maggi communication campaign

COMMUNICATIONCAMPAIGN

By:AKHIL GUPTA (91064)

AMBREEN FATMA (91066)SHWETA THAKKER (91094)

SUBHRAJIT DUTT (91112)TUSHAR TANEJA (91119)

INTEGRATED MARKETING COMMUNICATION

• It is the 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

ADVERTISING.

PERSONAL SELLING

PUBLIC RELATIONS

SALES PROMOTION

LEADS TO…..CONSISTENT, CLEAR

AND COMPELLING COMPANY

AND PRODUCT MESSAGES

OBJECTIVE

• Maggi launched when the packaged food category was not that well known.

• The convenience Factor : ‘Fast to cook and good to eat’

• The Health factor

Initial Strategy & Target• Positioned Maggi as a convenience product for

working women.• Later on repositioned as fun product for

children and their mothers through marketing.• Effective tagline communication:

“Fast to cook good to eat” • Free samples and giving gifts on return of

empty packets.

TELEVISION ADS

• Used Television as a primary medium.• Sponsor for ‘HUM LOG’ a popular television

show on Doordarshan in 1984.• Changed their ads from time to time with a

new tagline• Ads for new variants.

PRINT ADS• Low focus on the print media since its launch• Only highlighted the convenience factor• Recently came out with advertisements for its

new variants – atta and rice nooodles in various magazines.

SALES PROMOTION

• Objectivesto introduce new productsto attract new customers and retain the

existing onesto maintain the sale of seasonal productsto meet the challenge of competition

• ToolsFree distribution in schools and offices in the

form of dry and wet samplingBonanza schemes: exchange schemes like on

tomato ketchup free packet of magi noodles

Scratch and win offerMaggi fun book and stickers with funky

animal facts.Discounts on family packsNew products: atta and rice variants

DISPLAY• Large pack sizes at the top with decreasing

pack sizes as going downward.• Outer display shelves are purchased by

company (Reliance mart).

PUBLIC RELATION• THE MAGGI FAN CLUB

CONTD….

• Children under 14 years of age were invited through press advertisements and leaflets to become a member of the club was distributed.

• Benefits to members: board games, caps, mask sets, comics etc.discount coupons for amusement parks

• Organized various quizzes and competitions in schools.

THIS RESULTED IN……

• Direct Marketing• Getting closer to the customer• Increase in the sales

Now again they’ve started the club, but this time its operating online i.e. www.maggi-club.in with a lot of new and exciting features.

INTERACTIVE MARKETING

• Launch of ‘ME & MERI MAGGI’ campaign

• Special site dedicated for the same purpose i.e. www.meandmeri.in

TAGLINES• “Bas 2 minute”• “Mummy bhook lagi hai”• "Taste Bhi Health Bhi“

synonymous with MAGGI• “Chaska Taste ka, Health Rice ka”

Maggi Rice Noodle Mania comes as another unique Taste bhi health bhi offering from the house of MAGGI.

• “Just add garam paani … Carry on jaani”

RESULTS

• Market leader with nearly a 94% share in the instant noodles category

• Brand loyaltyMARKET SHARE

MaggiTop RamenOther

RECOMMENDATIONS

• Strengthen and use the distribution• Increase the use of Maggi Brand Products• Introduce more new brands/products• Acquire emerging brand in biscuits, chips,

snacks category or the items in the ready to eat/packaged food category.

• Try and exploit the rural markets

THANKYOU