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.

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 Major Competitors
• Top Ramen

• ITC Sunfeast Pasta

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 Product Offering
• 1. Masala Flavor
• 2. Chicken Flavor
• 3. Curry Flavor
• 4. Tomato Flavor
• 5. Vegetable Atta Noodles
• 6. 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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 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,
it’s a healthy food which is also tasty, also price
related information are communicated through
the advertisements.

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 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:For 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 star-struck
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
 Ad Media Selection
• Television & Radio: They have several television ads
with the tagline “Fast to cook, good to eat”, “just 2-
minutes” , “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.

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

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Magazine Ad- celebrating 20years in
India
 Promotion Tools

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 Trade Promotion
Point of purchase advertising: Point-of-
purchase advertising is any form of special
display that advertises merchandise. As their
main target is children, Maggi packs are
usually placed in low counters, shelves or
hung in twine baskets within their eye level.
Because, children often influence purchases
by pestering their parents to buy things on
seeing them.
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 Consumer Promotion
Sampling: Initially NIL aggressively promoted
Maggi noodles through several schemes like
distributing free samples, giving gifts on their
return of empty packs, etc. the company has
spent a huge amount of money in
communicating the product’s benefit to the
target consumers.

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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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 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.
• They can declare Maggi customer of the year award to
that consumer who can collect highest number of
empty Maggi packets. That person will be given Maggi
Gift Hampers.
• 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. And
these recipes can be provided on their website.

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 Suggestions for Billboard

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 Suggestions for Billboard

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 Suggestions for Billboard

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 Suggestions for Billboard

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 Any
Question?
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