1. Evaluation of Brand Loyalty for Maggi
-A Survey Based Presentation
Submitted By:
Abhishek Gaur
Davidson Kujur
Shiladitya Sarkar
Deepak Krishna
Sayan Chowdhury
Avinash Singh
Ishani Raj
Indian Institute of Management Ranchi
2. Objective
To evaluate loyal customer base for Maggi
To find out people’s expectations during the Maggi ban
People’s reaction to Maggi after the ban
Will Maggi be able to hold its actual position and brand
3. Methodology Used
Target Audience
Survey was conducted to a large participants of 92 people
It included participants from 2015-17 batch, our seniors from 2014-
16 batch and children from age group of 12-18 years old of age
Tools
A total of 10 questions in the survey
We used Qualtrics to conduct our survey
The survey was open for 5 days
4. Survey Standard Used
ALTA survey standard
It stands for American Land Title Association
Survey should be live for an exact 5 days
It should be used only for a minor subject (half credit)
The survey should reach a minimum of 80 surveyors
5. Business Scenario/Problem
Maggi was found with more than the permissible limit of Lead
Due to the ban on Nestle Maggi for about 6 months, the company had
incurred huge losses up to $67.42 million
One important aspect here might be to question the testing parameters of
the watchdog, The Food Safety and Standards Authority of India
Maggi is back in the store now, what’s next?
6. Why Survey?
Uncover the answers
To gather meaningful opinions, comments, and feedback. Respondents
are more likely to provide open and honest feedback in a more private survey
method.
Evoke discussion
Give your survey respondents an opportunity to discuss important key
topics. Communicate with your respondents about your survey topic. This allows
you to dig deeper into your survey.
Base decisions on objective information
Conducting surveys is an unbiased approach to decision-making. Don’t
rely on “gut feelings” to make important business decisions.
Compare results
Surveys results provide a snapshot of the attitudes and behaviors –
including thoughts, opinions, and comments – about your target survey population.
7. How to make your survey interesting?
Keep it short
Keep the questions to the point
Try to keep questions as less as possible
While sending a mail, make it interesting rather than boring
Use a crisp subject line in the mail
8. Aftermath Of the Maggi Ban
How often did you eat “Maggi” before
the ban?
Were you disappointed after the “Maggi”
ban?
9. Fan following: Maggi
Did you tried any alternative noodles
available in the market during the
ban?
Were you eagerly waiting for “Maggi”
to comeback in the market for sale?
10. The Comeback: Maggi back in stock!
Have you tried the new Maggi
after its re-launch?
If yes, did you find Maggi's taste
same as before the Ban?
11. Branding VS Rebranding: MAGGI
Have you seen the comeback
TV commercial of Maggi?
Would you like to see Madhuri and
Amitabh back again in Maggi TVC?
12. Perception: Maggi
Do you really think now it is safe to eat
“Maggi”?
Did you liked any other brand more
than “Maggi” during the ban?
13. Conclusion:
Maggi’s competitors couldn’t capitalized a lot from the Maggi ban
Re-branding is required for Maggi
Customer Engagement activities should be carried out(30% of target
participants haven’t even tasted the Maggi after the ban)
Maggi had a huge fan following (about 50% of target participants were
waiting for Maggi to be back in the store)
