INTRODUCTION

Brand Archetype of Benny & Silos:

The Innocent
Innocent archetypes are as follows
1. Offers a simple solution to a problem
2. Associated with goodness, simplicity, nostalgia,
childhood
3. Low or moderate pricing
4. Straight forward values
5. Superior quality product compared to other brands
Key traits which this brand should live up to are as follows:
Optimistic, Simple, Truthful, Honest, Straight-forward, Reliable

Pepsi & Coca-Cola Case

The Center for Science and Environment (CSE), issued the test results that found 12
PepsiCo and Coca-Cola brands across the city contained pesticide residues that surpassed
global standards by 30-36 times.
Reaction:
The Indian government eventually banned all Coke and Pepsi products in Parliament and
schools soon followed suit.
Strategy followed:
1. Win back former customers.
2. Satisfy investors.
3. Cut salaries by 10percent for all Coca-Cola India employees.
4. Gain notoriety as a champion of social service and environmental protection.
5. Promotion through big shot celebrities.
6. Targeting the rural crowd Thanda Matlab Coca- Cola

Strengths

Weaknesses

Benny

is the product of a 100 years old

multinational company PESTLE which has pan
India acceptance.

3 times the permissible amount of lead and MSG was

found in samples of Benny.

Poor response from the management to contain the

issue.

It has a great brand value and has dominated the

instant noodle market of Asia and Europe.

It has 65% market share in the noodle segment in

India.

Opportunities
Extensive advertisement will help Benny to
resurrect its brand image.
It should try to bring eminent personalities for its
ad-campaign.
Pestle New Zealand should try to convince parents
as the drink is nutritious.

Threats

Various NGOs are giving undue importance to the

issue.

Prolonged ban on sales of the product will be harmful for

the product and the company.

Market share of Pestle will take a hit.

Recommendations (Pestle
India)
The company should apologize for the inconvenience created to its loyal
consumers and for the time being it should pull its entire product range from
the market.
The company should not go for the unconditional apology.
The CEO in a press conference should emphasize on the fact that the
company is testing its products as per accepted international methods via
independent labs.
Pestle India can outsource ad work for restoring brand image to a third party.

Recommendations (Pestle New Zealand)

Pestle should go ahead with the new composition and
same change in Australia.

plan to launch the

Pestle should construct a well defined ad campaign that makes the consumer
aware of the potential benefits that the new product would offer (health and
sustainability).
A female celebrity mother can be made brand ambassador to promote the
product

Thank You