Imc Azhar

4 th Oct, 2007 Tolani Institute of Management studies Good Afternoon!!!!

[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

4 th Oct, 2007 Tolani Institute of Management studies

4 th Oct, 2007 Tolani Institute of Management studies Taste Bhi, Health Bhi

Presentation Scope 4 th Oct, 2007 Tolani Institute of Management studies Situational Analysis Strategic Decision Marketing Mix decisions Marketing communication tool selection Budget Planning Message Design Media/ Delivery System Evaluation Justification for the campaign 8 Steps in the campaign planning process

What is IMC? ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies

STEP 1 ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies

SITUATION ANALYSIS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

Instant Noodle Industry OVERVIEW ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies 46.5% 53.1% March 2002 May 2003 September 2007 53% Top Raman the competitor, has just 20% market share SITUATION ANALYSIS Maggi Noodles having 79% market share

Industry review ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies Instant noodles still enjoy a low penetration and sales are expected to grow through higher reach and increased consumption in future. SITUATION ANALYSIS

[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS

Main categories in this segment 4 th Oct, 2007 Tolani Institute of Management studies Indirect competition with same price other options Direct competition with ready to eat products (e.g upma, idli, poha) SITUATION ANALYSIS

Maggi Noodles ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies A Great Success!! Growing at the rate of 20-25% presently Market Share in India 85% in Gandhidham & Adipur 81% Revenue from Adipur Gandhidham – 20 lakhs Monthly SITUATION ANALYSIS

[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS

Research Objective: ,[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS

Methodology and Sampling ,[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

Target audience ,[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Maggi Noodles consumption Pattern Prominent Reasons SITUATION ANALYSIS Consumer Research Health concerned people try to avoid Maggi noodles even though find it tasty

SWOT 4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research ,[object Object],[object Object],[object Object],[object Object],Weakness Perceived as made up of Maida not good for health and calories ,[object Object],[object Object],[object Object],Threats ITC, the competitor provides higher margins to its distributors and growing fast. Top Raman has adopted the strategy of reducing the price of its product.

Reasons why new flavors not running well? ,[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Consumer Research

4 th Oct, 2007 Tolani Institute of Management studies SITUATION ANALYSIS Competitors

STEP 2 4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISIONS

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS

[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS

Marketing communication functional area objective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies STRATEGIC DECISONS

Positioning strategy 4 th Oct, 2007 Tolani Institute of Management studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Brand Distinctive feature The Image positioning Strategy “ A tasty and healthy snack cum meal” Reaffirm STRATEGIC DECISONS

4 th Oct, 2007 Tolani Institute of Management studies SET 2 Regular users Dual Role of MAGGI A wide variety in flavors and size for Regulars Users Healthy contents in their favorite MAGGI for Infrequent users SET 1 Infrequent Users The Multi - Task for MAGGI STRATEGIC DECISONS

STEP 3 4 th Oct, 2007 Tolani Institute of Management studies Marketing mix decisions

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Product Marketing Mix Decisons

[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

4 th Oct, 2007 Tolani Institute of Management studies Price Small Single Double Four in 1 Variants/Quantity 50gms 100gms 200gms 400gms Maggi Masala Rs. 5 Rs. 10 Rs. 20 Rs.38 Maggi Curry Rs. 10 Rs.20 Rs.38 Maggi Tomato Rs. 10 Rs.20 Rs.38 Maggi Veg Atta Rs. 14 Maggi Dal Atta Rs. 14/ 93gms Rs. 50/ 360 gms Maggi Rice Mania Rs. 15/83 gms Rs. 58/ 332 gms

4 th Oct, 2007 Tolani Institute of Management studies Manufacturer Distributor Retailer Consumer ,[object Object],Place

4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective STEP 4

4 th Oct, 2007 Tolani Institute of Management studies Adopted a combination of Push and pull Strategy, where more focus on pull strategy will be observed Advertisement: National advertisements with endorser Sponsoring Sa re ga ma pa little champs Ad in Local news paper Hoardings Pole Kiosk Shelf Display Marketing communication tool selection with objective

Sales Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective

Public Relations ,[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective

Other tools ,[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Marketing communication tool selection with objective

4 th Oct, 2007 Tolani Institute of Management studies Budget Planning Task Estimated cost (Rs) ,[object Object],[object Object],[object Object],Rs. 37500 2) Sales Promotion Activities done Rs. 5,83,724 3) Blogs Rs. 30 4) Shelf Display (Rs.250 * 7) Rs. 1,750 5) 2 Hoardings (2* 7500* 6 mths) Rs. 90,000 6) 5 Pole Kiosks (Rs.350 each) Rs. 1,750 7) Public Relation Activities Rs. 25000 8) Sponsoring sports day (Higher secondary School) Rs. 15000 9) Organizing competitions (painting) Rs. 4,000 10) Moving van across city (planned places) Rs. 1,20,000 11) Sponsoring Sa Re Ga Ma Pa little champ Singing event + National Advertising Rs. 1,04,166 12) Brand endorser Rs. 69,444 14) Maggi News letters (Quarterly) Rs. 10,000 14) Organizing a fair kind. Rs. 10000 TOTAL ESTIMATED COST Rs. 10,70,614

Sole Purpose of Campaign ,[object Object],4 th Oct, 2007 Tolani Institute of Management studies

Making a campaign ,[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Message Design

4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery

[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery

[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery

4 th Oct, 2007 Tolani Institute of Management studies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],National TV Advertising Here national advertising, which we see on TV would be run nationally, Will be a part of my campaign in inducing the trial for the various flavors and increasing the frequency of consumption of Masala brand Sponsoring Sa Re Ga Ma Pa little champ coming up in January this activity will help a lot in reaching out to target audience and Increasing the memorability and trying to change the perception for the other flavors of Maggi noodles Media Message Delivery

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies Media Message Delivery

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies EVALUATION

Justification on campaign 4 th Oct, 2007 Tolani Institute of Management studies

4 th Oct, 2007 Tolani Institute of Management studies Thank You -Do have your maggi today!!!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 th Oct, 2007 Tolani Institute of Management studies

Imc Azhar

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Imc Azhar