Maggi imc campaign

IMC – TRIMISTER 4
ABHISHEK PAN
HARSH PATEL
SNEHI JAIN
SURYA CHAUHAN

Introduction
Maggi is first
introduced in 1872
in Switzerland by
JULIUS MAGGI.
Later, it is
owned by
NESTLE
company in
1947.
Entered India in
1982 with it’s
instant noodles
formula(2-minute
noodles).

Market Share
• Maggi accounted for around 25% of Nestle India’s
revenue and 20% of its operating profits.
• Maggi had around 70% market in 5000cr instant
noodles market in India.
• ITC Foods' Sunfeast Yippee has garnered 18-20%
of the market.
• Hindustan Unilever, which markets Knorr soupy
noodles, holds the balance share with other
brands like Chings.

Physique Personality
Relationship Culture
Reflection Self-Image
Constructed
Source
Constructed
Receiver
Well
Packaged
Food, Yellow
& Red
Traditional,
Familiar
Affection,
Trust,
Quality
Familial
Affection,
Love
High on
Family Value,
Trustworthy,
2 Minutes!
Fast, Tasty,
Convenient,
Trustworthy
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SEGMENT
People looking for
a healthy snack
when hungry
TARGET GROUP
Young people and
children from
upper and middle
class
POSITIONING
Tasty and healthy
snack which can be
prepared in 2
minutes

Maggi in Trouble:
VK Pandey, an officer with UP's
Food Safety and Drug
Administration ended up doing
what several deep pocketed global
multinationals couldn't do.
With this initiation, Several state
governments have banned Maggi
in their states.
List consists of AP, Telangana,
Kerala, UP, Tamilnadu,
Karnataka,Gujarat and many other.
Several malls, larger retailer chains
have shelved off the Maggi.

Cause of the Problem
Maggi is blamed to have Ignored the food
council’s permissible quantity of ingredients.
Found Excessive quantity of Lead
(7 times more) beyond the permissible limit
Presence of MSG
( Mono Sodium Glutamate)

Implications
 FDA officials seized more than 2 lakh packets of various
quantities of Maggi Noodles
 Maggi noodles worth Rs 210 crore withdrawn from the
market and another 110 crore of stock remaining in factories
and distribution centers
 Consumer Confidence has slumped
 Nestle India reported a net loss of Rs 64.40 crore for the
second quarter ended June 30, 2015, — its first quarterly loss
in at least 17 years.

Solution
An IMC Plan!
Objectives of the Plan
• Bring back the lost trust of customers and
revive Maggi’s Brand Image
• Retaining existing customers
New positioning
• Safer, Healthier and Lead Free
• Highlighting the brand’s survival for large
number of years

IMC Tools
• Internet ,Social Media and Interactive Marketing
Facebook and Twitter
“I Miss Maggi”
• Out of Home Media
Billboards and Hoarding of Maggi being safe
• Print Media
• Point of Purchase
Posters
• Word of Mouth
• Events
Use college campuses to put up kiosks
Activations (I miss Maggi,Giving a second chance)
• Product Placement
• Sales Promotion

PR Campaigns
"Compare Maggi issue with larger issues plaguing
the country”
Maggi is banned as it contains lead but sale of
tobacco, still continues as if it contains proteins,
minerals and vitamins"

Will Give Probable Theories for People
to chew on
• Lead gets ingested in our
systems from many other
sources than Maggi.
• Does India have proper
testing facilities?
Exported Noodles found
safe in Singapore,UK and
Canada

Campaign Roll-Out
There are two parts to our campaign rollout-
• First being to rise the intensity of emotional
attachment that consumers has with brand Maggi
in past.
• Recapturing the lost trust on the brand .
Therefore we would have two themes of
campaign to address these two problems.

THEME 1
(RAISING THE INTENSITY OF EMOTIONAL
ATTACHMENT)

Zindagi ke har saaz se judi Maggi
Why?
Still two type of people have been observed on social
media one expressing their attachment towards
Maggi, therefore to reinforce this behavior we are
launching this video ad.
Video ad

Social Media Strategy
Twitteratis flooded the micro blogging site with anguish over
food safety norms violation by Maggi and no less anger seen
on Facebook.
How Maggi responded & Mistakes
•Shared documents that bear the results of extensive
documenting, but majority of people access social media
through mobiles and do not prefer to read long text files on it
•Automated responses are being generated which act as good
mechanism at time of normal business period, but at time of
crises can enhance negativity.

Social Media Strategy
How we plan to handle
•Consumers prefer personal involvement at the time
of crisis, therefore a specialized good sized team that
can give personalized satisfactory messages till the
time of revival of brand, not automated messages as
seen in the past.
•No long text documents as seen as part social media
strategy but to have pure conversations one to one so
as to take the whole scenario in positive direction, as
till now on Twitter 5 M impressions have been created
but generally all negative.

THEME 2
(REBUILDING THE TRUST)

Maggi & Aamir
This ad will leverage the brand of Aamir to get
trust again in Maggi. In this ad Aamir will visit
Maggi production center and will show the
new quality check procedures and equipments
that measure the level of MSG at micro levels
and also share his personal bond with Maggi
lastly while getting out he is shown as eating
Maggi.

Why Aamir Khan
•When it comes to trust and reliability of any celebrity
two names quickly click on our mind i.e. Amitabh Bachhan
and Aamir Khan
•But we prefer Aamir khan, as Amitabh Bachhan has
already endorsed brand in past and we need a new face for
brand Maggi.
•Additionally Aamir Khan had a huge impact while recovery
of Coke as it was found that Coke had high amount of
pesticides in it.

TEST YOUR MAGGI
Mobile Vans Of Maggi
Where Customers Can Test
Their Maggi Packets Live
With Mobile Equipmens Ts
Information On Food,
Nutrition And Safe Levels Of
Lead In Food
Any Random Sample Of
Maggi Will Be Tested .
Free Samples Distributed To
Customers.

WHERE DO YOU
WANT TO HAVE IT ?

Maggi imc campaign

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