Project undertaken as part of Online Marketing subject. Brand under consideration is Maggi (Nestle)

1. ONLINEMARKETING
PROJECT
Group6

2. PRESENTATIONOVERVIEW
✖Describe your Business
✖Online Reputation Management (ORM)
✖Social Media Campaigns
✖SEO Plan
✖Mobile campaign
✖Customer Delight
✖Integrated Campaign
✖Always-On Strategies

3. Describeyourbusiness

4. Maggi
✖Nestle India Ltd. (NIL)
✖Introduced in 1982, subsidiary of global FMCG Nestle
Company Name
Industry
✖New Category all together
✖Instant Noodles
✖It’s an edible product (No MSG at all!)
✖B2C Marketing employed
Product or Service? B2B or B2C?

5. Maggi
✖We have different buyer
personas involved:
Buyer Persona
Married Women with kids
✖Women purchasing for their kids
✖Married (working / housewife)
✖Middle-class and Upper-class
✖Metros, Tier I & Tier II cities
✖25-40 yrs old
✖Their kids like noodles & its easy
to prepare
✖Men & Women purchasing for themselves
✖Could be married or bachelor
✖Middle-class & Upper-class
✖Metros, Tier I & Tier II cities
✖16-30yrs old
✖Easy, quick & cheap snack to prepare
Youth – Teenagers & Young Adults

6. Annualroadmap2016
Let’s start with the annual roadmap with
tactical & always-on campaigns for the year 2016

7. Onlinereputationmanagement
✖Nestlé took a long time to come out with a proper response despite
nearly 19,000 mentions since the controversy broke (almost 2 weeks)
✖Even then, the reply came across as tame and far from convincing
✖Panic in Market - share price fell nearly 13.5% or by Rs. 941 in the
fifteen days to June 10, 2015
✖Maggi sales fell 60% across India since the controversy began in the
last week of May, according to a Kotak Securities report
✖ Consumer grievances on social media were managed only with a
standard automated response, which did not impress its loyal
consumers
Why the need for an ORM?

8. Onlinereputationmanagement
✖Most conversations since the
crisis have been on Twitter
✖Identify conversations around
the keyword #MaggiBan or
other Maggi related keywords
✖Assure each & every consumer
in those conversations
regarding safety of the product
Social Media - Twitter
✖Best medium to address the huge
audience which is interested in Maggi
✖Use the Page to post content and
aggressively promote it for a week
✖Easy to track & respond actively to
conversations on the Facebook page
✖Use as many different ways to
communicate the message, does not
seem morose or robotic
Social Media - Facebook

9. Onlinereputationmanagement
✖Why- anyone who wants information
on the internet will naturally search
using a Search engine and go
through the search results
✖How - Optimize the search results
through SEO to ensure public
statements by nestle and positive
articles appear on the search results
listing instead of news articles
Search Engine
✖ Blog posts are among the most shared
content after videos on Facebook
✖They will double up in turning around
the existent negative sentiment on
Facebook to Neutral and Positives
through Customer advocates
✖How? Connect with bloggers to
showcase safety measures implemented
in Nestle plants
✖Discuss Quality checks done to ensure a
safe product fit for consumption
Social Blogs

10. CONTENTMARKETING
STRATEGY

11. GetFound(attract)–socialmedia
✖Aim - to engage previous customers
as well as generate interest among
newer audience as well
✖What – comprises of launching
accounts on social media sites such
as Facebook, Instagram, Twitter,etc
✖Post regularly with variations to
recipes of Maggi + nutritious values
of its ingredients
✖When - Hold quarterly competitions
encouraging more user generated
data (recipe competition)
Campaign - #MeriMaggiDobara
✖Put a Call-to-Action button on each of
the social media channels which allows
users to
1. Submit their stories/recipes (user
generated)
2. Take them to a separate landing page
or website for new product launches
3. Also allow them to engage with
company should they have any enquiry,
response time to be less than 30mins
4. Place orders through e-commerce
partnership (snapdeal)

13. Place your screenshot here
Samplecontentforuserengagement

14. GetFound(attract)–socialmedia
✖Aim – Identify key festive periods
(for eg. Diwali) & launch selfie
competitions around it
✖#MaggiWaaliDiwali
✖Users will be asked to show how
much they enjoy celebrating festivals
with Maggi
✖Crowdsourcing through such
competitions on Instagram, Twitter,
etc.
Social Campaigns – Selfie Contest

