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
Promotional Tools of Communication
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' w as 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.
Different Communication Media used by NIL
TV ADS
Initially Maggi was targeted at the th e 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.
PRINT ADS Maggi does not focus heavily on print pr int
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 introduced this advertisement in various magazines in 2003 to celebrate 20 years of its product in India.
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 ’ 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)
Sales Promotion Objectives
To introduce new products
To attract new customers and retain the t he 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
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.
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.
Display
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).
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
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.
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
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
Massages Maggi Noodles
MAGGI 2-MINUTE Noodles
"Taste Bhi Health Bhi“
Chaska Taste ka, Health Rice ka
MAGGI 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”
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.
STPD Analysis Segmentation
Targeting
Positioning
Differentiation
Age
Kids
Fast to cook Taste good to eat
Eating Habits
Youth
2-minute noodles
Flavours
Lifestyle of urban families
Office goers
Taste bhi health bhi
Packaging
Working Women Health conscious people
STPD Analysis ■ ■ ■ ■
Segmentation to Differentiation: Classic Noodles – 5 – 10 yrs. Veg. Atta Noodles – Health Conscious. Rice Mania – Teenage Cuppa Mania – Office goers, Working women.
Cont….
Mass marketing has become segmented marketing
Improvements in information technology
Media fragmentation
Need for integration : – Cons Co nsum umer ers s do do not not di difffe fere rent ntia iate te th the e sou sourc rce e of of the the message –
Conf Co nfli lict ctin ing g mes messa sag ges co conf nfus use e the the cus usto tom mer
– In Inte tegr grat atio ion n prod produc uces es a con consi sist sten entt mess messag age e whi which ch lea leads ds to stronger brand identity –
One to one trend
Message comm & feed back
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
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.
Thank you
