helpful in knowing about marketing strategies followed by the companies for making the product success.

1. Presented by,
JAYASREE J
MBA (Daksha)
Mar Athanasious College For Advanced Studies
Thiruvalla, Kerala, India

2. A marketing strategy is a
business's overall game plan for reaching people and turning
them into customers of the product or service that the business
provides. The marketing strategy of a company contains the
company’s value proposition, key marketing messages,
information on the target customer and other high-level
elements.

3. Types of marketing strategies
1. Paid advertising
This includes multiple approaches for
marketing. It includes traditional approaches like TVCs
and print media advertising. Also, one of the most well-
known marketing approach is internet marketing.
2. Cause marketing
Cause marketing links the services and
products of a company to a social cause or issue. It is also
well known as cause related marketing.

4. 3. Relationship marketing
This type of marketing is basically focused on
customer building. Enhancing existing relationships with
customers and improving customer loyalty.
4. Undercover marketing
This type of marketing strategy focuses on
marketing the product while customers remain unaware of the
marketing strategy. It is also known as stealth marketing.
5. Word of mouth
It totally relies on what impression you leave on
people. It is traditionally the most important type of marketing
strategy. When you give quality services to customers, it is
likely that they’d promote you.

5. 6. Internet marketing
It is also known as cloud marketing. It
usually happens over the internet. All the marketing items are
shared on the internet and promoted on various platforms via
multiple approaches.
7. Transactional marketing
In transactional marketing the retailers
encourage customers to buy with shopping coupons, discounts
and huge events. It enhances the chances of sales and
motivates the target audience to buy the promoted products.
8. Diversity marketing
It caters diverse audience by
customizing and integrating different marketing strategies. It
covers different aspects like cultural, beliefs, attitudes, views
and other specific needs.

7. About Nestle
FMCG industry provides a wide
range of consumables .The competition among
FMCG manufacturers is also growing and as a result
of this, investment in FMCG industry is also
increasing, specifically in India. It market its
products in 130 countries across the world.. Nestle
put nutrition as the core of their business.. Nestle is a
Swiss company founded in 1986 by Henri Nestle

8. INITIAL STRATEGIES OF MAGGI
Maggi has faced a 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 Advertisin. NIL’s
promotions positioned the noodles as a ‘convenience
product for mothers & as a ‘fun’ product for children. The
noodle’s tagline , ’Fast to Cook, Good to Eat’ was also in
keeping with this positioning. They promoted the product
further by distributing free samples, giving gifts on
return of empty packets ,etc. Effective Tagline
Communication.g.

9. Product differentiation
strategy means how a particular product is different from
others on the basis of: Form, Features Performance
quality Convenience Durability, Reliability, Style……….
The form shape, size, physical structure of Maggi is very
attractive as it is easy to carry, comes in various packs
and sizes according to customers convenience..
The various features of Maggi
noodles are:
Perfect taste according to the Indian touch & spices.

10. Performance level of Maggi is excellent there are
various other brands offered target market, but Maggi
prevailed as the winner out of them..
Quality is the main factor on which emphasizes as it is
Maggi’s main strength which provides Maggi an edge
over its competitors ..
Maggi products are durable as due to its preparation
these products are easy to store, have a long shelf life and
can be stored at any given temperatures which is tested
and approve.
Reliability is also one of Maggi’s strength, as one can always
rely on a Maggie product for a particular taste which it
guaranties.. d.

12.  MAGGI 2-MINUTE Noodles
 MAGGI Vegetable Atta Noodles
 MAGGI CUPPA MANIA
 MAGGI Vegetable Multigrain Noodles

13.  MAGGI-Pricing Maggi 2-Minute Noodles (Chicken)
95 gms 12.00 Rs
 Maggi 2-Minute Noodles (Curry) 100 gms 13.00 Rs
 Maggi 2-Minute Noodles (Masala - spicy) 100 gms
12.50 Rs
 Maggi Rice Noodles 95 gms 15.00 Rs
 Maggi 2-Minute Noodles (Veg atta) 200 gms 30.00 Rs

14. The distribution network is well
spread almost everywhere in India, as it is easily
available in all kirana stores, retail store etc.
Whenever, Wherever, However,
Connecting with Customers out of home…on the
move Maggi Fun spots Supply in other nestle kiosks
ITES/BPO employees.

