ad exposure model - maggi
DESCRIPTION
Explanation of David Aaker's Ad Exposure Model using Maggi as an exampleTRANSCRIPT
AD EXPOSURE MODELGroup Members:
Saloni MehraUrvashi Athavale
Qais HuseinSheikh Rehmatullah
Product: MAGGI
Introduction
• Maggi noodles is a brand of instant noodles manufactured by Nestlé
• Maggi 2-minute Noodles is the most-loved meal across all age groups and defines the Instant Noodles category in India by being a part of our way of life
Maggi 2-minute Noodles offers 10% RDA of Protein and 20% RDA of Calcium in each serve (75g). With a reduction of over 27% salt per serve, less than 0.2% Trans Fats and no added MSG’s Maggi
Noodles has focused on providing a healthier meal, without compromising on the great taste
Maggi- Over Years
Route 1Route 1
Route 1
Route 2
Awareness / Familiarity with Brand
• The first TVC on Doordarshan educated the Indian masses about introduction of new Maggi Noodles.
• It clearly communicated its Target Group with visuals of children and associated ‘hunger’ with Maggi.
• Words like ‘jhatpat’ in the TVC also spoke about the instant/quick preparation of Maggi noodles
• Introducing Maggi for the first time on Television
Awareness / Familiarity with Brand
• Maggi’s USP is encapsulated in its timeless tagline – ‘Taste Bhi, Health Bhi’
• This, coupled with its ‘Two Minutes’ phrase legacy forms its attributes and benefits.
• Further Line Extension and introduction of ‘Dal Atta Noodles, Vegetable Dal Atta Noodles’ further emphasized the ‘health and nutritional’ benefits of Maggi Noodles
• Observe the words “sabji”, “fibre”, “iron”
Attributes & Benefits - USP
Attributes & Benefits - USP
Functional Benefits • Combats Hunger• Nutrition and
Health• Quick
Emotional Benefits • Fun• Companionship
• Health with Maggi
• Iron and Subji
Attributes & Benefits - USP
• Consistent visuals of kids gives the brand a personality of being ‘fun’ and ‘vibrant’ (also notice excessive use of animation, cartoons)
• However, the kids are always shown to be in the presence of mother or other family members. Hence, it also forms a personality of ‘healthy’ and ‘acceptable’. Also, the constant relation of Maggi to hunger can be noticed.
• This personality of fun in a healthy manner has been projected in their advertisements for several years.
Brand Image / Personality
• Hence, the description of Maggi’s personality would be – “Someone who responds to hunger quickly in a fun and healthy manner.”
• However, it has to be noted that the children Maggi targeted more than 25 years back have now grown up.
• The latest advertisements of Maggi give it a personality of a ‘helpful companion’ during various activities and instances like trekking, studying, during tough times and so on.
Brand Image / Personality
Brand Image / Personality
Fun
Vibrant
Healthy
Dependable
CompanionshipHelpful
• Animation
• Into the Wild
Brand Image / Personality
• The concept of ‘Meri Maggi’ indicates a direct association of the TG with the brand.
• In this sense, the bond between Maggi and consumers is as such that they ‘own’ the bowl of Maggi
• Also, the adult consumers (remember, previously children) associate Maggi to be an integral part of their memorable activities and incidences.
• “Pachees saal se, Maggi aur aapke kai haseen pal jude hai”
Associations of Feelings with Brand
Associations of Feelings with Brand
• Meri Maggi
• Maggi Personal Moments
Associations of Feelings with Brand
• Linking with the Kids by associating hunger during snack time with a bowl of fun and vibrant noodles
• Linking with Mothers by providing a ‘healthy and nutritious meal’
• Hence convincing kids to demand for Maggi when hungry, and helping mothers to meet the demand nutritiously = A perfect linkage match
• Creating a cult following amongst kids for Maggi during snack time – Maggi Anthem “Sudup Sadap”
Linkage with Peers / Experts and Group Norms
• Maggi Group Anthem
Linkage with Peers / Experts and Group Norms
• Our analysis suggests that Maggi does not use the Route 2 path of inducing and promoting brand trials and re-purchases.
• Route 1 of building the brand personality and developing favourable attitude for Maggi has been the objective of all its Advertising and Marketing Communications.
• Maggi has built favourable attitude and preference through a 25 year instant noodle heritage and has not indulged in quick-buck strategies.
ROUTE 2 - Inducement about Brand Trial
• Though there are offers where one pack of Maggi is provided free after purchasing four, no form of advertising or marketing communication highlights this offering.
ROUTE 2 - Inducement about Brand Trial
• The build up of a favorable Brand Attitude through Route 1 by Maggi gives rise to the final Purchase Behaviour by customers.
• If Maggi is a favourite choice for snacking when hungry, it has locked repeat purchase because 'Hunger' as a biological concept is recurrent in nature.
• By first targeting the communication programmes towards kids and then scaling up the age group, Maggi has ensured higher visibility and presence.
• 25 years of fun, vibrance, friendship and nutrition heritage through Advertising and Marketing communications has made a distinct space for the yellow pack in the shelf space in the market and kitchen.
Purchase Behaviour Creation
• Market Share: 80%
• Maggi still rules the roost, with more than three-fourths of the 2,500 crore market in the bag, as of September 2012*
• 1.2 million fans on Maggi Facebook page with high engagement*
• Maggi contributes over 26% to total revenue of Nestle’ India, much higher than the 19% share four years ago
• Significant customer recall for Maggi. This has helped the company wade through competition successfully for the past many years.*
Noodles and Numbers
Change in the Market Share
2009 2010 201274.00%
76.00%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
Maggi Market Share
Market Share
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