Maggi Noodles has used various integrated marketing communication strategies over different time periods since the 1980s to promote its product in India. These strategies included television, print, and outdoor advertisements as well as promotions, contests, and brand ambassadors. More recently, Maggi has focused on engaging customers through participation-based campaigns while continuing to rely on traditional marketing methods. Observations note opportunities for Maggi to better utilize social media marketing.

1. Maggi Noodles IMC – An analysis
Abinesh Raja

2. Time Line Period: 1980s
Value Proposed: Self-fulfillment for
moms in cooking evening snacks for
their hungry children
Tagline: “mummy I’m hungry”

3. IMC Strategy
Market 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. Time Line Period: 1990s
Value Proposed: A quick and tasty
food for children.
Tagline: “Fast to cook, Good to eat”

5. IMC Strategy
Market 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. Time Line Period: Early 2000s
Value Proposed: A tasty and healthy
food.
Tagline: “Taste bhi, health bhi”

7. IMC Strategy
Market Scenario: Tough competition from “Top ramen”. Emergence
of anti-Maggi campaigns related to health issues.

8. Time Line Period: Late 2000s
Value Proposed: Eat Maggi noodles
on the go.
Tagline: “Just add garam paani and
carry on jaaani!”

9. IMC Strategy
Market Scenario: Launching new varieties in Atta
noodles category.

10. Time Line Period: 2010
Value Proposed: Rewarding loyal
customers by associating with the
product.
Concept: “Meri Maggi”

11. IMC Strategy
Market Scenario: Dominant product in Indian noodle industry with
huge loyal customer base.

12. Time Line Period: 2011
Value Proposed: Creating curiosity
among the customers about the new
variety.
Concept: “Guess the Taste”

13. IMC Strategy
Market Scenario: Involving customers in the promotions
Meri Maggi 2nd stage
campaign– theme based
- adventurous, naughty Maggi Club
or romantic

15. Observations
Maggi prefers to use traditional methods of
marketing
Store positioning of Maggi
Should realize the social media marketing
opportunity

16. Mummy bhook lagi.
Bus! Dho minute
beta..