Integrated Market Communication

Sumit Kumar- 02 Damien Braganza Pranav Pandav- 24 Priti Singh- 36

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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.

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MAJOR COMPETITORS

Top Ramen

ITC Sunfeast Pasta

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PRODUCT OFFERING
Masala Flavor Chicken Flavor Curry Flavor Tomato Flavor Vegetable Atta Noodles Vegetable Dal Atta Noodles

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TARGET SEGMENTS
Initially working women Now, children and teenagers between 4 and 14 years

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ADVERTISING DESIGN: THEORETICAL FRAMEWORK

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

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ADVERTISING DESIGN

Adopted a combination of Push and pull Strategy, 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
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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. This has created a strong brand recall value. Rationality: Maggi ads are always contains information about the product. It states that, the noodles can be prepared within just 2- minutes, its a healthy food which is also tasty, also price related information are communicated through the advertisements.
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April 28, 2012

TYPES OF APPEALS
Emotions:Maggi ads have emotional appeals as it shows, hungry child comes from out and says that he is hungry and mother says just 2-minutes and prepares Maggi noodles. 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.

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MESSAGE STRATEGIES
Maggi follow different message strategies. 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.

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EXECUTIONAL FRAMEWORK

Slice-of-life:In Maggi ads it is shown that, a hungry kid comes

from school or plays ground and tells mom that he is hungry, and the mother says, just 2-minutes and cooks Maggi noodles for the kid. So, here the problem stated is hunger and the solution is the product itself Maggi noodles.

Dramatization:

example, in one ad, it was shown that a child, who is away from home, is writing a letter to his mother that, he is missing his mother and the noodles she used to cook for him. Then he smells something and look back, he saw his friends cooked Maggi noodles for him and they says, they are also missing their mom.

Informative: info about nutrition facts and famous 2-minute

cooking process.
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SOURCE & SPOKES PERSON

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

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CELEBRITY ENDORSER- PREITY ZINTA

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AD MEDIA SELECTION

Television & Radio: They have several television ads with the tagline Fast to cook, good to eat, just 2minutes , taste bhi health bhi etc. these ads are telecasted on the commercial break of different kids and family oriented programs on different channels, such as- Star Plus, Sony Entertainment TV, Cartoon Network, Pogo channel etc. Maggi has recently launched Me and My Maggi campaign in commensuration of 25 years of Maggi in India. Similarly, Maggi ads are broadcasted between several radio programs to attract attention of more number of customers. 16

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AD MEDIA SELECTION

Magazines & Newspaper: Maggis expenditure in print media is low.

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MAGAZINE AD- CELEBRATING 20YEARS IN INDIA

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PROMOTION TOOLS

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PUBLIC RELATION
Organized a club for Maggi customers named the Maggi club. 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.

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PUBLIC RELATION
NIL also arranged Maggi school quizzes and painting competition. Recently, again, they have started Maggi fan club. This time it is operating online and they are providing user name and password.

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CONSUMER INSIGHT

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. (Many gave reasons all flavors not available at the their retail shop) 63% out of who have tried didnt felt taste as enjoying as masal maggi--- so a negative word of mouth. 22

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Any Question?
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