IMC AUDIT REPORT

AMREEN HOSSAIN ID-3924531

Introduction
• Maggi was launched in India in 1983 by Nestle India Ltd (NIL) • The formula was invented by Julius Maggi • India is the largest consumer market of Maggi Noodles.

July 11, 2013

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Major Competitors • Top Ramen • ITC Sunfeast Pasta July 11. 2013 3 .

Chicken Flavor 3. 2013 4 . Masala Flavor 2. Curry Flavor 4. Vegetable Atta Noodles 6. Tomato Flavor 5. Vegetable Dal Atta Noodles July 11.Product Offering • • • • • • 1.

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children and teenagers between 4 and 14 years July 11. 2013 6 .Target Segments • Initially working women • Now.

July 11. This ultimately results in actual purchase. now they focus on the other steps of hierarchy of effects model. also attract kids with colorful background and execution of ads. The advertisement of Maggi provides information about nutrition facts and several flavors available.Advertising Design: Theoretical Framework • Hierarchy of Effects: Maggi ads have already crated enough awareness. 2013 7 .

This has created a strong brand recall value.Types of Appeals • Music: Music is use as a stimulus in the Maggi ads to catch customers attention through its famous jingle “Just 2-minutes”. It states that. the noodles can be prepared within just 2. 2013 8 . July 11. it’s a healthy food which is also tasty.minutes. • Rationality: Maggi ads are always contains information about the product. also price related information are communicated through the advertisements.

hungry child comes from out and says that he is hungry and mother says just 2minutes and prepares Maggi noodles. 2013 9 . • Scarcity: as they offered a gift like a small toy or a Maggi Tiffin box along with purchases of 6 Maggi noodles packets. This was offered for a limited period of time. July 11.Types of Appeals • Emotions:Maggi ads have emotional appeals as it shows.

2013 10 . They use cognitive strategies as product information are provided for the consumers on the ads. NIL also involve affective message strategies as they relate Maggi noodles with the emotions. like it is a fun product for kids.Message Strategies Maggi follow different message strategies. July 11.

in one ad. is writing a letter to his mother that. who is away from home. • Informative: info about nutrition facts and famous 2-minute cooking process. they are also missing their mom. a hungry kid comes from school or plays ground and tells mom that he is hungry. July 11. it was shown that a child. “just 2-minutes” and cooks Maggi noodles for the kid.Executional Framework • Slice-of-life:In Maggi ads it is shown that. • Dramatization:For example. he is missing his mother and the noodles she used to cook for him. he saw his friends cooked Maggi noodles for him and they says. and the mother says. So. Then he smells something and look back. 2013 11 . here the problem stated is hunger and the solution is the product itself Maggi noodles.

So. NIL used Preity Zinta. a very well-known actress of Indian cinema. 2013 12 . attention and recall than those executed by non-celebrities. and brand communication messages delivered by celebrities and famous personalities generate a higher appeal.Source & Spokes person • India is a country where people are star-struck by film stars. July 11. cricketers. as their celebrity spokes person. politicians.

Preity Zinta .Celebrity Endorser.

July 11. 2013 14 . “taste bhi health bhi” etc. good to eat”. “just 2minutes” . these ads are telecasted on the commercial break of different kids and family oriented programs on different channels. Similarly.Star Plus. Maggi has recently launched “Me and My Maggi” campaign in commensuration of 25 years of Maggi in India. Cartoon Network. Sony Entertainment TV. such as. Maggi ads are broadcasted between several radio programs to attract attention of more number of customers.Ad Media Selection • Television & Radio: They have several television ads with the tagline “Fast to cook. Pogo channel etc.

2013 15 .Ad Media Selection • Magazines & Newspaper: Maggi’s expenditure in print media is low. July 11.

Magazine Ad.celebrating 20years in India .

Promotion Tools July 11. 2013 17 .

shelves or hung in twine baskets within their eye level.Trade Promotion Point of purchase advertising: Point-ofpurchase advertising is any form of special display that advertises merchandise. Maggi packs are usually placed in low counters. Because. 2013 18 . As their main target is children. children often influence purchases by pestering their parents to buy things on seeing them. July 11.

etc.Consumer Promotion Sampling: Initially NIL aggressively promoted Maggi noodles through several schemes like distributing free samples. 2013 19 . July 11. the company has spent a huge amount of money in communicating the product’s benefit to the target consumers. giving gifts on their return of empty packs.

July 11. 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. 2013 20 .Public Relation • Organized a club for Maggi customers named the Maggi club.

Public Relation • NIL also arranged Maggi school quizzes and painting competition. again. July 11. • Recently. This time it is operating online and they are providing user name and password. they have started Maggi fan club. 2013 21 .

Recommendations • Maggi can drop leaflets from parachute at any area at a sudden point of time which will draw attention and people will be motivated to try Maggi. That person will be given Maggi Gift Hampers. • They can declare Maggi customer of the year award to that consumer who can collect highest number of empty Maggi packets. And these recipes can be provided on their website. July 11. 2013 22 . • A Maggi Van which will be painted outside like the packets of Maggi noodles can roam around all over the city and offer to taste different dishes prepared with Maggi noodles rather than just traditional noodles.

2013 23 .Suggestions for Billboard July 11.

Suggestions for Billboard July 11. 2013 24 .

2013 25 .Suggestions for Billboard July 11.

2013 26 .Suggestions for Billboard July 11.

2013 27 .Any Question? July 11.

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