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Praxis Business School

Brand Image Measurement

On

Maggi Noodles

Submitted to

Prof. S. Govindrajan

Product & Brand Management

Part 1: Brand Image Measurement

By

Anil Nandyala (B11005)

Richa Daruka (B11035)

Rohit Khattar (B11036)

Sonam Keshri (B11042)

 

 

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Index

Page No. Executive Summary 3 Brief History of the brand & its Evolution over time 5

Instruments of Data Collection to measure :

Quantitative Research Model 7 Qualitative Research Model 12

Presentation of findings and conclusions for:

Quantitative Research Model 13 Qualitative Research Model 22

 

 

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Executive Summary:

Brand image is the measure of customer’s view of the brand. We have chosen Maggi noodles as our brand to measure the brand image.

The methods used for measuring brand image are

• Brand Asset Valuator • Laddering Method

Brand Asset Valuator:

Instrument for data collection Questionnaire Sample Size 33

The Brand Asset Valuator, a proprietary tool developed by advertising agency Young & Rubicam, measures Brand Image by applying four broad dimensions: Differentiation, Relevance, Esteem, and Knowledge. Brand Asset valuator tells where the brand stands now and how does the future look like.

The current strength of the brand is measure by Brand Stature, which is sum of knowledge and esteem of the brand and the potential of the brand is measured by Brand Vitality, which is the sum of differentiation and regard. Brand strength and vitality are plotted on a powergrid to measure the brand image.

Based on the analysis of the survey it is found that Maggi gains highest in Knowledge, Esteem and Relevance and stood second in differentiation. When plotted in power grid Maggi lies in quadrant 1, which means strong brand. Clearly, Maggi stands as leader as of BAV, but Maggi stood second in differentiation, which means for Maggi to continue as a leader in the future it has to work on differentiation.

LADDERING METHOD:

Instrument for data collection Laddering Sample Size 10

Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory.

 

Means-End theory states people choose a product because it contains attributes that are instrumental to achieving the desired consequences and fulfilling values.

 

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The laddering interview reveals people attribute noodles to the following values: Self Esteem, Sense of belonging, Accomplishment & Responsibility. Many of the attributes lead to accomplishment and self esteem values. The main attributes that Maggi should concentrate on are: Instant preparation, Convenience, health, taste & variety. Based on the quantitative survey it is found Maggi is leader at all the attributes except health. Therefore, the positioning of Maggi noodles should be maintained by keeping these end values.

 

 

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Brief History of the brand & its Evolution over time  Nestle in the year 1982 launched Maggie in the Indian market. The brand 'Maggi' which is famous for the 2 minutes Noodles is today an umbrella brand in a category that it created for itself in the packaged food segment in India largely because of its first mover advantage. The product was so popular, that Maggi did to noodles in India, what Xerox did to photocopiers worldwide. The tagline used in the 80's was “Fast to Cook. Good to Eat”. The communication style changed in the 90's where the kids would come home hungry and ask for Maggi quickly. Maggi’s first brand extension was in the year 1988 when they launched Maggi instant soups with which Nestle became a pioneer in the packaged soup market in India. The new Maggi launched in 1997 was thinner and with a different taste, it proved to be a disaster as the customers did not like the taste of the new Maggi and because of which they spend crores of rupees to relaunch the 'old maggi' with the old taste. By 2001 Maggi again became the leader in the segment of instant noodles and at this time they had a product range which consisted of Maggi 2 minute Noodles, Maggi Sauces and Ketchup, Maggi Pickles and Maggi Soups. In 2004, NIL roped in Preity Zinta (Zinta), a famous Indian actress to endorse Maggi noodles in order to strengthen the brand's image.(Traditionally,Maggi did not opt for celebrities and the ads usually featured mothers and kids.) The Ad was only made to promote the small packs of Maggi. In 2005 Nestle made a very smart move. Maggi repositioned it as health and taste food products. It knew that although kids love noodles, the parents were bothered about the health aspect of Noodles which was made of Maida. Hence Maggi launched Maggi Atta Noodles with the baseline " taste bhi health bhi" .With the introduction of Maggi Atta even the parents were happy consuming it.The changing preferences of Indian consumers added to the success of Maggi’s vegetable Atta Noodles as they were increasingly accepting instant food products as a part of their diet. Maggi 2 minute me Khushiyan is the latest campaign adopted by Nestle to strengthen their brand. Currently there are many products which are being marketed by Nestle under the brand Maggi: MAGGI’S BRAND EXTENSON NOODLES Maggi Vegetable Multigrain Noodles

