Maggi

Good Afternoon!!!!
4th Oct, 2007 Tolani Institute of Management

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IMC CAMPAIGN FOR
MAGGI
(Gandhidham Adipur)

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Taste Bhi, Health Bhi

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Presentation Scope
8 Steps in the campaign planning process
Situational Analysis
Strategic Decision Marketing Mix decisions
Marketing communication tool selection
Budget Planning
Message Design
Media/ Delivery System
Justification
Evaluation
for the campaign

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What is IMC?
• Integrated Marketing Communication is the practice of

unifying all marketing communication tools – from
advertising to packaging- to send target audience,
persuasive message that promotes company goals.

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STEP 1
SITUATION ANALYSIS

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SITUATION ANALYSIS
– Industry Overview
– Company Overview
– SWOT Analysis
– Current sales in Adipur and Gandhidham
– Market share in India and Kutch
– Target Market
– Target Audience
(demographic and geographic profile)
– Consumer Research

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SITUATION ANALYSIS
Instant Noodle Industry

OVERVIEW
Instant Noodle industry working at the rate of 53% market
share presently.
46.5% 53.1% 53%

March 2002 May 2003 September 2007
Maggi Noodles having 79% market share

Top Raman the competitor, has just 20% market share

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SITUATION ANALYSIS
Industry review
Instant noodles still enjoy a low penetration and sales are expected to grow
through higher reach and increased consumption in future.
Source: ICICI direct. com September 9, 2007

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SITUATION ANALYSIS
• MAGGI leader within ready to cook noodle industry

• Market share of Maggi in ready to eat noodles
(Gandhidham Adipur)
Top Sunfeast
Raman, Pasta,
7% 12%
Maggi,
81%

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SITUATION ANALYSIS
Main categories in this segment

Nestle
53%
Direct competition with ready to eat products

Talod
(e.g upma, idli, poha) 13%

Ramdev GITS MTR
13% 8% 13%
MTR GITS Ramdev Talod Nestle
Biscutts
43%
Farsaan
17%
Chips
Bread
8%
Maggi noodle 15%
17%
Chips Biscutts Farsaan Bread Maggi noodle

Indirect competition with same price
other options

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SITUATION ANALYSIS
Maggi Noodles
ccess!!
t Su
Maggie noodle child of nestle A Grea
brand launched in Jan, 1983
Market Share
in India
85%
in Gandhidham & Adipur
81%
Growing at the rate of 20-25% presently
Revenue from Adipur Gandhidham – 20 lakhs Monthly

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SITUATION ANALYSIS
Primary Consumer Research

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SITUATION ANALYSIS
Research Objective:
• Understanding the attitude and liking for the product and

brand in market
• Usage Pattern
• Competitive Scenario

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SITUATION ANALYSIS Consumer Research
Methodology and Sampling
Sample Size: 50
• Sampling Technique: Convenience
• Methodology:
– One to one questionnaire administration with sample size 50
Informal interview with dealers and College going students

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Target audience
Sampling Frame: (Target Audience)

– Youngsters between age group of 18 to 30yrs
– College Going Students

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Product: Nokia
Uses: For Communication
Quality: ‘The best’
Price: Value for money (“A Price for Everyone”)
Brand image:
Distribution: available at all the shop selling
Mobile handset.

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Research Analysis
• Maggi has a very good association with hunger
satisfaction.
• Purchases decision is mostly in hands of Mothers in
family.
• Usage by all in the family, over the age of 18 yr.
• Main USP- Brand image, (and its availability and Low
price).

