Maggi noodles were introduced in India in 1982 and became very popular for their convenience of being ready to cook in just two minutes. In the 1980s and 1990s, Maggi's IMC strategy involved TV, print, and outdoor ads promoting its speed and taste. After facing a ban in 2015 over lead content, Nestle's IMC plan focused on regaining trust by positioning Maggi as safer, healthier, and lead-free. Challenges included losing celebrity endorsements and customer loyalty, but Nestle used social media to engage fans and show appreciation for their support through the crisis.
Maggi noodles were introduced in India in 1982 and became very popular for their convenience of being ready to cook in just two minutes. In the 1980s and 1990s, Maggi's IMC strategy involved TV, print, and outdoor ads promoting its speed and taste. After facing a ban in 2015 over lead content, Nestle's IMC plan focused on regaining trust by positioning Maggi as safer, healthier, and lead-free. Challenges included losing celebrity endorsements and customer loyalty, but Nestle used social media to engage fans and show appreciation for their support through the crisis.
Maggi noodles were introduced in India in 1982 and became very popular for their convenience of being ready to cook in just two minutes. In the 1980s and 1990s, Maggi's IMC strategy involved TV, print, and outdoor ads promoting its speed and taste. After facing a ban in 2015 over lead content, Nestle's IMC plan focused on regaining trust by positioning Maggi as safer, healthier, and lead-free. Challenges included losing celebrity endorsements and customer loyalty, but Nestle used social media to engage fans and show appreciation for their support through the crisis.
Maggi noodles were introduced in India in 1982 and became very popular for their convenience of being ready to cook in just two minutes. In the 1980s and 1990s, Maggi's IMC strategy involved TV, print, and outdoor ads promoting its speed and taste. After facing a ban in 2015 over lead content, Nestle's IMC plan focused on regaining trust by positioning Maggi as safer, healthier, and lead-free. Challenges included losing celebrity endorsements and customer loyalty, but Nestle used social media to engage fans and show appreciation for their support through the crisis.
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IMC ANALYSIS OF MAGGI NOODLES
Presented by, Arjun Suraj Lakshmi Silen Abhijith HISTORY OF MAGGI NOODLES
Introduced in 1872-Switzerland by Julius Maggi.
Merger of Maggi GmbH with Nestle company- 1947 Entered into Indian market with it’s 2 minute Maggi formula in 1982. IN 1980S Value proposed: Self-fulfillment for moms in cooking evening snacks for their hungry children
Tagline: “mummy I’m hungry”
IMC strategy (market scenario: New entrant into)
TV ads- broadcasted during popular soap opera in
doordarshan – hum log Print Ads- communicated that Maggi Is a fast food
Free sample in schools for promotion
Press ads and leaflets
Gift for sending 5 Maggi logos cut from packet
TIME LINE PERIOD 1990S
Value proposed: A Quick and tasty food for
children. Tagline: :Fast to cook, Good to eat”
IMC strategy (market scenario: New
entrant into) Ads highlighting different flavors
Conducting Maggi Quizz.
Ads targeting children.
TIME LINE PERIOD : EARLY 2000S Value proposed: A tasty and healty food.
Tagline: “Tasty Bhi, health bhi”
Market scenario: Launching new varieties
in Atta TIME LINE PERIOD: 2010 Value proposed: Rewarding loyal customers by associating ith the product
Concept: “Meri Maggi”
IMC strategy: (Marketing scenario:
Dominant product in indian noodle industry with huge loyal customer base TIME LINE PERIOD: 2011 Value proposed: creating curiosity among the customers about the new variety.
Concept: “Guess the Taste”
IMC Strategy Involving customers in the promotions like
Young world quiz 11 sponsored by the Hindu
Meri Maggi 2ed stage campaign- theam
based on adventurous, naughty or romantic Deliciously Loved MAGGI stories 2015 IMC PLAN Objectives of the plan Bring back the lost trust of customers and revive Maggie’ Brand image Retain 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 CHALLENGES FACED BY NETSLE MAGGI Maggi was given 6 weeks to prove it is safe for human consumption Celebrity brand endorsers no more want to be associated with the brand Lost Customer loyalty never closed the doors of communication with its consumers. In fact, they came up with tribute videos showing gratitude to its fans that were heavy on storytelling and emotional overtones.
Nestle India had rolled out a series of short films
hash tagged #WeMissYouToo when it waited for the test results. Dedicated to all the fans who supported and stood by the brand, there was a Maggi fan boy or fan girl in each of the videos, who badly missed their favorite noodle. Maggi has been systematically rolling out films in each phase of its ban status. It has also ensured to address varied consumer segments in its video series
