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  • 1. 4 th Oct, 2007 Tolani Institute of Management studies Good Afternoon!!!!
  • 2.
    • IMC CAMPAIGN FOR
    • MAGGI
    • (Gandhidham Adipur)
    4 th Oct, 2007 Tolani Institute of Management studies
  • 3. 4 th Oct, 2007 Tolani Institute of Management studies
  • 4. 4 th Oct, 2007 Tolani Institute of Management studies Taste Bhi, Health Bhi
  • 5. Presentation Scope 4 th Oct, 2007 Tolani Institute of Management studies Situational Analysis Strategic Decision Marketing Mix decisions Marketing communication tool selection Budget Planning Message Design Media/ Delivery System Evaluation Justification for the campaign 8 Steps in the campaign planning process
  • 6. What is IMC?
    • Integrated Marketing Communication is the practice of unifying all marketing communication tools – from advertising to packaging- to send target audience, persuasive message that promotes company goals.
    4 th Oct, 2007 Tolani Institute of Management studies
  • 7. STEP 1
    • SITUATION ANALYSIS
    4 th Oct, 2007 Tolani Institute of Management studies
  • 8. SITUATION ANALYSIS
      • Industry Overview
      • Company Overview
      • SWOT Analysis
      • Current sales in Adipur and Gandhidham
      • Market share in India and Kutch
      • Target Market
      • Target Audience
      • (demographic and geographic profile)
      • Consumer Research
    4 th Oct, 2007 Tolani Institute of Management studies
  • 9. Instant Noodle Industry OVERVIEW
    • Instant Noodle industry working at the rate of 53% market share presently.
    4 th Oct, 2007 Tolani Institute of Management studies 46.5% 53.1% March 2002 May 2003 September 2007 53% Top Raman the competitor, has just 20% market share SITUATION ANALYSIS Maggi Noodles having 79% market share
  • 10. Industry review
    • Source: ICICI direct. com September 9, 2007
    4 th Oct, 2007 Tolani Institute of Management studies Instant noodles still enjoy a low penetration and sales are expected to grow through higher reach and increased consumption in future. SITUATION ANALYSIS
  • 11.
    • MAGGI leader within ready to cook noodle industry
    • Market share of Maggi in ready to eat noodles (Gandhidham Adipur)
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS
  • 12. Main categories in this segment 4 th Oct, 2007 Tolani Institute of Management studies Indirect competition with same price other options Direct competition with ready to eat products (e.g upma, idli, poha) SITUATION ANALYSIS
  • 13. Maggi Noodles
    • Maggie noodle child of nestle brand launched in Jan, 1983
    4 th Oct, 2007 Tolani Institute of Management studies A Great Success!! Growing at the rate of 20-25% presently Market Share in India 85% in Gandhidham & Adipur 81% Revenue from Adipur Gandhidham – 20 lakhs Monthly SITUATION ANALYSIS
  • 14.
    • Primary Consumer Research
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS
  • 15. Research Objective:
    • Understanding the attitude and liking for the product and brand in market
    • Usage Pattern
    • Competitive Scenario
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS
  • 16. Methodology and Sampling
      • Sample Size : 50
    • Sampling Technique : Convenience
    • Methodology :
      • One to one questionnaire administration with sample size 50
      • Informal interview with dealers and College going students
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 17. Target audience
    • Sampling Frame: (Target Audience)
      • Youngsters between age group of 18 to 30yrs
      • College Going Students
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 18.
    • Product : Nokia
    • Uses : For Communication
    • Quality : ‘The best’
    • Price : Value for money (“A Price for Everyone”)
    • Brand image :
    • Distribution : available at all the shop selling Mobile handset.
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 19.
    • Research Analysis
    • Maggi has a very good association with hunger satisfaction.
    • Purchases decision is mostly in hands of Mothers in family.
    • Usage by all in the family, over the age of 18 yr.
    • Main USP- Brand image, (and its availability and Low price).
