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49188255 imc-maggi

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  • 1. IMC AUDIT REPORT
    AMREEN HOSSAIN
    ID-3924531
  • 2. 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.
    December 9, 2010
    2
  • 3. Major Competitors
    Top Ramen
    ITC Sunfeast Pasta
    December 9, 2010
    3
  • 4. Product Offering
    1. Masala Flavor
    2. Chicken Flavor
    3. Curry Flavor
    4. Tomato Flavor
    5. Vegetable Atta Noodles
    6. Vegetable Dal Atta Noodles
    December 9, 2010
    4
  • 5.
  • 6. Target Segments
    Initially working women
    Now, children and teenagers between 4 and 14 years
    December 9, 2010
    6
  • 7. 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.
    December 9, 2010
    7
  • 8. 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.
    December 9, 2010
    8
  • 9. 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.
    December 9, 2010
    9
  • 10. 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.
    December 9, 2010
    10
  • 11. 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.
    December 9, 2010
    11
  • 12. 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 PreityZinta, a very well-known actress of Indian cinema, as their celebrity spokes person.
    December 9, 2010
    12
  • 13. Celebrity Endorser- PreityZinta
  • 14. 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.
    December 9, 2010
    14
  • 15. Ad Media Selection
    Magazines & Newspaper: Maggi’s expenditure in print media is low.
    December 9, 2010
    15
  • 16. Magazine Ad- celebrating 20years in India
  • 17. Promotion Tools
    December 9, 2010
    17
  • 18. 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.
    December 9, 2010
    18
  • 19. 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.
    December 9, 2010
    19
  • 20. 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.
    December 9, 2010
    20
  • 21. 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.
    December 9, 2010
    21
  • 22. 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.
    December 9, 2010
    22
  • 23. Suggestions for Billboard
    December 9, 2010
    23
  • 24. Suggestions for Billboard
    December 9, 2010
    24
  • 25. Suggestions for Billboard
    December 9, 2010
    25
  • 26. Suggestions for Billboard
    December 9, 2010
    26
  • 27. Any Question?
    December 9, 2010
    27

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