Explanation of David Aaker's Ad Exposure Model using Maggi as an example

1. AD EXPOSURE MODEL
Group Members:
Saloni Mehra
Urvashi Athavale
Qais Husein
Sheikh Rehmatullah

2. Product: MAGGI

3. 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

4. Maggi- Over Years

6. 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

7. Awareness / Familiarity with Brand

8. • 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

9. Attributes & Benefits - USP
Functional Benefits
• Combats Hunger
• Nutrition and
Health
• Quick
Emotional Benefits
• Fun
• Companionship

10. • Health with Maggi
• Iron and Subji
Attributes & Benefits - USP

11. • 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

12. • 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

13. Brand Image / Personality
Fun
Vibrant
Healthy
Dependable
Companionship
Helpful

14. • Animation
• Into the Wild
Brand Image / Personality

15. • 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

16. Associations of Feelings with Brand

17. • Meri Maggi
• Maggi Personal Moments
Associations of Feelings with Brand

18. • 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

19. • Maggi Group Anthem
Linkage with Peers / Experts and Group Norms

20. • 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

21. • 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

22. • 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

23. • 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

24. Change in the Market Share
74.00%
76.00%
78.00%
80.00%
82.00%
84.00%
86.00%
88.00%
90.00%
92.00%
2009 2010 2012
Maggi Market Share
Market Share

25. THANK YOU