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39253269-maggi

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Good Afternoon!!!!

4th Oct, 2007

Tolani Institute of Management studies

IMC CAMPAIGN FOR MAGGI (Gandhidham Adipur)

4th Oct, 2007

Tolani Institute of Management studies

4th Oct, 2007

Tolani Institute of Management studies

Health Bhi 4th Oct. 2007 Tolani Institute of Management studies .Taste Bhi.

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 Evaluation 4th Oct. 2007 rcm Justification for the campaign .

What is IMC? • Integrated Marketing Communication is the practice of unifying all marketing communication tools – from advertising to packaging.to send target audience. 2007 Tolani Institute of Management studies . 4th Oct. persuasive message that promotes company goals.

2007 Tolani Institute of Management studies .STEP 1 SITUATION ANALYSIS 4th Oct.

2007 Tolani Institute of Management studies .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 4th Oct.

2007 Tolani Institute of Management studies . 46.5% March 2002 53.1% May 2003 53% September 2007 Maggi Noodles having 79% market share Top Raman the competitor. has just 20% market share 4th Oct.SITUATION ANALYSIS Instant Noodle Industry OVERVIEW Instant Noodle industry working at the rate of 53% market share presently.

2007 Tolani Institute of Management studies . 2007 4th Oct. Source: ICICI direct.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. com September 9.

81% 4th Oct. 7% Sunfeast Pasta.SITUATION ANALYSIS • MAGGI leader within ready to cook noodle industry • Market share of Maggi in ready to eat noodles (Gandhidham Adipur) Top Raman. 12% Maggi. 2007 Tolani Institute of Management studies .

poha) Ramdev GITS 13% 8% MTR GITS Ramdev MTR 13% Talod Nestle Biscutts 43% Farsaan 17% Chips 8% Maggi noodle 17% Bread 15% Chips Biscutts Farsaan Bread Maggi noodle Indirect competition with same price other options 4th Oct.SITUATION ANALYSIS Main categories in this segment Nestle 53% Direct competition with ready to eat products Talod 13% (e.g upma. 2007 Tolani Institute of Management studies . idli.

SITUATION ANALYSIS Maggi Noodles Maggie noodle child of nestle A 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 4th Oct. 2007 Tolani Institute of Management studies s!! cces t Su Grea .

SITUATION ANALYSIS Primary Consumer Research 4th Oct. 2007 Tolani Institute of Management studies .

SITUATION ANALYSIS Research Objective: • Understanding the attitude and liking for the product and brand in market • Usage Pattern • Competitive Scenario 4th Oct. 2007 Tolani Institute of Management studies .

2007 Tolani Institute of Management studies .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 4th Oct.

SITUATION ANALYSIS Consumer Research Target audience Sampling Frame: (Target Audience) – Youngsters between age group of 18 to 30yrs – College Going Students 4th Oct. 2007 Tolani Institute of Management studies .

SITUATION ANALYSIS Consumer Research 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. 4th Oct. 2007 Tolani Institute of Management studies .

• Usage by all in the family. • Purchases decision is mostly in hands of Mothers in family. over the age of 18 yr. 4th Oct. • Main USP.Brand image.SITUATION ANALYSIS Consumer Research Research Analysis • Maggi has a very good association with hunger satisfaction. 2007 Tolani Institute of Management studies . (and its availability and Low price).

5% 13% Once in week Once in a month Health concerned people try to avoid Maggi noodles even though find it tasty 4th Oct. 33% Alternativ e days. Rarely. 18% Alternative days once in fortnight Rarely once in fortnight.SITUATION ANALYSIS Consumer Research Maggi Noodles consumption Pattern Once in week. – It is nutritious as a mix all vegetables Once in a month. 2007 Tolani Institute of Management studies . 31% Prominent Reasons – – Mom restricts Feel its not healthy – Daily eating will be bore – Feel like eating satisfies hunger and tastes superb.