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Maggi Noodles consumption Pattern

once in
Once in
fortnight, Prominent Reasons
31%
week,
33%
– Mom restricts
Once in a – Feel its not
month,
Alternativ
Rarely, 5% 13%
healthy
e days,
18% – Daily eating will
Alternative days Once in week be bore
once in fortnight Once in a month
Rarely
– Feel like eating
satisfies hunger
and tastes
superb.
– It is nutritious as
a mix all
vegetables
Health concerned people try to avoid Maggi noodles

even though find it tasty

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• Awareness about new variants in maggi is high it is almost 95%

• But only 30% have actually tried the new ones
• Rest are either brand loyal to masala maggi or Perceive no other
flavor can be comparative to masala flavor.
(Many gave reasons all flavors not available at the their retail shop)
63% out of who have tried didn’t felt taste as enjoying as masal
maggi--- so a negative word of mouth.

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If Maggi variants connoted with healthy food contents and also

satisfying as a meal
- would be preferred by 64% of the respondents.
Packaging is attractive and good but few suggested now its time to
bring some change in packing as it has grown old.
Competitive Positioning:
Maggi easy to cook, instant, delicious compared to Top Raman
being said thin noodles.

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SWOT
Strength Weakness
•USP- Easy to cook & tasty Perceived as made up of Maida not
•Variety good for health and calories
•Masses product
Opportunities Threats
•Availability of New segments (e.g. ITC, the competitor provides higher
old age people) margins to its distributors and
•Increasing level of income of growing fast.
consumers and fast life Top Raman has adopted the
strategy of reducing the price of its
4th Oct, 2007

product.
Tolani Institute of Management
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Reasons why new flavors not running well?
• Lack of proper promotional activity

• Attachment with the main product Maggi masala in any
way not wanting to taste other variants, even if tried
switched back original masala maggi.
• Not much margins given to retailers (no push Strategy)

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Target market: Adipur & Gandhidham

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• Though maggi running well , sales growing with time. There is a

threat of maggi sales to fall in long run as maggi masala is
considered made of maida and already many schools have band
maggi.
• Thus along with protein and calcium contents in Masala maggi,
Maggi came up with healthy variants like dal atta,rice mania,
thereby extended to health conscious segment.
• In long run the other variants in maggi will be in more demand

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SITUATION ANALYSIS Competitors

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STEP 2
STRATEGIC DECISIONS

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STRATEGIC DECISONS
• Marketing objective:
To double the present sales 240lakh to 348 lakh
(additional 20% growth)
• Marketing communication objective

Short term:
To increase the frequency of buying & to sustain the
preference. (Mainly for Maggi Masala)
Motivate those Customers to buy who don’t eat noodles
Long term:
To change the perception and induce trial
(For all other variants: Dal atta, rice mania, Veg atta, tamato,
curry)

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STRATEGIC DECISONS
Marketing Media Objective:

To increase the frequency of exposures as
objective is increase the consumption rate and
change the attitude

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STRATEGIC DECISONS
Marketing communication functional

area objective
• Advertising:
To educate about healthy contents and intensify usage.

• Sales promotion:
To induce trials for Maggi Dal atta and rice mania noodles
• Public relation:
Deliver credibility Message about the product being healthy, to be

consumed repeatedly.

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STRATEGIC DECISONS
• Outdoor marketing: To come in direct contact with

customers, in their daily routine for awareness about
health and induce trial.
• Sponsorships: To spread out the message about Maggi
noodles being a healthy food and induce trials for new
brands and increase the frequency of old maggi
noodles.

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STRATEGIC DECISONS
Positioning strategy
The customer
(needs and wants) The Brand
•Easy to cook
Distinctive feature
•Instant
•Tasty
•Hunger satisfying snack
Reaffirm
The Image positioning Strategy

“A tasty and healthy snack cum meal”

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STRATEGIC DECISONS
The Multi - Task for MAGGI
SET 1 SET 2
Infrequent Users Regular users
Dual Role of MAGGI

A wide variety in flavors and size for Regulars Users
Healthy contents in their favorite MAGGI for Infrequent users

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STEP 3
Marketing mix decisions

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Marketing Mix Decisons
Product
a) Nature of Product : Goods or Services

b) Market to which Product is Sold: Consumers or Industry
c) Characteristics of Maggi Noodles:
– Good quality
– Best Taste
– Nestle product
– Easy Availability
– Value price
– Available in Different Sizes
– Variety available
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d) Packaging: Packaging is persuasive (attractive),
informational and unique
e) Product life cycle: Maggi Masala and Veg. atta still in
growth stage, whereas other variants like Dal atta, rice
mania, tomato are almost reaching maturity.

