• Revolutionizing Digital Communication: The Power of Olly and AI
  • AI-Powered Video Editing with Snapy.ai: The Future of Content Creation is Here
  • Dawn of AI-Powered Video Editing: Transform Your Videos with Silence Remover Online
  • The Dawn of Generative AI: Why and How to Adopt it for your Business
  • Harnessing the Power of Generative AI for Business Innovation: An Exclusive Consultancy Approach

Original content with a single minded focus on value addition.

Maggi-case-study

Maggi Case study: The 2015 Maggi crisis

If you’re reading this, we’re sure in your lifetime you would’ve had a pleasure of sparing those controversial two minutes to cook a Maggi and another few to eat it. We’ll never know how those advertisements manage to cook their Maggi in two minutes. Anyway, we’re not here to question the two-minute proposition of our most loved Noodle brand and rather to discuss a controversy that happened in 2015. Which has become the famous Maggi case study, a case study that teaches you how to emotionally connect well with your consumer.

Before you learn about the controversy – here’s a quick intro to the brand: Maggi was introduced in India by a Global FMCG company called Nestlé in 1982 and over this time, until 2015 the brand captured 60% of the noodle market in India . Maggi was in every nook of the country, this was because of how affordable, portable and instant these noodles are.

How to become a Product Manager?

However, as all good things come to an end. Maggi faced a temporary ban in 2015, here’s the entire story for you (This post has a lot of videos, we’d recommend you at least watch the last few ones).

FSSAI is not very well known for surprise food inspections, however, April 2015 was different.  FSSAI conducted a surprise Inspection for testing any possible food adulteration issue on Maggi’s manufacturing unit in the Barabanki district of Uttar Pradesh. The tested samples were sent to FSSAI labs and reports of higher than permissible levels of lead and the presence of Monosodium Glutamate(MSG) was released, these substances are banned to use for consumable products.

Naturally, Nestlé India Limited (NIL) appealed against the report and said MSG was a result of natural processes (it’s also mentioned on their website) and requested re-inspection of the products in the unit. Following this appeal, samples were sent to a government-authorized lab in Kolkata which only supported the findings of state FSSAI laboratory.

These reports led to several states banning sale and use of Maggi, obviously because of the health concerns. And unfortunately, on 9 th June, 2015, FSSAI (Food Safety and Standards Authority of India) i.e. the food regulator in India put a nationwide ban on sale on Maggi noodles for 5 months. Owing to this nationwide ban Nestlé recalled all the Maggi products from all the outlets and emotionally promised that they’ll be back in market as soon as the lab reports were clear. Almost 38,000 tonnes of Maggi was destroyed by Nestlé which worth Rs.320 crore.

Impacts of the ban:

The then brand Ambassadors of Maggi – Amitabh Bachchan, Preity Zinta, and Madhuri Dixit were slammed for endorsing the brand. Criminal cases were filed against them – yep, no joke. See here . Competitors: Top Ramen, Yippie, Patanjali Noodles started marketing their noodles healthy – we guess fats were not really unhealthy back then. Well, we can’t really blame them, 60% of the Market was now open for them to capture.

Things went south when the Government filed a case against Nestlé and charged Rs.640 crore for damages – Yikes! Nestlé posted its first loss in 17 years after the Maggi was banned. But worse, the consumers were now losing their trust in Maggi. Yep, FSSAI and the Government is all serious when it comes to your health – but the story wasn’t over yet.

And, the Return:

Surprisingly even when the Maggi was banned, it really wasn’t ready to give up on its consumers. The brand had an active social media page through which it stayed connected to its audience by the way of various social media posts and advertisements. Even on their Facebook page , they kept posting that their (consumers’) favorite food will be safe to consume very soon. There was a loyal set of customers that believed in Maggi and would occasionally post on their social media about how much they wanted their favorite noodles to return. Responding to them Maggi ran a campaign showcasing how they were missing their customers as well. They also created helpline numbers and FAQ pages for customers’ related queries.

In August 2015, the ban was lifted by the Bombay High court on the condition that it will be relaunched only after the reports are cleared by the FSSAI. And, in November 2015, when Nestlé got a nod from the food regulatory authority of India (FSSAI), it launched its WELCOME BACK campaign – an emotional campaign that won the heart of its consumers. They even launched 15 new variations of Maggi. They teamed up with e-commerce giants and started selling welcome kits which contained 12 Maggi packs. The response was great, the then e-commerce company Snapdeal sold 60,000 Maggi kits in just 5 minutes after the launch.

Learning from the Maggi case study:

All in all, this teaches at all that matters in end is the emotional connection you have with your customers. Unfortunately for Maggi’s competitors, they really did not achieve a lot during the ban. Maggi captured over 60% again in the next two years to come. And, this was the story of the crisis our favorite noodles faced – we hoped we killed it. You can write to us if you’d like any improvements.

Read more here . Stay safe, have a good one! Take a look at our page here for more case studies .

  • Facebook Jio Deal: Everything you need to know
  • A fancy tale about the UFOs

You May Also Like

Kia motors India

Kia Motors India Case Study: Fastest carmaker in 11 months

Meme Marketing

Meme Marketing: Memes and Brands – A Thrilling Marriage Story

Indian Deodorant Industry: How Fogg changed the game?

Indian Deodorant Industry: How FOGG changed the game?

4 thoughts on “ maggi case study: the 2015 maggi crisis ”.

Pingback: A study of Brand vs Customer-centric Marketing: KFC vs Maggi | CaseReads

Pingback: Patanjali Case Study: The Rise Of Swadeshi Titan

Very good and informative site thankyou for collecting valuable information…

I was really curious to know about what happened back in 2015, after my friend told me that Maggi was banned, the site helped me find the entire information about it.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Generative AI Prompt Engineering

Brought to you by:

Ivey Publishing

Nestle's Maggi: Pricing and Repositioning a Recalled Product

By: Neeraj Pandey, Gaganpreet Singh

In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé's brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess…

  • Length: 9 page(s)
  • Publication Date: Jun 7, 2016
  • Discipline: Marketing
  • Product #: W16344-PDF-ENG

What's included:

  • Teaching Note
  • Educator Copy

$4.95 per student

degree granting course

$8.95 per student

non-degree granting course

Get access to this material, plus much more with a free Educator Account:

  • Access to world-famous HBS cases
  • Up to 60% off materials for your students
  • Resources for teaching online
  • Tips and reviews from other Educators

Already registered? Sign in

  • Student Registration
  • Non-Academic Registration
  • Included Materials

In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé's brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate. To retain the trust of consumers, Nestlé recalled Maggi from all store shelves in the country. Management was then grappling with an improved re-positioning strategy to help Nestlé retain its considerable market share in India. The other issue that Nestlé needed to resolve was what role pricing would play in influencing consumer purchase decisions during the proposed product relaunch.

Neeraj Pandey is affiliated with National Institute of Industrial Engineering. Gaganpreet Singh is affiliated with National Institute of Industrial Engineering.

Learning Objectives

This case is designed for graduate and undergraduate management courses, especially in relation to the concepts of pricing, product management, and brand management, as well as in discussions of segmentation, targeting, and positioning. The case is also suitable for course packs in marketing management, pricing, and strategic marketing. After completion of this case, students should be able to understand the role of pricing in the relaunch of a product; understand the strategic pricing pyramid to set pricing for a product; understand prospect theory in terms of pricing; understand how prospect theory influences buyer perception; draft a new value communication strategy for a product; and discuss the importance of educating the target customer through the media and how to lobby lawmakers and regulatory authorities

Jun 7, 2016

Discipline:

Geographies:

Industries:

Food industry, Retail trade

Ivey Publishing

W16344-PDF-ENG

We use cookies to understand how you use our site and to improve your experience, including personalizing content. Learn More . By continuing to use our site, you accept our use of cookies and revised Privacy Policy .

