao Keddj1e* Zhr

l* Ga

U =' \egi pmh bephda|jhr# tmjbm Keddj rmaxc` caai jg oxpx|h jg a|`h| ao zax|

jk~a|pegbh6

e* Bmabacephr

l*Recph` ^apepa Bmj~r

b* O|xjp Fxjbhr

`*^|abhrrh` oaa`r -\he`z pa xrh ~erphr# kerecer*

h* Apmh|r -^cherh khgpjag*

U:' @a zax ~h|bhjvh Keddj er e mhecpmz ~|a`xbp1

e* Zhr

l* Ga

U5>' E|h zax me~~z tjpm pmh bx||hgp ~|jbh / ~ebiedjgd rjh ve|jegpr ao

Keddj ^|a`xbpr1

e* Zhrl* Ga


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8:

U55' Mat `a zax ~h|bhjvh Keddj ~|a`xbpr1

e* Daa` oa| mhecpm'

l* \he`z pa hep'

b* Fxgi oaa`

`* Perpz ! Oxg hepjgd


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?>

UXHRPJAGGEJ\H EGECZRJR

U5' @a zax ~x|bmerh |he`z pa hep ~|a`xbpr evejcelch jg pmh ke|ihp1

U


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?


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?0

U:' @a zax ~h|bhjvh Keddj er e mhecpmz ~|a`xbp1

Zhr


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?8

U+55Mat `a zax ~h|bhjvh Keddj ~|a`xbpr1Daa` Oa| Mhecpm 2

\he`z Pa Hep

8

5>

58


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??

EGECZRJR

Keddj jr mevjgd pmh lhrp bmegghc# er pmh ~|a`xbp jr herjcz evejcelch ep eckarp hebm/ hvh|z rpa|h' Gh}p bakhr pmh pa~ |ekhg tmjbm jr ecra hrpelcjrmh` jg pmh ke|ihpo|ak cagd pjkh lxp l|eg`r cjih Iga||# Rxgoherp# Ma|cjbir jr gap evejcelch ep rpa|hr/ jo jp jr evejcelch jpr gap lhhg rac`' ^|jbjgd mer lhhg e vh|z jk~a|pegp oebpa| tmhgjp bakhr pa pmh rechr ao Keddj ~|a`xbpr eg` |hpejch|r hk~merjh ag pmh oebp pmepbxrpakh|r tegp e daa` ~|jbh er pmh|h e|h bak~hpjpa|r bakjgd jg pmh ke|ihp'Phchvjrjag jr pmh kh`jxk o|ak tmjbm ~ha~ch e|h ete|h eg` hgcjdmphgh` elaxp pmhl|eg`'

Jpr ecra lhhg alrh|vh` pmep Keddj mer pmh lhrp kjg`+rme|h ekagd ecc pmh l|eg`rpmep th|h |hrhe|bmh` jg pmh ~|afhbp' Ecra# e~e|p o|ak jp lhjgd e |he`z+pa+hep ~|a`xbptjpm oxg# Keddj er e l|eg` jr ~h|bhjvh` er e oekjcz ~|a`xbp ekagdrp pmh apmh|l|eg` tmjbm th|h |hrhe|bmh`'


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BAGBCXRJAG

Pmh oaa` ~|abhrrjgd lxrjghrr jg Jg`je jr ep e gerbhgp rpedh' Bx||hgpcz# agcz elaxp

5>( ao pmh axp~xp jr ~|abhrrh` eg` bagrxkh` jg ~ebiedh` oa|k pmxr mjdmcjdmpjgd

mxdh ~aphgpjec oa| h}~egrjag eg` d|atpm' P|e`jpjageccz# Jg`jegr lhcjhvh jg

bagrxkjgd o|hrm rpxoo |epmh| pmhg ~ebiedh` a| o|ahg# lxp pmh p|hg` jr bmegdjgd eg`

pmh ght oerp oaa` dhgh|epjag jr rcatcz bmegdjgd'

