‘How established itself as a
“B-R-A-N-D”’
Presented By :Aditya Gupta
Bhawna Dudeja
Kritika Verma
Sriprakash
Urvashi Sahni
MAGGI 1
ORIGINORIGIN
Late 1800s : Industrial Revolution in Switzerland
created factory jobs for women
Late 1800s : Industrial Revolution in Switzerland
created factory jobs for women
SPWS asks Julius Maggi to create a vegetable
product
“QUICK TO PREPARE, EASY TO DIGEST”
SPWS asks Julius Maggi to create a vegetable
product
“QUICK TO PREPARE, EASY TO DIGEST”1863 : Julius Maggi came up with a ‘Taste Enhancer’
formula
1863 : Julius Maggi came up with a ‘Taste Enhancer’
formula
1882-83 : First launch of Maggi brand of instant
foods
1882-83 : First launch of Maggi brand of instant
foods1947 : Maggi merged with Nestle1947 : Maggi merged with Nestle
MAGGI 2
‘s FORAY INTO INDIA‘s FORAY INTO INDIA
• Maggi noodles launched in India in the late 1980s
• Competition from ready to eat snack segment & home-
made snacks
• Maggi brought in “Home-made Ready-to-eat snack”
• Positioned as “convenience food product” targeted at
Working Women, leading to low sales.
• Repositioned Maggi towards kids segment
POSITIONED ITSELF AS “2 MINUTE NOODLES”
MAGGI 3
“FAST TO COOK, GOOD TO EAT”
- THE BRAND STORY- THE BRAND STORY
CONVENIENCE FOR MOTHERS&Fun FOR kids
CONVENIENCE FOR MOTHERS&Fun FOR kids
PROMOTIONSPROMOTIONS
INDIAN FOODS FERMENTATION(Chennai) &CORDIA FOODS (Pune)
INDIAN FOODS FERMENTATION(Chennai) &CORDIA FOODS (Pune)
MAGGI MACARONI, SWEET MAGGI,
MAGGI TONITE’S SPECIAL
MAGGI MACARONI, SWEET MAGGI,
MAGGI TONITE’S SPECIAL
MAGGI 4
BRAND EXTENSIONSBRAND EXTENSIONS
NOODLESSAUCES
SOUPS HEALTHY
SOUP SANJIVNI
BHUNA MASALA
MAGIC CUBES
MAGGI 5
PASTA
MAGGI 6
BRAND EQUITY PYRAMIDBRAND EQUITY PYRAMID
MAGGI 7
IMC TOOLS USEDIMC TOOLS USED
SALES PROMOTIONSSALES PROMOTIONS
•Maggi was distributed free in schools and offices to promote trial
•Return gifts on empty packs
•4-in-1,2-in-1,6-in-1 package sizes of Maggi noodles
SALES PROMOTIONSSALES PROMOTIONS
•Maggi was distributed free in schools and offices to promote trial
•Return gifts on empty packs
•4-in-1,2-in-1,6-in-1 package sizes of Maggi noodles
ADVERTISINGADVERTISING
•OOH advertising
•Partnering with Colleges fests & other events
•Wall Murals and display ads.
ADVERTISINGADVERTISING
•OOH advertising
•Partnering with Colleges fests & other events
•Wall Murals and display ads.
SOCIAL MEDIASOCIAL MEDIA
•Facebook, youtube and Twitter are the mediums used.
•Maggi clubsMaggi clubs
SOCIAL MEDIASOCIAL MEDIA
•Facebook, youtube and Twitter are the mediums used.
•Maggi clubsMaggi clubs
SALES & CONSUMER PROMOTION ACTIVITIESSALES & CONSUMER PROMOTION ACTIVITIES
• Nestle followed up its launches with ‘It’s different’ ad
campaigns.
• Nestle was focusing their ads based on children’s taste
and health.
• Maggi also associated itself with mainstream television
programme and advertised heavily on kids programme
and channels.
• Maggi is now targeting its products for the entire family,
not just only for kids.
• Maggi has recently launched “Main Aur Meri Maggi”
campaign in commensuration of 25 years of Maggi in
India.
• World Famous actor Amitabh Bachchan has been roped
in as Brand Ambassador of Maggi.