 

Maggi 2 Minute Noodles

 

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Maggi Vegetable Atta Noodles Maggi Cuppa Mania PASTA Maggi Pazzta SAUCES Maggi Sauces Maggi Pichkoo Maggi Magic Cubes COOKING AIDS Magi Bhuna Masala Maggi Coconut Milk Powder Maggi Pizza Mazza Maggi Masala-ae-Magic

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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Instruments of Data Collection to measure Quantitative Research Model

Brand Asset Valuator Model The Brand Asset Valuator, a proprietary tool developed by advertising agency Young & Rubicam, measures Brand Image by applying four broad dimensions: Differentiation, Relevance, Esteem, and Knowledge. The 4 dimensions: Differentiation measures the degree to which a brand is seen as different from others. It is the ability for a brand to be distinguished from its competitors. Relevance is the brand’s appeal. If a brand is not relevant, or personally appropriate to Consumers, it will not attract or retain them. Esteem measures how well the brand is regarded and respected. It reflects its popularity and perceptions of its quality. The more a person believes in someone or something and its ability to deliver on the promise, the more respect it commands. Knowledge is the result of all the marketing and communications efforts and experiences consumers have had with a brand. Some brands makes you feel like you know the brand as you would a close friend. This is called knowledge. Relevance + Differentiation = Brand Strength Esteem + Knowledge = Brand Stature Brand differentiation and relevance combine to determine “brand strength”. These two pillars point to the brand’s future value, rather than just reflecting its past. Esteem and knowledge together create “brand stature”, which is a barometer of its past performance.

Rationale: A BAV can be used to: ― Assess brand health ― Assess strategy payoff ― Assess brand meaning ― Assess positioning ― Benchmark the brand ― Evaluate partnership opportunities ― Guide brand architecture ― Evaluate financial growth

 

― Allocate resource

 

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DATA COLLECTION

Research Instrument

Questionnaires

Sample Details:

Sample Size: 33

Age Bracket: 20-30

Questionnaire 

 1. What are the various brands of noodles you are aware of?

2. Identify the various brand of noodles:

        

 

 

 

 

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3. Identify the given taglines with their respective brands:

4. Out of your last 5 purchase of noodles how many times did you buy each of the following brands or out of last 5 times you had noodles? Yippee Noodles:

Top Ramen:

Wai Wai:

Maggi Noodles:

Horlicks Foodles:

Knorr soupy noodles:

5. Which brand delivers their brand’s promise most? (scaling 6 to 1, where 6 being the highest and 1 being the lowest)

 

 

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6. What comes to your mind when you think of the following brands: Yippee Noodles:

Top Ramen:

Wai Wai :

Maggi Noodles:

Horlicks Foodles:

Knorr soupy noodles:

7. From the brand listed below which brand do you think have similar offerings? If any

8. Which attributes are important for you in noodles: (tick the ones which are important for you)

 

 

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9. Which brand of noodles do you associate with the above chosen attributes? (Tick under the name of the brand )

10. Are you aware about the concept of “Meri maggi mein 2 min ki khushiyan” (Your experience with the brand)? Yes:

No:

11. Kindly indicate your degree of agreement for the statements given below about “Meri maggi 2 min mein khushiyan”.

 

 

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Instruments of Data Collection to measure Qualitative Research Model

Reynolds and Gutman’s “LADDERING METHOD”

