Maggie Presentation

8/3/2019 Maggie Presentation

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Integrated MarketCommunication

Sumit Kumar- 02Damien BraganzaPranav Pandav- 24Priti Singh- 36


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INTRODUCTION

Maggi was launched in India in 1983 byNestle India Ltd (NIL)

The formula was invented by Julius Maggi

India is the largest consumer market ofMaggi Noodles.

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MAJOR COMPETITORS

Top Ramen

ITC Sunfeast Pasta

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PRODUCT OFFERING

Masala Flavor

Chicken Flavor

Curry Flavor Tomato Flavor

Vegetable Atta Noodles

Vegetable Dal Atta Noodles

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TARGET SEGMENTS

Initially working women

Now, children and teenagers between 4 and14 years

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ADVERTISING DESIGN: THEORETICAL

FRAMEWORK

Hierarchy of Effects: Maggi ads have alreadycrated enough awareness, now they focuson the other steps of hierarchy of effects

model.

The advertisement of Maggi providesinformation about nutrition facts and several

flavors available, also attract kids withcolorful background and execution of ads.

This ultimately results in actual purchase.

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ADVERTISING DESIGN

Adopted a combination of Push and pull Strategy,where more focus on pull strategy will be observed

Advertisement:

National advertisements with endorser Sponsoring Sa re ga ma pa little champs

Ad in Local news paper

Hoardings Pole Kiosk

Shelf Display

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TYPES OF APPEALS

Music: Music is use as a stimulus in the Maggiads to catch customers attention through itsfamous jingle Just 2-minutes. This has created

a strong brand recall value. Rationality: Maggi ads are always contains

information about the product. It states that, thenoodles can be prepared within just 2- minutes,

its a healthy food which is also tasty, also pricerelated information are communicated throughthe advertisements.

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TYPES OF APPEALS

Emotions:Maggi ads have emotional appealsas it shows, hungry child comes from out andsays that he is hungry and mother says just

2-minutes and prepares Maggi noodles.

Scarcity: as they offered a gift like a small toyor a Maggi Tiffin box along with purchases of

6 Maggi noodles packets. This was offeredfor a limited period of time.

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MESSAGE STRATEGIES

Maggi follow different message strategies.They use cognitive strategies as productinformation are provided for the consumers

on the ads.

NIL also involve affective message strategiesas they relate Maggi noodles with the

emotions, like it is a fun product for kids.

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EXECUTIONAL FRAMEWORK

Slice-of-life:In Maggi ads it is shown that, a hungry kid comesfrom school or plays ground and tells mom that he is hungry, and themother says, just 2-minutes and cooks Maggi noodles for the kid. So,here the problem stated is hunger and the solution is the product itself

Maggi noodles.

Dramatization: example, in one ad, it was shown that a child,who is away from home, is writing a letter to his mother that, he is missinghis mother and the noodles she used to cook for him. Then he smellssomething and look back, he saw his friends cooked Maggi noodles for him

and they says, they are also missing their mom.

Informative: info about nutrition facts and famous 2-minutecooking process.

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SOURCE & SPOKES PERSON

India is a country where people are star-struck by film stars, cricketers, politicians,and brand communication messages

delivered by celebrities and famouspersonalities generate a higher appeal,attention and recall than those executed by

non-celebrities. So, NIL used Preity Zinta, a very well-known

actress of Indian cinema, as their celebrity

spokes person.

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CELEBRITY ENDORSER- PREITY ZINTA


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AD MEDIA SELECTION

Television & Radio: They have several television adswith the tagline Fast to cook, good to eat, just 2-minutes , taste bhi health bhi etc. these ads aretelecasted on the commercial break of different kids

and family oriented programs on different channels,such as- Star Plus, Sony Entertainment TV, CartoonNetwork, Pogo channel etc.

Maggi has recently launched Me and My Maggi

campaign in commensuration of 25 years of Maggi inIndia.

Similarly, Maggi ads are broadcasted betweenseveral radio programs to attract attention of more

number of customers.

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AD MEDIA SELECTION

Magazines & Newspaper: Maggisexpenditure in print media is low.

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MAGAZINE AD- CELEBRATING 20YEARS

IN INDIA


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PROMOTION TOOLS

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PUBLIC RELATION

NIL also arranged Maggi school quizzes andpainting competition.

Recently, again, they have started Maggi fanclub. This time it is operating online and theyare providing user name and password.

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CONSUMER INSIGHT

Awareness about new variants in maggi is high it isalmost 95%

But only 30% have actually tried the new ones

Rest are either brand loyal to masala maggi orPerceive no other flavor can be comparative tomasala flavor.

(Many gave reasons all flavors not available atthe their retail shop)

63% out of who have tried didnt felt taste asenjoying as masal maggi--- so a negative word of

mouth.

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AnyQuestion?

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Maggie Presentation

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