AD EXPOSURE MODELGroup Members:

Saloni MehraUrvashi Athavale

Qais HuseinSheikh Rehmatullah

Product: MAGGI

Introduction

• Maggi noodles is a brand of instant noodles manufactured by Nestlé

• Maggi 2-minute Noodles is the most-loved meal across all age groups and defines the Instant Noodles category in India by being a part of our way of life

Maggi 2-minute Noodles offers 10% RDA of Protein and 20% RDA of Calcium in each serve (75g). With a reduction of over 27% salt per serve, less than 0.2% Trans Fats and no added MSG’s Maggi

Noodles has focused on providing a healthier meal, without compromising on the great taste

Maggi- Over Years

Route 1Route 1

Route 1

Route 2

Awareness / Familiarity with Brand

• The first TVC on Doordarshan educated the Indian masses about introduction of new Maggi Noodles.

• It clearly communicated its Target Group with visuals of children and associated ‘hunger’ with Maggi.

• Words like ‘jhatpat’ in the TVC also spoke about the instant/quick preparation of Maggi noodles

• Introducing Maggi for the first time on Television

Awareness / Familiarity with Brand

• Maggi’s USP is encapsulated in its timeless tagline – ‘Taste Bhi, Health Bhi’

• This, coupled with its ‘Two Minutes’ phrase legacy forms its attributes and benefits.

• Further Line Extension and introduction of ‘Dal Atta Noodles, Vegetable Dal Atta Noodles’ further emphasized the ‘health and nutritional’ benefits of Maggi Noodles

• Observe the words “sabji”, “fibre”, “iron”

Attributes & Benefits - USP

Attributes & Benefits - USP

Functional Benefits • Combats Hunger• Nutrition and

Health• Quick

Emotional Benefits • Fun• Companionship

• Health with Maggi

• Iron and Subji

Attributes & Benefits - USP

• Consistent visuals of kids gives the brand a personality of being ‘fun’ and ‘vibrant’ (also notice excessive use of animation, cartoons)

• However, the kids are always shown to be in the presence of mother or other family members. Hence, it also forms a personality of ‘healthy’ and ‘acceptable’. Also, the constant relation of Maggi to hunger can be noticed.

• This personality of fun in a healthy manner has been projected in their advertisements for several years.

Brand Image / Personality

• Hence, the description of Maggi’s personality would be – “Someone who responds to hunger quickly in a fun and healthy manner.”

• However, it has to be noted that the children Maggi targeted more than 25 years back have now grown up.

• The latest advertisements of Maggi give it a personality of a ‘helpful companion’ during various activities and instances like trekking, studying, during tough times and so on.

Brand Image / Personality

Brand Image / Personality

Fun

Vibrant

Healthy

Dependable

CompanionshipHelpful

• Animation

• Into the Wild

Brand Image / Personality

• The concept of ‘Meri Maggi’ indicates a direct association of the TG with the brand.

• In this sense, the bond between Maggi and consumers is as such that they ‘own’ the bowl of Maggi

• Also, the adult consumers (remember, previously children) associate Maggi to be an integral part of their memorable activities and incidences.

• “Pachees saal se, Maggi aur aapke kai haseen pal jude hai”

Associations of Feelings with Brand

Associations of Feelings with Brand

• Meri Maggi

• Maggi Personal Moments

Associations of Feelings with Brand

• Linking with the Kids by associating hunger during snack time with a bowl of fun and vibrant noodles

• Linking with Mothers by providing a ‘healthy and nutritious meal’

• Hence convincing kids to demand for Maggi when hungry, and helping mothers to meet the demand nutritiously = A perfect linkage match

• Creating a cult following amongst kids for Maggi during snack time – Maggi Anthem “Sudup Sadap”

Linkage with Peers / Experts and Group Norms

• Maggi Group Anthem

Linkage with Peers / Experts and Group Norms

• Our analysis suggests that Maggi does not use the Route 2 path of inducing and promoting brand trials and re-purchases.

• Route 1 of building the brand personality and developing favourable attitude for Maggi has been the objective of all its Advertising and Marketing Communications.

• Maggi has built favourable attitude and preference through a 25 year instant noodle heritage and has not indulged in quick-buck strategies.

ROUTE 2 - Inducement about Brand Trial

• Though there are offers where one pack of Maggi is provided free after purchasing four, no form of advertising or marketing communication highlights this offering.

ROUTE 2 - Inducement about Brand Trial

• The build up of a favorable Brand Attitude through Route 1 by Maggi gives rise to the final Purchase Behaviour by customers.

• If Maggi is a favourite choice for snacking when hungry, it has locked repeat purchase because 'Hunger' as a biological concept is recurrent in nature.

• By first targeting the communication programmes towards kids and then scaling up the age group, Maggi has ensured higher visibility and presence.

• 25 years of fun, vibrance, friendship and nutrition heritage through Advertising and Marketing communications has made a distinct space for the yellow pack in the shelf space in the market and kitchen.

Purchase Behaviour Creation

• Market Share: 80%

• Maggi still rules the roost, with more than three-fourths of the 2,500 crore market in the bag, as of September 2012*

• 1.2 million fans on Maggi Facebook page with high engagement*

• Maggi contributes over 26% to total revenue of Nestle’ India, much higher than the 19% share four years ago

• Significant customer recall for Maggi. This has helped the company wade through competition successfully for the past many years.*

Noodles and Numbers

Change in the Market Share

2009 2010 201274.00%

76.00%

78.00%

80.00%

82.00%

84.00%

86.00%

88.00%

90.00%

92.00%

Maggi Market Share

Market Share

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