brand prism- maggi intigrated markting communication (imc)

BRAND PRISM OF MAGGI

Presented By: Dr. Swati Gogawat Chitwant Tahalyani Sarang Banubakde

Soumya Mukherjee Kedar Risbud

Case of Maggi

Launched in

1982

Launched in

2005

Health and Wellness

Initially they Targeted the

Working Women

Then they Targeted the

Kids

NIL's promotions positioned the noodles as a 'convenience product',

for mothers and as a 'fun' product for children

The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning.

Bas 2 Minute

s!

PROMOTION IN INDIA

They promoted the product by –Distributing free samples. –Giving gifts on return of empty packets.–Dry sampling-distributing Maggi packets

wet sampling - distributing cooked Maggi.–Availability in different packages 50gm, 100gm,

200gm, etc.. And– Effective Tagline Communication.

MARKET POSITION OF MAGGIE

No.1 in instant

noodles and sauces

No.2 in healthy soups

category

Market share of

noodles- 80%

Current sales-

5.5crores boxes in

India.

SEGMENTPeople looking for

a healthy snack when hungry

TARGET GROUPYoung people and

children from upper and middle class

POSITIONINGTasty and healthy

snack which can be prepared in 2

minutes

STRENGTHS

1.Market leader in noodles category with high brand loyalty

2.Excellent advertising and visibility3.Good product distribution and

availability4.Lots of flavors and varieties available

WEAKNESS

Media generated news about health issues

OPPORTUNITY

DINKS, single professionalsNewer tastes

THREATS

• Price wars with other noodle brands

• Taste of the other product• Consumer loyalty

COMPETITORS

Top RamenSunfeastFoodlesPrivate brands (Tasty Treat)

Physique Personality

Relationship Culture

Reflection Self-Image

Constructed Source

Constructed Receiver

Well Packaged

Food, Yellow &

Red

Traditional, Honest, Familiar

Affection, Trust,

Quality

Purity, Taste,

Familial Affection,

Love

High on Family Value,

Trustworthy, 2

Minutes!

Fast, Tasty,

Convenient,

Trustworthy

EXTERNALISATION

INTERNALISATION

FUTURE RECOMMENDATION Enter into frozen food segment with Maggie fries

and Maggie wedges, competing with McCain's and they did with Knorr in ready-mix soup category .

Avoid entering Thai pad and Chinese Hakka market, as they are straight substitute and could cannibalize maggie noodles in future.

Corn Agra with ACTII is only player in popcorn section, so Maggie can easily foray in it.

THANK YOU !!