Brand Management

EY ISB Programme – Group 5

10 September 2015

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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:► Mothers / Parents► Children► School Students► College Students► Office Goers

Regulatory bodies:► Ministry of Health and Family Welfare► Government of India► State governments► FSSAI► State level food regulators► Schools► NGOs

Related parties:► Employees► Raw material suppliers

Investors / Shareholders► Existing shareholders► Potential new shareholders► Research Analysts

Distribution Network:► Retailers ► Wholesalers

Media► Local Media► Global Press

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Target Stakeholder Segmentation

Immediate Long Term

Hig

h P

rio

rity

Lo

w P

rio

rity

Consumers / Customers:► Mothers / Parents► Children► School Students► College Students► Office Goers

Regulatory bodies:► Ministry of Health and Family Welfare► Government of India► State governments► FSSAI► State level food regulators► Schools► NGOs

Related parties:► Employees► Raw material suppliers

Investors / Shareholders► Existing shareholders► Potential new shareholders► Research Analysts

Distribution Network:► Retailers ► Wholesalers

Media► Local Media► Global Press

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Q2) Research methodology for understanding consumer sentiment

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MR Framework

Willing to share informationNot willing to share

information / Might not share correct information

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

Observational research is used for data from such consumers to ensure we

capture the true sentiment of buyers

Approach

Type of Consumer

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MR Methodology

Forums, Blogs Social media groups of strong

Maggi followers

• They are Maggi loyalists and will be willing to share information

Online Surveys

Details Platform Rationale

Data from Google search queries, Google Analytics

to analyse consumer trends

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

Business Intelligence & Data Analytics of the

Web

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

Super

Brand

Brand

Quasi Brand

Commodity

FuturePast Present

Super Brand

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

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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:

Apprising consumers of the exact nature and details of

the issue at hand

Gathering support from consumers to start

consuming the product

Step 1 Step 2

The biggest fear consumers have is the fear of the unknown since most people

don’t know the exact nature if the problem and mis-information given by media reports has added to the troubles

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

Expected Benefits

Action Plan

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Action Plan

► Product Composition & Variants

► Taste of the product- Tastemaker composition

► Suppliers

► Sales Team

► Distribution Network (Distributors, Retailers

What we will keep What we will change

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

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

► Quality Assurance equipment & processes

► Quality Control & Assurance team

► Product Packaging

Rationale Rationale

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Multiple consumer engagement across platforms

Office Goers• Majority office goers are

listeners of Radio programs and read magazines

Radio programs, mailers in corporate magazines

Activity Target Rationale

Parents of children of the age group 5-13

• Decisions for buying household items are taken by parents and not the children themselves

Awareness workshops at large housing societies and

parent associations

Across segments

• Getting information on the cause of the problem and remedial measures adopted will instill confidence

Communication of improved quality infrastructure,

processes across TV and social media

Across segments

• Celebrities are influencers for a large section of consumers and will help in reviving demand for the product

Celebrity endorsements for advertisements

Thank you – Group 5