Maggi noodles was first launched in India in 1983 by Nestle. Initial strategies to promote Maggi as a convenient option for working women did not boost sales. After conducting research, Nestle changed the tagline to "Fast to Cook, Good to Eat" and promoted free samples, gifts with empty packets. Maggi was later targeted at kids through sponsoring TV shows. It is now targeting the entire family. Recent campaigns celebrate 25 years of Maggi in India.

1. MAGGI

3. • Maggie had merged with Nestle family in 1947.
• Maggi Noodles was first launched in India in Delhi in
January 1983 by Food Specialties Ltd (associated with
Nestle).
• Initial Strategies of Maggi.
• Maggi has faced lot of hurdles in its journey in India.
• The basic problem the brand faced is the Indian Psyche.
• Initially Nestle tried to position the Noodles in the platform of
convenience targeting the working women.
• However, the sales of Maggi was not picking up despite of
heavy Media Advertising.
• To overcome this NIL conducted a research.
• The noodles' tagline, 'Fast to Cook Good to Eat' was also in

4. • They promoted the product further by distributing free samples.
Giving gifts on return of empty packets, etc.
• Effective Tagline Communication.
• Initially Maggi was targeted at the working woman and later
the upper middle class kids.
• Maggi was a sponsor for Hum Log, a popular television show
on Doordarshan, India’s sole channel in 1984.
• Maggi is now targeting its products at the entire family and not
only kids.
• Maggi has recently launched “MAIN AUR MERI MAGGI”
campaign in commensuration of 25 years of Maggi in India.

7. FAST TO COOK!
GOOD TO

8. INTEGRATED MASS COMMUNICATION
PUBLIC SALES INTERACTIVE
ADVERTISING
RELATIONS PROMOTION MARKETING
AD
ADs
CAMPAIGNS
BILLBOARDS PRINT ADs TV ADs OTHER

9. • Maggi does not focus heavily on print media during its
launch since its initial target audience was mothers and
kids.
• Some advertisements in the print media were used to
highlight the convenience factor of Maggi.
• Maggi introduced this advertisement in various
magazines in 2003to celebrate 20 years of its years of its
product in India.
• Maggi has recently come out with advertisements in
some weekly magazines for its new atta noodles and rice
noodles variants.
• Maggi rice noodles mania had the highest column
centimeter in print during jan – aug ’07 among the instant
foods category. Growth in noodles/pasta print advertising
grew by 42% in jan-may05 compared to jan-may 04. Of

10. • Maggi’s expenditure on print media is much lower
compared to other media.

11. • Objectives
• To introduce new products
• To attract new customers and retain the existing ones
• To maintain sales of seasonal products
• To meet the challenge of competition
• Tools
• Exchange schemes
• Price-off offer
• Coupons
• Scratch and win offer
• Money Back offer

12. • Maggi Noodles or Retailers sale promotion initiatives
• Maggi was distributed free in schools and offices to
promote trial
• Return gifts on empty packs
• Maggi fun book and stickers with funky animal facts.

13. • Organized retails SP
• 7% discounts on 6 piece pack (56 MRP), 5 rupee
discount on 8 piece pack( 78 MRP). These are
promotional schemes given by retailer itself not by NIL.
• Company is coming up with schemes like giving
one soup pack with 8 piece pack.
• In Past company has promotional schemes like 4piece
pack with that of 36 instead of 40.

15. • Large pack sizes at the top with decreasing pack sizes
as going downward. Why?
This is because that for a retail outlet the more value is generated
large pack thus they try to project big size at convenience place.
• Outer display shelves are purchased by company
(Reliance mart).

16. The Maggi Club
• The children under 14 were invited by press
advertisements and distribution of leaflets to become a
member of maggi club by sending logos cut from 5 empty
maggi wrappers. Maggi projected it as “maggi clubbers
are fun lovers” and intended to use it as reference group.
• Benefits offered to maggi-clubbers are various games
like Snap safari game, Cap and mask sets, travel India
game, Disney today comic. To obtain each gift the
member has to send 5wrappers as purchase proof.
• Some special privileges were given to regular members
time to time like, discounted tickets of Appu Ghar.
• Organized Maggi school quizzes and sketching.

17. • Getting closer to regular customer.
• Boosted the sales.
• Making valuable direct marketing database.
• Recently, again, they have started Maggi fan club. This time it
is operating online and they are providing user name and
password.

19. MAGGI NOODLES
• MAGGI 2-MINUTE Noodles.
• "Taste Bhi Health Bhi”.
MAGGI RICE NOODLE MANIA
• Chaska Taste ka, Health Rice ka.
CUPPA NOODLES
• “Just add Garam Paani … Carry on Jaani”

20. Maggi sales is declined in 1990s
Competition increased in noodles segment.
SOLUTION
They launched the campaign “taste bhi health bhi” now
become synonymous with maggi.
They change the jingle of maggi instant noodles
campaigns, it was pretty catchy and went down well with
the target audience children.