15/04/2023 GENY MEDIUM: WHERE MARKETING MEETS TECHNOLOGY AND ANALYTICS 1

Online Reputation ManagementMAGGI NOODLES: NESTLE

BEFORE & AFTER THE EXPOSE

15/04/2023 GENY MEDIUM: WHERE MARKETING MEETS TECHNOLOGY AND ANALYTICS 2

Overview:Nestle India: Maggi Noodles Online Reputation Management

• There seems to be a considerable shift in consumer perception regarding Maggi Noodles before and after the expose.

• The sentiment seems to be Positive – Neutral before the expose while after the expose, the sentiment seems to be Positive – Negative with a sudden spike in Negativity. The interesting part after the expose is the considerable positive sentiment indicating a loyal customer base who perceive these incidents as vendetta against Nestle.

• The other noteworthy factor is the rise in spamming after the expose.

• The Buzz generators for Maggi before the Expose were Moms Maggi, Contests surrounding the Video released before Mothers Day, however after the expose the buzz generators are Lead content, MSG and Dangerous in addition to un-healthy.

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Sentiment Overview: FacebookSummary: • Before the Expose: The sentiment seems to be oscillating majorly between Positive – Neutral with less negativity. • After the Expose: The sentiment seems to be oscillating in between Positive – Negative, the positive still out-numbering the negative

showing Nestle- Maggi still has a loyal base.• Spam: The surprise however seems to be with regards to spam posts which have seen an exponential rise After the Expose.

Neutral

Negative

Positive

Spam

25 75 125 175 225 275Neutral Negative Positive Spam

After the Expose 15 80 52 5

Before the Expose 136 47 274 9

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Buzz Generators:Facebook

BEFORE THE EXPOSE AFTER THE EXPOSE

Summary:• The word cloud’s below clearly show that before the expose the buzz generators were Mom’s Maggi, healthy, favorite, amazing

however after the expose the buzz generators were Lead, MSG, Dangerous

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Sentiment: Time Series GraphFacebookPeak Dates Reason for Buzz6th April General Buzz11th April General Buzz1st May General Buzz7th May Mothers Day Video - Song sung by Shankar Mahadevan19th May The news became more public with all the major media houses running articles and the broadcasting going prime time.3rd June More Tests were being ordered, States were continuing to BAN4th June The spike in Positive can be attributed to the loyal fan base.

0

5

10

15

20

25

30

PositiveNegativeNeutralSpam

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Sentiment OverviewTwitterSummary: • Before the Expose: The sentiment seems to be majorly Positive with NO negativity. • After the Expose: The sentiment seems to be oscillating in between Negative – Positive. The considerable amount of positive After

the Expose can be attributed to the loyal fan base.• Spam: The surprise however seems to be with regards to spam posts which have seen an exponential rise After the Expose.

Neutral

Positive

Negative

10 30 50 70 90 110 130 150 170 190Neutral Positive Negative

After The Expose 96 72 180

Before the Expose 7 27 0

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Sentiment OverviewTwitter

BEFORE THE EXPOSE AFTER THE EXPOSE

Summary:• The word cloud’s below clearly show that before the expose the buzz generators were Mom knows best, Video and the song by

Shankar Mahadevan, Love however after the expose the buzz generators were Lead, MSG, Dangerous and calls for a ban.

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Expose Unfolded – Media Coverage

“Maggi under regulatory scanner for lead, MSG beyond permissible limit” (TOI, 15th May)

“Move over Maggi” (Yahoo Lifestyle, 20th May)

“NGO demands ban on sale of Maggi in Shimla” (Financial Express, 30th May)

“Ban ‘Maggi’ till proved safe for human use” (Greater Kashmir, 31st May)

“Move over Maggi” (Yahoo, 30th May)

“Tested Maggi samples, lead within safe limits: Nestle ” (Business Today, 1st June)

“NGO demands ban on sale of Maggi in Shimla” (Financial Express, 30th May)

“More trouble for Nestle India: Days after Maggi fiasco, live larvae appear in baby milk powder ” (First Post, 2nd June)

