1. The document discusses strategies for relaunching Maggi noodles in India after it was temporarily withdrawn from the market due to safety concerns. 2. It recommends a penetration pricing strategy and focusing marketing efforts on appealing to mothers to rebuild trust. 3. A new communication strategy is proposed that emphasizes transparency around production and quality control to reassure consumers.

1. 2 min Noodles
21BSP1235 Ritankar Dutta
21BSP3081 Sarthak Banerjee
21BSP1224 Priya Singh
21BSP1182 Anindya S. Roy
21BSP0344 Gunjan Saha
21BSP1244 Sahil Poddar

3. Me and Meri Maggi

4. Meri Maggi : 2 Min mein Khushiyan

5. #HealthyisEnjoyable

6. Questions :-
1. What kind of pricing strategy would you advise Maggi during the re-launch of a product? Why?
2. Taking into consideration the Bowman’s Clock, which position do you think would be appropriate for Maggi?
Justify your answer.
3. Draft a new relaunch value communication strategy for Maggi.
4. How will business-to-business (B2B) customers, as compared to business-to-consumer (B2C) customers,
respond to any kind of price change or discount offered by Nestlé for the relaunched Maggi?
5. Discuss the tasks of educating the target customer through media, as well as lobbying lawmakers and regulatory
authorities.
6. How can you woo the retailers?
7. Draw a hypothetical Perceptual Map while relaunch of Maggi is getting done. Mention the assumptions that you
have considered.

7. 1) What kind of pricing strategy would you advise Maggi
during the re-launch of a product? Why?
Maggi generally target women's or middle calss because women's look budget & Children health so it will generate
profit.
Maggi also uses Masstige strategy it implies brand positioning, aiming at creating mass prestige value for the
brand. As it aims at maximising sales neither by lowering prices nor by offering discount.
Maggi also has a penetration pricing strategy because it knows it has to penetrate the market over india. There are
many indirect competitors to Maggi as well. Maggi has a very clear-cut policy regarding its prices. From its initial
years it has kept low pricing policy because, its consumers mostly belong to the average middle class group. To
make the product affordable they had to tone down their prices but the volumes the product generates has helped
the company in maintaining a healthy profit. Therefore, the prices have always been kept normal without any
dramatic changes. In order to keep with the changing economic times Maggi has reduced the quantity, instead of
the prices. Along with this, to cater to the middle and low income class customers, Maggi offers different sizes of
packets at various prices so that the customer can buy as per budget.

8. 2) Taking into consideration the Bowman’s Clock, which
position do you think would be appropriate for Maggi? Justify
your answer.
1. Ideally maggi should relaunch at the 2nd position which is the Low price strategy.
2. With Maggi withdrawing temporarily from the market, many different brands took up the baton and launched
many low priced products specially Sunfeast Yippee and Pantanjali atta noodles.
3. Therefore Maggi can consider the 2nd position to compete with these brands and gain back its lost market share.
But it is also a risky position as Maggi has already lost the trust of the consumers due to its lead and msg scandal
4. Therefore 3rd position which is the Hybrid strategy would be a better option for Maggi.
5. Maggi is planning to reposition itself as a healthy product therefore "healthy" can be an added value for Maggi.

9. 3) Draft a new relaunch value communication
strategy for Maggi.
1. Nestlé can rebuild trust again is with transparency. Videos showing how Maggi is produced, the factories and the people
working there. Videos, infographics and details about its quality control procedures and tests. Nestle used a two-pronged
marketing strategy to relaunch Maggi. First, they used traditional advertising methods such as television commercials and
print ads. Second, they engaged in a social media campaign, which included using hashtags to generate discussion about
Maggi on Twitter and Facebook. Maggi should focus on mothers for its relaunch. Mothers are the main decision makers of
a house specially in relation to the health and diet of the family. Therefore, relaunching of Maggi should be done by
appealing to the mothers and focusing on the health aspect of the product.
2. New Packaging - As Maggi is coming back into the market, it should come back with a change. It should change the
packing design, so that the people also think that it is something different. New design will also lead to creation of brand
and will have a positive psychological impact on the public.
3. Campaign- Maggi should use this issue as an opportunity and start a campaign with the title ‘Maggi is Back’. Using the
hashtag #LetYourMomKnow- Maggi should warm up to mothers. This would help them gain the popularity and would help
in regaining the lost image among the customers. A campaign for positive publicity is required to counter the negative
publicity campaign which has happened in the past.

10. 4) How will business-to-business (B2B) customers, as compared to
business-to-consumer (B2C) customers, respond to any kind of price
change or discount offered by Nestlé for the relaunched Maggi?

11. 5) Discuss the tasks of educating the target customer through
media, as well as lobbying lawmakers and regulatory
authorities.

12. 6) How can you woo the retailers?
1. We would give volumes and margins on bulk
2. We would do an inter-competition among the retailers
3. Nestle's products are available at 3.5 million retail outlets of India
4. We would give higher profit margins and commissions to the
retailers

13. 7) Draw a hypothetical Perceptual Map while
relaunch of Maggi is getting done. Mention the
assumptions that you have considered.