Maggi Noodles ( International)

 
                                   

               Taste Bhi, Health Bhi                                       

Maggi is an international brand of instant soups , stocks , bouillon cubes, ketchups , sauces seasonings and instant noodles. Owned by Nestle since 1947, the original company was founded in Switzerland in 1872 by Julius Maggi. The brand is known for Maggi noodles.

Launched in 1983 Maggi is the creator of instant noodle category in India. As per Maggi ads it was targeted to children but in real life it has been loved and cherished by college going and hostel living teenagers as well. Maggi was positioned as ‘2-minute noodles 

food: ‘Mummy, I’m hungry’ – and the solution being offered is Maggi. The tagline is ‘Fast to cook, good to eat’.

   

    

The same theme and message continued in the Maggi ads during the early 1990s where hungry children come to their mother and say ‘Mummy, bhook lagi hai’ (Mother, I’m hungry) and the mother’s response was ‘Bas do minute’ (Wait for 2-minute). 

 Target market: 

Market segmentation divides the heterogeneous market into homogeneous groups of customer who share a similar set of needs/wants and could be satisfied by specific products .maggi brand have segmented the market on the basis of life style and habit of urban families.    

Integrated Marketing Communication:

It is a integration of all marketing tools,approached and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost.

1.Advertisement

TV Ads:-

Initially maggi was targeted at the workingwomen and later the upper middle class kids.maggi was a sponsor for hum log,a popular television show on Doordarshan ,India's 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 commensurate of 25yrs of maggi in india. 

Print ads:- 

Maggi does not focus heavily on print media. During its launch since its initial target audience was mother and kids. Some ads in the print media were used to highlight the convenience factor of maggi.

Recently maggi came out with advertisement in some weekly magazines for its new atta noodles and rice noodles varients . Maggi rice noodles mania had the highest column centimeter in print among the instant food category. Growth in noodles/pasta print advertisement  grew by 42% share in 2010. Maggi's expenditure on print media is much lower compared to other media. 

2.Sales Promotion:-

• To introduce new products
• To attract new customer and retain the existing ones
• To maintain sales of seasonal products 
• To meet challenges of competition tools 
• Exchange schemes 
• price-off offer 
• scratch and win offer  

Discount offered to retailers:-

7%discount on 6-piece pack (56MRP),5 rupee discount on 8-piece pack (78MRP). these are promotional schemes like giving one soup pack with 8-piece pack. In past company had promotional schemes like 4 piece pack with that of Rs.36 instead of Rs.40

Display:-

Large pack size at the top with decreasing pack size as going downward. 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.\

3.Public relation:-

The Maggi club - the children under 14 were invited by press adv and distribution of leaflets to become a member of maggi club ny 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. Benefit 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 5 wrapper as purchase proof. Some special privileges were given to regular members time to time like,discount tickets of appughar . organisation maggi school quizzes and sketching.

Result of pr activity:

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 provided user name and password.

MESSAGES 

     MAGGI NOODLES

• MAGGI 2-min noodles.
• "Taste Bhi Health Bhi".

     MAGGI RICE NOODLES MANIA

• Chaska Taste Ka , Health Rice Ka. 

     CUPPA NOODLES

• "Just adda Garam Panni..Carry on Janni"

4.Interactive Marketing

Launch of 'Me & Meri Meggi' campaign

5.Personal Selling

Personal selling occurs where an individual salesperson sells a product. maggi  has many sales agent they  are representing the company , sell service and build relationship with customers. They use personal selling in different stage:

6.Direct Marketing 

 "ME AND MY MAGGI" Direct marketing by Public Communications

My Opinion

The food processing business in india is at a nascent stage. Currently, only about 10% of the output is processed and consumed in packaged  form thus highlighting  huge potential  for expansion and growth. Consumers in the late 1990s, when nestle changed the formulation of its tastemaker, the ominous packet that came along with Maggi noodles,a major chunk of consumers were put-off and sales started dropping. Also maggi competitor ‘Top Ramen’ took advantage of the situation  and started a parallel aggressive and campaign to eat into maggi’s market share . but the company quickly realized this and went back into making the original formula coupled with a free sampling campaign.  This helped maggi  to win back its lost consumers and pushed up its sales volume again!

For more info. visit the following websites: 

Maggi : The Official Website www.maggi.in

               www.facebook.com/merimaggi