Holistic Marketing

Holistic marketing is a concept that works on the principle of keeping in mind the business as a whole, its place in the broader economy and society, and in the lives of its customers. Comprehensive promoting is an idea that chips away at the guideline of remembering the business overall, its place in the more extensive economy and society, and in the lives of its clients. It endeavors to keep up and create numerous viewpoints on the organization's exercises.

Healthy long term growth for a brand requires that the marketing organization be managed properly. Holistic marketeers must engage in a host of carefully planned, interconnected marketing activities and satisfy an increasingly broader set of constitutions. They must also consider a wider range of effects of their actions. Corporate social responsibility and sustainability have become a priority as organizations grapple with short term and long term effects of their marketing. Some firms have embraced this new vision of corporate enlightenment and made it the very core of what they do.

Nestle follows a holistic approach. It offers products and services that are in the benefit of the consumers. Maggi Pazzta is a light snack, which has made its way right to the top and has gained temendous popularity due to its high quality, convenience and nutrition. The product promises to deliver taste with health.

Branding

A brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Branding provides a definition to the tangible and intangible aspects of a product. In terms of an easier understanding, the way a person is defined in terms of personality, the product is defined through its brand. Anything becomes a brand only when people attach some value to it and when it becomes a part of their lives.

Twenty-five years after Nestle brought Maggi instant noodles to India, Nestle extended the brand to ready-to-eat pasta. It has come out with Maggi Nutri-licious (nutritious and delicious) Pazzta. Maggi has been already an established brand in India, thus it was easy to create a brand name for its pasta.

Brand elements

Logo, packaging and labeling

Logo, packaging and labeling plays an extremely important role in the marketing of a product or service. A product/service is identified by its labeling and packaging. The packaging and labeling should be done in a way that it appeals to the targeted customers and should speak for the product itself.

The logo, packaging and labeling of Maggi Pazzta is similar to as of those other maggi products. This is done to aesthetically associate pasta with noodles and other similar maggi products. All the products under the brand maggi use similar kind of visual appeal that is the colors, styles and fonts. This ensures that customers could easily identify a maggi product among competitors.

Tagline

Maggi tweaked its tagline for the exclusivity of pasta, which says  “Taste Bhi, Health Bhi... Khushiyan Bhi” . Khushiyan bhi was added as an extra element to distinguish maggi pazzta from maggi noodles.

Brand Name:

• Distinct brand name ‘Maggi Nutri-licious Pazzta’ .
• Gives a sense of trust and consistency owing to the brand reputation of Maggi.
• The name is representative of the larger territory of operations under Maggi and hence, establish clear lines in this regard.

Segmentation, Targeting and Positioning

Segmentation

Market segmentation is a strategy that involves dividing a broad target market into subsets of consumers, who have common requirements and applications for the relevant goods and services. Depending on the specific characteristics of the product, these sub-parts may be divided by criteria such as age and gender, or other distinctions, demographics or psychographics.

Segmentation is a very important activity as it helps companies to better understand the needs of a specific customer base. Mass marketing assumes that all customers are the same and respond in a similar way to the same type of promotional activities but this is not true. People differ in their requirements and thus need to be catered discretely.

Maggi Pazzta is segmented on the basis of age, eating habits, and lifestyle of urban families.

Targeting

Market targeting refers to choosing a specific group or a set of groups to which a business wants to sell its product or service. It is based on the idea that it is not really possible to make or do something that will please everyone, so a business needs to target specific audience. The targeted audience is known as Target Group. Companies select a specific group to strengthen their brands, as well as to get an idea of potential sales for production or financing purposes.

Maggi Pazzta targets kids, youth, office goers and working women. One of the most important feature of maggi pazzta it can be made within 5 minutes. Thus it targets office goers and working women who do not have much time to cook food for themselves and for their kids.

Positioning

Positioning means how you want your customers and potential customers to perceive your brand. What form of opinion you want them to form about your product. It may be defined as the act of designing the company’s offering and image to occupy a distinctive place in the target customer's mind.

It is very important to position your brand smartly. If a product is well positioned, it will have strong sales, and  may become the go-to brand for people who need that particular product. Poor positioning, on the other hand, can lead to bad sales and a dubious reputation. Communication forms a very important part of Positioning and thus must be done with utmost care.

Maggi Pazzta is positioned as, ready to eat product that is easy to cook, healthy as made of Suji and not white flour, and does not take more than 5 minutes of cooking time.