Advertising Approaches based on Maggi Brand - Case Study Example

Research on Organizational Texts Table of Contents Introduction 3 Approach 3 Patterns of language in Maggi packaging 4 Exultant and fun atmosphere 4 Importance on liveliness and activeness 5 Differentiated products 6 Maggi as a marketing tool 7 Value customers 8 Conclusion 8 Importance of the study and recommendation 9 References 10 Appendix 11 Introduction This essay is based on providing vivid explanation on advertising of brand Maggi. Maggi was founded by Julius Maggi and founded by Nestle. The brand Maggi is known for sauces, instant noodles, instant soups, bouillon cubes, Maggi noodles and Maggi cube. The prime mission of the company is to make food better that help people to live better life. The segmentation of the product is based on the habit and lifestyle of urban families. The recipients of the advertising are youth, working woman, office goers and kids. Two-pronged strategy devised by Nestle Company to pull kids on the fun plank and attract mothers on the accessibility and suitability plank. The brand awareness has been enhanced by focusing on promotional activities. The promotional activity of Nestle Company for Maggi is to offer gifts in return for empty packet of noodle. The language that can be noticed from Maggi packaging is influential and persuasive which draws attention of people, specially working men and women, who have less time for cooking. There are different patterns of language that can be found in Maggi packaging which are effectively highlighted and presented in the paper. Approach The approach that has been undertaken in this paper is based on discourse analysis. Visual and text elements that can be found on packaging of Maggi are being effectively analyzed in the research. The pictures of product packaging of Maggi have been taken personally. The packaging is described as the form of advertisement which uses integrated brand design. According to Polly Williams, associate creative director of Blue marlin Sydney states that food photography that has been presented in the packaging is to deliver speed, convenience customer ease to drive the intention household. The techniques that have been introduced in the literature of advertisement are based on looking at the usage of metaphors, narratives, texts and images. Patterns of language in Maggi packaging Patterns of language are different for varied products. The visual and texts element that are presented in the packaged products highlight different patterns of language. Exultant and fun atmosphere The feature of every packaging of products is based on depiction of happy and exultant atmosphere. One of the formidable barriers that multinational corporations like Nestle have to surmount is language. It is vital for businesses to decide and evaluate what patters of language that are required to be implemented for their packaging or product labels. Furthermore, corporations also have to notice the rate of adaptation of consumers towards the use of different patterns of language on `product packaging. According to Kotler, the emotion and perception of consumers can be heavily influenced by features of the packaging. Some of the features of packaged products include graphic, colour, wordings and shape. The prime purpose of Maggi packaging is to bring wonders and charm of sharing and cooking. In today’s world, lifestyle has become fast-paced (Paul, 2008, p.211). Moreover, the struggle for time has made occasions of families sharing modest happiness of life and coming together has become rare. The beauty of togetherness and homemade meals is slowly squandering. The mission of Maggi is to help men, women and young generation to prepare balanced and tasty meals in quick time. The key to the success of the company is based on continuation of the tradition of values of great family. The brand Maggi is recognized throughout the world with their mark of assurance and stamp of maintaining quality products. The most common strategy of foundation of this encouraging validation is the use of smiling pictures. The photos that are printed in the packaging of Maggi resemble the feature of brining happiness within the family. The picture of (Maggi A-6) provides vivid knowledge about the feature of packaging of the company. The picture of smiling mother and child are being used in the packaging to assure that the product brings joy to the family and the child. The picture (A-5) is also related to joy and happiness. The company Nestle has positioned their brand Maggi as a source of joy and pleasure. This can be resembled from the pictures that are printed on front part of the packaging. The pivotal philosophy of the brand is not only to offer quality products or services but to form an emotional connection with their customers. This philosophy can be reflected from the message and pictures that are printed on the packaging of products. The picture of togetherness on the packaging of Maggi enhances positive and happy atmosphere. Importance on liveliness and activeness The variety and amount of activity are highlighted repeatedly. There are several activities of Maggi that are emphasized by the language of packaging. Some of the examples of activities are healthy, delicious and tasty. The prime focus of the packaging of Maggi is based on presenting customers about the activeness of the brand. The pictures of A-3, A-4 and A-6 explains the brand emphasize on providing quality and delicious food products. The promoted focus of the company is based on information and increasing awareness. The primary tag line of the Maggi noodles is two Minutes Noodles. This can be seen on the picture A-5. The Nestle Company focuses on providing good quality products which is fast to cook. Furthermore, this can maintain happiness and joy in the family. New packaging range of Maggi products has been developed by brand design organization Blue-marlin. The range of the product is named Just for 2 which are basically developed for 2 people in Australia. The picture A-7 presents the new range of Maggi products. Historically, the Maggi product is viewed as the family-oriented brand. The design of Blue-marlin is based on new target customers. The prime purpose of the new packaging range is to encourage new target audience to revaluate the brand. The iconic yellow packaging of Maggi created the strong brand uniqueness. The health factor is strengthened by effective pictographic demonstration of noodles. Differentiated products The Nestle Company is dedicated towards providing customer convenient, value for money and quality products. The company provides wide range of products which is based on the needs of customers. The brand Maggi extended their range of product portfolio without weakening their central equity of the brand. A range of healthy soups has been introduced by the company to enhance their product segment