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Expose Unfolded – Media Coverage

“Nadda says report sought from states on Maggi row ” (TOI, 4thJune)

“Maggi Samples Being Tested in Telangana for Mono-sodium Glutamate ” (TOI, 3rd June)

“Maggi controversy finds mention in Bengal Assembly ” (Business Standard, 3rd June)

“Agra street food as dangerous as Maggi ” (India Today, 3rd June)

“Govt laboratory gives a clean chit to Maggi samples ” (Tribune India, 3rd June)

“Maggi controversy: Nestle's 70 per cent noodle market share faces heat ” (Economic Times, 4th June)

“I don't Endorse Maggi Now: Amitabh Bachchan” (Indian Express, 4th June)

“Not just Maggi, this man has an eye on your cake and biryani too!” (HT, 3rd June)

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Expose Unfolded – Media Coverage

“Ready to test Maggi samples: CFTRI ” (The Hindu, 4th June)

“Uttarakhand bans manufacture of Maggi for 90 days ” (The Hindu, 4th June)

“Maggi controversy: Twitter reacts ” (TOI, 4th June)

“Tamil Nadu govt bans Maggi for 3 months, issues notices to brand ambassadors” (TOI, 4th June)

“K'taka not under our ambit: CFTRI on Maggi sample refusal ” (Business Standard, 4th June)

“Maggi samples from Mysuru sent to Bengaluru laboratory ” (Deccan Herald, 4th June)

“Maggi Magical Masala row: Nestle to appeal against Madras High Court order which favours ITC” (Economic Times, 4th June)

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Expose Unfolded – Media Coverage

“No reason to question Maggi's own tests: Gurcharan Das” (Economic Times, 5th June)

“Maggi: Govt says action sure if samples found unsafe”(Statesman, 5th June)

“Lead in Maggi only tip of iceberg, warn experts ” (TOI,5th June)

“Bengal yet to decide on Maggi” (The Hindu, 5th June)

“Maggi being sold on discount as state awaits lab results ” (Tribune India, 5th June)

“PDSU activists seek ban on Maggi noodles ” (The Hindu, 5th June)

“Goa gives clean-chit to maggi ” (Goa Herald, 5th June)

“Maggi fallout: CM says will take action against guilty” (Tribune India, 5th June)

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Expose Unfolded – Media Coverage

“Nestle CEO says Maggi noodles in India safe for consumption” (TOI, 5th June)

“Singapore suspends sale of Maggi noodles imported from India” (IBN, 5th June)

“Maggi Lessons for India” (The Hindu, 5th June)

“Took Maggi Noodles Off the Shelves Because We Felt Consumer Was Distressed, Says Nestle's Global CEO” (NDTV, 5th June)

“Madhya Pradesh Bans Sale of Maggi Noodles” (Indian Express, 5th June)

“Food Safety Regulator FSSAI's Statement Ordering Recall of 9 Variants of Maggi Noodles” (NDTV, 5th June)

“More than 15,000kg Maggi stocks withdrawn from Vadodara malls, stores ” (TOI, 6th June)

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Expose Unfolded – Media Coverage

“Below-the-counter Maggi sale continues ” (TOI, 7th June)

“MSG in all 20 Maggi samples in Maharashtra, lead levels high in 5 ” (TOI, 7th June)

“‘Keep calm and eat Maggi’, Nestle employees on WhatsApp ” (Indian Express, 7th June)

“Shivani Hegde comes back to rescue her baby-Maggi ” (Business Insider, 8th June)

“Goa becomes 11th state to ban Maggi noodles, Karnataka follows ” (India Today, 8th June)

“Maggi ban: Nearly 1,100 contract workers lose jobs at Nestle factory ” (HT, 8th June)

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Business Today, 1nd June

TOI, 5th JuneTOI, 4th June

TOI, 15th May

India Today, 8th June

Hindustan Times, 8th June

Indian Express, 7th June

Financial Express, 30th May

Indian Express, 4th June

NDTV, 4th June

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