maggi case study with solution pdf

  • Search Menu
  • Browse content in Arts and Humanities
  • Browse content in Archaeology
  • Anglo-Saxon and Medieval Archaeology
  • Archaeological Methodology and Techniques
  • Archaeology by Region
  • Archaeology of Religion
  • Archaeology of Trade and Exchange
  • Biblical Archaeology
  • Contemporary and Public Archaeology
  • Environmental Archaeology
  • Historical Archaeology
  • History and Theory of Archaeology
  • Industrial Archaeology
  • Landscape Archaeology
  • Mortuary Archaeology
  • Prehistoric Archaeology
  • Underwater Archaeology
  • Zooarchaeology
  • Browse content in Architecture
  • Architectural Structure and Design
  • History of Architecture
  • Residential and Domestic Buildings
  • Theory of Architecture
  • Browse content in Art
  • Art Subjects and Themes
  • History of Art
  • Industrial and Commercial Art
  • Theory of Art
  • Biographical Studies
  • Byzantine Studies
  • Browse content in Classical Studies
  • Classical History
  • Classical Philosophy
  • Classical Mythology
  • Classical Literature
  • Classical Reception
  • Classical Art and Architecture
  • Classical Oratory and Rhetoric
  • Greek and Roman Epigraphy
  • Greek and Roman Law
  • Greek and Roman Archaeology
  • Greek and Roman Papyrology
  • Late Antiquity
  • Religion in the Ancient World
  • Digital Humanities
  • Browse content in History
  • Colonialism and Imperialism
  • Diplomatic History
  • Environmental History
  • Genealogy, Heraldry, Names, and Honours
  • Genocide and Ethnic Cleansing
  • Historical Geography
  • History by Period
  • History of Agriculture
  • History of Education
  • History of Gender and Sexuality
  • Industrial History
  • Intellectual History
  • International History
  • Labour History
  • Legal and Constitutional History
  • Local and Family History
  • Maritime History
  • Military History
  • National Liberation and Post-Colonialism
  • Oral History
  • Political History
  • Public History
  • Regional and National History
  • Revolutions and Rebellions
  • Slavery and Abolition of Slavery
  • Social and Cultural History
  • Theory, Methods, and Historiography
  • Urban History
  • World History
  • Browse content in Language Teaching and Learning
  • Language Learning (Specific Skills)
  • Language Teaching Theory and Methods
  • Browse content in Linguistics
  • Applied Linguistics
  • Cognitive Linguistics
  • Computational Linguistics
  • Forensic Linguistics
  • Grammar, Syntax and Morphology
  • Historical and Diachronic Linguistics
  • History of English
  • Language Acquisition
  • Language Variation
  • Language Families
  • Language Evolution
  • Language Reference
  • Lexicography
  • Linguistic Theories
  • Linguistic Typology
  • Linguistic Anthropology
  • Phonetics and Phonology
  • Psycholinguistics
  • Sociolinguistics
  • Translation and Interpretation
  • Writing Systems
  • Browse content in Literature
  • Bibliography
  • Children's Literature Studies
  • Literary Studies (Asian)
  • Literary Studies (European)
  • Literary Studies (Eco-criticism)
  • Literary Studies (Modernism)
  • Literary Studies (Romanticism)
  • Literary Studies (American)
  • Literary Studies - World
  • Literary Studies (1500 to 1800)
  • Literary Studies (19th Century)
  • Literary Studies (20th Century onwards)
  • Literary Studies (African American Literature)
  • Literary Studies (British and Irish)
  • Literary Studies (Early and Medieval)
  • Literary Studies (Fiction, Novelists, and Prose Writers)
  • Literary Studies (Gender Studies)
  • Literary Studies (Graphic Novels)
  • Literary Studies (History of the Book)
  • Literary Studies (Plays and Playwrights)
  • Literary Studies (Poetry and Poets)
  • Literary Studies (Postcolonial Literature)
  • Literary Studies (Queer Studies)
  • Literary Studies (Science Fiction)
  • Literary Studies (Travel Literature)
  • Literary Studies (War Literature)
  • Literary Studies (Women's Writing)
  • Literary Theory and Cultural Studies
  • Mythology and Folklore
  • Shakespeare Studies and Criticism
  • Browse content in Media Studies
  • Browse content in Music
  • Applied Music
  • Dance and Music
  • Ethics in Music
  • Ethnomusicology
  • Gender and Sexuality in Music
  • Medicine and Music
  • Music Cultures
  • Music and Religion
  • Music and Culture
  • Music and Media
  • Music Education and Pedagogy
  • Music Theory and Analysis
  • Musical Scores, Lyrics, and Libretti
  • Musical Structures, Styles, and Techniques
  • Musicology and Music History
  • Performance Practice and Studies
  • Race and Ethnicity in Music
  • Sound Studies
  • Browse content in Performing Arts
  • Browse content in Philosophy
  • Aesthetics and Philosophy of Art
  • Epistemology
  • Feminist Philosophy
  • History of Western Philosophy
  • Metaphysics
  • Moral Philosophy
  • Non-Western Philosophy
  • Philosophy of Science
  • Philosophy of Action
  • Philosophy of Law
  • Philosophy of Religion
  • Philosophy of Language
  • Philosophy of Mind
  • Philosophy of Perception
  • Philosophy of Mathematics and Logic
  • Practical Ethics
  • Social and Political Philosophy
  • Browse content in Religion
  • Biblical Studies
  • Christianity
  • East Asian Religions
  • History of Religion
  • Judaism and Jewish Studies
  • Qumran Studies
  • Religion and Education
  • Religion and Health
  • Religion and Politics
  • Religion and Science
  • Religion and Law
  • Religion and Art, Literature, and Music
  • Religious Studies
  • Browse content in Society and Culture
  • Cookery, Food, and Drink
  • Cultural Studies
  • Customs and Traditions
  • Ethical Issues and Debates
  • Hobbies, Games, Arts and Crafts
  • Lifestyle, Home, and Garden
  • Natural world, Country Life, and Pets
  • Popular Beliefs and Controversial Knowledge
  • Sports and Outdoor Recreation
  • Technology and Society
  • Travel and Holiday
  • Visual Culture
  • Browse content in Law
  • Arbitration
  • Browse content in Company and Commercial Law
  • Commercial Law
  • Company Law
  • Browse content in Comparative Law
  • Systems of Law
  • Competition Law
  • Browse content in Constitutional and Administrative Law
  • Government Powers
  • Judicial Review
  • Local Government Law
  • Military and Defence Law
  • Parliamentary and Legislative Practice
  • Construction Law
  • Contract Law
  • Browse content in Criminal Law
  • Criminal Procedure
  • Criminal Evidence Law
  • Sentencing and Punishment
  • Employment and Labour Law
  • Environment and Energy Law
  • Browse content in Financial Law
  • Banking Law
  • Insolvency Law
  • History of Law
  • Human Rights and Immigration
  • Intellectual Property Law
  • Browse content in International Law
  • Private International Law and Conflict of Laws
  • Public International Law
  • IT and Communications Law
  • Jurisprudence and Philosophy of Law
  • Law and Politics
  • Law and Society
  • Browse content in Legal System and Practice
  • Courts and Procedure
  • Legal Skills and Practice
  • Primary Sources of Law
  • Regulation of Legal Profession
  • Medical and Healthcare Law
  • Browse content in Policing
  • Criminal Investigation and Detection
  • Police and Security Services
  • Police Procedure and Law
  • Police Regional Planning
  • Browse content in Property Law
  • Personal Property Law
  • Study and Revision
  • Terrorism and National Security Law
  • Browse content in Trusts Law
  • Wills and Probate or Succession
  • Browse content in Medicine and Health
  • Browse content in Allied Health Professions
  • Arts Therapies
  • Clinical Science
  • Dietetics and Nutrition
  • Occupational Therapy
  • Operating Department Practice
  • Physiotherapy
  • Radiography
  • Speech and Language Therapy
  • Browse content in Anaesthetics
  • General Anaesthesia
  • Neuroanaesthesia
  • Browse content in Clinical Medicine
  • Acute Medicine
  • Cardiovascular Medicine
  • Clinical Genetics
  • Clinical Pharmacology and Therapeutics
  • Dermatology
  • Endocrinology and Diabetes
  • Gastroenterology
  • Genito-urinary Medicine
  • Geriatric Medicine
  • Infectious Diseases
  • Medical Oncology
  • Medical Toxicology
  • Pain Medicine
  • Palliative Medicine
  • Rehabilitation Medicine
  • Respiratory Medicine and Pulmonology
  • Rheumatology
  • Sleep Medicine
  • Sports and Exercise Medicine
  • Clinical Neuroscience
  • Community Medical Services
  • Critical Care
  • Emergency Medicine
  • Forensic Medicine
  • Haematology
  • History of Medicine
  • Browse content in Medical Dentistry
  • Oral and Maxillofacial Surgery
  • Paediatric Dentistry
  • Restorative Dentistry and Orthodontics
  • Surgical Dentistry
  • Medical Ethics
  • Browse content in Medical Skills
  • Clinical Skills
  • Communication Skills
  • Nursing Skills
  • Surgical Skills
  • Medical Statistics and Methodology
  • Browse content in Neurology
  • Clinical Neurophysiology
  • Neuropathology
  • Nursing Studies
  • Browse content in Obstetrics and Gynaecology
  • Gynaecology
  • Occupational Medicine
  • Ophthalmology
  • Otolaryngology (ENT)
  • Browse content in Paediatrics
  • Neonatology
  • Browse content in Pathology
  • Chemical Pathology
  • Clinical Cytogenetics and Molecular Genetics
  • Histopathology
  • Medical Microbiology and Virology
  • Patient Education and Information
  • Browse content in Pharmacology
  • Psychopharmacology
  • Browse content in Popular Health
  • Caring for Others
  • Complementary and Alternative Medicine
  • Self-help and Personal Development
  • Browse content in Preclinical Medicine
  • Cell Biology
  • Molecular Biology and Genetics
  • Reproduction, Growth and Development
  • Primary Care
  • Professional Development in Medicine
  • Browse content in Psychiatry
  • Addiction Medicine
  • Child and Adolescent Psychiatry
  • Forensic Psychiatry
  • Learning Disabilities
  • Old Age Psychiatry
  • Psychotherapy
  • Browse content in Public Health and Epidemiology
  • Epidemiology
  • Public Health
  • Browse content in Radiology
  • Clinical Radiology
  • Interventional Radiology
  • Nuclear Medicine
  • Radiation Oncology
  • Reproductive Medicine
  • Browse content in Surgery
  • Cardiothoracic Surgery
  • Gastro-intestinal and Colorectal Surgery
  • General Surgery
  • Neurosurgery
  • Paediatric Surgery
  • Peri-operative Care
  • Plastic and Reconstructive Surgery
  • Surgical Oncology
  • Transplant Surgery
  • Trauma and Orthopaedic Surgery
  • Vascular Surgery
  • Browse content in Science and Mathematics
  • Browse content in Biological Sciences
  • Aquatic Biology
  • Biochemistry
  • Bioinformatics and Computational Biology
  • Developmental Biology
  • Ecology and Conservation
  • Evolutionary Biology
  • Genetics and Genomics
  • Microbiology
  • Molecular and Cell Biology
  • Natural History
  • Plant Sciences and Forestry
  • Research Methods in Life Sciences
  • Structural Biology
  • Systems Biology
  • Zoology and Animal Sciences
  • Browse content in Chemistry
  • Analytical Chemistry
  • Computational Chemistry
  • Crystallography
  • Environmental Chemistry
  • Industrial Chemistry
  • Inorganic Chemistry
  • Materials Chemistry
  • Medicinal Chemistry
  • Mineralogy and Gems
  • Organic Chemistry
  • Physical Chemistry
  • Polymer Chemistry
  • Study and Communication Skills in Chemistry
  • Theoretical Chemistry
  • Browse content in Computer Science
  • Artificial Intelligence
  • Computer Architecture and Logic Design
  • Game Studies
  • Human-Computer Interaction
  • Mathematical Theory of Computation
  • Programming Languages
  • Software Engineering
  • Systems Analysis and Design
  • Virtual Reality
  • Browse content in Computing
  • Business Applications
  • Computer Security
  • Computer Games
  • Computer Networking and Communications
  • Digital Lifestyle
  • Graphical and Digital Media Applications
  • Operating Systems
  • Browse content in Earth Sciences and Geography
  • Atmospheric Sciences
  • Environmental Geography
  • Geology and the Lithosphere
  • Maps and Map-making
  • Meteorology and Climatology
  • Oceanography and Hydrology
  • Palaeontology
  • Physical Geography and Topography
  • Regional Geography
  • Soil Science
  • Urban Geography
  • Browse content in Engineering and Technology
  • Agriculture and Farming
  • Biological Engineering
  • Civil Engineering, Surveying, and Building
  • Electronics and Communications Engineering
  • Energy Technology
  • Engineering (General)
  • Environmental Science, Engineering, and Technology
  • History of Engineering and Technology
  • Mechanical Engineering and Materials
  • Technology of Industrial Chemistry
  • Transport Technology and Trades
  • Browse content in Environmental Science
  • Applied Ecology (Environmental Science)
  • Conservation of the Environment (Environmental Science)
  • Environmental Sustainability
  • Environmentalist Thought and Ideology (Environmental Science)
  • Management of Land and Natural Resources (Environmental Science)
  • Natural Disasters (Environmental Science)
  • Nuclear Issues (Environmental Science)
  • Pollution and Threats to the Environment (Environmental Science)
  • Social Impact of Environmental Issues (Environmental Science)
  • History of Science and Technology
  • Browse content in Materials Science
  • Ceramics and Glasses
  • Composite Materials
  • Metals, Alloying, and Corrosion
  • Nanotechnology
  • Browse content in Mathematics
  • Applied Mathematics
  • Biomathematics and Statistics
  • History of Mathematics
  • Mathematical Education
  • Mathematical Finance
  • Mathematical Analysis
  • Numerical and Computational Mathematics
  • Probability and Statistics
  • Pure Mathematics
  • Browse content in Neuroscience
  • Cognition and Behavioural Neuroscience
  • Development of the Nervous System
  • Disorders of the Nervous System
  • History of Neuroscience
  • Invertebrate Neurobiology
  • Molecular and Cellular Systems
  • Neuroendocrinology and Autonomic Nervous System
  • Neuroscientific Techniques
  • Sensory and Motor Systems
  • Browse content in Physics
  • Astronomy and Astrophysics
  • Atomic, Molecular, and Optical Physics
  • Biological and Medical Physics
  • Classical Mechanics
  • Computational Physics
  • Condensed Matter Physics
  • Electromagnetism, Optics, and Acoustics
  • History of Physics
  • Mathematical and Statistical Physics
  • Measurement Science
  • Nuclear Physics
  • Particles and Fields
  • Plasma Physics
  • Quantum Physics
  • Relativity and Gravitation
  • Semiconductor and Mesoscopic Physics
  • Browse content in Psychology
  • Affective Sciences
  • Clinical Psychology
  • Cognitive Neuroscience
  • Cognitive Psychology
  • Criminal and Forensic Psychology
  • Developmental Psychology
  • Educational Psychology
  • Evolutionary Psychology
  • Health Psychology
  • History and Systems in Psychology
  • Music Psychology
  • Neuropsychology
  • Organizational Psychology
  • Psychological Assessment and Testing
  • Psychology of Human-Technology Interaction
  • Psychology Professional Development and Training
  • Research Methods in Psychology
  • Social Psychology
  • Browse content in Social Sciences
  • Browse content in Anthropology
  • Anthropology of Religion
  • Human Evolution
  • Medical Anthropology
  • Physical Anthropology
  • Regional Anthropology
  • Social and Cultural Anthropology
  • Theory and Practice of Anthropology
  • Browse content in Business and Management
  • Business Strategy
  • Business History
  • Business Ethics
  • Business and Government
  • Business and Technology
  • Business and the Environment
  • Comparative Management
  • Corporate Governance
  • Corporate Social Responsibility
  • Entrepreneurship
  • Health Management
  • Human Resource Management
  • Industrial and Employment Relations
  • Industry Studies
  • Information and Communication Technologies
  • International Business
  • Knowledge Management
  • Management and Management Techniques
  • Operations Management
  • Organizational Theory and Behaviour
  • Pensions and Pension Management
  • Public and Nonprofit Management
  • Strategic Management
  • Supply Chain Management
  • Browse content in Criminology and Criminal Justice
  • Criminal Justice
  • Criminology
  • Forms of Crime
  • International and Comparative Criminology
  • Youth Violence and Juvenile Justice
  • Development Studies
  • Browse content in Economics
  • Agricultural, Environmental, and Natural Resource Economics
  • Asian Economics
  • Behavioural Finance
  • Behavioural Economics and Neuroeconomics
  • Econometrics and Mathematical Economics
  • Economic Systems
  • Economic Methodology
  • Economic History
  • Economic Development and Growth
  • Financial Markets
  • Financial Institutions and Services
  • General Economics and Teaching
  • Health, Education, and Welfare
  • History of Economic Thought
  • International Economics
  • Labour and Demographic Economics
  • Law and Economics
  • Macroeconomics and Monetary Economics
  • Microeconomics
  • Public Economics
  • Urban, Rural, and Regional Economics
  • Welfare Economics
  • Browse content in Education
  • Adult Education and Continuous Learning
  • Care and Counselling of Students
  • Early Childhood and Elementary Education
  • Educational Equipment and Technology
  • Educational Strategies and Policy
  • Higher and Further Education
  • Organization and Management of Education
  • Philosophy and Theory of Education
  • Schools Studies
  • Secondary Education
  • Teaching of a Specific Subject
  • Teaching of Specific Groups and Special Educational Needs
  • Teaching Skills and Techniques
  • Browse content in Environment
  • Applied Ecology (Social Science)
  • Climate Change
  • Conservation of the Environment (Social Science)
  • Environmentalist Thought and Ideology (Social Science)
  • Social Impact of Environmental Issues (Social Science)
  • Browse content in Human Geography
  • Cultural Geography
  • Economic Geography
  • Political Geography
  • Browse content in Interdisciplinary Studies
  • Communication Studies
  • Museums, Libraries, and Information Sciences
  • Browse content in Politics
  • African Politics
  • Asian Politics
  • Chinese Politics
  • Comparative Politics
  • Conflict Politics
  • Elections and Electoral Studies
  • Environmental Politics
  • European Union
  • Foreign Policy
  • Gender and Politics
  • Human Rights and Politics
  • Indian Politics
  • International Relations
  • International Organization (Politics)
  • International Political Economy
  • Irish Politics
  • Latin American Politics
  • Middle Eastern Politics
  • Political Methodology
  • Political Communication
  • Political Philosophy
  • Political Sociology
  • Political Theory
  • Political Behaviour
  • Political Economy
  • Political Institutions
  • Politics and Law
  • Public Administration
  • Public Policy
  • Quantitative Political Methodology
  • Regional Political Studies
  • Russian Politics
  • Security Studies
  • State and Local Government
  • UK Politics
  • US Politics
  • Browse content in Regional and Area Studies
  • African Studies
  • Asian Studies
  • East Asian Studies
  • Japanese Studies
  • Latin American Studies
  • Middle Eastern Studies
  • Native American Studies
  • Scottish Studies
  • Browse content in Research and Information
  • Research Methods
  • Browse content in Social Work
  • Addictions and Substance Misuse
  • Adoption and Fostering
  • Care of the Elderly
  • Child and Adolescent Social Work
  • Couple and Family Social Work
  • Developmental and Physical Disabilities Social Work
  • Direct Practice and Clinical Social Work
  • Emergency Services
  • Human Behaviour and the Social Environment
  • International and Global Issues in Social Work
  • Mental and Behavioural Health
  • Social Justice and Human Rights
  • Social Policy and Advocacy
  • Social Work and Crime and Justice
  • Social Work Macro Practice
  • Social Work Practice Settings
  • Social Work Research and Evidence-based Practice
  • Welfare and Benefit Systems
  • Browse content in Sociology
  • Childhood Studies
  • Community Development
  • Comparative and Historical Sociology
  • Economic Sociology
  • Gender and Sexuality
  • Gerontology and Ageing
  • Health, Illness, and Medicine
  • Marriage and the Family
  • Migration Studies
  • Occupations, Professions, and Work
  • Organizations
  • Population and Demography
  • Race and Ethnicity
  • Social Theory
  • Social Movements and Social Change
  • Social Research and Statistics
  • Social Stratification, Inequality, and Mobility
  • Sociology of Religion
  • Sociology of Education
  • Sport and Leisure
  • Urban and Rural Studies
  • Browse content in Warfare and Defence
  • Defence Strategy, Planning, and Research
  • Land Forces and Warfare
  • Military Administration
  • Military Life and Institutions
  • Naval Forces and Warfare
  • Other Warfare and Defence Issues
  • Peace Studies and Conflict Resolution
  • Weapons and Equipment

