4Ps Challenger 2019

Team : 3 Musketeers Archita Goyal Anmol Agrawal Mouli Banerjee

Mob: 9167728380 Mob: 7891400575 Mob: 9958250661
Email id(POC): mouli_d20@iift.edu
Executive Summary Case Research
Primary Customer
Primary Profiling
Research Consumer Journey 3P Mapping 360° Strategic Mix
Architecture
Youth are the major contributor, a • Maggi in the instant noodle category
AIM CHANNEL
C dynamic community that act as
enjoys a 60% market share.
trendsetters in the instant noodle • Our TG – the young food lovers who Trade
O Repeat
category contribute to about 35% of the Promotion
N volume.
purchase
T Sampling
• The USP of Fusian is its aroma and
E Innovations in Maggi variants have taste of all three distinct flavours that Media/Digital
Create
X always received attention but differentiates it from the Normal On-ground
Imagery
T sustaining the trials is a challenge. Masala Maggi activation

APPROACH MARKET VISIT

Our visit to shopping

malls and cafes,
interacting with the
Consumer Survey Consumer Profiling Hyper Targeting Consumer Journey salesperson

Gain Category and Product To understand the buying pattern To determine the TG with more To understand the touch
Insights. Understand the and the behavioral influence relevance and identify their pain points in a consumer's life
brand image and customer through Lifestyle analysis and points that can be addressed, that can influence re-
loyalty. personality mapping barriers, influencers to purchase. purchase

Sampling Media Deployment Marketing Strategy 3P Mapping

To cater to the tensions Psychologically and socially engaging Strategies to initiate pull from the To identify the role of Interacting with the
of the various hyper the customer is a unique way to demand side and push from the Product, Price, and Place in regular Maggi customers
target segments of the ensure repeat purchase which can be supplier side to create a holistic the re-purchase decision of
TG individually. best done by digital media promotional model our TG
Executive Summary Primary Research Customer
Primary Profiling
Research Consumer Journey 3P Mapping 360° Strategic Mix

OBJECTIVE APPROACH TOOLS USED

To understand the buying behavior of consumers A primary survey of sample size of 104 was taken. Also focus To understand our consumers and their pain points we used the
towards instant noodles and identify the factors group discussions were conducted among the students of the AIO (Activities, Interests, Opinions) method and do a lifestyle
influencing repeat purchase age group 20 - 35 analysis and a personality mapping for the core TG.

Awareness of Variants v/s Actual Repeat purchase Initial Purchase v/s Re-purchase

Variants Awareness Most purchased variant of Maggi Initial trial score

Taste
Mean Average
Maggi Sweetcorn Maggi Sweetcorn Particulars
Score Availability
Maggi Hot heads Maggi Hot heads 21%
Taste 4.1 36%
Veg Atta Noodles Veg Atta Noodles Easy to cook
Maggi Fusian Maggi Fusian Availability 3.7 13%
Price
Masala Maggi Masala Maggi Price 3.1
13% 17% Quality
0 50 100 0 50 100 Convenience 3.9 Assurance
Source : Primary Research Source : Primary Research *Chart prepared through weighted average distribution through survey Source : Primary Research

Inference: Except for Masala Maggi the actual repeat purchase of variants is low as compared Inference: Taste, availability and convenience of use are the top three factors that act as a
to awareness level. This because of reluctance to switch to new product that limits the re- trigger for initial purchase. But for repeat purchase it is the top of the mind recall and price
purchase volumes of other variants. that acts as key factors

Consumer Insights

“I like trying different flavours of

Maggi but they are not available
throughout. Masala Maggi is the
Many people come and ask for
Maggi. We suggest them
when new variants are
,, PERCEPTUAL MAP
safest option for me” -Student launched .” – Nescafe, IIFT EXPECTED CUSTOMER LOYALTY FOR FUSIAN

We frequently go for trekking, we get mainly the Masala Maggi during

trek. I wish there were some more variants available for us at high
altitudes.” – Traveller
 Executive Summary Primary Research Customer
Primary Profiling
Research Consumer Journey 3P Mapping 360° Strategic Mix