Laddering refers to an in-depth, one-on-one interviewing technique used to develop an understanding of how consumers translate the attributes of products into meaningful associations with respect to self, following means-end theory. Hence, to understand the in-depth underlying motivators a laddering technique should be used. Laddering originated in consumer research and relies heavily on Means-End Theory which states that people choose a product because it contains attributes (the means) that are instrumental to achieving the desired consequences and fulfilling values (the ends) The common generic means-end chain, therefore, consists of attributes (A), consequences (C) and values (V). Attributes -> Consequences -> Values

Rationale: The objective is to provide a detailed description and analysis about the internal value that a consumer associates with the product. DATA COLLECTION

Research Instrument

Laddering / Depth Interview

Sample Details:

Sample Size: 10

Age Bracket: 21 – 28

Composition: Men = 40%, Women = 60%

 

 

 

 

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Presentation of findings and conclusions for the Quantitative Research Model:

BRAND ASSET VALUATOR

BRAND KNOWLEDGE:

Knowledge means being aware about the brand and understanding what the brand or service stands for. Brands like Knor soupy noodles, sunfeast yippee,wai-wai,horlicks foodles & top raman are taken as competitors to measure the brand awareness of magi noodles.

The questions asked to measure brand awareness are:

“What are the various brands of noodles you are aware of?”

“Identify the various brand of noodles: “

 

“Identify the given taglines with their respective brands:”

 

 

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This question measures the top of the mind recall of all the brands of the noodles.

The second question checks if they are aware about the different brand of noodles by showing them the packs of different brands

The third question asks the respondent to identify the taglines of different brands. Tagline communicates what the product is meant for so if they identify the brand by the tagline that means they have knowledge about the brand and what it is meant for.

The result of Brand knowledge (as per the questionnaire) is as follows:

BRAND KNOWLEDGE ATTRIBUTES  FOODLES  KNORR  MAGGI  TOP RAMEN  WAI WAI  YIPPEEAWARENESS  9  10  32  27  10  18 PICTURES  10  21  21  22  16  17 TAG LINES  13  27  24  11  11  15 SUB TOTAL  32  58  77  60  37  50 PERCENTILE  16.67  66.67  100  83.33  33.33  50 

 

0

20

40

60

80

100

120 BRAND KNOWLEDGE

 

From the data we can clearly say that Maggi noodles has highest brand awareness vis-à-vis the competitors in all the criteria chosen i.e. top of the mind recall, brand identification by packaging and tag lines.

BRAND ESTEEM

Brand esteem is a measure to check how consumers regard the brand i.e. brand personality. In other words it measures whether a brand has positive or negative brand personality.

The questions taken to measure the brand personality are:

 

FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE

 

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Out of your last 5 purchase of noodles how many times did you buy each of the following brands or out of last 5 times you had noodles?

Which brand delivers their brand’s promise most? (Rating scale 1 to 6,1 being the lowest & 6 being the highest)

Brand Yippee Noodles Top Ramen Wai Wai Maggi Noodles Horlicks Foodles Knorr Soupy Noodles

The last five purchase of a product shows the association of a customer with the product and if the customer thinks that the brand delivers its promise it means the customer regards the brand.

The result for the Brand Esteem (as per the questionnaire) is as follows:

 

        BRAND ESTEEM          

QUESTIONS  FOODLES KNORR MAGGI TOP RAMEN 

WAI WAI  YIPPEE 

BRAND PROMISE  88  118  182  127  112  105 LAST 5 CONSUMPTION OF NOODLES  3  9  105  13  24  11 SUB TOTAL  91  127  287  140  136  116 PERCENTILE  16.67  50  100  83.34  66.67  33.33 

 

 

 

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From the above data we see that Maggi has scored the highest in terms of esteem which means the consumers regards the brand and are highly associated with it. 

BRAND DIFFERENTIATION:

Differentiation is how distinct the brand is from the competition. Differentiation is the one that helps the brand to charge premium.

For measuring the differentiation of Maggi following questions were asked

What comes to your mind when you think of the following brands?

This question is framed to find what prominent characteristic made the consumer to buy the product

From the brands listed below which brand do you think have similar offerings? If any

This question is framed to find the uniqueness of the brand, i.e how many respondents feel the brand is different from the competition.