Indian Business Case Studies Volume II

  • < Previous chapter

Indian Business Case Studies Volume II

20 What Went Wrong? A Case Study on Nestle Maggi Noodles

  • Published: June 2022
  • Cite Icon Cite
  • Permissions Icon Permissions

Nestle’s ‘Maggi brand noodles’ the trusted and valuable food brand in India is the favourite among all the children in the country. It was considered as snacks in many households and a basic diet in many other homes. But in the recent past, the ban on Maggi has created a negative impact of Nestle. The favourite and most preferred instant food product of children, Maggi Noodles, got entangled in its ethical issues of the ingredients being used. The corporate social responsibility of Nestle India was tremendously cross-questioned with its after-test results, by food regulatory authorities. The case study is an effort to explore the various issues, possibilities, and opportunities for Maggi. The study focuses on need and scope brand image and brand repositioning, brand extension, etc.

Signed in as

Institutional accounts.

  • Google Scholar Indexing
  • GoogleCrawler [DO NOT DELETE]

Personal account

  • Sign in with email/username & password
  • Get email alerts
  • Save searches
  • Purchase content
  • Activate your purchase/trial code

Institutional access

  • Sign in with a library card Sign in with username/password Recommend to your librarian
  • Institutional account management
  • Get help with access

Access to content on Oxford Academic is often provided through institutional subscriptions and purchases. If you are a member of an institution with an active account, you may be able to access content in one of the following ways:

IP based access

Typically, access is provided across an institutional network to a range of IP addresses. This authentication occurs automatically, and it is not possible to sign out of an IP authenticated account.

Sign in through your institution

Choose this option to get remote access when outside your institution. Shibboleth/Open Athens technology is used to provide single sign-on between your institution’s website and Oxford Academic.

  • Click Sign in through your institution.
  • Select your institution from the list provided, which will take you to your institution's website to sign in.
  • When on the institution site, please use the credentials provided by your institution. Do not use an Oxford Academic personal account.
  • Following successful sign in, you will be returned to Oxford Academic.

If your institution is not listed or you cannot sign in to your institution’s website, please contact your librarian or administrator.

Sign in with a library card

Enter your library card number to sign in. If you cannot sign in, please contact your librarian.

Society Members

Society member access to a journal is achieved in one of the following ways:

Sign in through society site

Many societies offer single sign-on between the society website and Oxford Academic. If you see ‘Sign in through society site’ in the sign in pane within a journal:

  • Click Sign in through society site.
  • When on the society site, please use the credentials provided by that society. Do not use an Oxford Academic personal account.

If you do not have a society account or have forgotten your username or password, please contact your society.

Sign in using a personal account

Some societies use Oxford Academic personal accounts to provide access to their members. See below.

A personal account can be used to get email alerts, save searches, purchase content, and activate subscriptions.

Some societies use Oxford Academic personal accounts to provide access to their members.

Viewing your signed in accounts

Click the account icon in the top right to:

  • View your signed in personal account and access account management features.
  • View the institutional accounts that are providing access.

Signed in but can't access content

Oxford Academic is home to a wide variety of products. The institutional subscription may not cover the content that you are trying to access. If you believe you should have access to that content, please contact your librarian.

For librarians and administrators, your personal account also provides access to institutional account management. Here you will find options to view and activate subscriptions, manage institutional settings and access options, access usage statistics, and more.

Our books are available by subscription or purchase to libraries and institutions.