On the basis of our Primary survey, we have divided our TG- youth belonging to the age group of 20-35 years and did a personality mapping and lifestyle analysis for
each of the following

The Emergents The Loyalists The Traditionalists

Emergent are the most potential customers, they The consumers belonging to this segment are not
The consumers belonging to this segment are
are vigilant and dynamic. much aware about noodle variants and belong
highly brand conscious
They include young Students & working professionals to the low income groups
They include the all-time Maggi lovers.
They have no idea about instant noodle brands
Lifestyle analysis Lifestyle analysis Lifestyle analysis
Tends to be busy always, Healthy breakfast & regular
workout before leaving for work Engaged mostly in daily
rush to college/school
Personality Map Personality Map household chores. Personality Map
Thus no time for breakfast No compromise with regular diet
✓Flexible mindset ✓ Self-conscious No proper diet is followed ✓Self absorbed
Feel hungry mid-classes ✓Happy-go-lucky Highly loyal to Nestle. ✓ Brand conscious ✓Enthusiastic
✓Highly creative ✓ Energetic They go by word of mouth
Rush to Nescafe To them Maggi is more ✓Not adaptable
✓Foodie ✓ Assertive No brand awareness
points/fast-food like an evening snack post to changes
They are price sensitive
centres. work hours.

They are the “ Koi bhi Noodles chalega” category i.e any
kind of noodles work for them to satisfy the immediate hunger
Expectations
➢Solve their daily breakfast problems
➢Healthy but quick and easy to eat
➢Available multiple flavours
➢Pocket friendly
They belong to the “Yeh wala Maggi hai kya?” category
and look for new Maggi variants based on their taste and tends They are the “Only Masala Maggi” category and are
to switch to new variants as launched. reluctant to try new flavors.
Expectations Expectations
➢Quality Assurance ➢Low price
➢Easy to cook ➢Available in a single flavour
➢Attractive packaging ➢Available in mini packs.
➢Prefer new variations in Maggi ➢With High discounts and vouchers

Inference : They are not much brand conscious w.r.t to Inference : They are highly loyal to Maggi as a product brand Inference : They mostly believe in word-of-mouth and
noodles but judge by price and quality. and will use a product only if customised well. look for a safe option in terms of taste .
 Executive Summary Primary Research Customer
Primary Profiling
Research Consumer Journey 3P Mapping 360° Strategic Mix
Consumer Decision Journey Waits for the Dislikes the taste.
arrival of Fusian No re-purchase
Gets to know about Places the first
Maggi Fusian order online

Finds out more about Taste Fusian for Likes the taste and wants
Touchpoints through out consumer journey the first time
the new variant to purchase again

Awareness Discovery Ordering Receiving Consuming Sharing

Pre Purchase Purchase Post Purchase

1 Frequency of Consumption 2 Top of the Mind

Key Influencers Recall
to Re-purchase 3 Attributes for Re-purchase
% of Respondents “I never have any particular occasion to
38
40 30 buy Maggi. I mostly buy the packs that I Preparation time
30 25 see on the shelf.”
20 10 -Consumer, Big Bazaar
10 Flavour
0
Once a month Once a week Twice a week More than “Demand is generally high but for
Calories
twice a week specific variants visibility is important.
Jo dikhta hai wahi bikhta hai”-
% of respondants -Store manager, Big Bazaar Nutritive Value

Inference: 35% of the Key Influencers • 66% of the survey takers have never searched for
respondents consume 0 20 40 60
% of particular Maggi instant noodles variant at retailer store.
noodles twice a week Influencers
respondents
which means there is • Majority of re-purchase occurs through brand recall
sufficient demand for Family 36
happens mostly with product display at PoS.
instant noodles but a lag Inference: This shows that our TG mostly has a very
Friends/Collegues 40
busy life style hence they preferably look for time
for a particular variant • Product visibility is an important factor that contributes to
that restricts repeat Media 56 saving options. Second most important attribute is
re-purchase. For any variant to ensure consumer retention
purchase. flavor that contributes to their decision making
Others 20 it is necessary to opt for rigorous promotions throughout
Executive Summary Primary Research Customer
Primary Profiling
Research Consumer Journey 3P Mapping 360° Strategic Mix

