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A case study on Maggi crisis

In April 2015, excessive lead in Maggi noodles led to a nationwide ban, resulting in significant financial losses for Nestle and a public outcry, particularly among parents and youth. To address the crisis, Nestle conducted extensive testing, launched emotional campaigns to rebuild trust, and successfully relaunched the product, making it synonymous with cherished memories. Following the brand's recovery, Nestle shifted its focus to social responsibility initiatives, such as promoting rural development and women entrepreneurship.

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• In April 2015, a government referral laboratory in Kolkata, following up on an initial report from Barabanki in Uttar Pradesh, reported excess lead in samples of Maggi. • Nestle lost more than Rs 500 crore (US$77 million) over the ban, which forced it to destroy more than 37,000 tonnes of Maggi noodles. • What they have a clear philosophy: think global and act local. • The company had faced in the 32 year-long standing history in the subcontinent.
  Nestle waited for the government to issue orders and for things to escalate to a ban.  This gave media the chance to fuel and consumers the chance to question the ongoing crisis. Social media often becomes the most intimate and most active medium of communication between the consumer and the producer.  Nestlé has conducted extensive, additional tests on over 1000 batches of MAGGI Noodles at its own accredited labs, complimented by tests on over 600 batches at external laboratories. All results indicate that MAGGI Noodles are safe and well within the regulatory limits established in India.
 FACTS:- .
 Came about 100 years ago in INDIA.  History says that maggie was not all time favourite.  After launch reports shows maggie was in loss for 10 years.  Campaign strategy plays a crucial role in maggie’s success.
 The early campaign were for working women. Target audience were womens who go to work and got get time for cooking meal.  India only contains 8% of women working ratio according to survey in 2010.  So, Maggi targeted the children, and relation between mom and child.
 The renowned name gain the trust of audience.  Maggi gain 70% of market in India.  The 2 minute instant pyaar for maggi rose with this strategy.
THE CRISIS After the discovery of lead conten, a hatred was spread among all individuals. Parents were afraid of using maggie. Comments such as cheater was widespread. Twitter was flooded with #banmaggi. All wrong tweets were made by youngsters. But the maggi was like candey in hand of kid. Which was now forecfully taken from them.
TWEETS LIKE THIS WERE ON SHORE. WRONG OR RIGHT DIDN’T MATTER.
YOUTHS : • Ban on #Maggi for emotional Indians • Social media often becomes the most intimate and most active medium of communication between the consumer and the producer. Here, Maggi India and Nestle India’s Twitter handle’s silence on this issue until June was only worsening the situation. • The company stopped running away from the crisis, they addressed it. • Connected themselves with youths by #memissyoutoo • Refused to let people forget of the product and the emotional value it once had for them.
WE MISS YOU TOO
TRUST • Ban on #Maggi was now out of allegations, after getting clearance from government. • Social media was used to spread word of trust. • To sell maggi it was necessary to let parents buy maggi to childrens. • So they created a camapign Mom’s Trust. • Finally, the hope was seen. And maggi created a slight changes in their websites. Label of no lead and extra chemicals was dropped from packaging theme. • Re-launch of Maggi happened strategically on the auspicious day of.
MAA KA BHAROSA https://www.youtube.com/watch?v=wuHkXi3xBzY
TRUST • The relaunch campaign saw television ads stating “Maggi safe thi, safe hai.” • The comeback of Maggi made it to the headlines with being all sold out within a few minutes from it’s launch on Snapdeal. Additional offers to the product were also made from Snapdeal’s end to boost the sale. • Welcome Back MAGGi with the ultimate dil ki deal. #SnapdealWelcomesMAGGI
Soon after, again directly aiming at the consumer’s emotional belongingness to the product, Nestle ran a campaign asking what does Maggi bring back with it? A rather smart move making the product synonymous to memories, habits and events of one’s life. #WelcomeBackMaggi was soon trending, both online and offline.
MAA KA BHAROSA https://www.youtube.com/watch?v=wuHkXi3xBzY
CRISIS MANAGEMENT TO IMAGE BUILDING: • The sales were up, the campaigns were successful, all laboratory tests were cleared. • The absence of the product gave space for competitor products to flourish. Patanjali Noodles, Wai Wai and Ching’s Noodles now became key players in this market. To reassert the product’s dominance over others from the same category • PR team decided to again hit back with another campaign titled #NothingLikeMaggi, asking customers to share their ‘Nothing Like Maggi moments’.
NOTHING LIKE MAGGI
CRISIS MANAGEMENT TO IMAGE BUILDING: • After reclaiming it’s lost territory in the market, Nestle India has more recently adopted a very positive socially responsible aura to it’s brand- something that was missing in the initial phase of their crisis management of the Maggi. • The more recent campaigns of the brand focus on rural development, women entrepreneurship, healthy living. • MAGGI KITCHEN JOURNEYS ‘Kuch Achha Pak Raha Hai' Celebrates The Story Of 12 Inspiring Women.
KUCH AACHA PAK RAHA HAI
KUCH AACHA PAK RAHA HAI