MAGGI

Maggie had merged with Nestle family in 1947.

Maggi Noodles was first launched in India in Delhi in January
1983 by Food Specialties Ltd (associated with Nestle).
Initial Strategies of Maggi.
Maggi has faced lot of hurdles in its journey in India.
The basic problem the brand faced is the Indian Psyche.
Initially Nestle tried to position the Noodles in the platform of
convenience targeting the working women.
However, the sales of Maggi was not picking up despite of
heavy Media Advertising.
To overcome this NIL conducted a research.
The noodles' tagline, 'Fast to Cook Good 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, etc.

Effective Tagline Communication.

Initially Maggi was targeted at the working woman and later the
upper middle class kids.

Maggi was a sponsor for Hum Log, a popular television show on

Doordarshan, Indias sole channel in 1984.

Maggi is now targeting its products at the entire family and not only
kids.

Maggi has recently launched MAIN AUR MERI MAGGI campaign in

commensuration of 25 years of Maggi in India.
FAST TO COOK!
GOOD TO EAT!
 INTEGRATED MASS COMMUNICATION

PUBLIC SALES INTERACTIVE

ADVERTISING
RELATIONS PROMOTION MARKETING

AD
ADs
CAMPAIGNS

BILLBOARDS PRINT ADs TV ADs OTHER

 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 introduced this advertisement in various magazines in
2003to celebrate 20 years of its years of its product in India.
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 highest column centimeter
in print during jan aug 07 among the instant foods category.
Growth in noodles/pasta print advertising grew by 42% in jan-
may05 compared to jan-may 04. Of this, maggi vegetable atta
noodles had 92% share.
 Maggis expenditure on print media is much lower compared to
other media.
 Objectives
To introduce new products
To attract new customers and retain the existing ones
To maintain sales of seasonal products
To meet the challenge of competition

Tools
Exchange schemes
Price-off offer
Coupons
Scratch and win offer
Money Back offer
 Maggi Noodles or Retailers sale 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 company has promotional schemes like 4piece pack with

that of 36 instead of 40.
 Large pack sizes at the top with decreasing pack sizes as
going downward. Why?
This is because that for a retail outlet the more value is generated large
pack thus they try to project big size at convenience place.

Outer display shelves are purchased by company (Reliance

mart).
 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 from 5 empty maggi wrappers. Maggi
projected it as maggi clubbers are fun lovers and 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, Disney
today comic. To obtain each gift the member has to send
5wrappers 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.

 Getting closer to regular customer.

Boosted the sales.

Making valuable direct marketing database.

Recently, again, they have started Maggi fan club. This time it is
operating online and they are providing user name and password.
 MAGGI NOODLES
MAGGI 2-MINUTE Noodles.
"Taste Bhi Health Bhi.

MAGGI RICE NOODLE MANIA

Chaska Taste ka, Health Rice ka.

CUPPA NOODLES
Just add Garam Paani Carry on Jaani
Maggi sales is declined in 1990s
Competition increased in noodles segment.
SOLUTION
They launched the campaign taste bhi health bhi now become
synonymous with maggi.
They change the jingle of maggi instant noodles campaigns, it was
pretty catchy and went down well with the target audience
children.