The result for Brand Differentiation (as per questionnaire) is as follows:

 

     Brand Differentiation          

Attributes  FOODELS  KNORR  MAGGI TOP RAMEN  WAI WAI  YIPPEE 

 

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20

40

60

80

100

120

FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE

BRAND ESTEEM

 

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FUN  0  0  2  0  0  3 SPICY  0  0  1  1  3  1 SOUPY  0  15  0  0  0  1 ROUND  0  0  0  0  0  6 TASTY  0  3  6  11  3  2 LONG NOODLES  0  0  0  0  0  1 SMOOTH  0  0  0  4  0  1 NON STICKY  0  0  0  0  0  1 FAST TO COOK  0  0  6  0  0  0 CONVINEANT  0  0  2  0  4  0 VALUE FOR MONEY  0  0  2  0  0  0 VARIETY  0  0  1  0  0  0 HEALTHY  15  0  3  0  0  0 TOTAL  15  18  23  16  10  16 UNIQUENESS  17  15  8  11  15  10 SUB TOTAL  32  33  31  27  15  10 PERCENTILE  83.33  100  66.67  50  33.33  16.67  

 

  

From the survey it is found that Knorr has the highest differentiation followed by Foodels and Maggi. One reason why Knorr & Foodels has highest differentiation over Maggi is Knorr & Foodels differentiated by products as soupy & healthy, where as Maggi differentiated as 2 min noodle’s I.e. purely psychographic.

 

0

20

40

60

80

100

120

FOODLES KNORR MAGGI TOP RAMAN WAI WAI YIPPEE

Brand Differentiation

 

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BRAND RELEVENCE :

Relevance is how well the brand satisfies the need of the customer.

For measuring the brand relevance of Maggi following questions were asked:

Which attributes are important for you in noodles: (tick the ones which are important for you)

Which brand of noodles do you associate with the above chosen attributes? (Tick under the name of the brand)

The first question was asked to find what attributes are important when buying noodles and second to measure which brand is satisfying that needs/wants (for each customers) better than the competitors

The result for Brand Relevance (as per questionnaire) is as follows:

 

         BRAND RELEVANCE       ATTRIBUTES  FOODLES  KNORR  MAGGI TOP RAMEN  WAI WAI  YIPPEE FUN  0  1  1  0  1  2 TASTE  0  0  24  8  0  0 CONVINEANT  0  6  17  0  0  0 HEALTHY  10  0  0  8  0  0 VARIETY  0  1  16  0  0  1 QUALITY  2  1  20  2  0  0 PACKAGING  0  0  1  0  0  0 VALUE FOR MONEY  0  0  14  1  5  1 NON STICKY  0  0  0  4  4  6 LONG NOODLES  0  1  1  1  0  4 SUB TOTAL  12  10  94  24  10  14 PERCENTILE  50  25  100  83.3  25  66.7  

 

 

0

20

40

60

80

100

120

FOODLES KNORR MAGGI TOP RAMEN WAI WAI YIPPEE

BRAND RELEVANCE

 

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From the survey we found that Maggi is more relevant in satisfying the needs/ wants of the customers. Some of the reasons Maggi is more relevant than competitors are variety, presence & affordability.

We have asked two questions related to the campaign “Meri Maggi-2 minute me khusiyan” in our questionnaire to check the brand esteem & knowledge of the product.

“Meri Maggi-2 minute me khusiyan” is the latest ad campaign of the noodles brand which aims to find out the emotional attachment of people with the brand as an old brand like Maggi does not only offer product but also some emotional attributes with it.

The following are the questions asked:

Are you aware about the concept of “Meri maggi mein 2 min ki khushiyan” (Your experience with the brand)?

Kindly indicate your degree of agreement for the statements given below about “Meri maggi 2 min mein khushiyan”.

