COMMUNICATION

CAMPAIGN

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

ADVERTISI PERSONAL
NG. SELLING

PUBLIC SALES
RELATIONS 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
• Objectives
to introduce new products
to attract new customers and retain the
existing ones
to maintain the sale of seasonal products
to meet the challenge of competition
• Tools
Free distribution in schools and offices in the
form of dry and wet sampling
Bonanza schemes: exchange schemes like on
tomato ketchup free packet of magi noodles

Scratch and win offer

Maggi fun book and stickers with funky
animal facts.
Discounts on family packs
New 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 loyalty
MARKET SHARE

Maggi
Top Ramen
Other
 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
THANK
YOU