SITUATION ANALYSIS Consumer Research • 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.so a negative word of mouth. 4th Oct. 2007 Tolani Institute of Management studies . (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--.

instant. 2007 Tolani Institute of Management studies . Packaging is attractive and good but few suggested now its time to bring some change in packing as it has grown old.would be preferred by 64% of the respondents. 4th Oct. Competitive Positioning: Maggi easy to cook.SITUATION ANALYSIS Consumer Research If Maggi variants connoted with healthy food contents and also satisfying as a meal . delicious compared to Top Raman being said thin noodles.

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

• Not much margins given to retailers (no push Strategy) 4th Oct. 2007 Tolani Institute of Management studies . even if tried switched back original masala maggi.SITUATION ANALYSIS Consumer Research 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.

SITUATION ANALYSIS Consumer Research Target market: Adipur & Gandhidham 4th Oct. 2007 Tolani Institute of Management studies .

thereby extended to health conscious segment. Maggi came up with healthy variants like dal atta. • Thus along with protein and calcium contents in Masala maggi.SITUATION ANALYSIS Consumer Research • Though maggi running well . 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. sales growing with time.rice mania. • In long run the other variants in maggi will be in more demand 4th Oct. 2007 Tolani Institute of Management studies .

2007 Tolani Institute of Management studies .SITUATION ANALYSIS Competitors 4th Oct.

STEP 2 STRATEGIC DECISIONS 4th Oct. 2007 Tolani Institute of Management studies .

2007 Tolani Institute of Management studies . tamato. (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. curry) 4th Oct. Veg atta.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.

2007 Tolani Institute of Management studies .STRATEGIC DECISONS Marketing Media Objective: To increase the frequency of exposures as objective is increase the consumption rate and change the attitude 4th Oct.

4th Oct.STRATEGIC DECISONS Marketing communication functional area objective • Advertising: To educate about healthy contents and intensify usage. to be consumed repeatedly. 2007 Tolani Institute of Management studies . • Sales promotion: To induce trials for Maggi Dal atta and rice mania noodles • Public relation: Deliver credibility Message about the product being healthy.

in their daily routine for awareness about health and induce trial. 2007 Tolani Institute of Management studies .STRATEGIC DECISONS • Outdoor marketing: To come in direct contact with customers. • 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. 4th Oct.

STRATEGIC DECISONS Positioning strategy The customer (needs and wants) •Easy to cook •Instant •Tasty •Hunger satisfying snack The Brand Distinctive feature Reaffirm The Image positioning Strategy “A tasty and healthy snack cum meal” 4th Oct. 2007 Tolani Institute of Management studies .

Task for MAGGI SET 1 Infrequent Users SET 2 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 4th Oct.STRATEGIC DECISONS The Multi . 2007 Tolani Institute of Management studies .

STEP 3 Marketing mix decisions 4th Oct. 2007 Tolani Institute of Management studies .

2007 Good quality Best Taste Nestle product Easy Availability Value price Available in Different Sizes Variety available Tolani Institute of Management studies .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: – – – – – – – 4th Oct.

whereas other variants like Dal atta. rice mania. informational and unique e) Product life cycle: Maggi Masala and Veg. atta still in growth stage. tomato are almost reaching maturity. 4th Oct.d) Packaging: Packaging is persuasive (attractive). 2007 Tolani Institute of Management studies .

20 Four in 1 400gms Rs.38 Rs. 2007 Tolani Institute of Management studies . 10 Rs.38 Rs. 10 Rs.20 Rs.38 4th Oct. 14/ 93gms Rs. 50/ 360 gms Rs. 14 Rs. 5 Single 100gms Rs. 20 Rs. 15/83 gms Rs.Price Small Variants/Quantity Maggi Masala Maggi Curry Maggi Tomato Maggi Veg Atta Maggi Dal Atta Maggi Rice Mania 50gms Rs. 10 Rs. 58/ 332 gms Double 200gms Rs.

2007 Tolani Institute of Management studies .Place Manufacturer Distributor Retailer Consumer • Available at even at nearest grocery shop 4th Oct.

