Role of Public Relation in Image Building of The Maggi: A case study of APCO worldwide

Abstract

In 1884 when Julius Maggi took over his father’s mill he originated Maggi. Maggi was the first to
introduced protein rich legume meals to the market and followed up with a readymade soup based on
legume meal in 1886. Julius Maggi launched bouillon concentrates first in capsules followed by
cubes. The company GmbH was founded by Julius Maggi in 1897 in Singen, Germany. Several
changes in ownership and concentrate structure in 1947 following, The company which holding
Maggi merged with the Nestle company to form Nestle Alimentana S.A., currently known its
francophone hoe base as Nestle S.A. The present paper ‘Role of Public Relation In Image Building of
The Maggi: A case study of APCO worldwide’ is based on the fact that when Nestle has assigned
American lobbying giant to help overcome the well-known criticism against its umbrella Maggi brand
of instant noodles in India and create a positive opinion among different stakeholders. With the help
of Public relation giant company APCO the Maggi became brand again. APCO worldwide has built
the image of the Maggi. Nestle company’s product Maggi has conquered on the world due to its good
tastemaker.

Keywords: Image building, APCO worldwide, Taste enhancer, FSSAI, Mono sodium Glutamate