  • About Oxford Academic
  • Publish journals with us
  • University press partners
  • What we publish
  • New features  
  • Open access
  • Rights and permissions
  • Accessibility
  • Advertising
  • Media enquiries
  • Oxford University Press
  • Oxford Languages
  • University of Oxford

Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide

  • Copyright © 2024 Oxford University Press
  • Cookie settings
  • Cookie policy
  • Privacy policy
  • Legal notice

This Feature Is Available To Subscribers Only

Sign In or Create an Account

This PDF is available to Subscribers Only

For full access to this pdf, sign in to an existing account, or purchase an annual subscription.

To read this content please select one of the options below:

Please note you do not have access to teaching notes, nestlé entangled braving the maggi noodle crisis in india.

Publication date: 15 June 2016

Teaching notes

The case explicates a situation wherein an international flight from Newark to Ahmedabad, with a stopover in Mumbai, is delayed during the final leg of its journey between Mumbai and Ahmedabad. The situation is further exacerbated by the fact that all international and domestic passengers are already on board when they face this five-hour delay. The case provides a rich context to discuss issues related to difficult communication and persuasion during crisis. The captain communicates with the passengers, through a series of announcements, with updates on the situation. He attempts to manage the escalating tension within the airplane and does succeed to a certain level. The case highlights the significance of timely and well-crafted messages during crisis situations. It also illuminates how the use of rhetorical strategies influence customer perception of credibility and at times, shift attribution of blame.

  • Crisis Management
  • Corporate Reputation
  • Communication

Kaul, A. and Chaudhri, V. (2016), "Nestlé entangled! Braving the Maggi Noodle Crisis in India ", . https://doi.org/10.1108/CASE.IIMA.2020.000064

Indian Institute of Management Ahmedabad

Copyright © 2016 by the Indian Institute of Management, Ahmedabad

You do not currently have access to these teaching notes. Teaching notes are available for teaching faculty at subscribing institutions. Teaching notes accompany case studies with suggested learning objectives, classroom methods and potential assignment questions. They support dynamic classroom discussion to help develop student's analytical skills.

Related articles

We’re listening — tell us what you think, something didn’t work….

Report bugs here

All feedback is valuable

Please share your general feedback

Join us on our journey

Platform update page.

Visit emeraldpublishing.com/platformupdate to discover the latest news and updates

Questions & More Information

Answers to the most commonly asked questions here

  • Harvard Business School →
  • Faculty & Research →
  • February 2016 (Revised June 2016)
  • HBS Case Collection

The Maggi Noodle Safety Crisis in India (A)

  • Format: Print
  • | Language: English
  • | Pages: 23

Related Work

  • Faculty Research

The Maggi Noodle Safety Crisis in India (B)

  • February 2016

The Maggi Noodle Safety Crisis in India (C)

The maggi noodle safety crisis in india (a), (b), and (c).

  • The Maggi Noodle Safety Crisis in India (B)  By: Karthik Ramanna and Radhika Kak
  • The Maggi Noodle Safety Crisis in India (C)  By: Karthik Ramanna and Radhika Kak
  • The Maggi Noodle Safety Crisis in India (A), (B), and (C)  By: Karthik Ramanna
  • The Maggi Noodle Safety Crisis in India (A)  By: Karthik Ramanna and Radhika Kak

From Crisis to Comeback: Maggi Crisis Management Case Study

Have you ever wondered how a beloved brand like Maggi navigated through a major crisis and managed to salvage its reputation? 

In this blog post, we will delve into the fascinating case study of Maggi’s crisis management. 

From the emergence of health concerns surrounding its popular noodles to government bans and consumer backlash, Maggi faced a daunting challenge. 

However, through strategic crisis management approaches, the brand not only survived but also thrived. 

Join us as we examine the key strategies employed by Maggi, evaluate their effectiveness, and draw valuable lessons from this compelling case study.

Let’s learn through reading Maggi crisis management case study

Brief history and popularity of Maggi

Maggi, a brand of instant noodles and food products, has a rich history that spans over a century. It was first introduced in 1884 by Julius Maggi, a Swiss entrepreneur, as a solution to provide affordable and nutritious meals to the working class. Maggi quickly gained popularity due to its convenience and flavor-enhancing properties.

Over the years, Maggi expanded its product range to include various food items such as soups, sauces, bouillons, and noodles. The brand’s instant noodles, in particular, became a household name across many countries, cherished for their quick preparation time and delicious taste.

Maggi’s popularity soared globally, with a presence in over 90 countries. It became synonymous with quick and easy meals, often considered a go-to option for busy individuals and families. Its widespread appeal and loyal consumer base cemented Maggi’s position as a leading food brand in the international market.

However, the brand’s stellar reputation and popularity would soon face a severe test when it encountered a crisis that shook consumer confidence and forced Maggi to reevaluate its crisis management strategies.

The Crisis

In 2015, Maggi faced a significant crisis that cast doubts on the safety and quality of its beloved noodles. It all began when the Food Safety and Standards Authority of India (FSSAI) conducted tests on Maggi noodles and found elevated levels of lead and monosodium glutamate (MSG), a flavor enhancer, beyond the permissible limits.

The test results sparked widespread concerns about the potential health hazards associated with consuming Maggi noodles. Lead is a heavy metal that, when ingested in excessive amounts, can cause severe health problems, especially in children. 

MSG, on the other hand, had been a subject of controversy for its alleged negative health effects, including headaches and allergic reactions.

The news of the test results spread like wildfire , causing a wave of panic among consumers. Social media platforms amplified the concerns, and soon there was a massive backlash against Maggi. 

Consumers began boycotting the brand, demanding action from regulatory authorities to safeguard their health.

The crisis escalated when several Indian states imposed bans on Maggi noodles, and the product was swiftly removed from store shelves. The brand’s reputation, carefully built over decades, was suddenly under threat, and Nestlé, the parent company of Maggi, faced a critical challenge in managing this crisis effectively.

The health concerns surrounding Maggi noodles not only posed a threat to public health but also raised questions about Nestlé’s commitment to product safety and quality. To regain trust and restore its reputation, Maggi needed a robust crisis management approach that could address the concerns of both consumers and regulatory authorities.

Government bans and consumer backlash

The health concerns surrounding Maggi noodles led to swift action by governmental authorities in various countries. In India, where Maggi had an immense presence, several state governments imposed a ban on the sale and production of Maggi noodles. 

The bans were based on the test results that showed elevated levels of lead and MSG, raising concerns about public health and safety.

The government bans added fuel to the already raging fire of consumer backlash. Consumers felt betrayed and deceived by a brand they had trusted for years. Social media platforms became a battleground for expressing outrage and sharing personal experiences, further tarnishing Maggi’s reputation.

Hashtags like #BoycottMaggi trended, and consumers actively participated in online discussions, spreading negative sentiments and urging others to boycott the brand.

The consumer backlash extended beyond social media. Protests and demonstrations were organized in various cities, with consumers disposing of Maggi noodles publicly to show their discontent. The crisis hit Maggi hard, resulting in a significant decline in sales and a loss of market share.

Impact on Nestlé and Maggi’s reputation

The crisis surrounding Maggi had a profound impact on both Nestlé and the brand’s reputation. Nestlé, as the parent company, faced significant challenges in managing the crisis and protecting its overall corporate image.

The incident not only raised questions about Maggi’s product safety and quality but also put a spotlight on Nestlé’s commitment to consumer welfare. The fact that elevated levels of lead and MSG were found in Maggi noodles brought into question the effectiveness of Nestlé’s quality control processes and regulatory compliance.

The impact on Maggi’s reputation was equally significant. The brand went from being a household favorite to being associated with health concerns and regulatory violations. The once-trusted brand became a symbol of mistrust and betrayal in the eyes of consumers.

Maggi’s image as a convenient and reliable food choice was severely tarnished. The crisis highlighted the need for Maggi to not only address the immediate concerns regarding product safety but also rebuild its reputation from the ground up.

The success of their crisis management efforts would determine whether Maggi could regain consumer trust and restore its position in the market.

Crisis Management Strategies Employed by Maggi

Following are the key aspects of Maggi crisis management strategy that were employed by Maggi to reclaim customers’ trust and restore its brand’s reputation.

Prompt response and acknowledgement of the crisis

One of the key crisis management strategies employed by Maggi was a prompt response and acknowledgement of the crisis. Recognizing the gravity of the situation, Maggi did not shy away from addressing the issue head-on.

As soon as the test results and the subsequent bans were announced, Maggi swiftly issued public statements acknowledging the concerns raised and expressing its commitment to consumer safety. The brand took responsibility for the situation and assured consumers that they were taking the matter seriously.

Maggi’s prompt response also allowed the brand to take control of the narrative to some extent. By proactively communicating about the crisis, Maggi aimed to prevent misinformation from spreading and mitigate further damage to its reputation. This approach helped Maggi set the stage for subsequent crisis management efforts.

Open communication channels with stakeholders

To address consumer concerns and keep them informed, Maggi utilized multiple communication channels. The brand set up dedicated helplines and email addresses to receive queries and feedback from consumers.

Social media platforms were actively monitored, allowing Maggi to respond promptly to consumer inquiries and complaints. Through these channels, Maggi provided regular updates on the steps being taken to address the crisis, assuring consumers of their commitment to resolving the issue.

Maggi also prioritized open communication with its distributors and retailers. The brand ensured that they were well-informed about the situation and provided them with guidance on how to handle consumer queries and concerns.

Furthermore, Maggi actively engaged with the media, providing regular press releases and participating in interviews to keep the public informed about the progress made in addressing the crisis. This helped to shape the narrative surrounding the brand and countered negative publicity.

Collaboration with regulatory authorities

Maggi understood that working closely with regulatory bodies was essential to rebuild trust and ensure compliance with safety standards. The brand cooperated fully with investigations, providing necessary information, test results, and documentation to the regulatory authorities. This collaboration helped demonstrate Maggi’s commitment to addressing the issues raised and working in alignment with the regulatory framework.

By actively involving regulatory authorities in the crisis management process, Maggi showcased its willingness to comply with regulations and prioritize consumer safety. This collaborative approach fostered a sense of shared responsibility between Maggi and the regulatory bodies, leading to a more constructive and effective resolution of the crisis.

Additionally, Maggi sought guidance and recommendations from the regulatory authorities on implementing appropriate measures to address the concerns. The brand worked closely with the authorities to establish revised quality control protocols and testing procedures to ensure the safety and compliance of its products. This collaboration not only helped in resolving the immediate crisis but also set the foundation for a more robust and transparent system moving forward.

Product recall and quality assurance measures

Firstly, Maggi initiated a voluntary recall of its noodles from the market. This proactive step demonstrated the brand’s commitment to consumer safety and its willingness to take immediate action to address the issue.

The product recall was a significant undertaking, involving the retrieval and removal of Maggi noodles from store shelves across affected regions. By recalling the products, Maggi aimed to prevent further consumption and potential harm to consumers.

