‘How established itself as a

“B-R-A-N-D”’

Presented By :Aditya Gupta

Bhawna Dudeja

Kritika Verma

Sriprakash

Urvashi Sahni

MAGGI 1

ORIGINORIGIN

Late 1800s : Industrial Revolution in Switzerland

created factory jobs for women

Late 1800s : Industrial Revolution in Switzerland

created factory jobs for women

SPWS asks Julius Maggi to create a vegetable

product

“QUICK TO PREPARE, EASY TO DIGEST”

SPWS asks Julius Maggi to create a vegetable

product

“QUICK TO PREPARE, EASY TO DIGEST”1863 : Julius Maggi came up with a ‘Taste Enhancer’

formula

1863 : Julius Maggi came up with a ‘Taste Enhancer’

formula

1882-83 : First launch of Maggi brand of instant

foods

1882-83 : First launch of Maggi brand of instant

foods1947 : Maggi merged with Nestle1947 : Maggi merged with Nestle

MAGGI 2

‘s FORAY INTO INDIA‘s FORAY INTO INDIA

• Maggi noodles launched in India in the late 1980s

• Competition from ready to eat snack segment & home-

made snacks

• Maggi brought in “Home-made Ready-to-eat snack”

• Positioned as “convenience food product” targeted at

Working Women, leading to low sales.

• Repositioned Maggi towards kids segment

POSITIONED ITSELF AS “2 MINUTE NOODLES”

MAGGI 3

“FAST TO COOK, GOOD TO EAT”

- THE BRAND STORY- THE BRAND STORY

CONVENIENCE FOR MOTHERS&Fun FOR kids

CONVENIENCE FOR MOTHERS&Fun FOR kids

PROMOTIONSPROMOTIONS

INDIAN FOODS FERMENTATION(Chennai) &CORDIA FOODS (Pune)

INDIAN FOODS FERMENTATION(Chennai) &CORDIA FOODS (Pune)

MAGGI MACARONI, SWEET MAGGI,

MAGGI TONITE’S SPECIAL

MAGGI MACARONI, SWEET MAGGI,

MAGGI TONITE’S SPECIAL

MAGGI 4

BRAND EXTENSIONSBRAND EXTENSIONS

NOODLESSAUCES

SOUPS HEALTHY

SOUP SANJIVNI

BHUNA MASALA

MAGIC CUBES

MAGGI 5

PASTA

MAGGI 6

BRAND EQUITY PYRAMIDBRAND EQUITY PYRAMID

MAGGI 7

IMC TOOLS USEDIMC TOOLS USED

SALES PROMOTIONSSALES PROMOTIONS

•Maggi was distributed free in schools and offices to promote trial

•Return gifts on empty packs

•4-in-1,2-in-1,6-in-1 package sizes of Maggi noodles

SALES PROMOTIONSSALES PROMOTIONS

•Maggi was distributed free in schools and offices to promote trial

•Return gifts on empty packs

•4-in-1,2-in-1,6-in-1 package sizes of Maggi noodles

ADVERTISINGADVERTISING

•OOH advertising

•Partnering with Colleges fests & other events

•Wall Murals and display ads.

ADVERTISINGADVERTISING

•OOH advertising

•Partnering with Colleges fests & other events

•Wall Murals and display ads.

SOCIAL MEDIASOCIAL MEDIA

•Facebook, youtube and Twitter are the mediums used.

•Maggi clubsMaggi clubs

SOCIAL MEDIASOCIAL MEDIA

•Facebook, youtube and Twitter are the mediums used.

•Maggi clubsMaggi clubs

SALES & CONSUMER PROMOTION ACTIVITIESSALES & CONSUMER PROMOTION ACTIVITIES

• Nestle followed up its launches with ‘It’s different’ ad

campaigns.

• Nestle was focusing their ads based on children’s taste

and health.

• Maggi also associated itself with mainstream television

programme and advertised heavily on kids programme

and channels.

• Maggi is now targeting its products for the entire family,

not just only for kids.

• Maggi has recently launched “Main Aur Meri Maggi”

campaign in commensuration of 25 years of Maggi in

India.

