Nestle's Maggi: Re-

Positioning a
Recalled Product
Ma01rketing Management Assignment
Relaunch Value Communication
Strategy
To reinstate the trust of customers in the brand:-
The company should develop a crystal clear benefit statement
It should refine the value messages and measure the empirical impact

Communication of Brand Values and offerings through:-

Videos of how Maggi is produced.
Show the factories and the people working there.
Videos, infographics and details about its quality control procedures and
tests.
Independent experts commenting on these
processes. Open up the factory for guided tours.
Invite the public to tour the factory, look at the equipment, see the tests.
Partner with international testing organisms, health organizations and the
manufactururers of the testing equipment to comment and validate the
testing procedures and quality controls.
Have a Q&A section on their website and respond openly.
Create a ‘health challenge’ to come up with the healthiest recipe
using Maggi soups as the base.
Factors
influencing
buyer
perception
Quality
standards Price
Substitute
products Company
values
Publicity through social
media Clearance from FSSAI
How customers will react to price change:
B2B Customers:
A reduction in price will mean
more competition as the
various B2B customers will
also be buying other brands.
The brand with the best
image of quality will sell more
in the market.
If price is increased the shop
owners will buy lesser
volume of Maggi noodles as
this will mean less sales
compared to other brands.
04
B2C Customers:
A reduction in price will mean
more competition as the
various B2B customers will
also be buying other brands.
The brand with the best
image of quality will sell more
in the market.
If price is increased the shop
owners will buy lesser
volume of Maggi noodles as
this will mean less sales
compared to other brands.
05

Educating
target
customers
Virtual tour of manufacturing
unit. Interviews with experts.
Share experience of customers
through social media.
Advertise nutrition values of
maggi. Promote maggi as healthy
food.
Involve employees in branding maggi
as safe.
 06

Submitted
by:
Puneet Sharma - 21PGDMHR22
Rajarshi Das Gupta -
21PGDMHR23 Rohit Kumar -
21PGDMHR24 Sakshi Singhal -
21PGDMHR25 Shruti Saraf -
21PGDMHR26