19141079 Maggi Noodles

7/26/2019 19141079 Maggi Noodles

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MAGGI NOODLES

7/26/2019 19141079 Maggi Noodles


Integrated Marketing Communication

Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost

7/26/2019 19141079 Maggi Noodles


Promotional Tools of Communication

7/26/2019 19141079 Maggi Noodles


Initial Strategies of Maggi► Maggi has faced lot of hurdles in its journey in India. ► The basic problem the brand faced is the Indian Psyche. ► Initially Nestle tried to position the Noodles in the platform of ► ► ► ► ► ►

convenience targeting the working women. However, the sales of Maggi was not picking up despite of heavy Media Advertising. To overcome this NIL conducted a research. NIL's promotions positioned the noodles as a 'convenience product', for mothers & as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. They promoted the productfurther by distributing free samples. Giving gifts on return of empty packets, etc. Effective Tagline Communication.

7/26/2019 19141079 Maggi Noodles


Different Communication Media used by NIL

7/26/2019 19141079 Maggi Noodles


TV ADS

Initially Maggi was targeted at the working woman and later the upper middle class kids. Maggi was a sponsor for Hum Log, a popular television show on Doordarshan, India's sole channel in 1984. Maggi is now targeting its products at the entire family and not only kids. Maggi has recently launched ªMAIN AUR MERI MAGGIº campaign in commensuration of 25 years of Maggi in India.

7/26/2019 19141079 Maggi Noodles


PRINT ADS Maggi does not focus heavily on print

media during its launch since its initial target audience was mothers and kids.

Some advertisements in the print media were used to highlight the convenience factor of Maggi.

7/26/2019 19141079 Maggi Noodles


7/26/2019 19141079 Maggi Noodles


Maggi introduced this advertisement in various magazines in 2003 to celebrate 20 years of its product in India.

7/26/2019 19141079 Maggi Noodles


PRINT ADS

Maggi has recently come out with advertisements in some weekly magazines for its new atta noodles and rice noodles variants. Maggi rice noodles mania had the highest column centimeter in print during jan ± aug '07 among the instant foods category. Growth in noodles/pasta print advertising grew by 42% in jan-may 05 compared to jan-may 04. Of this, maggi vegetable atta noodles had 92% share. Maggi's expenditure on print media is much lower compared to other media.

Source: adex india (a division of tam media research)

7/26/2019 19141079 Maggi Noodles


Sales PromotionObjectives To introduce new products To attract new customers and retain the existing ones To maintain sales of seasonal products To meet the challenge of competition Tools Exchange schemes Price-off offer Coupons Scratch and win offer My Back offer

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Maggi Noodles or Retailers sales promotion initiatives

Maggi was distributed free in schools and offices to promote trial Return giftson empty packs Maggi fun book and stickers with funky animal facts.

7/26/2019 19141079 Maggi Noodles


Organized retails SP

7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack( 78 MRP). These are promotional schemes given by retailer itself not by NIL. Company iscoming up with schemes like giving one soup pack with 8 piece pack. In Past company has promotional schemes like 4 piece pack with that of 36 instead of 40.

7/26/2019 19141079 Maggi Noodles


Display

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Display

Large pack sizes at the top with decreasing pack sizes as going downward. Why? This is because that for a retail outlet the more value is generated large pack thus they try to project big size at convenience place. Outer display shelves are purchased by company (Reliance mart).

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Public Relation

The Maggi Club - the children under 14 were invited by press advertisements anddistribution of leaflets to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as ªmaggi clubbers are fun loversº and intended to use it as reference group. Benefits offered to maggi-clubbers arevarious games like Snap safari game, Cap and mask sets, travel India game, Disney today comic. To obtain each gift the member has to send 5 wrappers as purchase proof. Some special privileges were given to regular members time to time like, discounted tickets of Appu Ghar. Organized Maggi school quizzes and sketching

7/26/2019 19141079 Maggi Noodles


RESULTS OF PR ACTIVITY:

Getting closer to regular customer. Boosted the sales. Making valuable direct marketing database. Recently, again, they have started Maggi fan club. This time it is operating online and they are providing user name and password.

7/26/2019 19141079 Maggi Noodles


Interactive marketing

Internal marketing (IM) is an ongoing process that occurs strictly within a company or organization whereby the functional process aligns, motivates and empowers employees at all management levels to consistently deliver a satisfying customer experience. Me and meri Maggi ads Display racks with outlets with note booksfor the same. Special site dedicated for the said purpose

7/26/2019 19141079 Maggi Noodles


Message content of any communication

Rational appeals: relate to the audience's self-interest Emotional appeals: stir up negative or positive feelings using humour, fear, pride, joy, or even disgustMoral appeals: related the audience's sense of right versus wrong

7/26/2019 19141079 Maggi Noodles


Massages Maggi Noodles

MAGGI 2-MINUTE Noodles "Taste Bhi Health Bhiª Chaska Taste ka, Health Rice ka MAGGI RICE NOODLE MANIA comes as another unique TASTE BHI HEALTH BHIoffering from the house of MAGGI. MAGGI Vegetable Atta Noodles, an offering that exemplifies "Taste Bhi Health Bhi". ªJust add garam paani ¼ Carry on jaaniº

7/26/2019 19141079 Maggi Noodles


Why NIL uses different Media categories and promotional elements.

As

the message appeale and positioning is different in maggi noodles product line so it became very necessary for the company to use different channels to. This can be understood through STPD analysis.

7/26/2019 19141079 Maggi Noodles


STPD AnalysisSegmentationAge

TargetingKids

Positioning

Differentiation

Fast to cook Taste good to eat

Eating Habits Lifestyle of urban families

Youth Office goers

2-minute noodles Taste bhi health bhi

Flavours Packaging

Working Women Health conscious people

7/26/2019 19141079 Maggi Noodles


STPD AnalysisSegmentation to Differentiation: ■ Classic Noodles ± 5 ± 10 yrs. ■ Veg. Atta Noodles ± lth Conscious. ■ Rice Mania ± Teenage ■ Cuppa Mania ± Office goers, Working women.

7/26/2019 19141079 Maggi Noodles


Cont¼.

Mass marketing has become segmented marketing Improvements in information technology Media fragmentation Need for integration: ± Consumers do not differentiate the source of the message ± Conflicting messages confuse the customer ± Integration produces a consistent message which leads to stronger brand identity ± One to one trend

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Message comm & feed back

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Cont..

Sender: message from NIL Encoding: NIL Ad Agency Creating the Ad Message: the Maggi Ad Media: the Newspaper, TV, Internet, etc Decoding: consumer read and assimilate the Ad Receiver: home, office, target Response: aware, will buy, will notFeedback: action from consumer to NIL Noise: distraction, not cleary receiving the message

7/26/2019 19141079 Maggi Noodles


The effect of using different media's and promotional tools- The Economic Times, a prominent newspaper in India, in 2003. "Maggi is the leader in the Instant Noodles category because it is constantly improving its understanding of the consumer to give them excellent and tasty products that providenutrition, health, and wellness.ª - Martial Rolland, chairman and managing director, Nestlé India Ltd., in 2006. "Maggi has managed to enter Indian homes to changethe traditional food habits of Indian children on their promise of convenience.This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence.º Source- Business Week, a prominent business magazine, in 2006.

7/26/2019 19141079 Maggi Noodles


Thank you

7/26/2019 19141079 Maggi Noodles


19141079 Maggi Noodles

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