Simultaneously, Maggi implemented rigorous quality assurance measures to ensure the safety and compliance of its products. The brand conducted extensive testing of its noodles, not only for lead and MSG but also for other potential contaminants.

Maggi worked with reputable laboratories to conduct these tests and set stringent internal standards for acceptable levels of contaminants. This commitment to quality assurance aimed to rebuild consumer confidence by assuring them of the safety and integrity of Maggi products.

Public relations and brand rebuilding efforts

To regain consumer trust, Maggi launched a robust public relations campaign. The brand actively engaged with the media to share updates on the progress made in addressing the crisis. This included press releases, interviews, and statements from company representatives.

Maggi used these opportunities to emphasize its commitment to consumer safety, the measures taken to rectify the situation, and the steps implemented to prevent similar issues in the future. The goal was to rebuild credibility by being transparent and proactive in its communication with the public.

Maggi also leveraged social media platforms and its website to communicate directly with consumers. The brand shared information about the product recall, quality control measures, and safety protocols implemented. Maggi encouraged open dialogue, addressing consumer queries, concerns, and complaints promptly and empathetically.

Additionally, Maggi launched targeted marketing campaigns focused on re-establishing its image as a trusted and reliable brand. These campaigns highlighted the brand’s heritage, quality standards, and rigorous testing processes. Maggi emphasized its commitment to providing safe and nutritious food options for consumers, focusing on the steps taken to regain their trust.

To reinforce its commitment to quality, Maggi also partnered with renowned nutritionists and health experts to endorse the brand and vouch for its safety. These collaborations aimed to rebuild credibility by associating Maggi with authoritative voices in the field of nutrition and food safety.

Lessons Learned from Maggi’s Crisis Management 

Following are the important lessons that serve as valuable guidelines to navigate and mitigate the impact of crises effectively, protecting the reputation and long-term success of the organization.

A. Importance of proactive crisis preparedness

Maggi’s crisis highlighted the importance of being prepared for potential crises before they occur. By having proactive crisis management strategies in place, organizations can respond swiftly and effectively when faced with unexpected challenges. This includes having a crisis management team, conducting risk assessments, and developing response plans that outline steps to be taken in different scenarios. Being prepared enables organizations to mitigate damage, maintain control of the narrative, and protect their reputation.

B. Effective communication as a key component of crisis management

Maggi’s crisis underscored the critical role of effective communication during a crisis. Prompt and transparent communication with stakeholders, including consumers, government authorities, distributors, and the media, is crucial in managing a crisis. Open channels of communication help address concerns, provide accurate information, and demonstrate a commitment to transparency and accountability. Clear and consistent messaging helps regain trust, counter misinformation, and shape the narrative surrounding the brand.

C. Collaborative approach with regulatory bodies

Maggi’s collaboration with regulatory authorities proved to be essential in managing the crisis. Working closely with regulatory bodies demonstrates a commitment to compliance and consumer safety. By actively involving regulatory authorities, organizations can benefit from their expertise, guidance, and support in resolving the crisis effectively. Collaboration fosters trust, enables a unified approach, and helps establish long-term regulatory compliance standards.

D. Building and maintaining brand trust and credibility

Maggi’s crisis highlighted the significance of brand trust and credibility. Building a strong reputation based on consistent quality, transparency, and consumer satisfaction is crucial in weathering a crisis. Organizations must prioritize maintaining trust by delivering on their brand promises, adhering to safety and quality standards, and being responsive to consumer concerns. Cultivating brand loyalty and credibility beforehand helps in times of crisis, as consumers are more likely to give the benefit of the doubt and remain supportive.

Final Words 

Maggi crisis management case study provides valuable insights into how a brand can effectively navigate a crisis and rebuild its reputation. Maggi’s experience highlights the importance of proactive crisis preparedness, effective communication, collaboration with regulatory authorities, and building and maintaining brand trust and credibility.

Finally, maintaining brand trust and credibility is crucial in crisis management. By consistently delivering on brand promises, organizations can weather a crisis with the support of loyal consumers. Building strong reputations beforehand helps in times of crisis, as consumers are more likely to give the benefit of the doubt and remain supportive.

By learning from the Maggi crisis management case study, organizations can implement these strategies to navigate crises effectively, protect their reputation, and emerge stronger from challenging situations.

About The Author

' src=

Tahir Abbas

Related posts.

ITIL Change Management Roles and Responsibilities

ITIL Change Management Roles and Responsibilities

Key performance indicators for housekeeping

Key Performance Indicators for Housekeeping – Explained with Examples

How to overcome or manage resistance

03 Broad Strategies to Overcome Resistance to Change

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

  • We're Hiring!
  • Help Center

paper cover thumbnail

A STUDY OF INDIA'S FAVOURITE INSTANT NOODLES – A CASE STUDY MAGGI A PRODUCT OF NESTLE INDIA PVT. LTD

Profile image of IJESMR  Journal

A renowned comfort snack, a common household item, perfect synonym for noodles recently lost its sheen and pride it held among the other entire noodles brand. The favorite of all age groups has started facing ban from government authorities all over India. This project is an attempt to analyze the truth behind the 'Taste bhi, Health bhi' commitment of the brand.

Related Papers

Narander Nigam

The instant noddles market in India went through an unprecedented crisis with the banning of the country’s favourite 2 minute snack:Nestle’s Maggi in June 2015. The reports of food regulators confirmed the presence of lead and MSG in excess in Maggi. Maggi enjoys a fan following like no other branded noodes and with the company claiming the noodles safe for consumption, there is a need to know whether decades old association with any brand changes consumers’ perception after discovery of health risk and has the perception of Maggi brand changed significantly after the controversy. Also, it is important to know the perception of Maggi across demographic variables like occupation and family income since Maggi has traditionally enjoyed greater popularity amongst students and single working population. The findings show that consumer perception about Maggi has gone from good (beforecontroversy) to bad (after controversy) across all demographic segments of population.However, the service...

maggi case study with solution pdf

International Journal of Advance Research and Innovative Ideas in Education

Rahul Mhabde

This research paper focuses on perception of consumers post ban towards Maggi instant noodles. Researcher has taken 50 sample size of age group of 15 and above. Research is conducted in city of Mumbai using convenience sampling method. The study deals with consumer behavior towards Maggi in post ban scenario is interlinked with wellness and health industry as ban was due to hazardous content in the Maggi Maggi is an international Brand of instant noodle owned by Nestle since 1947. Maggi instant noodle penetrate in India in 1983.they instantly capture market with an entirely new food category called as instant noodle. The target consumer was children and mothers. with its 25 years, it has reached 90% of instant noodle market. Maggi is the great revenue contributor for Nestle. Suddenly there is a drop in sale due to negative publicity due all wrong reason like presence of hazardous content which has shaken the trust of Consumer. Researcher has Highlighted the comparative analysis of m...

International Journal of Research in Commerce, IT and Management

Muthu Lakshmi

Journal ijmr.net.in(UGC Approved)

The goal of this research is to comprehend the influence of ban of Maggi noodles over consumer behavior and consumer shift. Maggie was banned in 2015 due to abnormal amounts of monosodium glutamate, and also up to 17 times lead that is safe for consumption and returned to market five months later. In this paper, the authors identify the response of consumers towards the relaunch of Maggi by developing hypothesis and using statistical tools. Findings of the study indicated that ban had a significant negative influence on consumer buying behavior and a major influence on consumer shift. Taste, quality and price are the most prominent factors that affect purchase decision according to this study. This study gives the significant discoveries of a survey led among several customers of Maggie to discover their state of mind towards its relaunch after the major controversies.

Asian Journal of Basic Science & Research

AJAST Journal

Over the many times, the polls have been a quick food in lots of factors of the world. Now an autumn the alternate of customer preference, taste and ingesting habit also is being modified due to the modernization. Wheat pate the primary conception of the pate came in the Japan. Innovation endured and polls drafted from kudzu have been advanced in the Japan. Ramen polls end up so notorious in Japan. Eventually Instant polls had been constructed and first retailed in Japan. Nestle India Limited, the Indian attachment of the global Fast moving consumer goods most important, Nestle SA, delivered the Maggi brand in India when you consider that 1982, with its launch of Maggi 2 mins pate, an immediate pate product. These have a look at attempts to assay the retailer’s position of pleasure on shopping Maggi polls. It was observed using a pre- grounded questionnaire to realize the retailer’s perception. For this have a look at, 81 outlets have been don't forget as a sample. For the evaluation cause, statistical outfit and strategies like chi-square, weighted common are used. The shops’ delight is right with vacuity and credit content of the Maggi polls and the Movement of the Maggi polls a many of the customer on behalf of the taste, brand name and reasonable figure of the Maggi polls.

kailash amatya

Kailash Patendra Amatya* Abstract This paper attempts to measure customer preference on instant noodles in Kathmandu City. Descriptive and causal research design was used. 100 samples were taken through structured questionnaires. Convenient sampling was used. Descriptive and correlation analysis was done to analyse the data and to test the hypothesis. This study confirmed that brand, price, quality, taste, easy and fast and availability is factors for purchasing noodles in Kathmandu City.

Psychology and Education: A Multidisciplinary Journal

Psychology and Education , Edge Miral

This study attempted to determine the acceptability and marketability of Makonbati noodles with Malunggay, Kangkong, and Alugbati as its ingredients in Barangay Holy Spirit Quezon City during the School year 2022-2023. The experimental method of research was used with the survey questionnaire adapted from the study of Panso in 2020 as the data gathering instrument. This study also used the nine-point Hedonic rating scale for the acceptability and five-point Likert scale for the marketability of Makonbati noodles. There were three groups of respondents in this study namely: thirty (30) young respondents with ages ranging from 13 to 19 years old; thirty (30) Young Adult respondents. The statistical tools used in the study were Weighted Mean, One-Way ANOVA and Turkey Pairwise Comparison. The three groups of respondents had varied ratings on the level of acceptability of the product as reflected on their evaluations and showed different assessment as regards to the level of marketability of the noodles. The physicochemical analysis was done by the First Analytic Service and Technical Cooperative. Comments and suggestions were provided by the respondents to further improve the product.

