The document outlines Nestle's strategy to restore trust and relaunch Maggi noodles in India after it was banned in 2015 over lead content concerns. The strategy includes: 1) Clarifying test results and highlighting clearances from international food regulators to address safety questions. 2) An image makeover campaign using comedy YouTube channels and celebrity endorsements to rebuild the brand's warm, family-focused image. 3) A PR campaign with distributors and retailers to regain their trust and support for the relaunch.

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2. Brand Consumerism Model Analysis
Small packets
Well packed
food
Physical Facet Personality
Consumer
Mentalisation
Reflected
Consumer
Relationship
Affection, Trust, Quality
Culture (Value)
Purity, Taste,
Familial affection & love
Association with global brand
of Nestle
Traditional,
Honest
High On Family
Values, Trustworthy
Happy & Man of
Values
Affected Ingredient
Short Term Strategy
Containment
• Highlight the court’s question & clearance of Maggi Noodles
by US & EU Food regulatory bodies
• PR campaign with Distributers & Sellers
• ISO 9000 Quality standards implementation and certification
in manufacturing sites
• Rope In celebrity with high brand equity.
• Advertising “Meri maggi, Meri Kahani” of NRIs spread across
globe who get to enjoy their bowl of Maggi.
Prelaunch strategy
• Image Makeover using stand up comedy through AIB ,TVF,
Being Indian. (Visual message is more effective ).
• Explain FAQs on Nestle India site in simple terms to highlight
the customer interaction.
• Flash ads of Maggi with “Miss Me?” tagline.
• Hoarding of Vintage Maggi ads at prime locations.
• Kids at Traffic signals wearing Maggi T-shirts.
Long Term Strategy
Post launch Strategy
• Celebrity brand image Leveraged to build trust.
• Rope in Nat Geo for documenting connect of Maggi.
• Issue a booklet giving Lead standards & difference between
MSG & Glutamate.
Steps To restore Trust
Executive Summary

3. Containment of crisis
• MSG (E621)- Has a savory Addictive taste which according to U.S.F.D.A id GRAS (generally recognized as safe). Nestle does not use it after performing
a thorough study of Indian consumers who preferred Maggi without MSG. Glutamate found in test results may have come from using hydrolyzed
groundnut protein which is allowed to be used in products.
• Glutamate is also found in vegetables and fruits like peas, tomatoes etc.
• The level of glutamate for example in MAGGI Noodles is around 0.2 g/100 g, which is close to the average level of glutamate measured in the same
portion size of tomatoes or peas.
Judge’s Questions:
• Why was only Maggi targeted?
• If only three variants were tested why all nine variants were banned?
• 72 samples taken only 30 contained lead rest 42 were within permissible limits. What is the reason?
Publicize the Facts
Lead Content Clarification
• Environmental occurrence, largely due to industrial emissions from mining, smelting, recycling or waste incineration, can contribute
substantially to overall lead exposure (IARC 2006; JECFA 2000).
• Lead levels in tap water are usually < 0.01 mg/litre, although much higher levels are present in areas where water is delivered through lead
piping. Atmospheric deposition, urban runoff , lead solder in copper pipe fittings and old lead pipes contribute significantly to lead levels in
water (WHO 2011).
• US FDA & FSSAI states Lead <0.5 ppm for infants and children.
• EU FSA states in 19 European countries per capita average dietary exposure of lead is 0.36 – 1.24 ppm per day.
HOWEVER
• The USFDA has cleared the samples of Nestle Maggi for consumptions by adults and kids.
• Agri-Food and Veterinary Authority of Singapore (AVA) cleared samples of Maggi.
• UK has also cleared Maggi imported from India for consumption after it tested 900 different samples covering 1.6 million packets and found lead
content to be under EU set permissible value.
• CFIA of Canada has cleared the samples too and as per Bombay High Court verdict, Nestle can now export maggi made in India to these
countries.
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Surendra Narayanan, M.D, Nestle Maggi should lead from front and feature in a 4-5 min short film in
which he should clear the air of confusion around ban of Maggi and promise to come back with
India’s favorite Noodles in no time.