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 20.
      • Mom restricts
      • Feel its not healthy
      • Daily eating will be bore
      • Feel like eating satisfies hunger and tastes superb.
      • It is nutritious as a mix all vegetables
    4 th Oct, 2007 Tolani Institute of Management studies Maggi Noodles consumption Pattern Prominent Reasons SITUATION ANALYSIS Consumer Research Health concerned people try to avoid Maggi noodles even though find it tasty
  • 21.
    • Awareness about new variants in maggi is high it is almost 95%
    • But only 30% have actually tried the new ones
    • Rest are either brand loyal to masala maggi or Perceive no other flavor can be comparative to masala flavor.
    • (Many gave reasons all flavors not available at the their retail shop)
    • 63% out of who have tried didn’t felt taste as enjoying as masal maggi--- so a negative word of mouth.
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 22.
    • If Maggi variants connoted with healthy food contents and also satisfying as a meal
    • - would be preferred by 64% of the respondents.
    • Packaging is attractive and good but few suggested now its time to bring some change in packing as it has grown old.
    • Competitive Positioning:
    • Maggi easy to cook, instant, delicious compared to Top Raman being said thin noodles.
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 23. SWOT 4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
    • Strength
    • USP- Easy to cook & tasty
    • Variety
    • Masses product
    Weakness Perceived as made up of Maida not good for health and calories
    • Opportunities
    • Availability of New segments (e.g. old age people)
    • Increasing level of income of consumers and fast life
    Threats ITC, the competitor provides higher margins to its distributors and growing fast. Top Raman has adopted the strategy of reducing the price of its product.
  • 24. Reasons why new flavors not running well?
    • Lack of proper promotional activity
    • Attachment with the main product Maggi masala in any way not wanting to taste other variants, even if tried switched back original masala maggi.
    • Not much margins given to retailers (no push Strategy)
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 25.
    • Target market: Adipur & Gandhidham
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 26.
    • Though maggi running well , sales growing with time. There is a threat of maggi sales to fall in long run as maggi masala is considered made of maida and already many schools have band maggi.
    • Thus along with protein and calcium contents in Masala maggi, Maggi came up with healthy variants like dal atta,rice mania, thereby extended to health conscious segment.
    • In long run the other variants in maggi will be in more demand
    4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research
  • 27. 4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Competitors
  • 28. STEP 2 4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISIONS
  • 29.
    • Marketing objective:
    • To double the present sales 240lakh to 348 lakh (additional 20% growth)
    • Marketing communication objective
    • S hort term:
    • To increase the frequency of buying & to sustain the preference. (Mainly for Maggi Masala)
    • Motivate those Customers to buy who don’t eat noodles
    • Long term:
    • To change the perception and induce trial
    • ( For all other variants: Dal atta, rice mania, Veg atta, tamato, curry)
    4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS
  • 30.
    • Marketing Media Objective:
    • To increase the frequency of exposures as objective is increase the consumption rate and change the attitude
    4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS
  • 31. Marketing communication functional area objective
    • Advertising:
    • To educate about healthy contents and intensify usage.
    • Sales promotion:
    • To induce trials for Maggi Dal atta and rice mania noodles
    • Public relation:
    • Deliver credibility Message about the product being healthy, to be consumed repeatedly.
    4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS
  • 32.
    • Outdoor marketing: To come in direct contact with customers, in their daily routine for awareness about health and induce trial.
    • Sponsorships: To spread out the message about Maggi noodles being a healthy food and induce trials for new brands and increase the frequency of old maggi noodles.