and provide healthy food to the consumers. The packaging picture of A-3 of healthy soup is the prime example of the brand building strategy of the company. In today’s world, people has become health conscious and are more concerned to select food which is healthy. The differentiation of the product is based on the base of packaging, flavours and taste. Maggi A-4 is the chicken flavour noodles which is targeted to the customer who are non-vegetarian. The company visualized to provide product which take lesser amount of time to cook and get fast reprieve from hunger. Maggi A-1 is pasta which is made of high protein Durum wheat. Every product of the Maggi is easily differentiated by pictorial presentation on the packaging of Maggi products. The company widened the brand portfolio by introducing Maggi Cuppa Mania (Pati, 2002, p.135). This product comes in two variants ‘chili chow yo’ and ‘masala yo’. These two products of Maggi are packaged with onetime-use fork. This product is packaged in such a way that it becomes easier for busy executives or young generation youth to have instant noodles. The packaging of these products delivers vibrant description about the widened range of Maggi products. The largest market for Maggi is India. Over the two decades, the brand Maggi was just a single variant product. But over the period of time there has been rapid overhaul on their product portfolio. The company extended their product range by introducing liquid seasoning, sauce and chicken flavour noodles. Maggi as a marketing tool The rapid upsurge of rate of packaging is used as marketing tool by the company. The well designed packaging of Maggi products is created for producer and consumer. The packaging of Maggi products is well designed. Moreover, it is mainly due to the fact that it has the power of brand recognition. Nestle has implemented system which provides best packaging solution. Furthermore, this developed system includes the PIQET tool. This tool enables to look after the different scenario of environmental effect. The company has implemented packaging optimization which has effectively enhanced the impact of environment. Additionally, this has been maintained by continuing the minimization of food waste, safety, and effective product quality. The global strategy is introduced by Nestle group to transform the perception in to wellness and health organization (Vashisht, 2005, p.106). The use of mother with their children and youths on packaging of products provides message about creating strong sense of harmony. The introduction of flexible packaging system on Maggi products can provide opportunity for consumers to not only eat their products but also experiment variety of product types and flavours. The list of added mix-ins and flavours are printed on backside of Maggi packet to help consumer know what they eat. The packaging of Maggi products is used as a marketing tool. Like on the picture A-6 and A-2, consumer can see that the product contains low fat with no added MSG and have great taste. The product A-2 is made with low grain which is moreover healthy for people. Every product is packaged in such a way that people can differentiate their priority and enjoy quality food. Value customers The company has effectively pleased loyal consumers by connecting them with their products. The concept of Meri Maggi has been introduced by the company to make consumers feel that they are valued. The picture A-10 of Maggi noodles resembles that any people who are local customers can be on next Maggi packet. In this scenario, one of the lucky customer pictures has been printed on the Maggi packet. The concept of the campaign is based on submitting personal story on experience of Maggi. This wonderful strategy of the company associate customers with their varied products was successful. This enhanced packaging strategy of the company increase the customer base and made people aware of the brand. The picture of Maggi A-11 is another packaging strategy implemented by the company to create curiosity among customer about new variety of taste. This application of effective mystery flavour campaign of the company helped to generate huge response (Naqvi, 2007, p.135). The execution of new campaign strategy is based on strengthening relationship with customers. The packaging of the Maggi product consists of distinguishing question mark design to make consumers of the brand in a conversation for suggesting name for the taste. Conclusion The language of the packaging strategy of Maggi products is based on enhancing the family relationship and making customers easier to characterize their taste and preferences. According to Jonathan Asher, the essential principles of product packaging are to communicate key message, engage shoppers and close the sale. Furthermore, other effective functional benefits of packaging are sustainability, storage, handling, usage and dispensing. The four patterns of language provide a vibrant clarification about the aim of the company which is to fortify its connection with consumers. There are different strategies of packaging executed by the company to enhance their customer base. The implementation of new concept on their packaging such as guessing the taste, rewarding loyal customers and diversified products range is to personify the basic principles of innovation, advancing the brand and understanding customers. Importance of the study and recommendation The prime purpose of the study is to understand the language of Maggi advertising. This is regarded as the form of advertising where packaging of products is used as a medium to produce product awareness. The Maggi packaging is used as an attention-seeking scheme. The introduction of new campaign on guessing the taste and picture on Maggi pack has been used as the form of advertisements to increase awareness (Kim, 2013, p.182). The pictorial information of the Maggi packaging is based on creation of splendid flavour by adding value and beliefs to the food habits of people. Lastly, for recommendation it would be fascinating to view the introduction of Maggi packaging focusing on older people. The introduction of products which is based on aged people can diversify the size of the company in every market segment. Furthermore, this can be done on the basis of durability, style, reliability, quality and features performance. References Kim, C., 2013. Blue Ocean Strategy. London: Harvard Business Review. Naqvi, H., 2007. Journalism and Mass Communication. Stamford: Cengage Learning. Pati, D., 2002. Marketing research. New York: Universities Press. Paul, J., 2011. International marketing. New York: McGraw-Hill. Vashisht, K., 2005. A practical approach to marketing management. New York: Atlantic Publishers. Appendix Data: Maggi packaging Maggi A-1 Maggi A-2 Maggi A-3 Maggi A-4 Maggi A-5 Maggi A-6 Maggi A-7 Maggi A-8 Maggi A-9 Maggi A-10 Maggi A-11 Read More