Imc of maggi an analysis

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Imc of maggi an analysis

  1. 1. Maggi Noodles IMC – An analysis Abinesh Raja
  2. 2. Time Line Period: 1980sValue Proposed: Self-fulfillment formoms in cooking evening snacks fortheir hungry childrenTagline: “mummy I’m hungry”
  3. 3. 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
  4. 4. Time Line Period: 1990sValue Proposed: A quick and tastyfood for children.Tagline: “Fast to cook, Good to eat”
  5. 5. 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.
  6. 6. Time Line Period: Early 2000sValue Proposed: A tasty and healthyfood.Tagline: “Taste bhi, health bhi”
  7. 7. IMC StrategyMarket Scenario: Tough competition from “Top ramen”. Emergence of anti-Maggi campaigns related to health issues.
  8. 8. Time Line Period: Late 2000sValue Proposed: Eat Maggi noodleson the go.Tagline: “Just add garam paani andcarry on jaaani!”
  9. 9. IMC StrategyMarket Scenario: Launching new varieties in Atta noodles category.
  10. 10. Time Line Period: 2010Value Proposed: Rewarding loyalcustomers by associating with theproduct.Concept: “Meri Maggi”
  11. 11. IMC StrategyMarket Scenario: Dominant product in Indian noodle industry with huge loyal customer base.
  12. 12. Time Line Period: 2011Value Proposed: Creating curiosityamong the customers about the newvariety.Concept: “Guess the Taste”
  13. 13. IMC Strategy Market Scenario: Involving customers in the promotions Meri Maggi 2nd stagecampaign– theme based- adventurous, naughty Maggi Club or romantic
  14. 14. ObservationsMaggi prefers to use traditional methods ofmarketingStore positioning of MaggiShould realize the social media marketingopportunity
  15. 15. Mummy bhook lagi.Bus! Dho minutebeta..

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