    4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS
  • 33. Positioning strategy 4 th Oct, 2007 Tolani Institute of Management studies
    • The customer
    • (needs and wants)
    • Easy to cook
    • Instant
    • Tasty
    • Hunger satisfying snack
    The Brand Distinctive feature The Image positioning Strategy “ A tasty and healthy snack cum meal” Reaffirm STRATEGIC DECISONS
  • 34. 4 th Oct, 2007 Tolani Institute of Management studies SET 2 Regular users Dual Role of MAGGI A wide variety in flavors and size for Regulars Users Healthy contents in their favorite MAGGI for Infrequent users SET 1 Infrequent Users The Multi - Task for MAGGI STRATEGIC DECISONS
  • 35. STEP 3 4 th Oct, 2007 Tolani Institute of Management studies Marketing mix decisions
  • 36.
    • a ) Nature of Product : Goods or Services
    • b) Market to which Product is Sold : Consumers or Industry
    • c) Characteristics of Maggi Noodles :
      • Good quality
      • Best Taste
      • Nestle product
      • Easy Availability
      • Value price
      • Available in Different Sizes
      • Variety available
    4 th Oct, 2007 Tolani Institute of Management studies Product Marketing Mix Decisons
  • 37.
    • d) Packaging: Packaging is persuasive (attractive), informational and unique
    • e) Product life cycle: Maggi Masala and Veg. atta still in growth stage, whereas other variants like Dal atta, rice mania, tomato are almost reaching maturity.
    4 th Oct, 2007 Tolani Institute of Management studies
  • 38. 4 th Oct, 2007 Tolani Institute of Management studies Price Small Single Double Four in 1 Variants/Quantity 50gms 100gms 200gms 400gms Maggi Masala Rs. 5 Rs. 10 Rs. 20 Rs.38 Maggi Curry Rs. 10 Rs.20 Rs.38 Maggi Tomato Rs. 10 Rs.20 Rs.38 Maggi Veg Atta Rs. 14 Maggi Dal Atta Rs. 14/ 93gms Rs. 50/ 360 gms Maggi Rice Mania Rs. 15/83 gms Rs. 58/ 332 gms
  • 39. 4 th Oct, 2007 Tolani Institute of Management studies Manufacturer Distributor Retailer Consumer
    • Available at even at nearest grocery shop
    Place
  • 40. 4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective STEP 4
  • 41. 4 th Oct, 2007 Tolani Institute of Management studies Adopted a combination of Push and pull Strategy, where more focus on pull strategy will be observed Advertisement: National advertisements with endorser Sponsoring Sa re ga ma pa little champs Ad in Local news paper Hoardings Pole Kiosk Shelf Display Marketing communication tool selection with objective
  • 42. Sales Promotion
    • Trade promotion for new variants in Maggi
    • Will increase retailer’s margin from 9% to 9.5%.
    • Every quarter in the year 2007,there will be an “Maggi Best Retailer of the Month Contest” , retailer who will be doing maximum sales of Maggi noodles every month in Gandhidham & Adipur, will get a 100 Rs. gift voucher as well as Appreciation in Newspaper.
