Download - Ad Campaign for Maggi Oat noodles
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Confluence 2014
Team: Juggernaut
Ad Quotient: Maggi Masala Oat
Noodles
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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 )
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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
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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
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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
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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
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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.
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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.
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Advertisement Campaign
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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
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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%
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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
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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
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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
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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
Creating awareness of Oat as healthy food option
TV AD-2Objective
To create awareness about new Maggi Oat Noodles
Creating an image of Maggi as healthy breakfast in working womens mind
Creating awareness of Oat as healthy food option
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THANK YOU
XIME, Bangalore