4. Source: JECFA 2011
60
30
25
10
0
10
20
30
40
50
60
70
1955 1960 1965 1970 1975 1980 1985 1990 1995
BloodLeadLevel(mcg/dL)
Year
Blood Lead level Standards
Building the Trust Chain
• Campaign ‘Itni si Khushi’ with Distributors and Retailers to gain back the trust.
• During re-launch of Maggi, major retail stores across metros and small cities to distribute Yellow T-
shirts to its employees with Maggi’s logo embossed on both sides with a catch-phrase “I’m Back”.
Modifying the Point-of-Purchase with this campaign to remodel it into smiles and tears induced by
Maggi.
Placing order to companies expert in making POPs for putting the relaunching idea in the POPs.
Placement of relaunched Maggi’s POPs at most visible places of the stores.
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Source: ATSDR- CSEM course WB 1105

5. Pre launch: Brand Re-positioning
Flash ads in between Movie in theatres and during prime time shows on Television
A single white frame should be slipped between the movie scene with comment like
“Maggi coming soon” or “Missed me??”with maggi logo.
Vintage Maggi Noddles Ad on Bill boards & Hoardings
Social Media Channels:
Image Makeover using stand up comedy channels like AIB, TVF, Being Indian.
• Implementation of ISO 17025 Standards in Nestle NQAC laboratories.
• Explaining FAQs mentioned on Nestle’s Site in simple terms on Social Networking Sites.
• Using the Humor element which the above Youtube channels are known about, we can
explain the confusion and allegations which have been made against Maggi.
• Visual content always make more impact than written document or words.
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Media Channels:
Satellite tele services like TATA SKY have preset channel which is used for
advertisement of products. Nestle can run a couple of videos which show the void left
by Maggi in everyday life of Insta noodles lovers.
• Video of school kids coming back home after a session of football and as hunger
strikes, they realize how dull life has become as they don’t have Maggi when
they want it the most.
• Video of an IT professional woman reaching home after exhaustive session, puts
on her favourite movie “Yeh Jawani Hai Diwani” but struggles to enjoy it as she
doesn’t have her bowl of maggi.
• Video of young army officer who already misses his mom’s cooked food and
now he doesn’t have his Maggi too
NRIs around the world being shown enjoying maggi on Youtube and on
Televisions. Taking “Meri Magi, Meri Kahani” concept abroad.
Front Paper full print which will cover all developments related to Maggi under
Weekly column “Äapki apni maggi”. Cartoon artist Faisal of Garbage Bin fame to be
roped in to generate emotional cartoon strips which can be printed in news papers
and shared on social media too

6. Brand Repositioning Post Launch
Rekindling the Emotional connect by taking the ‘My Maggi’ concept further by scenarios like late night exam studies with their
favorite bowl of Maggi
Cases of Pepsi, Cadbury from past shows Negative publicity helped a brand bounce back with rigor.
Empowering Local Team to take major Decisions and come at front as they are the best when it comes to ground realities.
Working mother who feels relieved to cook Maggi after missing it for long time also signifying the ease of cooking
Get a documentary made which covers the crisis, results, actions taken for damage control, legal complications, re-engineering,
major turnarounds and investments done in technology and marketing strategies. Behind the scenes of the celebrity
advertisement. Capturing the mood of employees and the steady process of capturing the market
Advertisement showing M.D, VPs, employees and factory workers get excited as they see their watch struck lunch hour and each
one of them opens the lunch box to enjoy their most beloved version of maggi and then Mr Suresh Narayanan, M.D, Nestle says
‘’I’m enjoying my maggi. Are you??’’.
Hand out booklets containing standards of US FDA and EU FSA along with packets of maggi
Long Term Plan: Leveraging Brand Equity of celebrities for Building trust in the product. Consumers when see a celebrity of high
repute endorsing a brand, they tend to start developing lost trust in the brand. Also through this advertisement, Nestle can apologies
for the lapse in Quality and assure customer that the seal of trust will never be broken again.
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Tempted??
This is Meri Maggi, Meri Kahani