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

ADVERTISING.

PERSONAL SELLING

PUBLIC RELATIONS

SALES PROMOTION

DIRECT MARKETING

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

Sign up to vote on this title
UsefulNot useful