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Brand Management

EY ISB Programme Group 5


10 September 2015

Team Members

Shashank H. Jain

Karan Bhartiya

Siddhant Saxena

Saurabh Somani

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Q1) Target Stakeholders for Maggi?

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Target Stakeholders for Maggi


Consumers / Customers:

Investors / Shareholders

Mothers / Parents

Existing shareholders

Children

Potential new shareholders

School Students

Research Analysts

College Students

Office Goers
Distribution Network:

Regulatory bodies:

Retailers

Wholesalers

Ministry of Health and Family Welfare

Government of India

State governments

Media

FSSAI

Local Media

State level food regulators

Global Press

Schools

NGOs

Related parties:

Employees

Raw material suppliers

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Target Stakeholder Segmentation


Immediate
Consumers / Customers:
Mothers / Parents

Ministry of Health and Family Welfare

Children

Government of India

School Students

State governments

College Students

FSSAI

Office Goers

State level food regulators

Schools

NGOs

High
Priority
Low Priority

Regulatory bodies:

Distribution Network:

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Long Term

Retailers

Wholesalers

Media

Related parties:

Employees

Raw material suppliers

Investors / Shareholders

Local Media

Existing shareholders

Global Press

Potential new shareholders

Research Analysts

Q2) Research methodology for


understanding consumer sentiment

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MR Framework
Type of Consumer
Not willing to share
information / Might not share
correct information

Willing to share information

Approach
Consumers willing to share
information can be directly
tapped through surveys, which
will give us a rich source of
inormation for charting the
action plan

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Observational research is
used for data from such
consumers to ensure we
capture the true sentiment
of buyers

MR Methodology
Details

Platform

Rationale

Online Surveys

Forums, Blogs Social


media groups of strong
Maggi followers

They are Maggi loyalists


and will be willing to share
information

Business Intelligence
& Data Analytics of the
Web

Data from Google search


queries, Google Analytics
to analyse consumer
trends

Observational research
will be helpful for
consumers who might not
share correct information

Retailer Data Past Maggi


purchases, other instant
noodle purchase trends

Data over the past 9


months will help analyze
which areas, segments of
the target market are
most affected

Retailers

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Mediums of collecting information

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Q3) Is Maggi a super brand, brand, quasi


brand or commodity?

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Maggi was a super brand prior to the controversy but


has moved down to becoming a brand
Why is Maggi a brand and not a super brand today?
Is Maggi easily recognizable

Yes

Maggi been around for long number of years

Yes

Maggi is a consumer favourite

No

Maggi is very profitable

No

Maggi generates demand without much


advertising and marketing spends

No

Maggi has a cult following

Maybe

Does Maggi Brand transcend the product?

Yes

Has Maggi survived the upheavals of a tumultuous


marketplace?

To be seen

Recent controversy has led to significant loss of trust in brand and sales, downgrading the brand
perception of Maggi
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Movement along the framework

Past

Present

Super
Brand

Super Brand

Brand
Quasi Brand
Commodity

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Future

The movement of Maggi


as a brand back to a
super brand status ,
retaining itself as a
brand or moving down
the framework is
dependent on the
manner in which Nestle
handles in the re-launch
in December

Q4) Re-Launch Plan

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Approach to the Action Plan

Our plan is outlined on successfully completing 2 critical


steps to successfully re-launch Maggi:
Action Plan
Step 1

Step 2

Apprising consumers of the


exact nature and details of
the issue at hand

Gathering support from


consumers to start
consuming the product

Expected Benefits
The biggest fear consumers have is the
fear of the unknown since most people
dont know the exact nature if the problem
and mis-information given by media
reports has added to the troubles

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Consumers in the Indian market


demonstrate a herd mentality. Hence the
toughest job for Nestle is to get the first
few set of consumers to start consuming
the product post which overall consumer
adoption would automatically improve

Action Plan
What we will keep

Product Composition & Variants


Taste of the product- Tastemaker
composition
Suppliers
Sales Team
Distribution Network (Distributors,
Retailers
Rationale

The core product attributes were what the


consumers liked and should be retained. Further
the company would need the support of key
stakeholders to re-launch the product

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What we will change

Quality Assurance equipment


& processes
Quality Control & Assurance
team
Product Packaging

Rationale

The issue relates to inadequate QA / QC, hence


changing equipment, processes and team will
build confidence in the mind of consumers.
Further, changing the packaging will remove any
negative recall about the controversy

Multiple consumer engagement across


platforms
Activity

Target

Radio programs, mailers in


corporate magazines

Office Goers

Awareness workshops at
large housing societies and
parent associations

Communication of improved
quality infrastructure,
processes across TV and
social media

Celebrity endorsements for


advertisements

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Parents of children of the age


group 5-13

Rationale
Majority office goers are
listeners of Radio programs
and read magazines

Decisions for buying


household items are taken by
parents and not the children
themselves

Across segments

Getting information on the


cause of the problem and
remedial measures adopted
will instill confidence

Across segments

Celebrities are influencers for


a large section of consumers
and will help in reviving
demand for the product

Thank you Group 5