2. Time Line Period: 1980s
Value Proposed: Self-fulfillment for
moms in cooking evening snacks for
their hungry children
Tagline: “mummy I’m hungry”
3. IMC Strategy
Market Scenario: New entrant into
market
TV ads - broadcasted during popular soap
opera in doordarshan – hum log
Print Ads - communicated that Maggi is a fast
food
Free samples in school for promotion
Press ads and leaflets
Gifts for sending 5 Maggi logos cut from packs
4. Time Line Period: 1990s
Value Proposed: A quick and tasty
food for children.
Tagline: “Fast to cook, Good to eat”
5. IMC Strategy
Market Scenario: Established product. The ads referred to Maggi
directly.
Ads highlighting different flavors
Used brand ambassadors for Kissan
products – Javed for ketchup
Ads targeting children. Conducting Maggi
Quizz.
6. Time Line Period: Early 2000s
Value Proposed: A tasty and healthy
food.
Tagline: “Taste bhi, health bhi”
7. IMC Strategy
Market Scenario: Tough competition from “Top ramen”. Emergence
of anti-Maggi campaigns related to health issues.
8. Time Line Period: Late 2000s
Value Proposed: Eat Maggi noodles
on the go.
Tagline: “Just add garam paani and
carry on jaaani!”
12. Time Line Period: 2011
Value Proposed: Creating curiosity
among the customers about the new
variety.
Concept: “Guess the Taste”
13. IMC Strategy
Market Scenario: Involving customers in the promotions
Meri Maggi 2nd stage
campaign– theme based
- adventurous, naughty Maggi Club
or romantic
14.
15. Observations
Maggi prefers to use traditional methods of
marketing
Store positioning of Maggi
Should realize the social media marketing
opportunity