To understand the role of the 3P-Product, Price and Place in the consumer decision of repeat purchase, we conducted a secondary research and a separate survey
taking a sample size of 110 respondants

PRODUCT PRICE PLACE (Touchpoints)

consumers will sometimes check out a product
64% off the shelf without prior knowledge of it.
of the respondents consider quality (taste,
72% texture, etc) contributing to overall product
satisfaction w.r.t instant noodles.
Of the TG believe that a product’s “attractiveness”
56% and “distinctiveness,” as ”very important” features
to gather a shelf appeal while shopping
PRODUCT FIT - FOR FUSIAN
• Packaging is the USP of the product as it contributes to
generate repeat trials on sheer appearance.
• As per our primary survey, our TG finds not much
• According to our primary survey, about 42% of our TG • For Fusian to be a sustained product, we need to
is price sensitive w.r.t the instant noodle category understand what need is driving the interaction and
where and when the interaction takes place.
• As per literature search, favorable price perceptions
have a positive effect on overall customer satisfaction • 35% of our TG gets influenced by the Advertising/online-
and intention to return. ads and social media. Thus Place(touchpints) play a vital
role in targeting our youth.
Priority Mapping for 3P
• As observed from the buying pattern of our Fusian TG,
High
sliced focus on individual touchpoints play a crucial role.
PRODUCT
PLACE CUSTOMER EXPECTATIONS FROM THE TOUCHPOINTS
Low High EXPECTATIONS REASONS
Perceptual priority

Actual priority
PRICE Cultural interaction with the
distinctiveness in the Maggi Fusian packaging from the
other Maggi variants. Appropriate product should meet the
needs.
• To them he packaging should give a premium and different Low Source: Primary Research
Majority of our TG looks for
feeling. Relevant
JUSTIFICATIONS utilitarian benefits

1. Product: The perceived importance and the actual Product perception should sink
Meaningful
importance of product features in repeat purchase in high. with the purpose
INFERENCE
2. Price: Our TG being food lover, they are ready to spend
Repeat purchase cannot be ensured only on the basis of more for a better-quality product. Hence perceptual Sustainability can be created
taste. At the initial level of product cycle, it is essential to priority for the price is high but the actual priority is lower. Endearing through desirability that
attain the feel-good factor to gain the share of mind through 3. Place: Perceptual priority is lower but the actual triggers re-purchase
attractive packaging. psychological influence of the touchpoints is high. Source: Secondary research
 Executive Summary Case Architecture Primary
Primary Research
Research
Need Gap Analysis
Taking into consideration the insights that we got through the primary survey
it was found that there exist a gap in both demand and supply side. Thus
following need gap analysis was made-
DEMAND SIDE SUPPLY SIDE
Lack of Product pull Lack of Product push
CHALLENGE: TG associates the CHALLENGE: There is a lack of push
perception about Maggi with the from the retailer end for purchase
features(like taste, noodles shape, of a particular variant as witnessed
texture,etc) of Masala Maggi. during our primary survey.
• Thus psychologically they are • Thus a major segment of our
unable to adjust with any new TG whose purchase decision
instant noodle variant that are depends on the peers/retailers
launched gets fragmented
Plan of Action: The strong Plan of Action: The retailer
psychological attachment needs to segment of the distribution channel
be diluted by an aggressive should be incentivized to push
increase in product visibility. Maggi Fusian
Benefit: Benefit:
• Increase re-purchase • Influence re-purchase decision
• Increase market share • Increase supplier power.
• Low brand switching • Increase sustainability
Customer Profiling
INTEGRATED PROMOTION MODEL
SUPPLY SIDE
Sankalp Scheme
Instant gifts on redeeming Fusian
Coins and free samples of Maggi
Fusian on achieving a target sales
volume.
How does this help Maggi Fusian?
Consumer Level
• Acts as a motivation for the retailers to
push Fusian.
• Enhances top of the mind recall through
repeated product push.
DEMAND SIDE
“Maggi Fusian –The Endgame Hunt”
Why The Endgame Hunt?
With Avengers Endgame being the most
vibrant talk of the town, associating Fusian
with Endgame will engage our TG immensely
What is The Endgame Hunt?
Treasure hunt and contests themed after
Avengers organized at shopping malls and cafes
and super markets to know more about Fusian
3P Mapping 360° Strategic Mix
How does this work?
Retailer Level
• On purchase of every packet of Maggi
Fusian, the retailer gets a Fusian coin.
• On collection of a targeted Fusian Coins,
the retailer gets instant gifts.
TRADE
PROMOTION
Dealer Award
The best performing dealer is awarded
annually with sponsored domestic
trips, on meeting the highest sales
target for Maggi Fusian.
ON-GROUND How does this help Maggi Fusian?
ACTIVATION • Socially engaging the TG (youth)
• Increasing brand recall.
• Increasing repeat purchase
• Win share of mind
Executive Summary Case Architecture Primary
Primary Research
Research Customer Profiling 3P Mapping 360° Strategic Mix

