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EXECUTIVE SUMMARY

Nestle is one of the most renewed food company in Bangladesh. We 5 group members tried to
work on how their advertisements are plotting relating with our culture. While working in the
IMC battle of Maggi, We got the impressive chance to perceive how Nestl is making IMC crusade
by taking after suitable speculations of shopper conduct area. We got the chance to perceive how
they really make TVCs, print promotion and others to draw in their objective business sector.

In the project we tried to relate four consumer behavior theories with the four advertisement IMC
tools. The theories are Acquired need theory (power, affiliation, achievement), reference group
influence (primary group, secondary group), classical conditioning (conditional, unconditional),
hallo effects (happiness effect). We trust that our report would give a thorough knowledge to
Nestls Strategy of relating IMC battle with the shopper conduct speculations. With constrained
access to information because of secrecy, we have attempted to give as much data as were
conceivable about the Implementation of various hypotheses in Maggi's IMC tools. Google and
YouTube was the main media to collect all the informations.
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Overview of the campaign

Integrated Marketing Communication is the process making all aspects of marketing

communication such as advertising, sales promotion, public relations, and direct marketing work
together as a unified force, rather than permitting each to work in isolation. The project we are
working on is about how Maggi created its market through successful IMC campaign.

The Maggi brand originates from Switzerland where in 1886 Julius Maggi created a recipe of
flavors to bring added taste to meals. This marked the beginning of the Maggi brand and its
convenient products. Known for his nutrition-oriented approach, the Swiss Government asked
Julius Maggi to create a product that would be quick to prepare yet nutritious as more and more
women were working outside the home. The results were a success two instant pea soups and
an instant bean soup.
In 1947 Nestl acquired the Maggi brand. Today the tradition continues around the world. Whether
its Maggi bouillons, soups, seasonings, noodles or sauces, consumers have come to know and trust
the Maggi brand for its high quality, convenience and nutrition.

Maggi products help bring out the best in every meal. Quick and easy solutions - like bouillons,
soups, seasonings and sauces - to aid cooking and add flavor. Maggi brand the flavor that fresh
food loves, helping you make nutritious, delicious meals.

Nestle Bangladesh Ltd is one of the leading MNC in our country. The company is mainly
Involved in the food and nutrition business. In the food category MAGGI is the most successful
Brand in Bangladesh. MAGGI noodles and soups are very popular in our country. They also
have
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Seasoning and bullion under MAGGI umbrella. Within a very short time MAGGI has gain much
Popularity in our country. It has changed consumers food habit, and become selected as No 1
Snack Brand in BD by Brand Forum for consecutive 4 years. Apart from that it has almost 70%
Market share in instant noodles category. Lot of factors worked behind to make this brand
Successful. Understanding the brand strength of MAGGI, consumers perception about the brand
Would be helpful to comprehend the FMCG market in Bangladesh.

In our report we choose four advertisements of Maggi.

First Advertisement:
We had chosen a television commercial of MAGGI named Hungry Tvc. This commercial was
created and went on air since July, 2013.The duration of the ad was 46 seconds.

It portrays a complete happy family. A boy told his mother that his father didnt any work because
of hungry. His father again told that he cannot read because of hungry. Her mother in law said that
her father in law cant read a single page of paper because of hungry. Actually they love Maggi,
they fell Maggi. They enjoy their afternoon with MAGGI.