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Price
Small Single Double Four in 1
Variants/Quantity 50gms 100gms 200gms 400gms
Maggi Masala Rs. 5 Rs. 10 Rs. 20 Rs.38
Maggi Curry Rs. 10 Rs.20 Rs.38
Maggi Tomato Rs. 10 Rs.20 Rs.38
Maggi Veg Atta Rs. 14
Maggi Dal Atta Rs. 14/ 93gms Rs. 50/ 360 gms
Maggi Rice Mania Rs. 15/83 gms Rs. 58/ 332 gms

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Place
Manufacturer Distributor Retailer Consumer
• Available at even at nearest grocery shop

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STEP 4
Marketing communication
tool selection with objective

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Marketing communication tool selection with objective
Adopted a combination of Push and pull Strategy,

where more focus on pull strategy will be observed
Advertisement:
National advertisements with endorser
Sponsoring Sa re ga ma pa little champs
Ad in Local news paper
Hoardings
Pole Kiosk
Shelf Display

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Sales Promotion
Trade promotion for new variants in Maggi
• Will increase retailer’s margin from 9% to 9.5%.
• Every quarter in the year 2007,there will be an “Maggi Best Retailer of the
Month Contest” , retailer who will be doing maximum sales of Maggi
noodles every month in Gandhidham & Adipur, will get a 100 Rs. gift
voucher as well as Appreciation in Newspaper.
Consumer promotion in Maggi
• Rasna sharbat sachet free with a single pack of Maggi noodle (except
masala)
• 4 in 1 pack
– Dal atta for Rs. 48
– Rice mania Rs. 55
• For every 4 in 1 pack of Maggi Masala, get a small Dal atta pack free of Rs. 5
• SKU in all flavors of Maggi noodles
• Assortment Pack of 6 for kids (mix) with a happy meal toy (Daily different
flavors so they will not get bored of same maggi every day) Rs. 30
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Public Relations
• Getting a health certificate

• Educating all opinion leaders for social development
and health care, about new healthy 2 minute Maggi,
thus influencing their opinion. (e.g. doctors, Teachers)
Publicity articles given by Doctors or fittest people

about maggi noodles

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Other tools
• Sponsoring School Sports event (higher secondary students)

• Organizing Maggi painting competition, for school children till
standard 7th
• Introducing Maggi news letter for teenagers every month. (consists
of general knowledge, diet essentials, puzzles, jokes, brain games
and many other interesting things)
• Moving Van, painted about maggi, near colleges and shopping
places, which would provide cooked maggi for Rs. 5
• Organizing Maggi Happy Healthy Family day, as a freak out place
with parents (just like in fairs, filled with games, eatables and
awareness about the heath contents in maggi noodles

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STEP 5
BUDGET PLANNING

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Task Estimated cost (Rs)
Budget Planning 1) Ad in newspaper (Kutch Mitra) Rs. 37500
4 times last half page
4 times 1/8 page
2) Sales Promotion Activities done Rs. 5,83,724
3) Blogs Rs. 30
4) Shelf Display (Rs.250 * 7) Rs. 1,750
5) 2 Hoardings (2* 7500* 6 mths) Rs. 90,000
6) 5 Pole Kiosks (Rs.350 each) Rs. 1,750
7) Public Relation Activities Rs. 25000
8) Sponsoring sports day (Higher secondary School) Rs. 15000
9) Organizing competitions (painting) Rs. 4,000

