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' was 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 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

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 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 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 Flavours

noodles

Lifestyle of Office goers Taste bhi Packaging

urban health bhi
families

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:

– Consumers do not differentiate the source of the
message
– Conflicting messages confuse the customer
– Integration produces a consistent message which leads
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