Corporate social responsibility (CSR) is one of the most important notions in the corporate. In spite of the emerging research work conducted in the field of CSR it is really difficult to operationalize the construct and provide a reliable and valid measure to capture various dimensions of CSR. The aims of this study are very specific. First, it contributes to understanding the business case for CSR in developing countries by focusing on the consumer sentiments toward marketing concepts followed by the domestic as well as multinational firms. The second objective of the study is to develop a scale by conducting a comprehensive review of literature to generate pools of items to measure the recent ban on Maggi noodles in India. Nestle's star brand Maggi is facing the heat of ban in India since June, 2015. It was due to an episode that took place in the State of Uttar Pradesh where a few samples of Maggi instant nobles were found to contain lead and monosodium glutamate beyond the permissible limit. Tests were conducted in Government as well as in private laboratories, but the outcome of the test results revealed contradictory findings. In this paper an attempt has been made to construct a scale encompassing three main construct to measure the CSR practice of Nestle India. These are: advertising communication made by Nestle India mostly by celebrities having no idea about the ingredients present in the stuff which is basically targeted towards the kids and young adults, secondly, whether the common CSR norms were adhered to and lastly to investigate whether concern for consumers were given due respect. To capture these constructs a small scale was developed to examine the perception of the consumers who are mostly in the lower age category. The findings of the study reveal that Nestlé could be more responsive to the needs of the people and could control the desired quality norms since it has got nearly eighty percent market share in India. Various parametric and non-parametric tests have been employed to establish the validity and reliability of the scale. The results of factor analyses revealed the construct validity of the scale and the alpha values are also within the acceptable limit. The factor score regression reveals that the consumer will not spread positive word of mouth unless the product conforms to all safety norms. The impact of recent ban has also been found to affect the brand loyalty behavior of consumers. Managerial implication and scope for further studies has also been discussed for researchers working in this field.

Ukrainian Food Journal

Jakia Sultana Jothi, Ph.D.

sanjay bahl

RELATED PAPERS

Guillaume BERNARD

SDFDFGDFGFG03 SDFDFGDFGFG03

dessy farantika

Mehila Zebenigus

Journal of neurophysiology

Adrian perez

Monica Cristina Spiridon

informatik.rwth-aachen.de

Viera Rozinajova

Revista chilena de historia natural

juan m. cancino

Tiatula Ozukum

Procedia Engineering

Francesco Mazzieri

IEEE Transactions on Geoscience and Remote Sensing

Sinan Yıldırım

Premio Ricerca «Città di Firenze»

Cecilia Valbonesi

Chérif Heroum

Jurnal Kesehatan Andalas

Havina nurul Aizah

Geophysical Journal International

Mats Svensson

Juan Manuel Cortell-Tormo

Social Science Research Network

Michele Tumminello

Clinical Nuclear Medicine

Tarih Kritik

Alper Yavuz

Legume Research- An International Journal, Volume 47 Issue 1: 106-112 (January 2024)

Arcc Journals

  •   We're Hiring!
  •   Help Center
  • Find new research papers in:
  • Health Sciences
  • Earth Sciences
  • Cognitive Science
  • Mathematics
  • Computer Science
  • Academia ©2024

The Brand Hopper

All Brand Stories At One Place

Case Study | Maggi Ban – Crisis And Repositioning In India

Maggi Repositioning Case Study | The Brand Hopper

Case Study | Maggi Ban – Crisis And Repositioning In India 6 min read

Maggi is a well-known brand that everyone knows. It is a brand that needs no introduction. Since 1947, the Nestle brand has included instant noodles, seasonings, and soups. Among all of its products, Maggi was the first to introduce protein-rich vegetable dinners to the market, followed by prepared soups. 1983 was a watershed moment in Indian history since it saw the introduction of Maggi instant noodles.

Maggi has typically remained in the spotlight for its flavor, and it has become the preferred snack of the majority of India’s people. Maggi, on the other hand, was in the news for a variety of reasons at one point in time. The major reason was poor promotional activity owing to the presence of monosodium glutamate (MSG) and dangerously high levels of lead in the packets examined by FSSAI . The customer’s trust was shaken as a result of this. As a result of this uproar, many parts of society were concerned due to the involvement in the health of children in this case.

Maggi Repositioning Case Study | The Brand Hopper

Table of Contents

In what way the commotion originated?

After the proximity of pesticides in soda, the Nestle Maggi two-minute noodles emergency has ballooned up as India’s most exceptionally awful nourishment concern. The uproar over Maggi, one of India’s most popular snacks, drew attention owing to rising consumer health concerns.

Maggi noodles were sued in India for alleged violations of food security standards following a test by a state government lab that discovered the presence of MSG (a chemical that Nestle stated it did not put to their item) or higher levels of lead. Regardless, they rejected these results, despite the fact that further testing by administrative labs in several states revealed conflicting results. Despite the company’s confidence in Maggi’s safety, the Delhi municipal administration imposed a ban, signaling that other state governments should follow suit.

The disappearance of Maggi was a significant disappointment for Indian customers who still had a soft spot for the product and were unable to let it go. The fall of Maggi was not caused by any external causes, but rather by the product’s inherent characteristics, such as an increase in lead content, which harmed customer health. Nonetheless, despite the product’s dramatic decline, Maggi survived. They turned this catastrophe into a learning experience for their future endeavors. Maggi recovered its shelf position by thoroughly rechecking its product and its components.

Maggi has held the market top position since its inception. However, Maggi’s fall phase saw the development of then-market followers contending for the position of market leadership.

The re-emergence of Maggi in the market drove its competitors to second place, recovering and retaining market leadership due to the overall influence that it has always had on the Indian market. Nestle has been on a firefighting strategy since the Maggi disturbance became press headlines, by making this crisis scenario a point of learning for their future endeavors. Without a doubt, the brand’s reputation was harmed; it took some time for the brand to restore its strength and return to the shelves, leaving all of its competitors in the dust.

Discussion of Maggi

Pre-ban period

From the government to law enforcement, there was an all-out onslaught against Maggi. The government of India has filed a claim for damages from settle after allegations of excessive lead and MSG (a flavor enhancer) in Maggi prompted a nationwide inquiry. They become heated up over Nestle Maggi 2-minute noodles being hailed as India’s worst nourishment apprehension in ten years, following the presence of chemicals in soda pops. It was a real issue of general wellness, and the legislation allows us to take self-made legal steps against blundering’s elements official from the national purchaser question redressal commission.

Following recurrent quality testing and meetings with settle supervisors, the Food Safety and Standards Authority of India (FSSAI) ordered a nationwide assessment of the Maggi.

Reporting of the issue in social media

As the feud between Nestle and the FSSAI heated up, TV channels, newspapers, and other social media platforms in India gushed over Maggi as if it were one of the year’s greatest stories. News stories were released with headings such as, “Maggi under regulatory scrutiny for lead, MSG above permitted limits; Maggi treachery has crushed our good Indian hearts; Maggi demonstrates Indian customers are taken for granted,” and so on. The emotional connection with Maggi at its customer interaction, along with the uproar over contradicting test results and the public’s lack of awareness about food regulations, gave the media a chance to sway public opinion. Maggi was subjected to a media trial prior to its seizure.

Just as conventional media reported the topic widely, social media exacerbated it. The growth in the dominance of social media players such as Facebook and Twitter has aided in the transmission of news, regardless of its validity. This has apparent ramifications for Nestle: a heated debate on a contentious topic might spread quickly. Maggi sales have dropped, with big metropolitan stores reporting a 15% to 20% drop. Nestle India’s shares plummeted 15% between mid-May and early June.

Nestle Maggi has been in firefighting mode since the news broke about unsavory additives in Maggi. The brand’s reputation suffered greatly as a result. Maggi noodles sales have suffered significantly when it was discovered that the samples examined by government laboratories included unnecessary substances such as lead and MSG. Because of the Maggi prohibition, the manufacture of Maggi ceased, affecting suppliers. Around 1500 people in India involved in the production of Maggi were impacted by the suspension of production following the Maggi ban. The impact of Maggi’s demise was felt by the stock market as well.

Nestle Maggi Relaunch | The Brand Hopper

Maggi has long been one of India’s most popular snacks. It was typically kept in the news for its flavor. During the prohibition time, the organization did not dismiss any of its changeless laborers but rather engaged them in various activities like planning, group development, and so on.

However, it should be noted that definite procedures, values, and ethics have varied meanings for different types of businesses. Maggi has long been a market leader, accounting for 80 percent of the consumer market. Market leaders are frequently perceived to be able to create their brands and utilize their brands based on well-defined procedures within the company in order to persist.

Case study | Maggi repositioning

Relaunch of Maggi

On October 26, Nestle resumed assembling Maggi noodles, which entered the market after receiving approval by food testing labs. Nestle reintroduced Maggi noodles to the market after the Bombay High Court removed restrictions on all nine Maggi varieties.

Within seven days of Nestles Maggi noodles being reintroduced to the market, the nation’s main nutrition controller – FSSAI – moved the supreme court against the Bombay high court’s order that allowed the noodles to be reintroduced. However, it should be noted that Maggi passed the first round of testing on October 16, 2015, allowing Nestle India to continue manufacturing the item. The second round of tests on newly manufactured groups also declared the item safe for human consumption. At regular intervals, a few Maggi samples were tested.

Snapdeal sold 7,20,000 units of Maggi noodles (twelve-packs) at its debut, with 60,000 units sold (welcome unit). These well-received packages included a Maggi date-book 2016, a Maggi ice chest magnet, Maggi postcards, and a welcome return note. It quickly grew to 3.9 million retail locations.

Also Read: Tropicana Rebranding Failure

A market-based crisis may occur as a result of numerous reasons such as economic, political, socio-cultural, technical, and competitive pressures. These variables impact the shift in market operations, necessitating a change in the firm’s actions. They function as an influence and determine their severity depending on the influence’s breadth, degree of impact, range of impact, response gap, the timing of interaction factors, and so on.

To read more content like this, subscribe to our newsletter.

maggi case study with solution pdf

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Related Posts

Broadcom VMware Acquisition

The Mega Merger: A Deep Dive into Broadcom VMWare Acquisition

Gillette The Best Men Can Be Campaign

A Case Study on Gillette: “The Best Men Can Be” Campaign

Red bull Stratos Campaign

A Case Study on Red Bull: “Stratos” Campaign

Terms and Conditions

  • Privacy Policy

Nestle India Maggi Noodles Ban Case Study Solution

Introduction:.

The project titled “A case study of India’s favorite’s instant noodles-MAGGI, a product of Nestle India Pvt. Ltd.” deals with the study of the case of MAGGI ban, which happened in 2014. The project report mainly deals with the impact of ban on NESTLE’s financial results for the year 2014 and 2015. Also it studies the marketing and promotional strategies that are adopted by NESTLE India Limited post ban. The long term success of any company can be effectively measured in terms of brand value it creates in the market place, but more than that it is the brand image in the consumer’s heart which matters the most. The unique selling proposition of a particular product has to be the impact on environmental, social and human health criteria.

You may also Study:

What is the Format of a Case Study

Useful Tips on How To Write a Case Study

Objectives of The Study:

  • To examine the root cause of Maggi row.
  • To assess the impact of Maggi row in India.
  • To understand the marketing and promotional strategies adopted by NESTLE India Limited post ban.

Limitation of The Study

  • Time, being the major constraint while undertaking the research has limited it to an extent.
  • Availability of resources like funds, appropriate data for analysis is another limitation of the study.

