maggi the brand journey in india
Post on 28-Nov-2014
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Nation of 1.25 billion26 official languages1562 dialects1000s of cusines
Does this have anything in common?
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The answer is…
Our very own Maggi
The Journey of Nestle Maggi
India’s most loved food brand
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Quick Facts - Nestle
Nestle is a Swiss company found in 1866
Nestle markets its products in 130 countries
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 chicken followed by curry few years down the line
It was launched at a time when instant noodles were not that famous in India
First time Indians got something which was hygienically packed and convenient to prepare
“Fast to cook, Good to eat”
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Maggi in India Initially targeted towards working women then shifted to
kids
Holds 85% market share
Competiors• Sunfeast Yippe Nooddle• Horlicks Foodles• Top Ramen• Knorr Soupy Noodles• Ching’s Noodles
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Need Recognition in India
Need of a product that provides good quality food and at the same time was convenient.
Maggi visualised it and launched itself in the Indian market to be everyone’s 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 COMMUNICATIONINTEGRATED COMMUNICATION
ADCAMPAIGNS
ADCAMPAIGNS
INTERACTIVE MARKETING
INTERACTIVE MARKETING
ADsADs
SALES PROMOTION
SALES PROMOTIONADVERTISINGADVERTISING PUBLIC
RELATIONSPUBLIC
RELATIONS
BILLBOARDSBILLBOARDS PRINT ADsPRINT ADs TV ADsTV ADs OTHEROTHER
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Different ad campaigns
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The Turning Point
Launch of maggi Ata Noodles
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Again Taking the Health routeLaunch of Maggi ManiaTo majorly target people from East
and South
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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 about maggi to tell
Objective was to create strong customer connects through TV, newspaper, Internet, Billboards, Radio and Maggi packets as well
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Do Minute Mein Khushiya
Everyone’s favourite Maggi getting endorsed by Amitabh bachchan
People got to tell their Maggi stories by Amitabh Bachchan on TV
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Conclusion
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Thank You
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