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Brand prism gives an idea about the aspect of Maggie as a brand. It talks about personality of maggie brand. Its internal and external lookout from its own and customer's point of view
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BRAND PRISM OF MAGGI
Presented By: Dr. Swati Gogawat Chitwant Tahalyani Sarang Banubakde
Soumya Mukherjee Kedar Risbud
Case of Maggi
Launched in
1982
Launched in
2005
Health and Wellness
Initially they Targeted the
Working Women
Then they Targeted the
Kids
NIL's promotions positioned the noodles as a 'convenience product',
for mothers and as a 'fun' product for children
The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning.
Bas 2 Minute
s!
PROMOTION IN INDIA
They promoted the product by –Distributing free samples. –Giving gifts on return of empty packets.–Dry sampling-distributing Maggi packets
wet sampling - distributing cooked Maggi.–Availability in different packages 50gm, 100gm,
200gm, etc.. And– Effective Tagline Communication.
MARKET POSITION OF MAGGIE
No.1 in instant
noodles and sauces
No.2 in healthy soups
category
Market share of
noodles- 80%
Current sales-
5.5crores boxes in
India.
SEGMENTPeople looking for
a healthy snack when hungry
TARGET GROUPYoung people and
children from upper and middle class
POSITIONINGTasty and healthy
snack which can be prepared in 2
minutes
STRENGTHS
1.Market leader in noodles category with high brand loyalty
2.Excellent advertising and visibility3.Good product distribution and
availability4.Lots of flavors and varieties available
WEAKNESS
Media generated news about health issues
OPPORTUNITY
DINKS, single professionalsNewer tastes
THREATS
• Price wars with other noodle brands
• Taste of the other product• Consumer loyalty
COMPETITORS
Top RamenSunfeastFoodlesPrivate brands (Tasty Treat)
Physique Personality
Relationship Culture
Reflection Self-Image
Constructed Source
Constructed Receiver
Well Packaged
Food, Yellow &
Red
Traditional, Honest, Familiar
Affection, Trust,
Quality
Purity, Taste,
Familial Affection,
Love
High on Family Value,
Trustworthy, 2
Minutes!
Fast, Tasty,
Convenient,
Trustworthy
EXTERNALISATION
INTERNALISATION
FUTURE RECOMMENDATION Enter into frozen food segment with Maggie fries
and Maggie wedges, competing with McCain's and they did with Knorr in ready-mix soup category .
Avoid entering Thai pad and Chinese Hakka market, as they are straight substitute and could cannibalize maggie noodles in future.
Corn Agra with ACTII is only player in popcorn section, so Maggie can easily foray in it.
THANK YOU !!