Research Methodology:

Research comprises “creative work undertaken on a systematic basis in order to increase the stock of knowledge, including knowledge of humans, culture and society, and the use of this stock of knowledge to devise new applications. It is used to establish or confirm facts, reaffirm the results of previous work, solve new or existing problems, support theorems, or develop new theories. Research methodology is a systematic way to solve a problem. It is a science of studying how research is to be carried out. Essentially, the procedures by which researchers go about their work of describing, explaining and predicting phenomena are called research methodology. It is also defined as the study of methods by which knowledge is gained. Its Aim is to give the work plan of research. Data collection would basically mean systematic collection of data from various sources for undertaking a research. Data is the basic inputs for taking any decisions.

Methods of Data Collection:

  • Primary data: Primary data means fresh data which is collected for the first time with a stated purpose. It could be collected through surveys, observations, interviews etc.
  • Secondary data: data which is gathered and analyzed by someone else and for an objective other than the current objective is secondary data. It involves less cost, time and efforts. This project is based on data collected from secondary sources such as newspapers, internet, magazines, books etc.

Nestle S.A. is among the largest consumer packaged goods companies in the world, founded and headquartered in Vevey, Switzerland. Nestle originated in a!905 merger of the Anglo-Swiss Milk Company, which was established in 1866 by brothers George Page and Charles Page, and the Farinc lactee Henri Nestle Company, which was founded in 1866 by Henri Nestle, whose name meant “Little Nest”. The company grew significantly during the First World War and following the Second World War, eventually expanding its offerings beyond its early condensed milk and infant formula products. Today, the company operates in 86 countries around the world. NESTLE is the world’s leading Nutrition, Health and Wellness company. Our mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. The Company was founded in 1866 by Henri Nestle in Vevey, Switzerland, where our headquarters are still located today. We employ around 2, 80,000 people and have factories or operations in almost every country in the world. NESTLE’s relationship with India dates back to 1912, when it began trading as The NESTLE Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After India’s independence in 1947, the economic policies of the Indian Government emphasized the need for local production. NP’! STLF responded to India’s aspirations by forming a company in India and set. Up its first factory in 1961 at Moga, Punjab, where the Government wanted NESTLES to develop the milk economy. The Company’s activities in India have facilitated direct and indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods. The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. NESTLE India manufactures products of truly international quality under internationally famous brand names such as NESCAFE, MAGGI, MILKYBAR, KIT KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also introduced products of daily consumption and use such as NESTLE Milk, NESTLE SLIM Milk, NESTLE Dahi and NESTLE Jeera Raita.

Nestle’s Presence in India :

After more than a century-old association with the country, today, NESTLE India has presence across India with 8 manufacturing facilities and 4 branch offices. NESTLE India set up its first manufacturing facility at Moga (Punjab) in 1961 followed by its manufacturing facilities at Choladi (Tamil Nadu), in 1967; Nanjangud (Karnataka), in 1989; Samalkha (Haryana), in 1993; Ponda and Bicholim (Goa), in 1995 and 1997, respectively; and Pantnagar (Uttarakhand), in 2006. In 2012, Nestle India set up its 8th manufacturing facility at Tahliwal (Himachal Pradesh). The 4 Branch Offices located at Delhi, Mumbai, Chennai and Kolkata help facilitate the sales and marketing activities. The NESTLE India’s Head Office is located in Gurgaon, Haryana.

Competitors of Nestle MAGGI:

Maggi instant noodles, foods major Nestlé’s flagship brand that has dominated the Indian instant noodles market for nearly three decades, is losing market share on a monthly basis to newer entrants such as Patanjali Noodles, GlaxoSmithKline’s (GSK) Horlicks Foodies, Hindustan Unilever’s (HUT.) Knorr Soupy noodles, Big Bazaar’s Tasty Treat, Top Ramen and several other smaller players.

The Nestle MAGGI BAN – Case Study Solution:

It all started back in march 2014 in Uttar Pradesh, where the authorities informed nestle that MSG was detected in a sample of MAGGI Noodles that carried a “No added MSG” claim on the pack. In the first half of 2015, Nestle India decides to temporarily stop selling MAGGI Noodles in India until the situation with the authorities is resolved. The Food Safety and Standards Authority of India (FSSAI) issues an order to Nestle India which includes, among others, the:

  • Recall of all nine variants of MAGGI Noodles from the market
  • Halt of commercial activities related to the product, including sale and production. Removal of the “No Added MSG” claim from product packs.
  • Withdrawal / recall of MAGGI oats Noodles as it did not have ‘Product Approval’.

In June 2015, Nestle India files a legal petition with the Bombay High Court, seeking a judicial review of this order. While legal proceedings arc ongoing, Nestle continues to comply with the FSSAI order and destroys over 35,000 tonnes of the product, though the Bombay High Court allows Nestle India to continue exporting MAGGI Noodles. As the year passed, in the second half of the year in August 2015, The Bombay High Court overturns the government’s ban on MAGG3 Noodles, arguing that the move was “arbitrary” and “that principles of natural justice were not followed.” The court rules that Nestle India can bring the product back to the market if fresh tests – conducted in three accredited laboratories on the existing samples and subsequently on the freshly manufactured product – find the product safe.

In October 2015, Test results from all three laboratories mandated by the Bombay High Court show MAGGI Noodles to be safe, with lead content well within the permissible limits. In compliance with the orders of the Bombay High Court, Nestle India commences manufacturing MAGGI Noodles and submits the new batches for fresh tests to reconfirm they are safe for consumption. In November 2015, All three NABL (National Accreditation Board for Testing and Calibration Laboratories) accredited laboratories – mandated by the Bombay High Court – find samples of the newly manufactured MAGGI Noodles to be safe for consumption, with lead content well within permissible limits. Now that the orders of the Bombay High Court have been complied with, Nestle India has made MAGGI Noodles available for sale once again.

The Burnt From Maggi:

Affected by a countrywide recall and destruction of its instant noodle brand, Maggi, India’s largest food company by revenue, Nestle India, posted its first quarterly loss in 17 years. The Indian subsidiary of the world’s largest food company reported a Rs 64.4-crore net loss in what was its most challenging quarter to date. Thanks to the recall and ban of Maggi on June 5 (trouble for it began towards the end of May when sales began falling after detection of contaminants in some of the product’s samples), the company took a one-time charge of Rs 452 crore which hit its bottom line.

Market Share/ Share Price:

Nestle India’s nine variants of Maggi noodles accounts for nearly 70% of the instant noodles market, which took a massive hit when a blanket ban was imposed on the product. After the ban was imposed on June 5, the company’s share price tanked. On June 8, three days after the pan-India ban was imposed, Nestle India’s share price was down to Rs 5,539.8, the lowest level it had seen all year. Since then, the company’s scrip has seen major volatility, regaining the highest level since the ban at Rs 6,831.95 per share on August 5. On the date, Goa deputy chief minister Francis D’Souica had said that he favored the re-think on the Maggi ban after the latest tests conducted by a central government laboratory in Karnataka found the instant noodles safe for consumption.

Profits / Sales:

Nestle added while releasing its results that the June quarter of this year was not comparable with the corresponding period last year. “Results for the quarter have been affected by the Maggi noodle issue,” it. said in its statutory statement. “Recent developments and growing concerns about the product had led to an environment of confusion, leading to the product being temporarily taken off shelves,” the company said. “Without question, trust has been hit and for Nestle to win that back will not be easy,” a senior industry executive from a rival company said. “While Maggi contributed some 22 per cent to the company’s revenue in 2008, it is now at 30 per cent,” this executive said. “In the same period, revenue contributions of Nestle’s ‘chocolate & confectionery’ and ‘beverages’ businesses have together come down to some 25 per cent from 32 per cent,” he added. As things stand today, Nestle India derives 46 per cent of its revenues from milk products and nutrition, 29 per cent from prepared dishes and cooking aids, 13 per cent from beverages and 12 per cent from chocolates.

The Corporate Affairs Ministry imposed a nearly-Rs 640 crore fine on Nestle India, in lieu of finding MSG and lead beyond the permissible limit in Maggi noodles. The government filed a Rs 640-crore class action suit before the consumer forum National Consumer Disputes Redressal Commission (NCDRC). Out of this Rs 284.45 crore was sought in basic damages, and another Rs 355.5 crore in punitive damages. However, the government had said that the penalty could go higher as it was still calculating further damages to be sought.

Management:

Nestle India’s managing director Etienne Benet was called back by the parent company on July 24. On August 1, Suresh Narayanan was appointed as the company’s new managing director. On Thursday, after announcing the Jul-Sep results, the company’s board appointed Narayanan as the company’s chairman too. The move came after Nestle India’s chairman Antonio Helio Waszyk retired on October 1.

Operations:

Nestle India shut down Maggi production at all of its eight production units in India. However, since the ban was set aside, Nestle India has started production at three of the eight factories. and wants to start production at all the factories soon. “We have resumed manufacturing of Maggi Noodles at three of our plants, at Nanjangud (Karnataka), Moga (Punjab) and Bicholim (Goa),” said a Nestle India Spokesperson.

Advertising:

With the ban now kept aside and Maggi cleared for production, Nestle India is gearing to relaunch the instant noodles. For this, the company has said that it. Will be advertising aggressively, increased its spending on TV commercials. During the ban, Nestle India had come up with a series of advertisements to the theme #WeMissYoutoo.

Marketing Strategy By Nestle Post Ban:

In today’s world of citizen journalism, news goes viral in a flash. And if it is bad news, it acquires a spin and speed that is virtually impossible to stop. Brands, therefore, are more susceptible to a tarnished image today, than in any other day and age. The cocktail of the online and offline world, consumer and shareholder activism, random decisions by government bodies, volatile social groups, and hatchet jobs by competing firms make it all too easy to fall from grace. And the loss of goodwill can play out in the form of decreased revenue, loss of clients or suppliers and loss of market share. Maggi re-launched with a digital media campaign “WeMissYouToo” and they have been promoting it forcefully on all brand’s social media channels. This as well as the brand has turned to a great degree brief in answering to their fan’s post. Be it loving their presents or answering on them, Maggi is trying to include an individual touch in their correspondence. In an interview, Narayanan said the organization is taking a look at setting up 24×7 sans toll customer services too keeping in mind the end goal to “get the connect, and network with the product consumer. Suresh Narayanan, chairman and managing director, Nestle India, said, “Our promotional strategy will be across three platforms. We will use traditional media to reassure our consumers regarding the safety of our product. We will connect digitally with our target group. Besides, there will be a lot of events tor brand activation.” The Swiss food major has also partnered with online marketplace Snap deal for selling Maggi.

