Maggi

Submitted To: Ms. Saloni P. Diwan Submitted By: Sumit Gupta 13 Rahul Saintray 53 Raman Deep 54 Vishesh Kotha 62
1

History
Launched in India by nestle India in 1982. The brand is popular in Australia, India, South Africa, Brazil, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Fiji and the Philippines.

NIL had introduced sauces, ketchups and soups under Maggi brand.
Source : www.nestle.in
2

 It took the challenge and established Maggi in Indian market considered to be conservative and typical about food consumption. Its appropriate realization of target segment, effective positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to photocopier.
Source : www.nestle.in3

Product Range

Maggi Noodles
Originally introduced by Henri Maggi in Switzerland in 1863 and in India in 1982. Introduced with the concept of fast to cook meal. Initially target area was working women. Maggi has become a pioneer in the fast to cook noodle industry in India.

Source : www.nestle.in

TARGETED AREA
CHILDREN YOUTH WORKING WOMEN

Competitors
Top Ramen Yipee Big Bazaars Tasty Treat Horlicks Foodles Knor Soupy Noodles

4 Ps of Maggi
Product - Ready to cook meal - Variants in different segments Price - Differentiated packaging - Lower price point strategy

 Place - Target rural market - Target hawkers/ roadside eating joints - Karyana stores Promotion - Prime time electronic media advertisements - Awareness campaigns 10

SWOT Analysis
Strength

Established Family Brand Strong Global Corporate Brand ( NIL ) Specialization in food processing category marketing and distribution in market Nestle symbolization of warm, family & shelter. Research and Development Division in India.
11

Weakness
Generic Brand to Noodles in India Low rural market presence constraints Wheat flour, palm oil, potassium chloride, salt, stabiliser and emulsifier, potassium carbonate, sodium carbonate are the key ingredients which are considered bad for health but Yummy in Taste Brand Proliferation
12

Opportunities
Growing package and canned food market in India by 15% annually. Other product category like Biscuits, Chips and Ready to Eat Market still unexplored.

Opportunity to be substitute to other snacks category of food products.

13

Threats
Competitors with long history in product category Internationally like Top Ramen Price wars with other noodle brands Sectoral woes Changing consumer trends

14

15

Analysis

This ad was firstly telecasted in 1983 Rational Appeal was shown The main target of this were children
16

17

Analysis

Introduced as a fun snack Rational appeal was shown Tagline was FAST TO COOK GOOD TO EAT Focused on hunger
18

19

Analysis

Rational and emotional appeal 2 Minutes concept shown A rhyme describing how maggi is cooked
20

21

Analysis

Tag line Taste Bhi Health Bhi used Rational appeal is used Nutritious benefits of maggi is described
22

23

Analysis

Tagline TASTE BHI HEALTH BHI was used Emotional appeal is used Real experiences with maggi is used
24

25

Analysis

Emotional appeal used Shown as a comfort food Real experience was implemented
26

27

Analysis

Emotional appeal was used Depicting the 2.5 decade of trust and bond of the consumers Shared real experiences of consumers and motivated them to be a part of maggi ad by sharing their experiences
28

29

Analysis

Jingle depicting the love of consumers for the brand Depicting the nutritional benefits like calcium and protein Tagline of Taste Bhi Health bhi used
30

31

Analysis

Rational and emotional appeal The taste of maggi masala is highlighted Meri Maggi represents the trust worthiness of maggi in whole country
32

33

Analysis

Emotional appeal is used Real life experiences were implemented

34

35

Analysis

Amitabh Bachchan as a brand ambassdor is used because of his high brand equity Promotion of 2 minute mein khushiyan was there by convincing the consumer to share their experiences
36

Modes of Advertising
Online Advertising Television Advertisements Outdoor Advertising Print Media

37

Online Advertising

38

39

Print Media

40

Outdoor Advertising

41

42

43

44

Budget Planning
Incremental Based Budget Method Increase in sales by Rs.60 Crore Increment 10% Last Year Adv. Expenses Rs.241 Crore Budget This Year Rs.265 Crore

Source: www.nestle.in

45

Budget analysis
Television Advertisements Rs. 242.83 Cr 91.66% Print Media Rs.3.12 Cr 1.17% Outdoor Advertising Rs.11.7 Cr 4.45% Online Advertising Rs.7.21 Cr 2.72%
46

Star Plus
For Ad 1 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

200000

24 Sec

3*182= 546

200000*2 .4* 546= 26208000 0(26.2Cr)

Source: www.network2india.com

47

Star Plus
For Ad 2 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

200000

85 Sec

3*182= 546

200000*8 .5* 546= 92820000 0 (92.82 Cr)

48

Source: www.network2india.com

Sony TV
For Ad 1 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

175000

24 Sec

3*182= 546

175000*2 .4* 546= 22932000 0 (22.93 Cr)

49

Source: www.network2india.com

Sony TV
For Ad 2 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

175000

85 Sec

3*182= 546

175000*8 .5* 546= 81217500 0 (81.21 Cr)

50

Source: www.network2india.com

Pogo
For Ad 1 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

150000

24 Sec

3*182= 546

150000*2 .4* 546= 19656000 0 (19.65 Cr)

51

Source: www.network2india.com

Pogo
For Ad 2 Time No. of Rate Ads in (Per 10 a Day Sec)

Ad Total Ads Total Duration in 1 year Cost

12:00 PM 3 00:00 AM Mon Sun

150000

85 Sec

3*182= 546

150000*8 .5* 546= 69615000 0 (69.61 Cr)

52

Source: www.network2india.com

Hindustan Times
Days Mode of Rate for Insertion Single Insertion Ad Size Total Ads Total in 1 year Cost

Sat - Sun Color

200000

Full Page

8*12= 96

200000* 96= 1920000 0 (1.92 Cr)

Source: in.answers.yahoo.com

53

Dainik Bhaskar
Days Mode of Rate for Insertion Single Insertion Ad Size Total Ads Total in 1 year Cost

Sat - Sun Color

125000

Full Page

8*12= 96

125000* 96= 1200000 0 (1.2 Cr)

Source: in.answers.yahoo.com

54

Outdoor Advertising
Mode of Insertion Rate for Single Insertion Ad Size Total Ads in 1 year Total Cost

Billboards Hoardings

200000 150000

Full Full

360 300

200000*3 60+15000 0*300=11 7000000 (11.7 Cr)

Source: www.advertisingindia.com

55

Online Advertising
Ad Unit Dim File ensi size ons File Per Day No. of Format Cost on Monthly facebook clicks Cost Total Per Cost Click

Skyscrap 160 * er 600

Upto 30 k on initial load, upto 50 k with user interact ion

GIF, JPEG, HTML, JAVA, Flash

500

600000

10

(500*30* 12 )+(60000 0*10*12) =721800 00 (7.21 Cr)

Source: in.answers.yahoo.com

56

Thank You

57