\j`jgd ag pmh rxbbhrr ao gaa`chr# Ghrpch Jg`je# p|jh` pa keih h}phgrjagr ao pmh

Keddj l|eg` pa e gxklh| ao ~|a`xbpr cjih# rexbhr# ihpbmx~r# ~jbichr# rax~r#

perphkeih|r eg` kebe|agj jg pmh kj`+5::>r' Xgoa|pxgephcz# pmh kebe|agj eg`

~jbichr `j`gp ~jbi x~ er h}~hbph`' Pmh rax~r eg` rexbhr `j` rakhtmep ojgh#

depmh|jgd bagrj`h|elch rechr vacxkhr eg` mevh e repjroebpa|z ~|hrhgbh hvhg pa`ez'

Keddj Gaa`chr jprhco oebh` e ljp ao `joojbxcpz tjpm |hr~hbp pa perph# eg` ghe|cz

carp jpr ~arjpjag jg pmh kjg`r ao Jg`jegbagrxkh|r jg pmh ceph 5::>r' Tmhg Ghrpch

bmegdh` pmh oa|kxcepjag ao jpr perphkeih|# pmh akjgaxr ~ebihp pmep bekh ecagd

tjpm Keddj Gaa`chr# e kefa| bmxgi ao bagrxkh|r th|h ~xp+aoo eg` rechr rpe|ph``|a~~jgd' Ecra# Keddjr bak~hpjpa| Pa~\ekhg paai e`vegpedh ao pmh rjpxepjag

eg` rpe|ph` e ~e|ecchc edd|hrrjvh bek~ejdg pa hep jgpa Keddjr ke|ihp rme|h' Lxp

pmh bak~egz uxjbicz |hecjrh` pmjr eg` thgp lebi jgpa keijgd pmh a|jdjgec oa|kxce

bax~ch` tjpm e o|hh rek~cjgd bek~ejdg' Pmjr mhc~h` Keddj pa tjg lebi jpr carp

bagrxkh|r eg` ~xrmh` x~ jpr rechr vacxkhr edejg%


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Keddj Pa`ez Pmh zhe| >= ret Jg`je che`jgd jg ta|c`tj`h Keddj rechr' Pmh

l|eg` mer d|atg pa eg hrpjkeph` vecxh ao \r 5?>+54> b|a|h eg` bagp|jlxphr ep cherp

=:( pa Ghrpch Jg`jer pa~ cjgh' Ecc pmh rekh# rakh OKBD egeczrpr ohhc pmep pmhl|eg` mer gap `agh kxbm pa h}~eg` pmh gaa`chr bephda|z' Hvhg eoph| > b|a|h' Lxp

zhr# pmh ~e|hgp bak~egz# Ghrpch Jg`je Cjkjph` mer bh|pejgcz hgbax|edh` pmh l|eg`

pa hgph| jgpa apmh| bxcjge|z ~|a`xbpr'


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\HBAKKHG@EPJAG

Eoph| pmh bag`xbph` rpx`z oaccatjgd |hbakkhg`epjagr baxc` lh rjph` oa| Keddj

L|eg`'

Pa dejg ke}jkxk chvh|edh jg ph|kr ao ~|aojp pmh bak~egz rmaxc` ~ez

hk~merjr ag rhdkhgpr tjpm edh d|ax~r


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LJLCJAD\E^MZ

Thlrjphr6+

ttt'ghrpch'jg

ttt'keddj+bcxl'jg

ttt'jg`jegfax|gecaoke|ihpjgd'bak

ttt'be|hh|`zgeka'bak!ke|ihpjgdQfax|gecr'mpkc

ttt'tjij~h`je'bak

Ghtr~e~h|r eg` Kedejghr6+Hbagakjb PjkhrL|eg` Huxjpz Rx~~chkhgp

0^r ao Ke|ihpjgd Kedejgh

Ke|ihpjgd Pa`ez Kedejgh
http://www.nestle.in/http://www.nestle.in/http://www.maggi-club.in/http://www.maggi-club.in/http://www.indianjournalofmarketing.com/http://www.indianjournalofmarketing.com/http://www.careerdynamo.com/marketing_journals.htmlhttp://www.careerdynamo.com/marketing_journals.htmlhttp://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.careerdynamo.com/marketing_journals.htmlhttp://www.indianjournalofmarketing.com/http://www.maggi-club.in/http://www.nestle.in/

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