How

established itself as a
B-R-A-N-D
Presented By :
Aditya Gupta Bhawna Dudeja Kritika Verma Sriprakash Urvashi Sahni
MAGGI

ORIGIN
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 1863 : Julius Maggi came up with a Taste Enhancer formula 1882-83 : First launch of Maggi brand of instant foods 1947 : Maggi merged with Nestle
MAGGI

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 FAST TO COOK, GOOD TO EAT

MAGGI

- THE BRAND STORY

CONVENIENCE FOR MOTHERS & Fun FOR kids

PROMOTIONS

INDIAN FOODS FERMENTATION(Chennai) & CORDIA FOODS (Pune)

MAGGI MACARONI, SWEET MAGGI, MAGGI TONITES SPECIAL

MAGGI

BRAND EXTENSIONS
SAUCES NOODLES SOUPS HEALTHY

PASTA SOUP SANJIVNI BHUNA MASALA MAGIC CUBES

MAGGI

BRAND EQUITY PYRAMID

MAGGI

IMC TOOLS USED

SALES 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

ADVERTISING
OOH advertising Partnering with Colleges fests & other events Wall Murals and display ads.

SOCIAL MEDIA
Facebook, youtube and Twitter are the mediums used. Maggi clubs
MAGGI

SALES & CONSUMER PROMOTION ACTIVITIES

Nestle followed up its launches with Its different ad campaigns. Nestle was focusing their ads based on childrens 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

PRINT AND TELEVISION MEDIUMS

PRINT
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. Maggis expenditure on print media is much lower compared to Tv has been the biggest promotion mediums for Maggi, having the other media. 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

TELEVISION

SOCIAL MEDIA EFFORTS

CONCLUSION Majorly concentrated on Facebook forcreated in May, 2011 The channel Meri Maggi was using Web Culture Maggi has been dominant in using traditional forms of marketing media.
for marketing purposes. and has 36 subscriber only. Fan Page on Facebook page loadsMeriadvertisement video is As soon as the headlined the Maggi boasts a Exciting MAGGI conversations, recipes, tips, games and a

but is finding it difficultlac +leverage the sameBachhans video)in social whooping 10 to (currently Amitabh performance displayed likes.
lot of fun.
Campaign like tell Media created your khushiyan a They do understand the Social how youLandscape but require in 2 minutes with maggi already existing promotional dedicated team to support its and earlier they had the campaign to of activities. isguess the taste andthe maggi. The username @maggi_noodle the page is headlined Maggi Noodles

Maggi noodles has been its flagship product and the largest sales
Their Twitterthe company. Nestle has diverted its attention to driver for account has 56 followers .

promoting Maggi, more than its other offerings ,i.e: CerelacG Ietc. MAG

10

30

MAGGI

11