STEP 4 Marketing communication tool selection with objective 4th Oct. 2007 Tolani Institute of Management studies .

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 4th Oct. 2007 Tolani Institute of Management studies .Marketing communication tool selection with objective Adopted a combination of Push and pull Strategy.

Rasna sharbat sachet free with a single pack of Maggi noodle (except masala) 4 in 1 pack – Dal atta for Rs. get a small Dal atta pack free of Rs. gift voucher as well as Appreciation in Newspaper. 2007 . 30 Tolani Institute of Management studies Consumer promotion in Maggi • • 4th Oct. 55 • • • For every 4 in 1 pack of Maggi Masala.Marketing communication tool selection with objective Sales Promotion Trade promotion for new variants in Maggi • • Will increase retailer’s margin from 9% to 9. Every quarter in the year 2007. 48 – Rice mania Rs.there will be an “Maggi Best Retailer of the Month Contest” . will get a 100 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.5%. retailer who will be doing maximum sales of Maggi noodles every month in Gandhidham & Adipur.

thus influencing their opinion.Marketing communication tool selection with objective Public Relations • Getting a health certificate • Educating all opinion leaders for social development and health care. 2007 Tolani Institute of Management studies . about new healthy 2 minute Maggi. doctors. Teachers) Publicity articles given by Doctors or fittest people about maggi noodles 4th Oct.g. (e.

puzzles. filled with games. eatables and awareness about the heath contents in maggi noodles 4th Oct.Marketing communication tool selection with objective Other tools • Sponsoring School Sports event (higher secondary students) • Organizing Maggi painting competition. 2007 Tolani Institute of Management studies . near colleges and shopping places. painted about maggi. for school children till standard 7th • Introducing Maggi news letter for teenagers every month. (consists of general knowledge. which would provide cooked maggi for Rs. 5 • Organizing Maggi Happy Healthy Family day. jokes. as a freak out place with parents (just like in fairs. brain games and many other interesting things) • Moving Van. diet essentials.

2007 Tolani Institute of Management studies .STEP 5 BUDGET PLANNING 4th Oct.

04. 5.83.444 Rs. 10. 1. 10. 4 Oct. 90.000 Rs.000 Rs.724 Rs. 15000 Rs.70.750 Rs. 1. 1.Budget Planning Task 1) Ad in newspaper (Kutch Mitra) 4 times last half page 4 times 1/8 page Estimated cost (Rs) Rs. 25000 Rs.000 Rs. 2007 TOTAL ESTIMATED COST th Tolani Institute of Management studies .166 Rs. 69.614 14) Organizing a fair kind.000 Rs.750 Rs. 1.250 * 7) 5) 2 Hoardings (2* 7500* 6 mths) 6) 5 Pole Kiosks (Rs. 4. 30 Rs.20. 37500 2) Sales Promotion Activities done 3) Blogs 4) Shelf Display (Rs. 10000 Rs.350 each) 7) Public Relation Activities 8) Sponsoring sports day (Higher secondary School) 9) Organizing competitions (painting) 10) Moving van across city (planned places) 11) Sponsoring Sa Re Ga Ma Pa little champ Singing event + National Advertising 12) Brand endorser 14) Maggi News letters (Quarterly) Rs.

4th Oct.Sole Purpose of Campaign The Lead Task is to make Maggi Noodles Acceptable & Accessible amongst Masses and Erase the Unhealthy Connotations. 2007 Tolani Institute of Management studies .

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

4th Oct, 2007

Tolani Institute of Management studies

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.

4th Oct, 2007

Tolani Institute of Management studies

STEP 7

Media Message Delivery

4th Oct, 2007

Tolani Institute of Management studies

Media Message Delivery 4th Oct. 2007 Tolani Institute of Management studies .