15. GetFound(attract)–socialmedia
✖Maggi has always been supportive of
Mothers as they prepar noodles for
their kids
✖Aim – to establish a connect with the
Mothers and improve brand rep
✖#MummyWaaliMaggi
✖Involve some famous personalities
who are caring Mothers themselves
✖Celebrate spirit of motherhood &
showcase care for their children
✖What – Generate Buzz through
Teaser video, promotions & advert
Tactical Campaign – Mothers Day

16. GetFound(attract)–socialmedia
Tactical Campaign – Mothers Day
TEASER
02 WEEKS
PLATFORMACTIVITIESCHANNELSOBJECTIVE
LAUNCH
01 WEEK
REVIEW
01 WEEK
YOUTUBE CHANNEL
FACEBOOK FANPAGE
“Mothers can trust Maggi” VIDEO
TEASER CLIP
AMPLIFICATION
08 WEEKS
“Mummy waali Maggi” CLIPS
FACEBOOK
GOOGLE
Showcase the bond between
Mother & her children, establish
connect
Official launch the campaign Introduce all products including
new ones
Viral the video clips
Build up the engagement about Maggi’s revival & celebrating the spirit of
motherhood because they care for all
Keep the conversation about how Maggi is safe &
that mothers can trust their kids with Maggi
Push up the conversation about the safety of
consumption
FORUM
COMMUNICATION TIMELINE

17. GetFound(attract)–socialmedia
✖Do collaborations with popular food writers –
their reviews can influence many people at
once
✖Present across channels – Blogs, Facebook,
Youtube, etc
✖Ask them to taste some of the user submitted
or Maggi’s own recipes and give valuable
reviews
Collaboration with Influencers

18. GetFound(attract)–SEO
✖Check On-Page Content
For Keyword Stuffing
Revise by using
alternative words
✖Align our keywords to
the ad copy
✖Brainstorm a list of
search queries &
keywords and use
Adwords keyword
planner for selecting
the set of keywords
SEO Plan
✖Review your META content for
harmful stuffing

19. CONVERT
SAMPLE LANDING PAGE (WEBSITE)

20. CONVERT–MOBILE
✖Functions – 1. Menu consisting all
recipes provided by all users
2. Call-to-action button to place an
order
3. Locations – find nearest shop
through store locator
4. Lets you go through reviews &
experiences of other users
5. Share recipes with your friends &
even gift them a product
6. Access the Loyalty program
Mobile App

21. ANALYZE(delightcustomers)
✖Work upon signing-up each and every consumer
for their loyalty program – exchange reward
points for free goodies – Lottery game
✖Suggestion – “Maggi Family” (Website & Mobile
App)
✖Provide daily or weekly newsletter for consumers
with regular updates & surveys for gathering
feedback
✖Increase personalization &
create content which is more
appealing for consumer
Customer Loyalty & Engagment Improvement

22. Integratedmarketingapproach
✖ Mobile Vans Of Maggi
✖ Where Customers Can Test Their
Maggi Packets Live With Mobile
Equipments
✖Provide Information On Food, Nutrition
And Safe Levels Of Lead In Food Any
Random Sample Of Maggi Will Be
Tested
✖Free Samples Distributed To Customers
✖Users will be asked to share their
experience + selfie online & receive
goodies
Campaign - Test My Maggi

23. Always-onstrategy
✖Review & Revise
PPC campaigns
✖Landing page strategy
& development
✖Monitor performance,
monthly analysis
and give suitable
recommendations
Online Advertising
✖Optimize available static
website content
whenever needed
✖Review CTA strategy for
lead generation
(hubspot)
✖Continous review of
content (blogs, website,
etc) with editorial team
(fixed schedule)
Content Optimization Social Marketing
✖Follow best practice
guidelines for Twitter,
LinkedIn, etc
✖Social Media training for
key staff
✖Expand social media
engagement among staff
& other resource
✖Integration of social
media into every
marketing initiative

24. Printmediasuggestion

25. Thanks!
Any questions?