Second Advertise:

This Maggi noodles advertise is based on a woman, her profession is teaching. She is a college
teacher and a home maker as well. She love to cook foods and her children never eat anything
apart from her foods. As a teacher she always try to give her children the best thing. She always
try to give healthy and best food to her children. Thats why during her childrens study time she
gave them Maggi noodles. Also, as she lives in Coxs bazaar so most of the time they go to picnic.
So, whenever they go outside for picnic, she always carry Maggi noodles for her children. Her
children feel it so tasty that they never hesitate to eat Maggi noodles whenever their mother give
it to them. Also, she believes as it is made in our country, so its quality is very good. Hence, apart
from Maggi noodles she do not give her children anything in their snacks time.This advertise
telecast on television and its targeted customers are working women and children.
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Third Advertise:

In this advertise a young lady who wanted to be independent surprised her mom by cooking magi
noodles. Her mom wanted to help her but she did not take help from her mother. She cooked the
noodles by her mom and feed. Maggi noodles can easily cook. It takes little time to cook. So young
female can easily cook it. This advertise telecasts on Indian TV channel and its targeted customer
is mainly young independent working girl.

Fourth Advertise

In this advertise, a little boy left his home for his school campaign. In the afternoon he missed his
mothers snacks and to write a letter in his tent. Suddenly his friends in the campaign surprised
him with a bowl of Maggi noodles. The boy enjoyed the noodles with his friends.

This advertise telecast on television. Its main targeted customer is children and women.
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Acquired needs

Acquired needs

Here, in this specific advertisement the acquired concept is used. Acquired need is also defined as
Three needs theory and Learned theory. Acquired need is shaped over time by our experiences
over time. In general acquired need theory is defined as how a persons life experience changes
individual needs over time (acquired needs theory, 2016). The main concept fall into three
categories as it is believed that a specific person falls into one of these categories and the person
will tend to have one of these needs that affect the person more deeply than others and hence affect
the behaviors or attitude as well. Moreover, one need is acquired by time as the result of the
persons different experiences over time. This turns into acquired need theory. In marketing term
it can be said that it is a motivational model which give an idea and elaboration that how the three
needs, which are achievement, power, and affiliation result or affect the action or step in the
managerial context (Need theory, 2016).

According to authors research about the concept

David McClelland is the author who have proposed or invented the theory. He had studied the
acquired needs are the needs for different individuals, he had able to classify and identify them as
either being achievement, power or affiliation based. He said That is, every person holds an
aspiration for achievement, power or affiliation. Interestingly, each person has a tendency to be
motivated by at least one of these needs. Consequently, a person's behavior and performance at
work are strongly influenced by the most meaningful of the three needs (Hartzell, 2003).

Most of these fall into three general categories of needs:

Achievement They are the achiever seekers, as they have the strong desire to excel, they
appreciate frequent recognition of their initial state, how well they are doing. Achiever
seeks no power or approval, their focus is on success. Achiever has a moderate chance for
success. They try to avoid both low risk and high risk activitys situations.
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Affiliation It is the need for affiliation. Their goal is that they want people will like them,
and they are mostly the people, who have higher need for affiliation. Thus, they will try to
comfort them and they will try to avoid shyness, while standing out. They are the people,
who are interested in approval rather than recognition and they try to avoid conflict with
other people.

Power Power seekers people are the people, who want to control others to achieve their
own goals or motive. Also, they want power to do greater good for them or to achieve
higher goals for themselves. They only want agreement and compliances and they do not
want approval or recognition. Power seekers are the group of people who wants personal
power, as they are after their personal power and for that, they rule others and they want
the people to behave as they want.

Story of TVC

We have chosen chosen a television commercial of MAGGI named Maggi Tvc Shikkhika. This
commercial was created and went on air since Nov.6, 2015.

The duration of the ad is 40 seconds.

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Relationship of the concept with the Advertisement:

Acquired need theory also is known as learned theory. Here, the women learned from time and
experience that if she give Maggi noodles to her children then they will be safer in terms of health,
they will get enough protein and vitamins from the food. From the three categories the
advertisement shows us that she is an achiever because as a teacher and mother she do not want to
take any risk for her children, and focus on their success of their children. As it is a food, is related

to her childrens health. So, as she always suggests Maggi, as a mother and as a teacher, so always
she wants to be risk free, so she cannot take any risk regarding her childrens health.

