Ad Exposure Model - Maggi

Explanation of David Aaker's Ad Exposure Model using Maggi as an example

1. AD EXPOSURE MODEL Group Members: Saloni Mehra Urvashi Athavale Qais Husein Sheikh Rehmatullah

2. Product: MAGGI

3. Introduction Maggi noodles is a brand of instant noodles manufactured by Nestlé Maggi 2-minute Noodles is the most-loved meal across all age groups and defines the Instant Noodles category in India by being a part of our way of life Maggi 2-minute Noodles offers 10% RDA of Protein and 20% RDA of Calcium in each serve (75g). With a reduction of over 27% salt per serve, less than 0.2% Trans Fats and no added MSG’s Maggi Noodles has focused on providing a healthier meal, without compromising on the great taste

4. Maggi- Over Years

5. Route 1 Route 1 Route 1 Route 2

6. Awareness / Familiarity with Brand The first TVC on Doordarshan educated the Indian masses about introduction of new Maggi Noodles. It clearly communicated its Target Group with visuals of children and associated ‘hunger’ with Maggi. Words like ‘ jhatpat ’ in the TVC also spoke about the instant/quick preparation of Maggi noodles Introducing Maggi for the first time on Television

7. Awareness / Familiarity with Brand

8. Maggi’s USP is encapsulated in its timeless tagline – ‘Taste Bhi , Health Bhi ’ This, coupled with its ‘Two Minutes’ phrase legacy forms its attributes and benefits. Further Line Extension and introduction of ‘Dal Atta Noodles, Vegetable Dal Atta Noodles’ further emphasized the ‘health and nutritional’ benefits of Maggi Noodles Observe the words “ sabji ”, “fibre”, “iron” Attributes & Benefits - USP

9. Attributes & Benefits - USP Functional Benefits Combats Hunger Nutrition and Health Quick Emotional Benefits Fun Companionship

10. Health with Maggi Iron and Subji Attributes & Benefits - USP

11. Consistent visuals of kids gives the brand a personality of being ‘fun’ and ‘vibrant’ (also notice excessive use of animation, cartoons) However, the kids are always shown to be in the presence of mother or other family members. Hence, it also forms a personality of ‘healthy’ and ‘acceptable’. Also, the constant relation of Maggi to hunger can be noticed. This personality of fun in a healthy manner has been projected in their advertisements for several years. Brand Image / Personality

12. Hence, the description of Maggi’s personality would be – “Someone who responds to hunger quickly in a fun and healthy manner.” However, it has to be noted that the children Maggi targeted more than 25 years back have now grown up. The latest advertisements of Maggi give it a personality of a ‘helpful companion’ during various activities and instances like trekking, studying, during tough times and so on. Brand Image / Personality

13. Brand Image / Personality Fun Vibrant Healthy Dependable Companionship Helpful

14. Animation Into the Wild Brand Image / Personality

15. The concept of ‘ Meri Maggi’ indicates a direct association of the TG with the brand. In this sense, the bond between Maggi and consumers is as such that they ‘own’ the bowl of Maggi Also, the adult consumers (remember, previously children) associate Maggi to be an integral part of their memorable activities and incidences. “ Pachees saal se, Maggi aur aapke kai haseen pal jude hai ” Associations of Feelings with Brand

16. Associations of Feelings with Brand

17. Meri Maggi Maggi Personal Moments Associations of Feelings with Brand

18. Linking with the Kids by associating hunger during snack time with a bowl of fun and vibrant noodles Linking with Mothers by providing a ‘healthy and nutritious meal’ Hence convincing kids to demand for Maggi when hungry, and helping mothers to meet the demand nutritiously = A perfect linkage match Creating a cult following amongst kids for Maggi during snack time – Maggi Anthem “ Sudup Sadap ” Linkage with Peers / Experts and Group Norms

19. Maggi Group Anthem Linkage with Peers / Experts and Group Norms

20. Our analysis suggests that Maggi does not use the Route 2 path of inducing and promoting brand trials and re-purchases. Route 1 of building the brand personality and developing favourable attitude for Maggi has been the objective of all its Advertising and Marketing Communications. Maggi has built favourable attitude and preference through a 25 year instant noodle heritage and has not indulged in quick-buck strategies. ROUTE 2 - Inducement about Brand Trial

21. Though there are offers where one pack of Maggi is provided free after purchasing four, no form of advertising or marketing communication highlights this offering. ROUTE 2 - Inducement about Brand Trial

22. The build up of a favorable Brand Attitude through Route 1 by Maggi gives rise to the final Purchase Behaviour by customers. If Maggi is a favourite choice for snacking when hungry, it has locked repeat purchase because 'Hunger' as a biological concept is recurrent in nature.  By first targeting the communication programmes towards kids and then scaling up the age group, Maggi has ensured higher visibility and presence . 25 years of fun, vibrance , friendship and nutrition heritage through Advertising and Marketing communications has made a distinct space for the yellow pack in the shelf space in the market and kitchen. Purchase Behaviour Creation

23. Market Share: 80 % Maggi still rules the roost, with more than three-fourths of the 2,500 crore market in the bag, as of September 2012* 1.2 million fans on M aggi Facebook page with high engagement* Maggi contributes over 26% to total revenue of Nestle’ India, much higher than the 19% share four years ago Significant customer recall for Maggi. This has helped the company wade through competition successfully for the past many years .* Noodles and Numbers

24. Change in the Market Share

25. THANK YOU