15.  Sales Promotion
 Exchange schemes
 Price-off offer
 Scratch n Win Offers
 Money back offer..
 Sponsor school quiz..
 Awareness campaign..

18. Company incorporated in
1806 by Willam Colgate, started with soap, and
candle business on Dutch Street in New York. • In
1817 first Colgate advertisement appeared in New
York newspaper. • Colgate established factory in
1820 in Jersey City, New Jersey. • In 1873 Colgate
introduced Toothpaste in Jars. • In 1896 Colgate
introduced in collapsible tube. • Today with sales
surpassing $15 billion, Colgate focuses on four core
businesses. Oral Care, Personal Care, Home Care and
Pet Nutrition. Colgate now sells its products in over
200 countries and territories worldwide.

19.  Target audience
 Consumer understanding
 Positioning
 Communication and creative strategy
 Media strategy

20.  Brand Colgate deals in various products relating to
oral hygiene care
 Colgate toothpowder and mouthwash is one of the
very common products of this brand as they both
relate to a different section of the customers

21. • Colgate has always encouraged a strategy that is
unique and different so that it stands out.
• The products are accessible at every part of the
country including rural, semi urban and urban
market.

23. • In order to meet the wants and needs of all its
consumers successfully the brand Colgate has opted
for innovative schemes and attractive packing
strategies
• The standard colour red is now being associated with
Colgate and hence the brand capitalizes on this easy
familiarity with its products

24.  Training: Colgate-Palmolive India Ltd. being started
in 1937, today has some 1130 employees working in
it.
 Today it the most trusted brand in Oral Care
segment, due to its loyalty and trust they have created
in the people’s mind from past 83 years.

25. • Process is one of the important element in customer
service, it is also associated with no. Of processes
involved in making the marketing effective in an
organization, for eg: process of handling customer
complaints, processes for identifying customer needs
and requirements, process for handling order etc.

26. • The prices are constant but consumers receive
added benefits like extra quantity of product or in
some cases another Colgate product with the main
product.

28.  Founded by john cadbury in 1824.
 Entered India in 1948.
 Merger with Schweppes in 1969 and demerger in 2008
 Acquisition by kraft foods in 2010
 Kraft splits into 2 companies in October 2012
 Cadbury- a subsidiary of Mondelez international.
DAIRYMILK
 Launched dairymilkin 1905 in England.
 Introduced in 1984 in India
 Brand identity- glass and half full logo
 Extending its line by adding different Ingredients e.g
haselnuts, almonds, cashewnuts
 Sub brand-dairymilksilk and its variants
 Product variety-23 varieties

29.  Production concept
-Widely available
-Inexpensive
E.g dairymilk
 Product concept
-Good quality
- innovative features
-Improvisation
E.g dairymilksilk

30. 1) Segmentation:-
- Gift segment
- Dessert segment
2) Target audience:-
-All age groups.
-Prospective customers
- range from 5 to 60 years of age.
3) Positioning:-
- As an alternative to traditional Indian sweets
and desserts.

31.  Low costing for basic product From Rs 5 to Rs 20
 Moderate price of variants- priced between Rs 35 to
RS 60
 Premium segment (premium pricing strategy) —
Cadbury Dairy Milk Silk, a brand priced at Rs 60 for
60 grams Rs 150 for 160 grams available in Milk
chocolate, Roast Almond and Fruit & Nut variants.

32.  ASLI SWAAD ZINDAGI KA
 SHUBH ARAMBH
 PAPPU PASS HO GAYA
 DIL JO KEH RAHA HAI SUNO
 KUCH MEETHA HO JAYEIN

33.  Presence
- Available in 33 countries
- India among Cadbury's top 12 global markets
 Distribution network in India
- Four sales offices
- 2500 distributors
- 5,50,000 retailers
- Non retail chains