Positioning Lessons from Maggi

Maggi at launch (80's) was targeted to working women. It was positioned as a meal replacement for busy women. Nestle failed in this attempt as this was a big behaviour change for people eating rice and wheat.

Few iterations later, they discovered the hidden spot. Rebellious children who are hungry between meals. This was the perfect audience. A quick snack (2 minute maggi) targeted at the group who was ready to try it out. Rest is history.

Many times, we feel same with Products. We will know the audience from day one and day two will be a unicorn club party.

Positioning is a process of experimentation and discovery.