Brand Lessons

How Maggi Pazzta, Fair & Lovely Max men's fairness cream & Parle's 20-20 cookie are threatening category leaders - The Economic Times: "ITC's Sunfeast pasta dominated the Indian ready-to-cook pasta market with a 70% market share last year; today, it trails Nestle's Maggi Pazzta, barely a year after the latter was launched, thanks mostly to the immense popularity of Maggi instant noodles.

Nestle has more than 42% share in the small-but-fast-growing pasta market while ITC holds around 40%, according to data from market research firm Nielsen.

What seems to have worked for Nestle is that the 25-year-old Maggi brand was already leading the ready-to-cook food category across the country and Pazzta could just piggyback on Maggi's brand equity. Maggi Pazzta is not really an exemption.

A number of new challenger brands such as Hindustan Unilever's Fair & Lovely Max men's fairness cream, Parle's 20-20 cookie and Marico's Parachute cooling oil-all launched in the last two years-have grown rapidly to threaten and, in some cases, even topple category leaders."