Download - 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