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
 It’s a Brand of instant Noodle made
by Nestle India Ltd.
 It was found by the Maggi family in
Switzerland in the 19th century.
 Nestle launched Maggi for the first
time in India in the year 1982.
 The Brand is popular in:
- Australia
- India
- Malaysia
- New Zealand
- Singapore
- South Africa.
 Nestle wanted to explore the
potential for such an Instant food
among the Indian market.
 It took several years and lot of
money for Nestle to establish its
Noodles brand in India.
 Now it enjoys around 90% market
share in this segment.
 Over the years Maggi has launched
several products under its Brand
Name.
► 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.
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.
  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.
 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.
 
 
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 was distributed free in schools and offices to
promote trial

 Return gifts on empty packs

 Maggi fun book and stickers with funky animal

facts.
 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.
 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).
  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

 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.
 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

 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
 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 BHI offering from the house of MAGGI.

 MAGGI Vegetable Atta Noodles, an offering that exemplifies "Taste Bhi

Health Bhi".

 “Just add garam paani … Carry on jaani”

 As the message appealed 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.
 Promotional campaigns in
school.

 Advertising strategies: -
focusing on kids.

 New product innovation

according to the need of
consumers:
– Veg. Atta Noodles.
– Dal Atta
Noodles. –
Cuppa Mania.

 Availability in different
packages: –
50 gms.
– 100 gms.
– 200 gms.
– family packs (400gms.).

 Conducting regular market

research
Strength Weakness Opportuniti Threats
s es
Market Leader. Heavily dependent on Unexploited rural Strong presence of
one product market regional
competitors

Brand Loyalty Minor distribution Increasing number of Competitive

problems working youth pricing
(Top Ramen)
Distribution Health related issue Affinity of Indians to
Channels. chinese food
Innovative
flavours for
Indian taste buds.

Advertising
Strategy.
 Leading Brand in India as World Market Share
well as World.
 Current Sales: Approx. –
90000 boxes
– Rs. 4,79,49,000 in Mumbai
– 10,00,000 Maggi 94%
boxes 55 cr. in
India
 Reasonable competitive
pricing. Top Ramen
4%
 Creative interaction blogs for
customers: – Other Local
2%
www.maggi-club.in
 Focus mainly on Health
Benefits. Maggi 94% Top Ramen 4% Other Local 2%
Segmentation Targeting Positioning Differentiation
Age Kids Fast to cook Taste
good to eat

Eating Habits Youth 2-minute Flavours

noodles

Lifestyle of urban Office goers Taste bhi health Packaging

families bhi

Working Women

Health conscious
people
 Segmentation to
Differentiation:
■ Classic Noodles – 5
– 10 yrs.
■ Veg. Atta Noodles –
Health Conscious.
■ Rice Mania – Teenage
■ Cuppa Mania – Office
goers, Working women.
 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
 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 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.