10) Moving van across city (planned places) Rs. 1,20,000
11) Sponsoring Sa Re Ga Ma Pa little champ Singing Rs. 1,04,166
event + National Advertising
12) Brand endorser Rs. 69,444
14) Maggi News letters (Quarterly) Rs. 10,000
14) Organizing a fair kind. Rs. 10000
4 Oct, 2007
th
Tolani Institute of Management
TOTAL ESTIMATED COST studies Rs. 10,70,614
Sole Purpose of Campaign
The Lead Task is to make Maggi Noodles Acceptable &

Accessible amongst Masses and Erase the Unhealthy
Connotations.

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Making a campaign
Combining objective of each tool with the product

offering.
Campaign divided into different activities keeping in

mind
– Time of the year
– Segment

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Message Design
The Big Idea:

“Health with taste”
Communication:
“Sab Mil Ke Khao, Taste Manao
Health Banao”
Coming up with a jingle which is floated in any
communication activity done.

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STEP 7
Media Message Delivery

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• Company has been following more pull strategy since

few years.
• As maggi is a FMCG product directing consumer towards
product, more beneficial, from company’s long term
perspective. (Branding)
• But even then providing 0.5% increase in retailer
margin, so that retailer interest in selling remains in
tact.

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• Newspaper advertisement:
Advertisement in local news paper quarterly, talking about flavors
available, healthy content in maggi (Protein and calcium). Also
announcing “Best Retailer for Nestle Maggi in kutch along with a
Rs.100 gift voucher.
• Pole kiosk:
5 Pole Kiosk will be displayed on Adipur – Gandhidham Highway

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Hoardings
2 Hoardings will be displayed both in Gandhidham as
well as Adipur. (In rotation)
(At 2 places in a month)
1. Near Feelings - Gandhidham
2. Near Gandhi Market- Gandhidham
3. Opp. Vandana Parlor - Gandhidham
4. Near Valentine - Adipur
5. Near College Corner - Adipur

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National TV Advertising
Here national advertising, which we see on TV would be run nationally,
Will be a part of my campaign in inducing the trial for the various flavors
and increasing the frequency of consumption of Masala brand
Sponsoring Sa Re Ga Ma Pa little champ coming up in January
this activity will help a lot in reaching out to target audience and
Increasing the memorability and trying to change the perception
for the other flavors of Maggi noodles
Shelf Display:
Providing Maggi Shelf Display to prominent retailers in
gandhidham and adipur
1) Gujarat Provision Store
2) Padma stores
3) Pushpa Stores (shaktinagar)
4) Vandana Parlour
5) Gazebo (Lilashah)
6) Naya jeevan (lilashah)
7) Kavita provision (Adipur)
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Out door Marketing- Van moving across the city

• A Van would be painted with Maggi pictures, slogans and
endorser picture will be out in the city, visiting colleges
during week days and shopping places during weekends,
providing Rs. 5 Maggi noodles (all flavors available)
• Designing the name of Van.
• Announcing 5 lucky free bees everyday who will get 1 plate
maggi noodles (any of the variant) free on purchase of 2
plates.
• Van would run a ‘jingle’ planned for maggi all time –
resulting into brand recall.
• The service providers and the stationery and vessels will be
all in yellow and red depicting Maggi’s symbol

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• Sponsoring sports event

Students from all the higher secondary school will be motivated to
participate in the inter school sports competition.
• A website is already their for children – Maggi club, many activities
are done in that, all the advertisements about campaign would be
floated in that website too. incurring no cost.

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• Packaging
• Packaging will remain yellow with a little change 2 times according to
the campaign
• With an attractive picture of noodles cooked and picture of Dhoni “the
endorser’
• A caption: ‘Maggi Mazza - Har Din Naya Swad’
• With attractive picture of little champs sa re Ga ma pa winners (last

year)
• A caption ‘Ab mummy mana nahi karegi’
• - with cartoon logo on every maggi pack

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STEP 8
EVALAUTION

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EVALUATION
• Check Sales Level on Monthly Basis.
• Counting number of displays and impression before and
after campaigns , pre and post event attitude surveys
• Check whether Steps taken by me are implemented
properly on Time.

