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FASHION MARKETING

COMMUNICATION

Introduction To
A Nestl brand of instant soups, stocks, bouillon cubes,

ketchups, sauces, seasonings and instant noodles


Came into existence in 1872 in Switzerland
quickly became a pioneer of industrial food production, aiming
at improving the nutritional intake of worker families
Maggi Comes to India early1980s.
At that time, there was no direct competition
First competition - ready-to-eat snack segment which included
snacks like samosas, biscuits or maybe peanuts.
Second competition came from the homemade snacks like
pakoras or sandwiches.

Both competitors had certain drawbacks in comparison.


Snacks like samosas - bought out - outside food is
generally considered unhygienic and

unhealthy.
The other competitor, homemade snacks - disadvantage
of extended preparation time at

home.

Maggi was positioned as the


only hygienic homemade
snack !!

Despite this, Nestl faced difficulties

with their sales after the initial phase.


The reason being, the positioning of the
product with the wrong target group.
Nestle had positioned Maggi as a
convenience food product aimed at the
target group of working women who
hardly found any time for cooking.

Unfortunately this could


not hold the product for

In the course of many market researches


and surveys, the firm found that children
were the biggest consumers of Maggi
noodles.
Quickly they repositioned it towards the
kids segment with various tools of sales
promotion like color pencils, sketch pens,
fun books, Maggi clubs which worked
wonders for the brand.

Positioned as 2- minute noodles with punchlineFAST TO COOK GOOD TO EAT

Brand logo
Carlo donati gave the Maggi word
to the product range to continue the
image of healthy and fast to cook
food for working women which was
introduced by Julius maggi who was
french painter, poster, artist and print
maker who developed and designed
logo of Maggi.

JINGLE
MUMMY BHOOK LAGI, BAS DO
MINUTE MAGGI MAGGI MAGGI
-

Understanding to the consumer that it was between


meals snack

PRESENCE OF MAGGI
IN

PRINT MEDIA

ONLINE
MEDIA

WEBSIT
E

User generated
User Generated Content
content

(UGC) marked its initial


traces with product reviews and blogs.
However, the arrival of social media took it to a
completely new level with the support of the picture and
video economy
Maggi created crowd sourced campaigns. Involving
fans and users to contribute to their campaign giving
these fans a sense of belonging and an opportunity to
talk about and engage with the brand.
One of the stand out example has been Nestls Maggi
Noodles Meri Maggi campaign.
The campaign urged users to take pictures of their
special moments with Maggi and share their
experiences and different recipes they try with the
noodles. The stories were then printed on the packets,
thus creating storytellers out of their fans.

FACEBOOK

COMPARATIVE STUDY Advertisements

1980s
VIDEO 1
VIDEO 2

First Advertisement:

Second Advertisement:

Emphasis on Logo, Introduction of the Brand

More kids focused

Tag line: Fast to cook , Good to Eat

The ad was story based

Process of cooking Maggi

Adding of vegetables

2 minutes concept of cooking

kids demand for maggi

Jingle : Maggi maggi. In English


Red and yellow color Packaging

Video 3
Gets more creative animations
Jingle changed to more of a song and in Hindi
Tagline Changed
Packaging change
Story of kids involvement and Concept of 2 mins
remains same
Red and Yellow color also visible in advertisement
rather than just on Packets

Early 2000
Video 4
Concept of Healthy food

Story changed: No more animation


Emphasis to whole family rather than just Kids
Segment changed
Jingle same
Subsitute of snacks from pakoras to maggi for old
generation
Packaging changed : including ingredients like fibre and
protein
Tag line : Taste Bhi, Health Bhi

Late 2000s
Video 5

Celeb used
Target youth
Jingle less used more
concentration on the celeb
Packaging changed - Hungroooo
Tagline: Badi Bhook badi masala
maggi

2009
Video
6
25 years Campaign

Targeting each and every age group


Strong consumer interaction emotional
connect
Relating from child to youth
Packaging changed: Me and Meri Maggi

2012
Video 7
Packets for rural areas (rural
marketing)
Packaging size small
Same kids and mom relation is
shown. A direct hit to the people
living in villages where they
cannot afford many big things
treat
Meri Maggi , Meri Khushiyan

ADVERTISEMENT
CONSISTENCY
Consistent message to potential customers, which in turn creates top of mind
awareness for their business.
Have an identifying logo that has remained same all through out.
Utilize the same type of graphics and elements in all marketing materials and
advertising.
Kept color scheme consistent, i.e. red and yellow
Have Used the same style of font in all materials, and limit the use to only 1 font
typeface.

Deliver a consistent, unified message with similar verbiage in all


campaigns.

By keeping imagery unified and delivering a consistent message, have


ensured that whomever encounters multiple pieces of material or
advertising gets the continuity of the message.

A lot of companies are tempted to change up their message and imagery


frequently, but this can actually destroy cohesion and create a sense of
chaos and instability.

Brand Significance
To Customers
Reduces the time needed for purchase

It has helped reduced buyers perceived risk of purchase


The customers has derived a psychological reward of owning
Maggi out of trust

To Seller
Totally differentiated from other competitors

Has also helped the brand to introduce new products like Maggi Oats
Helps in fostering brand loyalty

Branding Benefits To
Maggi
The brand identity is very clear
Easy to recognize
The brand name has suggested a clear product image
Has attracted attention
Very easy to remember
Very easy to pronounce

THANK
YOU
Presented By:
Aditi Soni
Mandeep Khural
Rajvee Parmar
Priyanshu Sharma
MFM - III