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Academic Year 2021-22

Batch 2020-22
Trimester Fourth
Programme PGDM
(PGDM / PGDM-FS / PGDM-RM)
Name of Course IMC
Section A
Name of Faculty Prof. V.V. Ratna

Nature of Submission Assignment

(Assignment / Project Report)
Topic of Assignment / Project The influence of IMC tools on consumer purchase
decision

Deadline for Submission 16/9/21

Group/ Learning Team Number NA
Maximum Marks Allotted

Contribution of Group/LT members in the Assignment/Project

Sl. Name & Enrollment Contribution Signature

No. Number of Student

1 NITANSHI SINGH Full work

JL20PG080
2

Date of receiving at PMC: Signature of PMC Staff:

Penalty [Marks to be deducted (if any)]:
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INTRODUCTION
If we talk about IMC in general than it can be referred to as the Integration of all kinds of
marketing tools right from public relations, direct marketing, sales promotion to advertising.
All these tools’ results effectively when used together. The basic strategy behind the IMC
tools is to reach out to customers or rather the target group of customers instilling in their
minds about the presence of such a product and thereby increasing the chances of the
products being sold and thereby generate revenue for the company.
The organizations nowadays just not focus on to provide the goods and services to the
customers but also focuses on competing with the customers and increasing their market
share. All the strategies made these days are streamlined towards long term goals of the
company. These days IMC does not only limits itself by providing awareness about the
product but by also spreading the knowledge about it.
The important tools of IMC are:
 Personal Selling
 Advertising
 Mobile Marketing
 Direct Marketing
 Sales Promotion
 Sponsorships
 Public Relations
 Social Media Marketing

In this project I have studied about the influence of IMC tools on the purchase decisions of
the consumers for MAGGI. The project contains both primary and secondary data.
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ALL ABOUT THE PRODUCT

So, the product which I chose for this topic is Maggi. Maggi started its journey in the Year
1980s initiated by Nestle brand and the value it served was the cooking up of evening snacks
for the hungry children in the house. The strategy of communication highly adopted by
Maggi till date is TV ads and print ads. It would be interesting for everyone to know that
when Maggi was introduced it was distributed in school campuses for completely free of cost
as a way of advertisement. The company also used various faces in its advertisements right
from children to some celebrities such as Madhuri Dixit and Preity Zinta and Amitabh
Bachchan too. The advertisement also features the different flavors and that too highlighting
the fact that these flavors have the essence and magical tastes of various states and even the
spices used to prepare Maggi has been collected from different states of India. This tactic
helps the product in emotionally attaching with the customers. Apart from this Maggi has
demonstrated to be a tasty and healthy snack which can be just prepared in 2 minutes and
that too by anyone in the family be it a young boy as depicted in the picture above because it
always says that Maggi is a dish which just needs lukewarm water in it as it already has
readymade spices to be added in it. Not only this Maggi rewarded their loyal customers by
putting their images and short messages associated with the product.
Well, Maggi has been a product which has played well with the sentiments of the people
using its various marketing tools and techniques and this has been widely witnessed by the
revenue of Nestle India. Maggi has itself accounted for around 25% of Nestle India’s revenue
and not just this it has been successful in capturing nearly 70% noodles market of India. But
yes, at present ITC Foods’ product namely Sunfeast Yippee noodles is posing as a threat to
the company because the its quite spicy and hence matching the very own taste of Indians and
this could also be identified by the market share of 20% of Sunfeast Yippee noodles.
Well, In this report I would also like to highlight that the journey of Maggi has not been
always a cakewalk. It had to face incidence in 2015 where it was claimed that the product has
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the presence of monosodium glutamate. Not just this Maggi was banned by India’s food
regulatory body since it was alleged to have excessive Lead and there was a mislabeling over
flavor enhancer MSG. Product returned to the stores only after Nestle removed the claim of
“No added MSG” and after paying 20 lakhs fine. In fact, Nestle lost more than 500 crores
over the ban.
If I talk about the MARCOM strategy adopted by Maggi, then it is quite traditional one be it
the usage of Television or the print media. It generally focuses all segments or rather the
classes of people and currently Maggi has several products in the market with the same name
naming a few:
 Maggi Oats Noodles
 Maggi Veg atta Noodles and other flavored Maggi
 Maggi Masala-e-Magic
 Maggi Pasta
 Maggi Sauces
 Maggi Healthy Soups
Well, all these products are equally enjoying good market shares and are being liked by
people at large.
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DATA COLLECTION, ANALYSIS & INTERPRETATION

I have also done the primary research whereupon I have personally interviewed Thirty
people to know about the preferences and this would enable me in proper understanding
about the IMC tools and its usage.
Question: AGE

No. of people
9

7
6

4 4

15-25 25-35 35-45 45-55 Aove 55

Analysis: This depicts that I have included people of various age groups, and this would also
enable me to identify the preference based on their age groups. The maximum slot of people
falls under the category of 35-45 age group.
Question: Which brand of Noodles do you generally purchase?

