maggie presentation
TRANSCRIPT
-
8/3/2019 Maggie Presentation
1/23
Integrated MarketCommunication
Sumit Kumar- 02Damien BraganzaPranav Pandav- 24Priti Singh- 36
-
8/3/2019 Maggie Presentation
2/23
-
8/3/2019 Maggie Presentation
3/23
INTRODUCTION
Maggi was launched in India in 1983 byNestle India Ltd (NIL)
The formula was invented by Julius Maggi
India is the largest consumer market ofMaggi Noodles.
April 28, 2012
3
-
8/3/2019 Maggie Presentation
4/23
MAJOR COMPETITORS
Top Ramen
ITC Sunfeast Pasta
April 28, 2012
4
-
8/3/2019 Maggie Presentation
5/23
PRODUCT OFFERING
Masala Flavor
Chicken Flavor
Curry Flavor Tomato Flavor
Vegetable Atta Noodles
Vegetable Dal Atta Noodles
April 28, 2012
5
-
8/3/2019 Maggie Presentation
6/23
-
8/3/2019 Maggie Presentation
7/23
TARGET SEGMENTS
Initially working women
Now, children and teenagers between 4 and14 years
April 28, 2012
7
-
8/3/2019 Maggie Presentation
8/23
ADVERTISING DESIGN: THEORETICAL
FRAMEWORK
Hierarchy of Effects: Maggi ads have alreadycrated enough awareness, now they focuson the other steps of hierarchy of effects
model.
The advertisement of Maggi providesinformation about nutrition facts and several
flavors available, also attract kids withcolorful background and execution of ads.
This ultimately results in actual purchase.
April 28, 2012
8
-
8/3/2019 Maggie Presentation
9/23
ADVERTISING DESIGN
Adopted a combination of Push and pull Strategy,where more focus on pull strategy will be observed
Advertisement:
National advertisements with endorser Sponsoring Sa re ga ma pa little champs
Ad in Local news paper
Hoardings Pole Kiosk
Shelf Display
April 28, 2012
9
-
8/3/2019 Maggie Presentation
10/23
TYPES OF APPEALS
Music: Music is use as a stimulus in the Maggiads to catch customers attention through itsfamous jingle Just 2-minutes. This has created
a strong brand recall value. Rationality: Maggi ads are always contains
information about the product. It states that, thenoodles can be prepared within just 2- minutes,
its a healthy food which is also tasty, also pricerelated information are communicated throughthe advertisements.
April 28, 2012
10
-
8/3/2019 Maggie Presentation
11/23
TYPES OF APPEALS
Emotions:Maggi ads have emotional appealsas it shows, hungry child comes from out andsays that he is hungry and mother says just
2-minutes and prepares Maggi noodles.
Scarcity: as they offered a gift like a small toyor a Maggi Tiffin box along with purchases of
6 Maggi noodles packets. This was offeredfor a limited period of time.
April 28, 2012
11
-
8/3/2019 Maggie Presentation
12/23
MESSAGE STRATEGIES
Maggi follow different message strategies.They use cognitive strategies as productinformation are provided for the consumers
on the ads.
NIL also involve affective message strategiesas they relate Maggi noodles with the
emotions, like it is a fun product for kids.
April 28, 2012
12
-
8/3/2019 Maggie Presentation
13/23
EXECUTIONAL FRAMEWORK
Slice-of-life:In Maggi ads it is shown that, a hungry kid comesfrom school or plays ground and tells mom that he is hungry, and themother says, just 2-minutes and cooks Maggi noodles for the kid. So,here the problem stated is hunger and the solution is the product itself
Maggi noodles.
Dramatization: example, in one ad, it was shown that a child,who is away from home, is writing a letter to his mother that, he is missinghis mother and the noodles she used to cook for him. Then he smellssomething and look back, he saw his friends cooked Maggi noodles for him
and they says, they are also missing their mom.
Informative: info about nutrition facts and famous 2-minutecooking process.
April 28, 2012
13
-
8/3/2019 Maggie Presentation
14/23
SOURCE & SPOKES PERSON
India is a country where people are star-struck by film stars, cricketers, politicians,and brand communication messages
delivered by celebrities and famouspersonalities generate a higher appeal,attention and recall than those executed by
non-celebrities. So, NIL used Preity Zinta, a very well-known
actress of Indian cinema, as their celebrity
spokes person.
April 28, 2012
14
-
8/3/2019 Maggie Presentation
15/23
CELEBRITY ENDORSER- PREITY ZINTA
-
8/3/2019 Maggie Presentation
16/23
AD MEDIA SELECTION
Television & Radio: They have several television adswith the tagline Fast to cook, good to eat, just 2-minutes , taste bhi health bhi etc. these ads aretelecasted on the commercial break of different kids
and family oriented programs on different channels,such as- Star Plus, Sony Entertainment TV, CartoonNetwork, Pogo channel etc.
Maggi has recently launched Me and My Maggi
campaign in commensuration of 25 years of Maggi inIndia.
Similarly, Maggi ads are broadcasted betweenseveral radio programs to attract attention of more
number of customers.
April 28, 2012
16
-
8/3/2019 Maggie Presentation
17/23
AD MEDIA SELECTION
Magazines & Newspaper: Maggisexpenditure in print media is low.
April 28, 2012
17
-
8/3/2019 Maggie Presentation
18/23
MAGAZINE AD- CELEBRATING 20YEARS
IN INDIA
-
8/3/2019 Maggie Presentation
19/23
PROMOTION TOOLS
April 28, 2012
19
-
8/3/2019 Maggie Presentation
20/23
-
8/3/2019 Maggie Presentation
21/23
PUBLIC RELATION
NIL also arranged Maggi school quizzes andpainting competition.
Recently, again, they have started Maggi fanclub. This time it is operating online and theyare providing user name and password.
April 28, 2012
21
A il 28 2012
-
8/3/2019 Maggie Presentation
22/23
CONSUMER INSIGHT
Awareness about new variants in maggi is high it isalmost 95%
But only 30% have actually tried the new ones
Rest are either brand loyal to masala maggi orPerceive no other flavor can be comparative tomasala flavor.
(Many gave reasons all flavors not available atthe their retail shop)
63% out of who have tried didnt felt taste asenjoying as masal maggi--- so a negative word of
mouth.
April 28, 2012
22
A il 28 2012
-
8/3/2019 Maggie Presentation
23/23
AnyQuestion?
April 28, 2012
23