Marketing Lessons to learn from Maggi.

Started salivating at the thought of your favourite two-minute noodles?
The iconic Maggi noodles can be easily recognised by its four-word tagline. We’ve grown up with Maggi being our special meal. An incentive we were offered for finishing our homework on time or cleaning the mess made or after exam treat.
Maggi is something everybody knows how to make and everytime we make, there is something special about it. The real credit goes to Maggi’s campaign team for pushing the right buttons and ensuring its presence in every household. Their strategy when it comes to television commericals or even stills is so apt that when we see it, we not feel the hot masala-filled noodles detangling in our mouth but can smell it too.

Maggi was acquired by Nestle way back in 1947, but even till date maggi holds the stage independently and pre-dominantly. It suffered a massive set back in June 2015, when MSG Levels were above expectable. Follwing this, As per government’s decision, Maggi was removed from supermarkets, stores etc. much to the heartbreak of millions.The internet blasted with Maggi smuggling memes and people were forced to turn towards other brands.In the quarter ending June, Maggi reported its first quarterly loss in at least 17 years.
Five few months later, People of India woke up to the news that Maggi was going to make its comeback and people were ready to battle it out for first few packets.Today Maggi has regained its trust and got back the pre-ban customer percentage and continues to be right at the top of packet food chain. How maggi regained the former reputation? Here are some of the tactics used by Maggi that teach a lot about marketing.

1. Storytelling in digital Age.

Maggi has been systematically rolling out films in each phase of its ban status. It also ensured to address varied consumer segments in video series- young boys and girls living in hostels, bachelor pads, Moms have been making maggi for their kids ever since it’s been there.

Maggi has been systematically rolling out films in each phase of its ban status. It has also ensured to address varied consumer segments in its video series – young boys and girls living in hostels, bachelor pads to the Indian moms who’ve been making Maggi for their kids ever since it’s been there.

Nestle India had rolled out a series of short films hashtagged #WeMissYouToo when it waited for the test results. Dedicated to all the fans that supported and stood by the brand, there was a Maggi fanboy/fangirl in each of the videos, who badly missed their favourite noodle. They are seen making a plea to Maggi, as if it were their long lost friend – “Come back, man!”, “Ab a bhi jao”, “kab wapas aayega yaar?”, “We miss you Maggi“.

2. Using the nostalgia factor
Maggi has always made family-based advertisements to attract its customers. Most of the ads centre around mothers delighting their children with their favourite two-minute noodles with a storyline of how the child was having a bad day at school or the child growing up to use the mother’s special Maggi recipe to show her that she still needs her. Either which way, the narrative revolving around the mother-child duo (in most of the ads) strikes a chord with the users, who then subconsciously start noting the family value the product manages to sell. Quite naturally, the first ad after the Maggi relaunch was of a mother speaking nostalgically about her child’s trust with his favourite noodles, thus further adding to the emotional value of the customer’s right there.

3. The perfect medium for the launch
Along with increased spending on television ad space, Maggi was relentless in its promotions of the upcoming relaunch on social media. Using the full force of its high held presence on a platform like Facebook, which has about 261,433 likes on it (on last count), and an 87,700 following on Twitter.

4. Making it Exclusive
Like with everything else, consumers thrive on the feeling of owning a product or service ‘exclusively’. Maggi played its cards smartly when it decided to take this into account by making a deal with Snapdeal, which became the only platform where Maggi packets were sold before its official comeback into the shelves of all stores. This raised its demand by a roof and customers were trying to outbid each other for the ownership of the packets, sometimes even paying more, before it went out of stock. The company thus set the stage for Maggi’s official comeback into the markets.

The importance of an Effective Ad Agency.

A step by step analysis on how hiring an effective ad Agency can help you achieve rocket growth.

Effective communication is the major difference between rapid growth or slow death of your business. A smart Business owner should understand that marketing and advertising is the key to success and growth of the company. Owners think they can tackle their marketing needs in-house, but one needs to understand extraordinary growth cannot be achieved with an internal marketing team.

For every business, it is unaffordable to maintain a stron internal marketing team, it is just one or a few people wearing too many hats and expecting extraordinary results from such a team is highly unrealistic. It takes diverse expertise to pull everything into cohesive and well synchronised campaigns. Ad agencies are a great source of resource of experience and expertise than can be tapped into. While deciding the marketing efforts, don’t go for cost effective ways, consider options that can maximize ROI, without losing valuable time. It is effective to go for an ad agency over a team of marketing specialists. We will tell you how hiring an ad agency can be a game changer for your Business. Let us discuss the workflow in three separate phases.

Phase-1 : Ideation
Phase-2 : Implementation
Phase-3: Interaction

Phase 1- Ideation: Hiring an Ad Agency, is like hiring an experienced team that knows what to focus on and has a refined process to succeed. The subsequent steps involve a comprehensive discussion on the product, its features, and the target audience. This will be followed by a series of meetings to discuss how best to present the value proposition and then devising a marketing strategy.

“You cannot afford to have top-level advertising talent on staff.”
Viral content creation and advertising that resonates with your audience takes a lot of speciality skills. Ad agencies alreay have a pool of experts like art directors, writers etc that gives you total access to all these skills at fraction of cost.

“A marketing team with you, all the time.”
When you hire an Ad Agency, you not just hire a copywriter, graphic designer, brand strategist; you get a complete team to effectively lead your company through campaign designing and branding process.

“Clear Perspective”
An effective Ad agency will bring in fresh outlook and expertise to develop an image that resonates throughout all facets of your Business.Ad Agency helps you to balance your ideas with those of outside perspective.

Phase 2- Implementation: How do you leverage search, social and content marketing channels to reach your target audience. This is isn’t to convince all of them in one go. Every agency has a series of best practices learned from working with clients, testing and trying out different ideas and tactics. All of these learning go into devising your marketing strategy. Once the strategy is approved, it is then improvised. With continuous monitoring and testing, the campaigns are optimized and refined. The agency gets better with time, bringing down cost of conversion.

Building a brand is must!!

Branding is beyond many things, good branding is capable of changing the trajectory of your Business forever. It creates legitimacy, creates excitement, making customer acquisition easier. Ad agencies have a great deal of creative and design resources and with all that experience they build you an awesome brand.

Getting better. .
Marketing online or offline requires a significant investment of time, energy and financial resources. Every market asset needs to be tested diligently to figure out what is working and what isn’t. Agencies know this because they have experimented with various approaches in the past.

Ad agencies can bring you instant recognition and credibility.
They help you with media purchasing, such as ads placed in newspapers, magazines, television broadcasts and radio shows. They have an intimate knowledge of pricing, scheduling and other result oriented media platforms. Hiring an ad agency gives you instant access to all these networks. Hence saving your time, money and most importantly effort.

Phase-3: Interaction.
The interaction of your audience with your marketing campaign decides your growth trajectory. An ad agency knows how to make your ads resonate with the audience. A lot of testing and creativity goes into drafting a campaign that goes viral. A successful campaign brings you a lot more than leads and revenue. It solidifies your brand and makes Customer acquisition easier and cheaper.

Get it Viral!
A single campaign is capable of changing the trajectory of your Business. A successful campaign is capable of pulling extra 100,000 people to your site, catering exceptional growth for Business and driving huge number of sign ups and shares.

Ad agencies can put tremendous amount of thought, research and time that goes into positioning of your brand. Retaining such diverse talent is impossible for the majority of businesses. Ad agencies work within your budget and help you to make a significant splash.