PROMOTIONS :
Since its launch in the country in the year 1982, Maggi noodles has been continuously using ATL and BTL strategies to alert its customers about its latest offerings and goodness of the present products.
Initially, when Maggi noodles were launched in the country, the sales did not pick up inspite of heavy media spend and promotions. On research, they found that the basic problem that the brand was facing was the Indian psyche. They changed there positioning from 'fast to cook - good to eat' to 'bas 2 minute mein'. They further promoted the product by distributing free samples, giving gifts on return of empty packets etc.
A brilliant promotional strategy was that Maggi was a sponsor for 'Hum Log', a popular TV show on DD, India's sole channel in 1984. Since then, it has launched multiple campaigns, one of the most prominent ones being 'Main aur Meri Maggi' campaign to celebrate 25 years of Maggi in India.
ABOVE THE LINE(PULL STRATEGY) : The ATL Strategies for Maggi are as follows:
- TV Ads
- Ad in newspapers
- Shelf Displays
- Free samples distributed in schools
- 4 in 1 pack
- For every 4 in 1 pack of Maggi masala, get a small Dal Atta pack free worth Rs. 5
- Trade promotion for new variants in Maggi – Will increase retailer’s margin from 9% to 9.5%
BELOW THE LINE(PULL STRATEGY) : The BTL strategies for Maggi are as follows:
- Bright Yellow colored packaging
- Maggi Symbol
- Maggi’s interactive Website
- Sponsoring school sports events
- Me and Meri Maggi Contest
- Guess the Flavor Contest
- Organizing Maggi painting competition, for school children till std 7th
- Introducing Maggi newsletters for teenagers every month
- Moving Van, painted about Maggi, near colleges and shopping places which would provide cooked Maggi
- Nestle Fun Points in Schools
- Nestle Maggi outlets on Airport
Some of the promotional campaigns run by Nestle for Maggi as depicted below :
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Whether it’s a time period or an evening at the hostel, Maggi has always come to the rescue of those in need. But, if there's something that it lacks (let’s be honest) is to combat one’s health. The Maggi Oats raise to bridge that gap.
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2. Ready To Make Packets Of Upma/Poha
3. Mathri etc.