    • Consumer promotion in Maggi
    • Rasna sharbat sachet free with a single pack of Maggi noodle (except masala)
    • 4 in 1 pack
      • Dal atta for Rs. 48
      • Rice mania Rs. 55
    • For every 4 in 1 pack of Maggi Masala, get a small Dal atta pack free of Rs. 5
    • SKU in all flavors of Maggi noodles
    • Assortment Pack of 6 for kids (mix) with a happy meal toy (Daily different flavors so they will not get bored of same maggi every day) Rs. 30
    4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective
  • 43. Public Relations
    • Getting a health certificate
    • Educating all opinion leaders for social development and health care, about new healthy 2 minute Maggi, thus influencing their opinion. (e.g. doctors, Teachers)
    • Publicity articles given by Doctors or fittest people about maggi noodles
    4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective
  • 44. Other tools
    • Sponsoring School Sports event (higher secondary students)
    • Organizing Maggi painting competition, for school children till standard 7th
    • Introducing Maggi news letter for teenagers every month. (consists of general knowledge, diet essentials, puzzles, jokes, brain games and many other interesting things)
    • Moving Van, painted about maggi, near colleges and shopping places, which would provide cooked maggi for Rs. 5
    • Organizing Maggi Happy Healthy Family day, as a freak out place with parents (just like in fairs, filled with games, eatables and awareness about the heath contents in maggi noodles
    4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective
  • 45. STEP 5
    • BUDGET PLANNING
    4 th Oct, 2007 Tolani Institute of Management studies
  • 46. 4 th Oct, 2007 Tolani Institute of Management studies Budget Planning Task Estimated cost (Rs)
    • Ad in newspaper (Kutch Mitra)
    • 4 times last half page
    • 4 times 1/8 page
    Rs. 37500 2) Sales Promotion Activities done Rs. 5,83,724 3) Blogs Rs. 30 4) Shelf Display (Rs.250 * 7) Rs. 1,750 5) 2 Hoardings (2* 7500* 6 mths) Rs. 90,000 6) 5 Pole Kiosks (Rs.350 each) Rs. 1,750 7) Public Relation Activities Rs. 25000 8) Sponsoring sports day (Higher secondary School) Rs. 15000 9) Organizing competitions (painting) Rs. 4,000 10) Moving van across city (planned places) Rs. 1,20,000 11) Sponsoring Sa Re Ga Ma Pa little champ Singing event + National Advertising Rs. 1,04,166 12) Brand endorser Rs. 69,444 14) Maggi News letters (Quarterly) Rs. 10,000 14) Organizing a fair kind. Rs. 10000 TOTAL ESTIMATED COST Rs. 10,70,614
  • 47. Sole Purpose of Campaign
    • The Lead Task is to make Maggi Noodles Acceptable & Accessible amongst Masses and Erase the Unhealthy Connotations.
    4 th Oct, 2007 Tolani Institute of Management studies
  • 48. Making a campaign
    • Combining objective of each tool with the product offering.
    • Campaign divided into different activities keeping in mind
      • Time of the year
      • Segment
    4 th Oct, 2007 Tolani Institute of Management studies
  • 49.
    • The Big Idea:
    • “ Health with taste”
    • Communication:
    • “ Sab Mil Ke Khao, Taste Manao
    • Health Banao”
    • Coming up with a jingle which is floated in any communication activity done.
    4 th Oct, 2007 Tolani Institute of Management studies Message Design
  • 50. STEP 7
    • Media Message Delivery
    4 th Oct, 2007 Tolani Institute of Management studies
  • 51. 4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 52.
    • Company has been following more pull strategy since few years.
    • As maggi is a FMCG product directing consumer towards product, more beneficial, from company’s long term perspective. (Branding)
    • But even then providing 0.5% increase in retailer margin, so that retailer interest in selling remains in tact.
    4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 53.
    • Newspaper advertisement:
    • Advertisement in local news paper quarterly, talking about flavors available, healthy content in maggi (Protein and calcium). Also announcing “Best Retailer for Nestle Maggi in kutch along with a Rs.100 gift voucher.
    • Pole kiosk:
    • 5 Pole Kiosk will be displayed on Adipur – Gandhidham Highway
    4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 54.
    • Hoardings
    • 2 Hoardings will be displayed both in Gandhidham as well as Adipur. (In rotation)
    • (At 2 places in a month)
    • Near Feelings - Gandhidham
    • Near Gandhi Market- Gandhidham
    • 3. Opp. Vandana Parlor - Gandhidham
    • 4. Near Valentine - Adipur
    • 5. Near College Corner - Adipur
    4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 55. 4 th Oct, 2007 Tolani Institute of Management studies
    • Shelf Display :
    • Providing Maggi Shelf Display to prominent retailers in gandhidham and adipur
    • Gujarat Provision Store
    • Padma stores
    • Pushpa Stores (shaktinagar)
    • Vandana Parlour
    • Gazebo (Lilashah)
    • Naya jeevan (lilashah)
    • Kavita provision (Adipur)
    National TV Advertising Here national advertising, which we see on TV would be run nationally, Will be a part of my campaign in inducing the trial for the various flavors and increasing the frequency of consumption of Masala brand Sponsoring Sa Re Ga Ma Pa little champ coming up in January this activity will help a lot in reaching out to target audience and Increasing the memorability and trying to change the perception for the other flavors of Maggi noodles Media Message Delivery
  • 56.
