Maggi In Class Assignment

Submitted By: Group 13Soumitra Pattnaik

Deepak ShahShantnu Bharat

Ritwick Nitin GadgillSayeli Chakraborthy

Omkar GaikwadNishant

Vijay KasbeMBA-CM, SIMC 2014-16

Content Bucketing

Product: Maggi NoodleMaggi Masala

Brand: Nestle IndiaCategory: Fast Food

Affinity: Time saving, Quick meal

Insight/Creativity

Platform-wise Strategy* Facebook

The page is heavy on images but there is a twist to it. Unlike Sunfeast and Nissin, the images are neither visually brilliant nor shot by professionals. And not to forget their hinglish way of talking.

These are real photos being shared by Maggi lovers with the page.Sticking to its theme, the updates are about how Maggi brings people together for a happy time. And it is of little surprise

that they are having an amazing engagement rate. Celebrity chef backed recipes on maggi and its variants. Maggi can publish or broadcast recent updates and news over FDA,

FSSAI regulations and policies.

* TwitterCelebrity endorsed tweets and hashtags #merimaggiissafe #meandmaggi. Encouraging open interaction on twitter where

consumers can post their questions and put forth their concerns that will be answered by the CEO and top brass management.

* YouTubeCrowdsourced video testimonials on favorite maggi home made recipes to be made into one final montage video, to be integrated across major social media platforms. Montage of all the Maggi commercials since its debut in Indian market.

* InstagramAsking customers to share images of their stocked Maggi units even after the product was taken off the shelves.

Insight/Creativity

* Investing in the ConsumerNestle has in the past accepted voluntary recalls. A temporary stop-sale (not recall)

of the product till it is clear that the product is safe can be announced. But in the current scenario Maggi is losing 30 years of goodwill and future sales. At least in

states where the ban has not been invoked, replace stocks with a fresh batch.* Insights into the problem

What would cause these results? Could it be variations in water? Contamination of the raw materials? Is it just one flavor or all?

* Educating the ConsumerAdvertising does position it as a healthy after-school meal. What we need to tell

consumers is the correct proportion of Maggi in their diet i.e. once a week or twice a week. And that too with vegetables added.

Category• Through its official Twitter handle the food brand posted, “Extensive

testing reveals no excess lead in your favourite Maggi Noodles!” and shared documents which bear the results of the ‘extensive testing’.

But it ignored the fact that the Indian consumers appreciate personal involvement at the time of crisis and an automated

response or an extensive research by a regulatory body cannot achieve those objectives.

• The best course for Maggi would be to put out the facts from their perspective, share their point of view on the subject and quickly move on. Maggi needs to find a new topic and start a different

conversation.• it must focus its energy towards protecting other brands under its

umbrella.

Affinity• Maggi 2 Minute Noodles = ultimate snack (and tiffin, lunch, dinner)

• New strategy – Accept the consumer's verdict and get back to the basics with the ‘Taste bhi, health bhi’ tag line. Maggi would be relaunching itself with its original

taste.• New recipes, celebrity chef endorsed maggi recipes, innovative use of maggi

masala in Indian cuisine.• Asking people how the maggi ban has affected them and their daily routine and

sharing them on social media platforms.• A collage video of instances in cinema where maggi is being consumed.

• Asking people to share Maggi recipes that makes Maggi a healthy choice for the family.

Thank You