• Dr.Mrs.Geetha Sivaraman

Abstract Product Failure and Re-positioning (with special reference to Maggi a product of Nestle India) Maggi is a reputed brand of Nestle India, having 70% market share and dominated in Noodles market. The brand positioning in the market was strong but it had lost its image after banning of Maggi by Food Safety Standard Authority of India. But it is surprising to note that again it had recovered in 2016 its image and convinced the customers through its messages in the media after guaranteeing for safety for health after consumption. In Food sector, the companies try to attract the customers by more flavor and taste of food but ignoring the quality which are unknown to customers. The Food Safety Department investigated and reported that the excessive lead which can be harmful for health leading to various diseases. Maggi lost its sales and profit to a certain extent during that period as it damaged the product positioning and brand image. Therefore it is very important to give more consideration for ingredients in food items which can give more improvement for health rather than deteriorating health because of consuming the particular product item. The manufacturers in the food sector should be careful in marketing of goods which are not healthy and safety, otherwise they may lose their business at any time after investigation.

Keywords : Food, Ban, Maggi, Nestle, Safety, Product. Food, Marketing, Product, Failure

"Product Failure and Re-positioning (with special reference to Maggi a product of Nestle India)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.187-193, May-2019, Available :http://www.jetir.org/papers/JETIR1905G27.pdf

"Product Failure and Re-positioning (with special reference to Maggi a product of Nestle India)", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp187-193, May-2019, Available at : http://www.jetir.org/papers/JETIR1905G27.pdf