MAGGI NOODLES

Integrated Marketing Communication

Integrated marketing communication is integration of all marketing tools, approa
ches, and resources within a company which maximizes impact on consumer mind and
which results into maximum profit at minimum cost

Promotional Tools of Communication

Initial Strategies of Maggi

Maggi has faced lot of hurdles in its journey in India. The basic problem the br
and faced is the Indian Psyche. Initially Nestle tried to position the Noodles i
n the platform of
convenience targeting the working women. However, the sales of Maggi was not pic
king up despite of heavy Media Advertising. To overcome this NIL conducted a res
earch. NIL's promotions positioned the noodles as a 'convenience product', for m
others & as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Go
od to Eat' was also in keeping with this positioning. They promoted the product
further by distributing free samples. Giving gifts on return of empty packets, e
tc. Effective Tagline Communication.

Different Communication Media used by NIL

TV ADS
Initially Maggi was targeted at the working woman and later the upper middle cla
ss kids. Maggi was a sponsor for Hum Log, a popular television show on Doordarsh
an, Indias sole channel in 1984. Maggi is now targeting its products at the entir
e family and not only kids. Maggi has recently launched MAIN AUR MERI MAGGI campai
gn in commensuration of 25 years of Maggi in India.

PRINT ADS
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 fa
ctor of Maggi.

Maggi introduced this advertisement in various magazines in 2003 to celebrate 20

years of its product in India.

PRINT ADS
Maggi has recently come out with advertisements in some weekly magazines for its
new atta noodles and rice noodles variants. Maggi rice noodles mania had the hi
ghest column centimeter in print during jan aug 07 among the instant foods catego
ry. Growth in noodles/pasta print advertising grew by 42% in jan-may 05 compared
to jan-may 04. Of this, maggi vegetable atta noodles had 92% share. Maggis expen
diture on print media is much lower compared to other media.

Source: adex india (a division of tam media research)

Sales Promotion
Objectives
To introduce new products
To attract new customers and retain the exi
sting ones To maintain sales of seasonal products
To meet the challenge of compe
tition Tools Exchange schemes
Price-off offer
Coupons
Scratch and win offer
y Back offer

Mone

Maggi Noodles or Retailers sales promotion initiatives

Maggi was distributed free in schools and offices to promote trial Return gifts
on empty packs Maggi fun book and stickers with funky animal facts.

Organized retails SP
7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack( 78 MRP)
. These are promotional schemes given by retailer itself not by NIL. Company is
coming up with schemes like giving one soup pack with 8 piece pack. In Past comp
any has promotional schemes like 4 piece pack with that of 36 instead of 40.

Display

Display
Large pack sizes at the top with decreasing pack sizes as going downward. Why? T
his is because that for a retail outlet the more value is generated large pack t
hus they try to project big size at convenience place. Outer display shelves are
purchased by company (Reliance mart).

Public Relation
The Maggi Club - the children under 14 were invited by press advertisements and
distribution of leaflets to become a member of maggi club by sending logos cut f
rom 5 empty maggi wrappers. Maggi projected it as maggi clubbers are fun lovers an
d intended to use it as reference group. Benefits offered to maggi-clubbers are
various games like Snap safari game, Cap and mask sets, travel India game, Disne
y today comic. To obtain each gift the member has to send 5 wrappers as purchase
proof. Some special privileges were given to regular members time to time like,
discounted tickets of Appu Ghar. Organized Maggi school quizzes and sketching

RESULTS OF PR ACTIVITY:
Getting closer to regular customer. Boosted the sales. Making valuable direct ma
rketing database. Recently, again, they have started Maggi fan club. This time i
t is operating online and they are providing user name and password.

Interactive marketing
Internal marketing (IM) is an ongoing process that occurs strictly within a comp
any or organization whereby the functional process aligns, motivates and empower
s employees at all management levels to consistently deliver a satisfying custom
er experience. Me and meri Maggi ads Display racks with outlets with note books
for the same. Special site dedicated for the said purpose

Message content of any communication

Rational appeals: relate to the audiences self-interest Emotional appeals: stir u
p negative or positive feelings using humour, fear, pride, joy, or even disgust
Moral appeals: related the audiences sense of right versus wrong

Massages Maggi Noodles

MAGGI 2-MINUTE Noodles "Taste Bhi Health Bhi Chaska Taste ka, Health Rice ka MAGG
I RICE NOODLE MANIA comes as another unique TASTE BHI HEALTH BHIoffering from th
e house of MAGGI. MAGGI Vegetable Atta Noodles, an offering that exemplifies "Ta
ste Bhi Health Bhi". Just add garam paani Carry on jaani

Why NIL uses different Media categories and promotional elements.

As
the message appeale and positioning is different in maggi noodles product line s
o it became very necessary for the company to use different channels to. This ca
n be understood through STPD analysis.

STPD Analysis
Segmentation
Age
Targeting
Kids
Positioning
Differentiation
Fast to cook Taste good to eat
Eating Habits Lifestyle of urban families
Youth Office goers
2-minute noodles Taste bhi health bhi
Flavours Packaging
Working Women Health conscious people

STPD Analysis
Segmentation to Differentiation: Classic Noodles 5 10 yrs. Veg. Atta Noodles Hea
lth Conscious. Rice Mania Teenage Cuppa Mania Office goers, Working women.

Cont.
Mass marketing has become segmented marketing Improvements in information techno
logy Media fragmentation Need for integration: Consumers do not differentiate th
e source of the message Conflicting messages confuse the customer Integration pr
oduces a consistent message which leads to stronger brand identity One to one tr
end

Message comm & feed back

Cont..
Sender: message from NIL Encoding: NIL Ad Agency Creating the Ad Message: the Ma
ggi Ad Media: the Newspaper, TV, Internet, etc Decoding: consumer read and assim
ilate the Ad Receiver: home, office, target Response: aware, will buy, will not
Feedback: action from consumer to NIL Noise: distraction, not cleary receiving t
he message

The effect of using different medias and promotional tools

- The Economic Times, a prominent newspaper in India, in 2003. "Maggi is the lea
der in the Instant Noodles category because it is constantly improving its under
standing of the consumer to give them excellent and tasty products that provide
nutrition, health, and wellness. - Martial Rolland, chairman and managing directo
r, Nestl India Ltd., in 2006. "Maggi has managed to enter Indian homes to change
the traditional food habits of Indian children on their promise of convenience.
This brand has understood the psychology of Indian mothers and positioned itself
for mother-child indulgence. Source- Business Week, a prominent business magazin
e, in 2006.

Thank you