Maggi Thebrandjourneyinindia 130127223935 Phpapp01

8/10/2019 Maggi Thebrandjourneyinindia 130127223935 Phpapp01

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Nation of 1.25 billion

26 official languages

1562 dialects

1000s of cusines

Does this have anything in common?


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The answer is

Our very own Maggi


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The Journey of Nestle MaggiIndias most loved food brand
http://localhost/var/www/apps/conversion/tmp/scratch_10/Nestl%C3%A9%20India%20Meri%20Masala%20Maggi.avihttp://localhost/var/www/apps/conversion/tmp/scratch_10/Nestl%C3%A9%20India%20Meri%20Masala%20Maggi.avi


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Quick Facts - Nestle

Nestle is a Swiss company found in1866

Nestle markets its products in 130countries

Nestle has always positioned its products with the

attributes of health and quality


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Maggi in India Launched in 1983 by NIL

In different variants like masala, tomato and chickenfollowed by curry few years down the line

It was launched at a time when instant noodles werenot that famous in India

First time Indians got something which washygienically packed and convenient to prepare

Fast to cook, Good to eat


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Maggi in India

Initially targeted towards working women thenshifted to kids

Holds 85% market share

Competiors

Sunfeast Yippe Nooddle

Horlicks Foodles

Top Ramen

Knorr Soupy Noodles

Chings Noodles


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Need Recognition in India

Need of a product that provides good quality foodand at the same time was convenient.

Maggi visualised it and launched itself in the Indianmarket to be everyones favourite food brand.


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Market Penetration Strategies

Promotional campaigns in school

Advertising strategies

Availability in different pack sizes

New product innovations


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Messages

Fast to cook, Good to eat

Mummy bhukh lagi..

You and maggi makes tastier meals

Bas 2 minute Taste bhi, Health bhi

Maggi mania Chaska taste ka, health rice ka

Maggi Cuppa mania Just add garam pani, Carry on

jani


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INTEGRATED COMMUNICATION

AD

CAMPAIGNS

INTERACTIVE

MARKETING

ADs

SALES

PROMOTIONADVERTISING

PUBLIC

RELATIONS

BILLBOARDS PRINT ADs TV ADs OTHER


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Different ad campaigns


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The Turning Point

Launch of maggi Ata Noodles
http://localhost/var/www/apps/conversion/tmp/scratch_10/Maggi%20Atta%20Noodles%20TV%20Commercial.avihttp://localhost/var/www/apps/conversion/tmp/scratch_10/Maggi%20Atta%20Noodles%20TV%20Commercial.avi


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Again Taking the Health route

Launch of Maggi Mania

To majorly target people from East andSouth
http://localhost/var/www/apps/conversion/tmp/scratch_10/Maggi%20Mania%202007.avihttp://localhost/var/www/apps/conversion/tmp/scratch_10/Maggi%20Mania%202007.avi


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Maggi Turns 25 People grew eating maggi for 25 years

Launch of the Campaign Me and Meri Maggi

Everyone had some unique and personal stories aboutmaggi to tell

Objective was to create strong customer connects

through TV, newspaper, Internet, Billboards, Radioand Maggi packets as well
http://localhost/var/www/apps/conversion/tmp/scratch_10/My%20Movie.wmvhttp://localhost/var/www/apps/conversion/tmp/scratch_10/My%20Movie.wmv


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Do Minute Mein Khushiya

Everyones favouriteMaggi getting endorsedby Amitabh bachchan

People got to tell theirMaggi stories byAmitabh Bachchan on TV
http://localhost/var/www/apps/conversion/tmp/scratch_10/Amitabh%20Bachchan%20narrates%20Meri%20MAGGI%202-Minute%20mein%20khushiyan.avihttp://localhost/var/www/apps/conversion/tmp/scratch_10/Amitabh%20Bachchan%20narrates%20Meri%20MAGGI%202-Minute%20mein%20khushiyan.avi


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Conclusion


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Thank You

Maggi Thebrandjourneyinindia 130127223935 Phpapp01

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