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Imc Of Maggi Essay

2664 words - 11 pages

INTEGRATED MARKETING COMMUNICATIONOFMAGGI NOODLESIN INDIASubmitted By -Abhishek Rahul (12PT -002)Amit Kumar Sinha (12PT -005)Arabinda Sarkar (12PT -008)Ashish Gupta (12PT -012)INDEXTOPICS Page NoEXECUTIVE SUMMARY. 3INTRODUCTION. 3COMPETITION FACED. 4POSITIONG 4REPOSITIONG. 4CREATING BRAND AWARENESS. 5IMC LAID BY MAGGI 6-12CSR ACTIVITIES 13-14RESULT 14CONCLUSION 14REFERENCE 15EXECUTIVE SUMMARYThe report entitled Integrated marketing Communication of Maggi Noodles deals with the study of the successful Integrated Marketing Communication effort for the Maggi Brand that was launched in India in the year 1983, by Nestle India ltd, which became synonymous with noodles.The introduction provides the company background, operational, & other important information provided by the company.INTRODUCTIONThe original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill.He quickly became a pioneer of industrial food production, aiming to improve the nutritional intake of worker families.In 1886 -Maggi was the first to bring protein-rich legume meal to the market, and followed up with a ready-made soup based on legume meal.In 1897 -Julius Maggi founded the company Maggi GmbH in the German town of Singen, where it is still based today.In 1947 -Followed by several changes in ownership and corporate structure.Maggi's holding company merged with the Nestlé Company to form Nestlé-Alimentana S.A., currently known in its francophone homebase as Nestlé S.A. Maggie had merged with Nestle family in 1947.Today Maggi is known throughout the world for its dry soups, seasoning sauce and instant noodle dishesIn Early 80s -Maggi Comes to India - teething troubles Maggi noodles was launched in India in theearly1980s.Maggi Noodles was first launched in India in Delhi in January 1983 by Food Specialties Ltd (associated with Nestle). At that time, there was no direct competition.COMPETITION FACEDThe first competition came from the ready-to-eat snack segment which included snacks like samosas, biscuits or maybe peanuts, that were usually 'the bought out' type.The second competition came from the homemade snacks like pakoras or sandwiches. So there were no specific buy and make snack! Moreover both competitors had certain drawbacks in comparison. Snacks like samosas are usually bought out, and outside food is generally considered unhygienic and unhealthy.The other competitor, 'homemade' snacks overcame both these problems but had the disadvantage of extended preparation time at home.POSITIONINGMaggi was positioned as the only hygienic home made snack!Despite this, Nestlé 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 - working women who hardly found any time for cooking.Unfortunately this could not hold the product for very...

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