ATL and BTL

Maggi adopts a combination of Push and Pull Strategy, where more focus on Pull Strategy is observed. Maggi's campaigns were revolved around its "fast to make and Good to eat” qualities. Ready in “2 minutes” was a proposition that was well received by the market. The various tools used for Promotion are as follows:

ABOVE THE LINE(PUSH STRATEGY): ATL is a type of advertising through media such as television, cinema, radio, print and out-of-home to promote brand or convey a specific offer. This type of communication is conventional in its nature and is considered impersonal to customers.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): BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having a short duration. It is efficient and cost-effective for targeting a limited and specific group. 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