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Justification on campaign

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-Do have your maggi today!!!

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• PRESS RELEASE
• NESTLÉ INDIA ON THE RIGHT TRACK
• • Net Sales for the Quarter ended 31
• st
• March, 2005 increased 5.5%
• • Reported Net Profit for the Quarter ended 31
• st
• March, 2005 increased 21.3%
• • Interim Dividend of Rs.5/- per share for 2005 [declared on 19
• th
• April, 2005]
• • Focus on long term sustainable and profitable growth, market share and operational &
• capital efficiencies
• • Continued emphasis on Innovation and Renovation to increase Nutrition, Health and
• Wellness across product portfolio.
• • Launched New MAGGI Vegetable Atta Noodles to provide the benefits of health and
• wellness in a pleasurable manner. “Health Bhi. Taste Bhi.”
• Mr. Martial Rolland, Chairman and Managing Director of Nestlé India stated, “I am satisfied
with
• the direction in which the Company is moving. We are focused on growing our top line,
• improving market shares, rationalizing organizational structure and enhancing operational
• efficiencies through Nestlé Group’s “Operational Excellence” initiative. At the same time we
are
• renewing our focus on innovation and renovation and leveraging our access to world-class
• technology available with Nestlé S.A., to increase Nutrition, Health and Wellness across our
• product portfolio. The recently launched MAGGI Vegetable Atta Noodles that has been well
• received by consumers is an example of these efforts.”
• Nestlé House, Gurgaon, 29

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Good Afternoon!!!!

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

Strategic Decision Marketing Mix decisions

Marketing communication tool selection

Media/ Delivery System

4th Oct, 2007 Tolani Institute of Management

• Integrated Marketing Communication is the practice of

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

Instant Noodle Industry

46.5% 53.1% 53%

Maggi Noodles having 79% market share

4th Oct, 2007 Tolani Institute of Management

Source: ICICI direct. com September 9, 2007

4th Oct, 2007 Tolani Institute of Management

• MAGGI leader within ready to cook noodle industry

4th Oct, 2007 Tolani Institute of Management

Main categories in this segment

Direct competition with ready to eat products

(e.g upma, idli, poha) 13%

MTR GITS Ramdev Talod Nestle

Chips Biscutts Farsaan Bread Maggi noodle

4th Oct, 2007 Tolani Institute of Management

Growing at the rate of 20-25% presently

Revenue from Adipur Gandhidham – 20 lakhs Monthly

4th Oct, 2007 Tolani Institute of Management

Primary Consumer Research

4th Oct, 2007 Tolani Institute of Management

• Understanding the attitude and liking for the product and

4th Oct, 2007 Tolani Institute of Management

Methodology and Sampling

Informal interview with dealers and College going students

4th Oct, 2007 Tolani Institute of Management

Sampling Frame: (Target Audience)

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

Maggi Noodles consumption Pattern

Health concerned people try to avoid Maggi noodles

4th Oct, 2007 Tolani Institute of Management

• Awareness about new variants in maggi is high it is almost 95%

4th Oct, 2007 Tolani Institute of Management

If Maggi variants connoted with healthy food contents and also

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007

Reasons why new flavors not running well?

• Lack of proper promotional activity

4th Oct, 2007 Tolani Institute of Management

Target market: Adipur & Gandhidham

4th Oct, 2007 Tolani Institute of Management

• Though maggi running well , sales growing with time. There is a

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

4th Oct, 2007 Tolani Institute of Management

• Marketing communication objective

4th Oct, 2007 Tolani Institute of Management

Marketing Media Objective:

4th Oct, 2007 Tolani Institute of Management

Marketing communication functional