Media Deployment Strategy - Tapping into the Digital World

In order to engage our TG(young food lovers) psychologically with Maggi Fusian, we propose the following digital strategies to create a high indulgence and recall.

Digital Signage Social Media First trial

Sam comes across a new digital

display at a store displaying He jumps into Maggi Fusian Sam decides to try Fusian for the
Sam, 26 Maggi Fusian feedback challenge social media page where he first time. He likes the flavors and
• Male sees great feedback about submits his feedback and
and win a chance to get featured at
• Foodie Fusian including few of his download the app on the
• Tech
the social media page and digital
displays. friends. retailer’s reminder.
savvy

Loyalty Program Marketing Automation Fusian Loyalty App

Sam, now Sam uses the Fusian App to scan The app is used to check
Nestle offers Sam with Loyalty Nestle identifies Sam as its
gets highly the QR code in the pack and rate the loyalty points collected
points where is he given free Maggi “Happy Fusian Customer”
engaged it which is directly posted to after every re-purchase of
Noodles/food voucher of any and sends customized emails.
with Maggi Maggi Fusian Facebook page. Maggi Fusian
variant after every 7th (calculated Sam feels pleased
Fusian
from the no. of QR code scanned)
purchase of Maggi Fusian.
END RESULT
Gamification
After a rigourous engagement with Fusian
the product imagery is checked:
Gamification at shopping malls and
• Maggi Fusian was instantly identified
tech parks where Sam visits
• It could be differentiated from other
frequently displaying the Fusian
Maggi variants as well as other
flavor and the name of the most
competitor brands.
visited customer. Eg: “Singapore
• It is successfully placed as a top of the
noodles- Sam”
mind product.
Executive Summary Case Architecture Primary
Primary Research
Research Customer Profiling 3P Mapping 360° Strategic Mix

Hyper targeting Sampling

We plan to target places where people aged 20-35 years go and Maggi Fusian can stand out among other food products

TARGET GROUP Age: 18-35 years Age: 20-28 years Age: 18-35 years
Young Travellers, Adventurers Students Late night Hunger

“Fun with Fusian” “Study with Fusian” “Work with Fusian”

IDEA: COMPLIMENTARY PACK FOR TRAVELLERS IDEA: COMPLIMENTARY PACK FOR STUDENTS IDEA: COMPLIMENTARY WITH MID-NIGHT ORDERS
One Fusian for each person going on trekking along with One day free sampling at the Nescafe outlets in colleges Free Fusian pack for orders after 12am for late night
the travel kit. to target the student community workers for 1 day.