    • Out door Marketing- Van moving across the city
    • A Van would be painted with Maggi pictures, slogans and endorser picture will be out in the city, visiting colleges during week days and shopping places during weekends, providing Rs. 5 Maggi noodles (all flavors available)
    • Designing the name of Van.
    • Announcing 5 lucky free bees everyday who will get 1 plate maggi noodles (any of the variant) free on purchase of 2 plates.
    • Van would run a ‘jingle’ planned for maggi all time – resulting into brand recall.
    • The service providers and the stationery and vessels will be all in yellow and red depicting Maggi’s symbol
    4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 57.
    • Sponsoring sports event
    • Students from all the higher secondary school will be motivated to participate in the inter school sports competition.
    • A website is already their for children – Maggi club, many activities are done in that, all the advertisements about campaign would be floated in that website too. incurring no cost.
    4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery
  • 58.
    • Packaging
    • Packaging will remain yellow with a little change 2 times according to the campaign
    • With an attractive picture of noodles cooked and picture of Dhoni “the endorser’
    • A caption: ‘Maggi Mazza - Har Din Naya Swad’
    • With attractive picture of little champs sa re Ga ma pa winners (last year)
    • A caption ‘Ab mummy mana nahi karegi’
    • - with cartoon logo on every maggi pack
    4 th Oct, 2007 Tolani Institute of Management studies
  • 59. STEP 8
    • EVALAUTION
    4 th Oct, 2007 Tolani Institute of Management studies
  • 60.
    • Check Sales Level on Monthly Basis.
    • Counting number of displays and impression before and after campaigns , pre and post event attitude surveys
    • Check whether Steps taken by me are implemented properly on Time.
    4 th Oct, 2007 Tolani Institute of Management studies EVALUATION
  • 61. Justification on campaign 4 th Oct, 2007 Tolani Institute of Management studies
  • 62. 4 th Oct, 2007 Tolani Institute of Management studies Thank You -Do have your maggi today!!!
  • 63.
    • PRESS RELEASE
    • NESTLÉ INDIA ON THE RIGHT TRACK
    • • Net Sales for the Quarter ended 31
    • st
    • March, 2005 increased 5.5%
    • • Reported Net Profit for the Quarter ended 31
    • st
    • March, 2005 increased 21.3%
    • • Interim Dividend of Rs.5/- per share for 2005 [declared on 19
    • th
    • April, 2005]
    • • Focus on long term sustainable and profitable growth, market share and operational &
    • capital efficiencies
    • • Continued emphasis on Innovation and Renovation to increase Nutrition, Health and
    • Wellness across product portfolio.
    • • Launched New MAGGI Vegetable Atta Noodles to provide the benefits of health and
    • wellness in a pleasurable manner. “Health Bhi. Taste Bhi.”
    • Mr. Martial Rolland, Chairman and Managing Director of Nestlé India stated, “I am satisfied with
    • the direction in which the Company is moving. We are focused on growing our top line,
    • improving market shares, rationalizing organizational structure and enhancing operational
    • efficiencies through Nestlé Group’s “Operational Excellence” initiative. At the same time we are
    • renewing our focus on innovation and renovation and leveraging our access to world-class
    • technology available with Nestlé S.A., to increase Nutrition, Health and Wellness across our
    • product portfolio. The recently launched MAGGI Vegetable Atta Noodles that has been well
    • received by consumers is an example of these efforts.”
    • Nestlé House, Gurgaon, 29
    4 th Oct, 2007 Tolani Institute of Management studies