  • In 2013, Net sales grew up by 7.1% contributed by net realizations and volume growth in certain products as compared to year ended 2012.
  • In 2014, the net sales grew up by 8.2% as compared to the previous year.
  • In 2015, net sales decreased by 17.2% largely due to the impact of MAGGI noodles issue. Net domestic sales decreased by 18.3%. Export sales also decreased by 1.3% because of the MAGGI issue and lower coffee exports.
  • Share prices were also impacted with the MAGGI issue.
  • Other current liabilities

The other current liabilities have increased, in comparison to the year 2014, mainly due to the MAGGI noodles issue liability.

  • The Bollywood superstars who endorsed the brand are now facing the danger of FIR to be lodged against them under various Indian Penal (“ode sections which include section 420 charge for cheating consumers, section 270 charge for involving in the malignant act responsible for likely to spread diseases dangerous for human health and section 273 charge for getting involved in the promotion of sale of noxious food.
  • Some websites and discussion forums reveal that it not the problem with the product rather the way it is cooked even the company agrees to this but then question arises why such warning was not given on the packet.

RECOMMENDATIONS:

  • MAGGI, being an icon of nestle; should not be the target of controversies that questioned its reputation. Nestle should attach more value and significance to its product.
  • Each brand has a soul and distinct characteristics. That’s what distinguishes a cult brand from an average brand. Nestle should come up with representations at local vendors and media with its best product quality assurance and safety.
  • Bearing the competition created by products of Knorr, patanjali, top ramen is an important task for nestle now, after the comeback.
  • Nestle needs to re-formulate MAGG1 as per Indian standards and regulations, and replace them in stores.
  • Investing in corporate social responsibility activities, signing a credible endorser, effective public relations etc. would help regain customer confidence.

CONCLUSION:

Nestle motto ‘Good Food, Good Life’ will have to prove its credibility and put a lot of efforts again as it has ended up in scratch. Nestle should concentrate on product portfolio diversification with focus on diary, beverages and coffee and also chocolates as well as confectioner}’ in order to avoid over-dependence on single product. It is rightly said one can do anything but only if God and Time permits. Those who fail to analyses the happenings in the surroundings become losers and those who accommodate and adjust according to time rule the world. The controversy started igniting last year but no officials of Nestle India paid heed to do the necessary rectification resulting now a bad name and shame for the company. Health is of prime concern for everyone though taste also matters. It is very difficult to restore the faith lost because even the school going kids now say -Maggi is bad. This controversy will surely lead to increased awareness among consumers for understanding the impact of any product before consumption rather than blindly believing on false claims in the advertisements. It will also pressurize the other food product giants to move cautiously by abiding the norms of Food and Safety regulatory norms.

Also Study:

Nestle Operations Management Project Report

Related Posts

A case study on sustainable building, suspicious behaviors of malware in android, how epa links with the superfund in new..., nokia case study analysis, importance of public spaces in a neighbourhood of..., community based tourism in uganda and tanzania, mount st. helens hazardous simulations, the contradiction of homosexuality, walmart cross-cultural issues case study analysis, case study on leadership and management, leave a comment cancel reply.

Please enter an answer in digits:

IMAGES

  1. MAGGI CASE STUDY by Paras Bharel

    maggi case study with solution pdf

  2. nestle maggi casestudy.docx

    maggi case study with solution pdf

  3. solution of case study

    maggi case study with solution pdf

  4. Case solution for nestle's maggi pricing and repositioning a recalled

    maggi case study with solution pdf

  5. Maggi Case Study

    maggi case study with solution pdf

  6. Maggi case study

    maggi case study with solution pdf

VIDEO

  1. Maggi Marketing Strategy In India

  2. MAGGI SOYA CHUNKS 60 Sec

  3. Maggi Comeback Strategy 🤯

  4. MCQs set 2

  5. micro teaching diary (सूक्ष्म शिक्षण पाठ योजना)

  6. MCQ

COMMENTS

  1. (PDF) "MAGGI" NESTLÉ's SUSTAINABLE BRAND -A CASE STUDY ...

    Abstract Today "Maggi" being the flagship brand of Nestlé has come through a path of thorns and stones. It had to undergo turmoil and struggle to emerge into a sustainable brand. The brand as a...

  2. Maggi Case study: The 2015 Maggi crisis

    The Ban: FSSAI is not very well known for surprise food inspections, however, April 2015 was different. FSSAI conducted a surprise Inspection for testing any possible food adulteration issue on Maggi's manufacturing unit in the Barabanki district of Uttar Pradesh.

  3. (PDF) Maggi Noodles: Ban and Revival

    This case is a study of ban and revival of the famous Maggi Noodles in India. The Maggi controversy broke the trust of many consumers because MSG (Monosodium Glutamate) and Lead were...

  4. Nestle's Maggi: Pricing and Repositioning a Recalled Product

    Overview Included Materials Related In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé's brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate.

  5. (PDF) NESTLE'S MAGGI: MARKET RESPONSE BEFORE AND POST BAN

    Abstract. Maggi has become like a staple diet for consumers in India since last two decades. It is very close to the heart of young consumers and its property of convenient to cook and being very ...

  6. PDF ISSN Print: ISSN Online: The return of Maggi: A case study

    The case study is an effort to explore the various issues, possibilities and opportunities for Maggi. Keywords: Maggi, Noodles, Strategy, Nestle, Ban, Relaunch, Rebuild, etc Introduction Over the past 32 years, Maggi has become the most relevant, trusted and valuable food brand in India.

  7. What Went Wrong?: A Case Study on Nestle Maggi Noodles

    Cite Permissions Share Abstract Nestle's 'Maggi brand noodles' the trusted and valuable food brand in India is the favourite among all the children in the country. It was considered as snacks in many households and a basic diet in many other homes. But in the recent past, the ban on Maggi has created a negative impact of Nestle.

  8. (PDF) Nestle India and its Revival:A Case study on Maggi Brand

    Nestle India and its Revival:A Case study on Maggi Brand Interal Res journa Managt Sci Tech The favorite and most preferred instant food product of children, Maggi Noodles, got entangled in its ethical issues of the ingredients being used.

  9. PDF NOODLES BANNED IN INDIA

    CRISIS MANAGEMENT CASE STUDY: NESTLÉ'S MAGGI NOODLES BANNED IN INDIA At the end of May 2015, India's &ood safety administration (FDA) ordered Nestlé India to recall its popular 2-minute Maggi noodles after tests showed that the product contained high levels of lead and MSG. This case study looks at how the situation developed, and how ...

  10. Marketing Strategy of Maggi: A Case Study

    MARKETING STRATEGY OF MAGGI : A CASE STUDY - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free. It is briefly described that how the nestle took immediate steps to regain its fame and position in the market after the Maggi banned. The document has all the notes right from its introductory stage of Maggi in the market till its decline and regain ...

  11. Nestlé entangled! Braving the Maggi Noodle Crisis in India

    Braving the Maggi Noodle Crisis in India - Author: Asha Kaul, Vidhi Chaudhri. The case explicates a situation wherein an international flight from Newark to Ahmedabad, with a stopover in Mumbai, is delayed during the final leg of its journey between Mumbai and Ahmedabad. The situation is further exacerbated by the fact that all international ...

  12. The Maggi Noodle Safety Crisis in India (A)

    The local government in Delhi has ordered a ban on Nestlé's flagship product in India—Maggi Noodles—citing excessive lead content per government lab tests. Nestlé disputes the government tests, noting that internal and third-party tests show the product to be safe. There is considerable confusion in the media and among Nestlé's customers ...

  13. From Crisis to Comeback: Maggi Crisis Management Case Study

    Let's learn through reading Maggi crisis management case study. Brief history and popularity of Maggi. Maggi, a brand of instant noodles and food products, has a rich history that spans over a century. It was first introduced in 1884 by Julius Maggi, a Swiss entrepreneur, as a solution to provide affordable and nutritious meals to the working ...

  14. Culture and Crisis Communication: Nestle India's Maggi Noodles Case

    By April 2016, Maggi had regained status as India's leading noodle brand, with 50% market share. 5. Case analysis. The Maggi noodles crisis in India illustrates the reputational harm that can befall companies that fail to understand and align their activities with the culture of the host country.

  15. (Pdf) a Study of India'S Favourite Instant Noodles

    This project is an attempt to analyze the truth behind the 'Taste bhi, Health bhi' commitment of the brand. INTRODUCTION The project titled "A case study of India's favorites instant noodles- MAGGI, a product of Nestle India Pvt. Ltd." deals with the study of the case of MAGGI ban, which happened in 2014.

  16. PDF Analysis of Marketing Strategies of Nestle Maggi

    Using Maggi as a case study demonstrates the value of cultivating a following of devoted customers. What should be taken into consideration has been concluded based on the case study. Introduction: One of the nation's top-ranking fast-food companies, Nestle India, is the owner of the Maggi brand.

  17. Maggi Case study final 3 .pdf

    View Maggi Case study final (3).pdf from BEX 5601 at Monash University. Case Study Analysis-1 Topic: The Maggi Noodle Safety Crisis in India Name: Gagan Damani Student Identification No: ... Identification of Solution to the Problem 1. Reduce the dependence on Maggi for sales, hence expanding product portfolio Nestle currently has product ...

  18. (PDF) Importance of Consumer Behavior -A Case Study of Maggi Noodle

    Consumer buyer behavior is considered to be an inseparable part of marketing and Kotler and Keller (2011) state that consumer buying behavior is the study of the ways of buying and disposing of...

  19. Case Study

    The government of India has filed a claim for damages from settle after allegations of excessive lead and MSG (a flavor enhancer) in Maggi prompted a nationwide inquiry. They become heated up over Nestle Maggi 2-minute noodles being hailed as India's worst nourishment apprehension in ten years, following the presence of chemicals in soda pops.

  20. Maggi Case Study

    Maggi Case Study - Read online for free.

  21. Maggie case study solution

    Maggie case study solution | PDF Maggie case study solution Feb 19, 2022 • 0 likes • 3,189 views maurya parkara Student at CEPT University Marketing This is the solution of Maggi case study solution. 1 of 4 Download Now What's hot (20) MAGGI BEST MARKETING STRATEGIES Nestle Maggi a comparative analysis of Sunfeast Yippee in comparison to others

  22. (PDF) MAGGI SAGA IN INDIA: AN ETHICAL ISSUE OR ...

    1 30TH April 2015 FDA of UP order recall of a batch of about 0.2 million packets of Maggi noodles due to excessive lead or MSG. 2 25TH May 2015 Concerned union minister, Mr. Ram Vilas Paswan...

  23. Nestle India Maggi Noodles Ban Case Study Solution

    The project titled "A case study of India's favorite's instant noodles-MAGGI, a product of Nestle India Pvt. Ltd." deals with the study of the case of MAGGI ban, which happened in 2014. The project report mainly deals with the impact of ban on NESTLE's financial results for the year 2014 and 2015.