According to this advertisement little bit Power concept is highlighted, here as a mother she is
recommending and motivating her children to eat Maggi noodles, so for little extent she is
encouraging them to like the food, as she wanted, and she is managing her family and her school
students as well, for her own benefit as managing them will help them to create a good future, by
doing this it will help her to bring up their children in a good manner.

Effects on consumers

The Maggi noodles plus points are that it is not only for children it is for adult group as well. Also,
everyone likes it mostly the children for its spices, which is found with it. Moreover, in this
advertisement they meant that wherever you go you can take this with you .As, it is a instant two
minutes noodles which is not time consuming to prepare and it is a way to give the children
healthier food, because they want to avoid the unhygienic foods most of the time. Also, by
watching the advertisement many working women, who are mother as well will be motivated for
buying the product Maggi noodles .This is because by watching the advertisement, they will
realize that by preparing instant two minutes noodles will save their lot of time and in other hand
their children will get healthier foods which is Maggi noodles with a small amount of time
whenever they want. Also, for snacks they can carry Maggi noodles outside with them, which
will secure their childrens health outside also, and the children will most of the time will avoid
other junk foods for the tasty Maggi noodles.
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Reference Group
A reference group is the group whose perspective an individual takes on in forming values,
beliefs, attitudes, opinions, and overt behaviors. One considers this group as a point of
reference when evaluating how they view their own existence in the world. Reference groups
can be very small (just a few close friends) or fairly large Reference groups influence consumer
behavior in two ways. First, they set levels of aspiration, offering cues of what lifestyle and
related purchasing patterns we should strive to achieve. Second, they help define the actual
items/services considered acceptable for displaying those aspirationsthe kind of housing,
clothing, or car, for example, deemed appropriate for a member of the group. (Today et al., no
date)

Reference Group Types:

Reference groups are of two types: primary and secondary.

A primary reference group is one with which the members have frequent face-to-face
contact and are close knit. Families, households, study groups, work teams, roommates,
and fishing pals are all primary groups. Members exert considerable influence on one
another, including marketplace influence, simply because they are significant in one
anothers lives. Having a primary reference group can be an important part of letting
someone feels comfortable in their view of the worldgiving them that feeling that they
are not alone. Sometimes having people that you can be very upfront and honest with
can allow you to engage in consumption and social activities with much more confidence
in the broader social setting.(Homans, 1950)

A secondary reference group is one in which interaction with other members is less
frequent. Professional organizations, church congregations, large social clubs, and alumni
associations are examples. The power to influence is far less than with primary groups.
(Today et al., no date)
A formal group is one in which there is some sort of structure and, in some cases, for
which there are specific membership requirements. To join a civic club you may have to
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make a formal application, be voted in, and pay dues. To join a professional club, you
may have to meet educational requirements. If the club runs regularly scheduled
luncheons each month, you are likely to be obligated to attend, particularly if the club is
both formal and primary (M and K, 2006)

Informal group is one that has no special membership or attendance requirements other
than common interests. Walking clubs, reading groups, and mother-and-toddler play
groups are typical examples. Although they may be primary, the groups do not have rigid
schedules or rules ( M and K, 2006)
A membership group is one to which a person currently belongs.
An Aspirational group: A group that a person would like to be part of, but to which she
or he does not currently or may never belongs.

2016)
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Story of the TVC:

The story of the ad is based on a platform of the Emotional relationship bondage of a daughter
and a mother. It is a TVC realized in Indian market. The duration of the ad is about 1 min 06
seconds.

Link of the ad: https://www.youtube.com/watch?v=DyMtcblMXfM

Relationship of the concept with the Advertisement:

Reference group plays very important role in our life especially about choosing foods.

