Scribd Logo
Загрузить

Добро пожаловать в Scribd!

  • Maggi Case Study

    Загружено:

    Akshay Tekalkote
    931 просмотров15 страниц
    Nestle Maggi noodles, which had dominated 90% of the Indian market, were abruptly pulled in June 2015 when tests found high lead and MSG content. The Food Safety and Standards Authority of India ordered Nestle to remove 9 Maggi noodle variants from shelves. This caused major controversy and backlash on social media. Celebrities who had endorsed Maggi were summoned to court. Various state governments also banned Maggi. The recall impacted Nestle's profits and small vendors who sold Maggi. It remains to be seen what steps Nestle will take to regain customer trust in the brand.

    Исходное описание:

    Оригинальное название

    MAGGI CASE STUDY.pptx

    Авторское право

    © © All Rights Reserved

    Доступные форматы

    PPTX, PDF, TXT или читайте онлайн в Scribd

    Этот документ был вам полезен?

    Это неприемлемый материал?

    Пожаловаться на этот документ
    Nestle Maggi noodles, which had dominated 90% of the Indian market, were abruptly pulled in June 2015 when tests found high lead and MSG content. The Food Safety and Standards Authority of India ordered Nestle to remove 9 Maggi noodle variants from shelves. This caused major controversy and backlash on social media. Celebrities who had endorsed Maggi were summoned to court. Various state governments also banned Maggi. The recall impacted Nestle's profits and small vendors who sold Maggi. It remains to be seen what steps Nestle will take to regain customer trust in the brand.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    931 просмотров15 страниц

    Maggi Case Study

    Загружено:

    Akshay Tekalkote
    Nestle Maggi noodles, which had dominated 90% of the Indian market, were abruptly pulled in June 2015 when tests found high lead and MSG content. The Food Safety and Standards Authority of India ordered Nestle to remove 9 Maggi noodle variants from shelves. This caused major controversy and backlash on social media. Celebrities who had endorsed Maggi were summoned to court. Various state governments also banned Maggi. The recall impacted Nestle's profits and small vendors who sold Maggi. It remains to be seen what steps Nestle will take to regain customer trust in the brand.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PPTX, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 15

    MAGGI CASE STUDY

    Created by: Akshay


    Avinash
    Snigdha
    Shree Ghosh
    Utkarsh

    BACKGROUND
    Nestle Maggi, the most popular snack amongst
    all age groups in every household
    A snack which got launched in the 1980s ruled
    the market without much competition(90%
    market share)
    The snack which had its heyday ended abruptly
    this June 2015 because of its high lead and MSG
    content in its Noodles
    The FSSAI(Food Safety and Standard Authority of
    India) asked Nestle to pullback 9 variants of their
    Noodles off the rack

    STORY FROM THE BEGGINING

    Nestle founded in 1866 - Switzerland


    Henri Nestle
    Initially milk based baby food in
    Switzerland
    In1905 merged to become Nestle
    and Angloswisscondensed milk
    company in Europe and USA

    1982 Nestle India Ltd. (NIL) entered


    Indian market, introducedMaggibrand in
    Indian packaged food
    Being first mover, it lead till early 2000
    2005 health conscious
    consumers,Dalattanoodles + pulses
    NIL offered culinary of products such as
    noodles, soups, sauces, ketchups and
    many more
    What Xerox is to photocopier and Colgate
    to toothpaste,Maggiis to noodles inIndia
    Economic Times 2003

    ADVERTISING STRATEGIES
    Main target working women, children,
    college students and travellers
    Promotional campaigns in schools,
    colleges and offices
    Availability in different sizes and packs
    Easy to cook and serve
    Continuous introduction of new products
    and flavours

    https://www.google.co.in/search?
    safe=off&hl=en&authuser=0&site=imghp&tbm=isch&source=hp&biw
    =1517&bih=692&q=maggi+noodles+packet&oq=maggi+&gs_l=img.
    3.8.0l10.1515.3423.0.8073.6.6.0.0.0.0.140.756.0j6.6.0....0...1ac.1.64.i

    THE MAKING OF INSTANT


    NOODLES

    Source:

    THE EFFECTS OF INGREDIENTS ON


    HUMAN HEALTH
    LEAD: It effects Liver, bones and kills brain
    cells. It hampers brain development. It
    doesnt get excreted out of the body, it
    gets accumulated
    MSG(Monosodium Glutamate): It is
    patented product of Ajinomoto Co., and is
    used as a flavouring substance. It is a
    major factor for causing headaches,
    sweating, chest pain, nausea and
    weakness

    CONTROVERSIES
    18thMay :After testing samples in Uttar Pradesh,
    theFSDA find that Maggi contains 17 ppm of Lead
    19 20thMay: Social media erupts
    21stMay :Nestle swings into damage control mode
    25thMay:The Karnataka government plans to test Maggi
    samples
    30thMay:Uttarakhands FSDA collects samples of Maggi
    and sends them to government labs to be tested.
    30thMay 1stJune:Celebrities, Madhuri Dixit , Preity
    Zinta and Amitabh Bachchan are summoned to courts

    CELEBRITIES POINTED OUT FOR


    ENDORSING

    2ndJune :The Kerala government issues an order to


    temporarily stop the distribution of Maggi
    6th June : Nestles Decision to appoint APCO Worldwide
    11th June : Nestle moves Bombay HC against ban on
    Maggi

    12th June : U.S. testing Nestle's Maggi noodles after


    India recall
    16th June : Nestle sees more than Rs 320 crore hit from
    Maggi ban
    17th June : Around 1,500 Workers Affected Across the
    Country

    IMPACT ON SMALL VENDORS

    Sentiment Ticker for the brand MAGGI

    WHAT CAN BE DONE?


    Nestle(NIL) should extend their market for
    culinary products like soups, sauces and
    ketchups and other cooking aids.
    Public Relations (PR) campaign to gain the
    confidence of customers.
    Compare Maggi issue with larger issues
    plaguing the country
    "Maggi is banned as it contains lead but
    sale of tobacco, still continues as if it
    contains proteins, minerals and vitamins"
    "Ensure that water flowing out of every
    municipal tap is potable, so that millions of
    children dont suffer from diarrhea every
    year."
    "Fruits reaching the market are

    THANK YOU!

    Вам также может понравиться