• Nestle followed up its launches with ‘It’s different’ ad
campaigns.
• Nestle was focusing their ads based on children’s taste
and health.
• Maggi also associated itself with mainstream television
programme and advertised heavily on kids programme
and channels.
• Maggi is now targeting its products for the entire family,
not just only for kids.
• Maggi has recently launched “Main Aur Meri Maggi”
campaign in commensuration of 25 years of Maggi in
India.
• World Famous actor Amitabh Bachchan has been roped
in as Brand Ambassador of Maggi.
MAGGI 8
MAGGI 9
PRINT AND TELEVISION MEDIUMSPRINT AND TELEVISION MEDIUMS
PRINTPRINT
•Maggi does not focus heavily on print media during its launch since its initial target audience was mothers and kids.
•Some advertisements in the print media were used to highlight the convenience factor of Maggi.
•Maggi rice noodles mania had the highest column centimetre in print during Jan – Aug ’07 among the instant foods category.
•Maggi’s expenditure on print media is much lower compared to other media.
PRINTPRINT
•Maggi does not focus heavily on print media during its launch since its initial target audience was mothers and kids.
•Some advertisements in the print media were used to highlight the convenience factor of Maggi.
•Maggi rice noodles mania had the highest column centimetre in print during Jan – Aug ’07 among the instant foods category.
•Maggi’s expenditure on print media is much lower compared to other media.
TELEVISIONTELEVISION
•Tv has been the biggest promotion mediums for Maggi, having the highest share of promotional investment.
•Creativity & youth oriented ads connects people to the brand with the brand effectively.
•Having Amitabh Bachhan as its brand ambassador has been the greatest plus points for Maggi.
TELEVISIONTELEVISION
•Tv has been the biggest promotion mediums for Maggi, having the highest share of promotional investment.
•Creativity & youth oriented ads connects people to the brand with the brand effectively.
•Having Amitabh Bachhan as its brand ambassador has been the greatest plus points for Maggi.
MAGGI 10
SOCIAL MEDIA EFFORTSSOCIAL MEDIA EFFORTS
Majorly concentrated on Facebook for using Web
Culture for marketing purposes.
Fan Page on Facebook headlined “Meri Maggi”
boasts a whooping 10 lac + likes.
“Exciting MAGGI conversations, recipes, tips, games
and a lot of fun.
Campaign like “tell how you created your
khushiyan in 2 minutes with maggi “ and earlier they
had the campaign to “guess the taste of the maggi”.
Majorly concentrated on Facebook for using Web
Culture for marketing purposes.
Fan Page on Facebook headlined “Meri Maggi”
boasts a whooping 10 lac + likes.
“Exciting MAGGI conversations, recipes, tips, games
and a lot of fun.
Campaign like “tell how you created your
khushiyan in 2 minutes with maggi “ and earlier they
had the campaign to “guess the taste of the maggi”.The username is @maggi_noodle and
the page is headlined Maggi Noodles
Their Twitter account has 56 followers .
The username is @maggi_noodle and
the page is headlined Maggi Noodles
Their Twitter account has 56 followers .
• The channel “Meri Maggi” was created in May,
2011 and has 36 subscriber only.
• As soon as the page loads the advertisement
video is displayed (currently Amitabh
Bachhan’s video)
• The channel “Meri Maggi” was created in May,
2011 and has 36 subscriber only.
• As soon as the page loads the advertisement
video is displayed (currently Amitabh
Bachhan’s video)
CONCLUSION
• Maggi has been dominant in using traditional forms of
marketing but is finding it difficult to leverage the same
performance in social media.
•They do understand the Social Media Landscape but require
a dedicated team to support its already existing promotional
activities.
•Maggi noodles has been its flagship product and the largest
sales driver for the company. Nestle has diverted its
attention to promoting Maggi, more than its other
offerings ,i.e: Cerelac etc.
CONCLUSION
• Maggi has been dominant in using traditional forms of
marketing but is finding it difficult to leverage the same
performance in social media.
•They do understand the Social Media Landscape but require
a dedicated team to support its already existing promotional
activities.
•Maggi noodles has been its flagship product and the largest
sales driver for the company. Nestle has diverted its
attention to promoting Maggi, more than its other
offerings ,i.e: Cerelac etc.
MAGGI 11
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