Bangladesh and India is very conservative about the raising children in the family. 99% family
raises children in a sophisticated manner. They take care each and every thing related to the welfare
of the child. Especially Mother takes care the most. Mothers of this region are very sensitive and
emotional towards their children and never want to let them go from their sight. So the Advisement
platform was created in such way that the consumers can easily relate the TVC with their own life.
In here the mother played the Primary reference group role. The daughter always saw how her
mother made Maggi noodles for her and she followed the same recipes of her mother when she
has grown up. In our culture children are very close to their mother as most of the mothers are
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home maker and raising children are the only duty they do mostly. So even if the children grow
up, they dont want to let them give any responsibilities. The reference group stands in a stronger
position for this region. In every decision we like to seek preferences from the people near to us
especially family members and friends. Most of the children blindly follow the thing which they
have seen his/her parents to do. In our culture primary reference group has the most effect in every
ones life.

Effects on consumers: Many children saw her mother to feed Maggi in childhood and the
story continuous from generation to generation. The effect is very strong and natural in the market.
Maggi has a high brand value which leads the company towards the success. Maggi noodle is a
famous snack for Tiffin break, evening snacks. Every age group of people likes to eat Maggi
noodles. The advertisement reflects the culture of our country how mothers are very sensitive
towards their children. Maggi wanted to relate hunger with magi and they successfully did it.
Whenever it comes to take deal with little hunger or having quick food magi comes first in
consumers mind. Maggi 2 minute instant noodles concept grabbed the market like magic. Magi
came up with the first instant food concept in the market. In the ad it was indirectly showed that if
the daughter is hungry, she can make magi to feed her hunger. In real life many people are feeding
their hunger by Maggi when they have no time to make food or no one to cook. In terms of that
Maggi plays the easy shot to feed hunger.
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Classical conditioning for MAGGI Noodles

A behavioral learning theory according to which a stimulus is paired with another stimulus that
elicits a known response that serves to produce the same response when used alone. Classical
conditioning is that response that builds up through repeated exposure and reinforcement.
Watson's use of the term classical conditioning to refer not only to a method but to a functional
unit, or building block, of behavior. Classical conditioning is mentioned due to the reason that the
main way customers are aware of the product is through advertisement or commercials, and they
would have positive feeling towards about it, which after that, forces them to buy and try out
MAGGI noodles. Moreover, buyers tend to think of MAGGI products immediately when they hear
about instant noodle that does not cause inner hot effect. This means they use iconic rote learning,
the process of learning the association between two concepts (inner hot and MAGGI noodles) or
more without the conditioning presented.

Story of the TVC

We had chosen a television commercial of MAGGI named Pustikor Maggi. This commercial
was created and went on air since January, 2013. The duration of the ad was 40 seconds, it
portrays a complete happy family.
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Story of TVC relation with Classical

Conditioning

Theory

We already discussed what classical conditioning theory of learning is and the story of our
advertisement. Now, at this point were trying to analyze the message between the theory & the
story of our Maggi Tvc.

Dividing the story into some scenarios, we see the boy stays away from his family & misses his
moms hand food in the first scenario. In the second scenario, we see that, Maggi is the fastest
and most desirable food among the family members when theyre hungry. Its more like when the
leading lady in the family cooks the noodles its more of a joy than hunger.

So analyzing these two scenario, we can tell with our knowledge of Pavlovs classical conditioning
theory that, when we tie one stimulus with another stimulus that elicits a known response due to
repetition. Here, in our example, the boy misses mothers cooking (conditioned stimulus) with
Maggi (unconditioned stimulus) and after a number of repetition of the same event is the reason
of the family members joy (unconditioned response).
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Unconditioned Stimulus