No. of people
18
16
14
12
10
8
6
4
2
0
Maggi Noodles Sunfeast Knorr Soupy Top Ramen Wai Wai Others
Yippee Noodles
Noodles
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Analysis: In the above analysis it can easily be identified that 17 out of 30 people prefer to
have Maggi over other brands which clearly establishes the fact that Maggi is the market
winner when it comes to the criteria of noodles. But one another fact which is clearly
mentioned here is that Yippee Noodles is also having good share with 8 people relying on it
this has also proved that Yippee Noodles is the current threat to Maggi when it comes to the
point of Noodles.
Question: Do you actively search for information while purchasing Noodles?

Chart Title

YES
NO
43%
57%

Analysis: This shows that only 17 people search about the product related information and 13
of them do not search which is quite close to the above-mentioned figure. The main reason
behind this is Noodles are generally a small budget commodity starting from just Rs. 5 and so
people don’t have to take huge decisions while purchasing it. It is easily available every
where and the basic reason which determines the purchases of noodles are to satisfy the
hunger of an individual. But yes, the fact that people do check about the availability of new
flavors in their favorite brand cannot be ignored through some or the other medium.
Question: Do you compare the brands of noodles while purchasing it?

Chart Title

YES
37% NO

63%

Analysis: Here, 19 people have just said YES and remaining 11 have clearly mentioned NO.
This suggests that people do check about the availability, flavors, offers and other factors
while checking the brand of noodles. This also signifies that people might go for a change
depending on situation and hence it can be said that people tend to compare different brands
of noodles.
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Question: What are the different sources of your information while making the purchase of
noodles?

No. of People
18

6
5
0 0
1
Advertising Word of Social Media E-mails Salesman Pamplets
mouth

Analysis: This shows that many people follow the trend of advertisement if they want to seek
any information about their favorite noodles and yes people do get impacted by the words of
others in making their purchase decisions. People also get to know about the competitors’
products with the help of these modes of IMC.
Question: Do the communication of the company influence your choice during the purchase
of noodles?

Chart Title

YES NO

Analysis: Here, 27 people have mentioned that they get impacted while making the
purchases of noodles by the way in which company communicates the product with them.
This signifies that the company should always have a positive approach while communicating
their products with the customers.
Question: Which mode of communication do you consider the strongest to influence your
buying decision of noodles?
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No. of people
14
12
10
8
6
4
2
0

Analysis: Here, it can be clearly identified that majority of the people depend on
Advertisement. Then comes the word of mouth which also influences their purchasing
decisions of noodles. After then the social media.
Question: Do you consider marketing communications of the company important for
purchase decision making?

Analysis: This question generally being the most important one according to me in my
survey suggesting that there is a lot of awareness among the consumers about the
communications and the ways and strategies adopted by the company for communicating
their message to the consumers. Majority people have considered it to be a very important
thing for a brand to communicate their information about a product.
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CONCLUSION & RECOMMENDATIONS

This was really a very interesting assignment to work upon where I got so many real details
about my favorite noodles Maggi. I would really like to thank Prof. V.V. Ratna for
providing this wonderful opportunity to me honestly, I had enjoyed a lot while preparing this
short report.
Well, Nestle being a multinational company established in Switzerland is the largest food
company in the world in terms of revenue since 2014. It is a well-known brand delivering
products such as baby food, breakfast cereals, coffee and tea, confectioner, dairy products,
bottled water, ice cream, frozen food, pet foods and snacks. It has around 447 factories and
has been spreading its wings in nearly 189 countries and this has made it provide
employment to nearly 339000 people.
Talking about Maggi experts says that the product is in the growth phase. It strongly holds
the position of a family brand with crisp brand equity in Indian market. As already told
earlier the brand cover other several products such as sauces, pasta, soups, etc. under its
umbrella. But yes, this report was majorly on the most loved and favorite product since so
many years that is the noodles. This is positioned as snacks between meals. One more thing
that I would like to highlight in this report is that Maggi needs to work on its distribution
channels as there are still many villages where Maggi is not sold and this I am saying by my
personal experiences as well as after going through research papers. Therefore, Maggi needs
to make more strong distribution channels to reach out to villages. Lastly, Maggi also needs
to increase its presence on Social Media as youngsters these days are more available on social
media than on Televisions or the print mediums.
Well, Maggi keeps on innovating itself whether it is the strategy of MARCOM or its
packaging everything is going well for Maggi and experts see a good future of noodles sector
with a yearly growth of 19% in the retail sector and 12% growth on yearly sales. Maggi has
replicated itself with “Bas 2 minute” and the rest is easily understood by all.