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MAGGI NOODLES

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Page 1: Maggi Noodles

MAGGI NOODLES

Page 2: 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

Page 3: Maggi Noodles

Promotional Tools of Communication

Page 4: 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 product further by distributing free samples.

Giving gifts on return of empty packets, etc.► Effective Tagline Communication.

Page 5: Maggi Noodles

Different Communication Media used by NIL

Page 6: Maggi Noodles

TV ADSTV 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 “MAIN AUR MERI MAGGI” campaign in commensuration of 25 years of Maggi in India.

Page 7: 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.

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

Page 10: 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)

 

Page 11: Maggi Noodles

Sales Promotion

Objectives 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 Money Back offer

Page 12: Maggi Noodles

Maggi Noodles or Retailers sales promotion initiatives

Maggi was distributed free in schools and offices to promote trial

Return gifts on empty packs

Maggi fun book and stickers with funky animal facts.

Page 13: 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 is coming 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.

Page 14: 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 and distribution of leaflets to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as “maggi clubbers are fun lovers” and intended to use it as reference group.

Benefits offered to maggi-clubbers are various 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

Page 17: 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.

Page 18: 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 books for the same.

Special site dedicated for the said purpose

Page 19: 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 disgust

Moral appeals: related the audience’s sense of right versus wrong

Page 20: Maggi Noodles

Massages Maggi Noodles MAGGI 2-MINUTE Noodles

"Taste Bhi Health Bhi“

Chaska Taste ka, Health Rice kaMAGGI 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".

“Just add garam paani … Carry on jaani”

Page 21: 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.

Page 22: Maggi Noodles

STPD AnalysisSegmentati

onTargeting Positionin

gDifferentiati

onAge Kids Fast to cook

good to eatTaste

Eating Habits Youth 2-minute noodles

Flavours

Lifestyle of urban families

Office goers Taste bhi health bhi

Packaging

Working Women

Health conscious people

Page 23: Maggi Noodles

STPD Analysis Segmentation to

Differentiation:■ Classic Noodles –

5 – 10 yrs.■ Veg. Atta Noodles –

Health Conscious.■ Rice Mania –

Teenage ■ Cuppa Mania – Office

goers, Working women.

Page 24: Maggi Noodles

Cont…. 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 not Feedback: action from consumer to NIL Noise: distraction, not cleary receiving the message

Page 27: 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 provide nutrition, health, and wellness.“

- Martial Rolland, chairman and managing director, Nestlé India Ltd., in 2006.

"Maggi has managed to enter Indian homes to change the 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.”

Source- Business Week, a prominent business magazine, in 2006.

Page 28: Maggi Noodles

Thank you