OBJECTIVE : B2B partnering with famous travel organizers will help OBJECTIVE :Per primary research, consumer(students)
Fusian to tap into the TG efficiently. prefers Noodles as snack break. UNIQUE OPPORTUNITES
• Initiate re-purchase
How this works? UNIQUE OPPORTUNITES after the first trial.
• Instant noodles is the most • Caters to students who
readily available food in high skip meals and look for • The Asian flavours being
altitudes. Thus becomes the pocket friendly options our TG this will Increase
default option for most awareness among the
UNIQUE OPPORTUNITES trekkers. How this works?
• Increase brand segment who are into
• Caters to independent • Initial roll-out in Manali, • Targeting the
awareness among the late night food
young travellers who Rishikesh, Triund, Kasol and Nescafe outlets and
people and develop ordering.
loves going for Kheerganga (as North have doing free sampling
repurchase habit.
hiking/trekking. higher proportion of Indian acts as a trigger to
• Product placement will
trekkers) students.
• Increase visibility and be prominent and will
• Offers opportunities appeals to the TG to ensure self-purchases
for unique branding • Initially starting with
Estimations re-purchase Fusian later
for Fusian coasters, the top 3 metro
quirky c, mugs etc. • No.of tourists pan India visiting cities Delhi,
• Launch locations are Himachal Pradesh (September): 7600 Bangalore, Mumbai
(Ministry of tourism report) where migrant Disclaimer: To ensure re-purchase and see Fusian
hill stations which
• Let 40% be trekkers/hikers i.e 3040 student population as a go-to-food product, all these three campaigns
provides the perfect
and assuming the locations to be trek is considerably need to be implemented simultaneously catering to
environment for
prone areas (50% of 3040 i.e 1520 large. the pan India TG.
Maggi consumption
trekkers/month
Executive Summary Case Architecture Primary
Primary Research
Research Customer Profiling 3P Mapping 360° Strategic Mix

FINANCIAL FEASIBILITY
On the basis of our 360° integrated promotion model to ensure repeat purchase of Sale Price Rs.
PAST RECORDS
Fusian, we did a sales forecast for first 6 months (two Quarters) after the Assorted pack 240
implementation.
According to the data given in the case- Single pack 20
Total Sales during launch : JUSTIFICATIONS
Product Cost (assumed)
Assorted Box: 20,992 units
1. From our primary survey, the maximum frequency of consumption is twice Assorted pack 96
Single Packs: 3779 units
a week. This suggest that the purchase pattern is not seasonal and the
Single pack 8
demand is not fluctuating.
Reaches via print media: 30 million Sales
Total impressions on platform: 41million
2. From past trends, towards the repeat purchase pattern of any other Maggi Increase in sales 20%
Geographic reach: Orders from pan India
variant, it suggest that new purchase numbers gradually decrease with time. Repeat purchase 10%
3. From proposed recommendations, we assume that the sustained impact Initial Sales(units)
can be well analyzed in the first 2 quarters. Assorted pack 20992
Single pack 3779
4. From consumer psychology, we assume that there will be a sustained
INTERPRETATION buying trend for Maggi Fusian after having a repeat purchase for 6 months. Assumptions
Our TG is more likely to stick to a particular product after repeated Quarter 1 Expected increase in sales by 20%
❑ Maggi fusian has already created a engagements. Expected repeat purchase is 10%
considerable amount of awareness
Quarte 2 Expected lag in sales to 10%
across pan India
❑ The data suggests that there is a good Expected increase in repeat purchases
impact on the TG via CALCULATIONS will increase to 20%
advertisements/media to initiate trials
Cost of promotions 2,15,09,813
❑ Total sales via Amazon suggest that
the product image is attractive and the Total Cost (product+promotion) 3,11,63,315
ROI Cost per Campaign and sales forecast
TG experiences a trigger to purchase https://drive.google.com/file/d/1UFo15cPzeoQ
Revenue 3,60,05,791 Ss04kqqm9RMS6XcmJsIZU/view?usp=sharing

Gross profit 48,42,475 17.81%

% Gross Profit 15.12%
ROI 17.81%