(Branding) • But even then providing 0. more beneficial. 4th Oct. • As maggi is a FMCG product directing consumer towards product. 2007 Tolani Institute of Management studies . so that retailer interest in selling remains in tact. from company’s long term perspective.5% increase in retailer margin.Media Message Delivery • Company has been following more pull strategy since few years.

healthy content in maggi (Protein and calcium).100 gift voucher. 2007 Tolani Institute of Management studies . Also announcing “Best Retailer for Nestle Maggi in kutch along with a Rs. talking about flavors available. • Pole kiosk: 5 Pole Kiosk will be displayed on Adipur – Gandhidham Highway 4th Oct.Media Message Delivery • Newspaper advertisement: Advertisement in local news paper quarterly.

Near College Corner .Gandhidham 4.Adipur 5. Near Feelings . Vandana Parlor .Gandhidham 3.Media Message Delivery Hoardings 2 Hoardings will be displayed both in Gandhidham as well as Adipur. Opp.Adipur 4th Oct. Near Valentine . (In rotation) (At 2 places in a month) 1.Gandhidham 2. Near Gandhi Market. 2007 Tolani Institute of Management studies .

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) 4th Oct. 2007 Tolani Institute of Management studies .Media Message Delivery National TV Advertising Here national advertising.

Media Message Delivery Out door Marketing. • Announcing 5 lucky free bees everyday who will get 1 plate maggi noodles (any of the variant) free on purchase of 2 plates. • The service providers and the stationery and vessels will be all in yellow and red depicting Maggi’s symbol 4th Oct. • Van would run a ‘jingle’ planned for maggi all time – resulting into brand recall. providing Rs. visiting colleges during week days and shopping places during weekends.Van moving across the city • A Van would be painted with Maggi pictures. 2007 Tolani Institute of Management studies . slogans and endorser picture will be out in the city. 5 Maggi noodles (all flavors available) • Designing the name of Van.

many activities are done in that. incurring no cost.Media Message Delivery • Sponsoring sports event Students from all the higher secondary school will be motivated to participate in the inter school sports competition. all the advertisements about campaign would be floated in that website too. 2007 Tolani Institute of Management studies . • A website is already their for children – Maggi club. 4th Oct.

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’ .• 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 . 2007 .with cartoon logo on every maggi pack Tolani Institute of Management studies 4th Oct.

STEP 8 EVALAUTION 4th Oct. 2007 Tolani Institute of Management studies .

2007 Tolani Institute of Management studies . • Counting number of displays and impression before and after campaigns . 4th Oct.EVALUATION • Check Sales Level on Monthly Basis. pre and post event attitude surveys • Check whether Steps taken by me are implemented properly on Time.

Justification on campaign 4th Oct. 2007 Tolani Institute of Management studies .

2007 Tolani Institute of Management studies .-Do have your maggi today!!! 4th Oct.

Health and Wellness across our product portfolio.5/. market share and operational & capital efficiencies • Continued emphasis on Innovation and Renovation to increase Nutrition. Martial Rolland.A. We are focused on growing our top line. “I am satisfied with the direction in which the Company is moving. rationalizing organizational structure and enhancing operational efficiencies through Nestlé Group’s “Operational Excellence” initiative. 2005 increased 21. Gurgaon. Taste Bhi.per share for 2005 [declared on 19 th April. to increase Nutrition. Health and Wellness across product portfolio. improving market shares. “Health Bhi. Chairman and Managing Director of Nestlé India stated.. 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.” Mr. • Launched New MAGGI Vegetable Atta Noodles to provide the benefits of health and wellness in a pleasurable manner.3% • Interim Dividend of Rs. 2005 increased 5. 2005] • Focus on long term sustainable and profitable growth.” Nestlé House.5% • Reported Net Profit for the Quarter ended 31 st March. 29 4th Oct. The recently launched MAGGI Vegetable Atta Noodles that has been well received by consumers is an example of these efforts.• • • • • • • • • • • • • • • • • • • • • • • • • • PRESS RELEASE NESTLÉ INDIA ON THE RIGHT TRACK • Net Sales for the Quarter ended 31 st March. 2007 Tolani Institute of Management studies .

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