Maggi

Unconditioned Response

Family members joy

Conditioned Stimulus

Mothers cooking

After repeated pairings

Conditioned response
Conditioned Stimulus

Family members joy

Mothers cooking

Figure: Pavlovian model of Classical Conditioning

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Response

In our tvc , we saw Maggi is trying to convey their marketing message using emotional appeal.
We all know, those of us who stay away from our family, how much we miss them, how much we
miss our mothers made food. So, theyre attaching Maggi with in lieu with mothers care in a way
that whenever we feel hungry, Maggi is there to satisfy our hunger as its resemble taste, health &
happiness. People liked this emotional marketing concept of Maggi.
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Halo Effect
Halo effect is one of the oldest and most widely known of psychological phenomena, surprisingly
little is known about its nature. Halo effect has been used to describe situations in which the
evaluation of a single object or person on a multitude of dimensions is based on the evaluation of
just one or e few dimensions. So basically halo effect is evaluating a person/product based on one
dimension. Thus, if we like a person/product we often assume that those attributes of the person
about which we know little are also favorable. Sometimes marketers take advantage of the halo
effect when they try to extend a brand name associated with one line of products to another.
Manufactures tend to gain instant recognition and status using the advantage of halo effect.

Although the Halo Effect Theory is basically the biased behavior that a consumer shows towards
a product because of the favorable past purchase experience of any other product under the same
brand name. Halo effect is a good way of establishing brand name because if a certain product gets
appreciated, automatically it creates a platform of good sales for the other products. Usually
consumers tend to be more specific in their purchases, and in recent times, moving around in
various shops is something that they tend to avoid. In such cases, if a consumer gets a good product
in terms of price and quality, he/she will develop a certain biasness towards that brand and
therefore, from the next time onwards that consumer will prefer purchasing from that brand only
be it the same or different product.
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Story of TVC

We had chosen a television commercial of MAGGI named Hungry Tvc. This commercial was
created and went on air since July, 2013. The duration of the ad was 46 seconds, it portrays a
complete happy family. A boy told his mother that his father didnt any work because of hungry.
His father again told that he cannot read because of hungry. Her mother in law said that her
father in law cant read a single page of paper because of hungry. Actually they love Maggi, they
fell Maggi. They enjoy there afternoon with MAGGI.

Relation with TVC

We already discussed what Hello effect theory of learning is and the story of our advertisement.
Now, at this point were trying to analyze the message between the theory & the story of our Maggi
tvc.

Our selective add full family loves Maggi Noodles. According to them Happiness is created
everyday by Maggi Noodles. Maggi was with him throughout all the obstacles and gave enough
confidence to keep them going. Here the ad focused on one factor that is Happiness. Having Maggi
noodles gives enough happiness to get every moment. But the TVC did not show any other
features like benefits, price, quality, and packaging. By watching the ad people can only buy Maggi
noodles based on one factor that is Happiness, if they consume Maggi they can ensure their
happiness. So people are judging Maggi based one factor only and that is Happiness. Rather than
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focusing on one attribute they could also show other benefits of Maggi and why Maggi is better
than other Noodles.

Recommendation

Maggi is one of the mega sub-brands of Nestle. Settle dispatched Maggi noodles with its
spellbinding two-minute slogan path in 1982 when moment nourishment was not
prominent. Indeed, even following 31 years, it appreciates approx. 75% of the piece of
the pie. Nestle always promotes good food. But recently it had rumor that they do not give
healthy ingredients. Parents are now-a-days more concern about food. Emphasizing on
homemade food so child can be healthy. Maggi without a doubt had First Movers
Advantage. Maggi was dispersed in schools in order to advance trials. This additionally
may have made a difference. At the point when a brand makes another classification it
sets a benchmark for quality. Maggi did likewise to the moment noodle classification. They
always try to avoid instant foods. Maggi should promote:

Though Maggi is instant food it is healthy for anyone.

They must show that they have the certificate that they are not using
unhealthy ingredients.
Instant noodles can be easier way to make life easier for working women
and parents.

We have separately related four hypotheses of consumer behavior i.e. Social norms,
acquired needs theory, halo effect and classical conditioning with this promotion which
depicts how a customer can relate their conduct with the advertisement.

The Maggie promotion interfaces with the group of onlookers demonstrating how
individuals can make the most of their life being occupied in ordinary life
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