Statements Brand It is innovative and something new It increased emotional connection with the brand

It increased your interest in the brand It is a source of fun & enjoyment It motivated you to buy the brand more frequently

It gave you a sense of recognition as a customer of the brand

The result of the question asked is as follows:

 

28

50

5

10

15

20

25

30Awareness about the campaign

 

Aware Unaware

 

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From the survey we found that most of the respondent knows about the campaign and they think it’s innovative & something new. The campaign can allow the consumers to own the brand and talk about their unique experience relating to the brand which in turn will help increasing the brand esteem and knowledge

The following table shows the brand stature and brand strength for each brand:

Brand Brand Strength Brand Stature Horlicks Foodles 66.67 16.67 Knorr 62.5 58.34 Maggi 83.34 100 Top Ramen 66.67 83.33 Wai-Wai 29.17 50 Yippie 41.68 41.67

(Brand strength is calculated as the average of relevance and differentiation and Brand strength is calculated as the average of knowledge and esteem)

The above data is plotted in the power grid below:

 

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Innovative and something new

Emotional connection with 

the brand

It increased your interest in the 

brand

It is a source of fun and 

enjoyment

It motivated you to buy the brand more frequently

Rating of the statement related to the campaign

 

 

 

 

Conclusion:

We can clearly see that Maggi has the highest Brand Stature and Brand Strength which means it is the leader followed by Top Ramen and Knorr Soupy noodles which are again high on Brand Stature and Brand Strength that means they are doing well now and will be able to perform well in future. Horlicks Foodles is high on brand strength but low on stature which means it is an emerging and niche brand. Sunfeast Yippee and Wai-Wai are both low on stature and strength.

The main benefit Maggi is enjoying over the rest is early mover advantage. But, now the competition from HUl’s Knorr, Sunfeast yuppie and Horlicks Foodels, which are differentiating highly on product characteristics such as soupy, non sticky and healthy made Maggi lose race in differentiation. So for Maggi to keep leadership position is highly dependent on its differentiation.

 

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Presentation of findings and conclusions for the Qualitative Research Model:

 

 Hierarchical Value Maps of MaggiNoodles 

 

 

 

 

 

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Varieties Healthy No Oil  Taste  Affordable Size Convenient Instant 

Not get bored

Good for body and health

Fun:Enjoyment 

Satisfy taste bud 

Mood remains good:Stress buster 

Concentrate on day‐to‐day activities 

Save money

Easy to Carry 

Shortage of time 

Studying late night / Do office work 

Saving time from Hectic Life 

Use time for other activities

Accomplishment:Get most from life 

Responsibility:Effective utilisation of resources 

Do Social Activity 

Self Esteem: Self image Self recognition 

Self Satisfaction 

Sense of belonging 

Makes Life Easy 

Meeting Goals / Objective 

No wastage

 

 

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ATTRIBUTES  CONSEQUENCES  VALUES • Instant • Convenient 

(Easy to cook) • No Oil • Healthy • Taste • Variety • Size 

 

• Saving time from hectic life 

• Do social activity • Self satisfaction • Shortage of time • Studying late night  • Do office work • Meeting goals/ 

objective • Use time for other 

activities • Concentrate on day to 

day activities • Good for body and 

health • Mood remains good • Stress buster • Fun / Enjoyment • Satisfy taste bud • Not get bored • Easy to carry • Save money • Makes life easy • No wastage 

 

• Self Esteem • Sense of 

belonging • Accomplishment • Responsibility 

 

 

The laddering interview reveals people attribute noodles to the following values: Self Esteem, Sense of belonging, Accomplishment & Responsibility. Many of the attributes leads to Accomplishment and Self Esteem. The main attributes that should be concentrated are Instant, Convenience (Easy to cook), Health, Taste & value. From the Quantitative survey it is found that Maggi is leader in all these attributes except Health, even though it’s Tagline is “Health bhi Taste bhi”. 

Therefore, Maggi should position its noodles based on these end values. The current advertisements are mainly positioning Maggi as 2 min noodles, which are satisfying many of the main attributes required for creating the end values. Maggi should promote its tag line more aggressively for satisfying more end values of the users.