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„How
established itself as a “B-R-A-N-D”‟
MAGGI
1
ORIGIN 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” 1863 : Julius Maggi came up with a „Taste Enhancer‟
formula 1882-83 : First launch of Maggi brand of instant foods 1947 : Maggi merged with Nestle MAGGI
2
„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” “FAST TO COOK, GOOD TO EAT” MAGGI
3
- THE BRAND STORY CONVENIENCE FOR MOTHERS & Fun FOR kids
PROMOTIONS
INDIAN FOODS FERMENTATION(Chennai) & CORDIA FOODS (Pune)
MAGGI MACARONI, SWEET MAGGI, MAGGI TONITE’S
SPECIAL MAGGI
4
BRAND EXTENSIONS SAUCES NOODLES
SOUPS HEALTHY
PASTA SOUP SANJIVNI
MAGIC CUBES BHUNA MASALA
MAGGI
5
BRAND EQUITY PYRAMID
MAGGI
6
IMC TOOLS USED SALES 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
ADVERTISING •
OOH advertising
•
Partnering with Colleges fests & other events
•
Wall Murals and display ads.
SOCIAL MEDIA •
Facebook, youtube and Twitter are the mediums used.
•
Maggi clubs MAGGI
7
SALES & 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. MAGGI
8
PRINT AND TELEVISION MEDIUMS PRINT •
•
•
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.
TELEVISION • •
•
•
Maggi‟s expenditure on print media is much lower compared to Tv has been the biggest promotion mediums for Maggi, having the other media. 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
9
SOCIAL MEDIA EFFORTS CONCLUSION
MajorlyThe concentrated on Facebook forcreated using Web Culture channel “Meri Maggi” was in May, 2011
•
for marketing and haspurposes. 36 subscriber only.
Maggi has been dominant in using traditional forms of marketing
•
Fan Page Facebook headlined Maggi” boastsvideo a As on soon as the page loads“Meri the advertisement is
•
but is findingwhooping it difficult to+leverage the same performance in social 10 lac likes. displayed (currently Amitabh Bachhan‟s video) media.
“Exciting MAGGI conversations, recipes, tips, games and a
lot of fun. Campaignthe likeSocial “tell how youLandscape created your They do understand Media butkhushiyan require in a 2
•
minutes with maggi and earlier they had the campaign to dedicated team to support its “already existing promotional “guess the taste of the maggi”. activities. The username is @maggi_noodle and the page
is headlined Maggi Noodles
Maggi noodles has been its flagship product and the largest sales
•
Their Twitter account has 56Nestle followers driver for the company. has. diverted its attention to
promoting Maggi, more than its other offerings ,i.e: Cerelac etc.10 MAGGI