• World Famous actor Amitabh Bachchan has been roped

in as Brand Ambassador of Maggi.

• Nestle followed up its launches with ‘It’s different’ ad

campaigns.

• Nestle was focusing their ads based on children’s taste

and health.

• Maggi also associated itself with mainstream television

programme and advertised heavily on kids programme

and channels.

• Maggi is now targeting its products for the entire family,

not just only for kids.

• Maggi has recently launched “Main Aur Meri Maggi”

campaign in commensuration of 25 years of Maggi in

India.

• World Famous actor Amitabh Bachchan has been roped

in as Brand Ambassador of Maggi.

MAGGI 8

MAGGI 9

PRINT AND TELEVISION MEDIUMSPRINT AND TELEVISION MEDIUMS

PRINTPRINT

•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.

•Maggi rice noodles mania had the highest column centimetre in print during Jan – Aug ’07 among the instant foods category.

•Maggi’s expenditure on print media is much lower compared to other  media. 

PRINTPRINT

•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.

•Maggi rice noodles mania had the highest column centimetre in print during Jan – Aug ’07 among the instant foods category.

•Maggi’s expenditure on print media is much lower compared to other  media. 

TELEVISIONTELEVISION

•Tv has been the biggest promotion mediums for Maggi, having the highest share of promotional investment.

•Creativity & youth oriented ads connects people to the brand with the brand effectively.

•Having Amitabh Bachhan as its brand ambassador has been the greatest plus points for Maggi.

TELEVISIONTELEVISION

•Tv has been the biggest promotion mediums for Maggi, having the highest share of promotional investment.

•Creativity & youth oriented ads connects people to the brand with the brand effectively.

•Having Amitabh Bachhan as its brand ambassador has been the greatest plus points for Maggi.

MAGGI 10

SOCIAL MEDIA EFFORTSSOCIAL MEDIA EFFORTS

Majorly concentrated on Facebook for using Web

Culture for marketing purposes.

Fan Page on Facebook headlined “Meri Maggi”

boasts a whooping 10 lac + likes.

“Exciting MAGGI conversations, recipes, tips, games

and a lot of fun.

Campaign like “tell how you created your

khushiyan in 2 minutes with maggi “ and earlier they

had the campaign to “guess the taste of the maggi”.

Majorly concentrated on Facebook for using Web

Culture for marketing purposes.

Fan Page on Facebook headlined “Meri Maggi”

boasts a whooping 10 lac + likes.

“Exciting MAGGI conversations, recipes, tips, games

and a lot of fun.

Campaign like “tell how you created your

khushiyan in 2 minutes with maggi “ and earlier they

had the campaign to “guess the taste of the maggi”.The username is @maggi_noodle and

the page is headlined Maggi Noodles

Their Twitter account has 56 followers .

The username is @maggi_noodle and

the page is headlined Maggi Noodles

Their Twitter account has 56 followers .

• The channel “Meri Maggi” was created in May,

2011 and has 36 subscriber only.

• As soon as the page loads the advertisement

video is displayed (currently Amitabh

Bachhan’s video)

• The channel “Meri Maggi” was created in May,

2011 and has 36 subscriber only.

• As soon as the page loads the advertisement

video is displayed (currently Amitabh

Bachhan’s video)

CONCLUSION

• Maggi has been dominant in using traditional forms of

marketing but is finding it difficult to leverage the same

performance in social media.

•They do understand the Social Media Landscape but require

a dedicated team to support its already existing promotional

activities.

•Maggi noodles has been its flagship product and the largest

sales driver for the company. Nestle has diverted its

attention to promoting Maggi, more than its other

offerings ,i.e: Cerelac etc.

CONCLUSION

• Maggi has been dominant in using traditional forms of

marketing but is finding it difficult to leverage the same

performance in social media.

•They do understand the Social Media Landscape but require

a dedicated team to support its already existing promotional

activities.

•Maggi noodles has been its flagship product and the largest

sales driver for the company. Nestle has diverted its

attention to promoting Maggi, more than its other

offerings ,i.e: Cerelac etc.

MAGGI 11

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