Time Line Period: 1980sValue Proposed: Self-fulfillment formoms in cooking evening snacks fortheir hungry childrenTagline: “mummy I’m hungry”
IMC StrategyMarket Scenario: New entrant into market TV ads - broadcasted during popular soap opera in doordarshan – hum log Print Ads - communicated that Maggi is a fast food Free samples in school for promotion Press ads and leaflets Gifts for sending 5 Maggi logos cut from packs
Time Line Period: 1990sValue Proposed: A quick and tastyfood for children.Tagline: “Fast to cook, Good to eat”
IMC StrategyMarket Scenario: Established product. The ads referred to Maggi directly. Ads highlighting different flavors Used brand ambassadors for Kissan products – Javed for ketchup Ads targeting children. Conducting Maggi Quizz.
Time Line Period: Early 2000sValue Proposed: A tasty and healthyfood.Tagline: “Taste bhi, health bhi”
IMC StrategyMarket Scenario: Tough competition from “Top ramen”. Emergence of anti-Maggi campaigns related to health issues.
Time Line Period: Late 2000sValue Proposed: Eat Maggi noodleson the go.Tagline: “Just add garam paani andcarry on jaaani!”
IMC StrategyMarket Scenario: Launching new varieties in Atta noodles category.
Time Line Period: 2010Value Proposed: Rewarding loyalcustomers by associating with theproduct.Concept: “Meri Maggi”
IMC StrategyMarket Scenario: Dominant product in Indian noodle industry with huge loyal customer base.
Time Line Period: 2011Value Proposed: Creating curiosityamong the customers about the newvariety.Concept: “Guess the Taste”
IMC Strategy Market Scenario: Involving customers in the promotions Meri Maggi 2nd stagecampaign– theme based- adventurous, naughty Maggi Club or romantic
ObservationsMaggi prefers to use traditional methods ofmarketingStore positioning of MaggiShould realize the social media marketingopportunity