Ad Campaign for Maggi Oat noodles

8/10/2019 Ad Campaign for Maggi Oat noodles

1/17

Confluence 2014

Team: Juggernaut

Ad Quotient: Maggi Masala Oat

Noodles


2/17

Introduction

Oats a healthyalternative

According to Nielsen survey 2014 oats as a healthy food option has growninto a Rs 3 Billion market.

It has grown 38% in last one year and has market share of 26% in breakfastcereal segment.

Instant noodles

Instant noodles is a Rs 22 Billion category with a CAGR of 15% .

Maggi instant noodles is the market leader in this category, the market ismature and Maggi is facing a tough competition and is in later maturitystage of Product Life Cycle.

Nestles uniqueoffering

Nestle has launched its Maggi masala oat noodles as an instant andhealthier breakfast option.

It has a potential to grow into a Rs 4 Billion brand segment and acquire amarket share of 10% over the next five year (Ref: Philips Capital )


3/17

Positioning: Good Food Good Life

Price strategy1. Priced Rs 25 for 73 (grams), 2.5timescostlier than ordinary Maggi

2. More than1.5 times costlier than MaggiAtta noodles.

Product strategy1.It has 40% oat flour, 37% wheat flour, cornflour, salt and taste maker

2.Tastes better than bland taste of oats.

3. Has the same fiber content of one bowl ofoats and vegetables

Distribution strategyThrough existing channels of distribution

Promotion strategyAdvertisement featuring Madhuri dixit airedfirst in digital media followed by mass media

and print media

An Instant, Tasty & Healthybreakfast option for kids

and adults


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SWOT Analysis

Strengths

-Strong brand name

-Easy and less time consumingto cook

-Tasty & healthy breakfastoption

-One of the few major instantnoodles brand to have thisproduct variant

Weakness

-Instant noodles is perceived byconsumers as a snack and not as abreakfast option

-Low Customer Awareness

Opportunities-Oats as a healthy food option isbecoming a popular

-Time constraint customers whowant instant breakfast

Threats

- Competitors having oat productas main USP


5/17

Competitor Analysis

Product form competition (Instantoat based breakfast)

Top ramen oat noodles

Saffola masala oats

Quaker masala oats/ ordinary oats

MTR masala oats idly

Product category competition (Instantbreakfast )

Kellogg's range of instant food & cornflakes

MTR ready made(Idly, Upma)

Britannia ready to eat (Upma, poha,Porridge)

Generic competition(breakfast)

Regional dishes.

Bread toast/ Omelets.

Fruit juices


6/17

Perception Mapping

Top Ramen

Quaker

Saffola

Horlicks

Maggi

LEGENDS

0

0.5

1

1.5

2

2.5

3

3.5

4

1.8 1.9 2 2.1 2.2 2.3 2.4

Health

Taste

Health V/s Taste

2.05

2.1

2.15

2.2

2.25

2.3

2.35

2.4

2.45

2.5

0 0.5 1 1.5 2 2.5 3 3.5 4

Price

Health

Price V/s Health

2.05

2.1

2.15

2.2

2.25

2.3

2.35

2.42.45

2.5

1.8 1.9 2 2.1 2.2 2.3 2.4

Price

Taste

Price V/s Taste


7/17

Impact of the Ad campaign and brand

awareness.

31%

69%

Awareness about New

advertisement featuring MadhuriDixit

seen Not seen59%

41%

Aware of Not aware of

Awareness about Maggi

masala oats noodles


8/17

Findings

Maggi masala oat noodles is priced at 2.5 times the ordinary instant noodles

and 1.5 times Maggi atta noodles it is positioned for a entirely different segment

and it is not going to cannibalize the sales of these products it is rather a

product development.

The level of awareness for Maggi oats noodles among the customers is

moderate (59 v/s 41) and the advertisement recall is quite low (31 v/s 69).

Maggi is perceived as a snack and not as a breakfast option by most of the

customers. Customers perceive Quaker and Saffola masala oats healthier thanMaggi and in taste dimension Quaker is tastier followed by Maggi oat noodles

and saffola oats.


9/17

Recommendations

Pricing: Need not be changed Product repositioning and usage: Indian consumers expect variety in their

breakfast. Maggi masala oat noodles can be repositioned as an any time healthy

and tasty instant food option

Better brand endorsement: Maggi is positioned as a product for time constraint

fitness freaks so an endorser like Mary Kom (Perceived as a Mother & Health

conscious Personality) would have been a much better choice

Using integrated marketing communication: Using an efficient mix of mass,

digital, Print Media and Social Networking Sites.

Public Relation activities: Conducting sports events for school kids, Sponsoringmarathons.

Launch fit India movement across the country to encourage people to switch to

healthier food habits.

Promotion through Distribution: Get more shelf space/ Visibility by increasing the

trade promotion given to retailers.


10/17

Advertisement Campaign


11/17

Target segments and budget allocation

Healthconscious

timeconstraintcustomer

Singleworkingprofessionals

(22-32)

Students

(15-22)

Workingmothers

(32-45)

The estimated budget for

advertising is Rs 6 Crores.

Projectedsales

Rs 60 Cr

IndustrialSales toadvertisingpercentage

10%

Creating awareness Knowledge ofattributes

Brandattitude

Trialpurchase


12/17

Integrated media mix

Conventionalmedia

65%

Televisionmedia

75%

Radio

5%

Print

15%

Publicrelations

5%

Digitalmedia

35%

Socialnetworking

sites

45%

Nestlefitness app

10%

Googlekeywordsearch

22%

You tube

23%


13/17

Online presence of consumers

21%

23%

10%10%3%

33%

How they spend their time

Services

Socialnetworking

Entertainme

nt

Retail

News &

information

All other

55+

3%

45-54

6%

15-24

36%

25-34

39%

35-44

16%

Based on Age


14/17

Digital media.

You Tube

In search, In slate, Indisplay, In stream

Keywords: fitness program,tasty & healthy, instant

food,, fitness video,obesity, cholesterol.

Facebook

CPM and CPC

Twitter

Promoted tweets,Promoted accounts and

Promoted trending

Google ads

CPM and CPC

Keyword Tasty & healthy,oats, breakfast, obesity,

cholesterol, fitness

Maggi fitness app

Customers will get a pack of Maggioat noodles if they download the

app

Target 1 Million download


15/17

Conventional media

Television-NDTV

-Star plus -Zee Marathi

-Sun TV -Maa TV

-Asianet -Udaya

Print-The Times Of India

- The Hindu

-The Economic times

Public relation

Get fit India Campaign

=Sponsoring sporting events in schoolsand colleges.

-Sponsoring marathons and healthrelated events.

Radio

-Radio Mirchi

-Red FM

-Radio Indigo

-Big FM

Conventionalmedia


16/17

Advertisements

Print AdObjective

To create awareness about new Maggi Oat Noodles Promoting Mobile App

Creating awareness of Oat as healthy food option

TV AD-1Objective

To create awareness of new oat Maggi as healthy food option for studentsand working professional who are single


TV AD-2Objective

To create awareness about new Maggi Oat Noodles

Creating an image of Maggi as healthy breakfast in working womens mind



17/17

THANK YOU

XIME, Bangalore

Documents

Ad Campaign for Maggi Oat noodles