The document summarizes a presentation on Maggi noodles. It discusses Maggi's origins in Switzerland in the late 19th century and introduction to India in 1982. In 2015, Maggi faced a nationwide ban in India for 5 months after tests found higher lead levels and MSG in samples. Nestle recalled products and destroyed 38,000 tons of Maggi worth Rs. 320 crore. After the ban, Maggi ran social media campaigns to stay connected to customers and reintroduced products in November 2015 with new variants.

1. Project Preparation and Management
Reg. No- <your_Reg_number>
Presentation on- Maggi Noodles(Confectionary)
Presented by- <your_name>
Presented to- <your_faculty_name>
Your
University
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2. Write Up
Hola Everyone!!
Now I am sharing you the summary of my presentation in the form of a write up and the topic of my
presentation is Case Study of maggi Noodles.
So it is not possible that we don’t have eaten maggi in our lives. The craze for maggi is just unmatchable. So
let’s begin!
Maggi is an international brand of seasonings, instant soups, and noodles that originated in Switzerland in the
late 19th century. The Maggi company was acquired by Nestlé in 1947. Maggi was introduced in India by a
Global FMCG company called Nestlé in 1982 and over this time, until 2015 the brand captured 60% of the
noodle market in India. Maggi was in every nook of the country, this was because of how affordable, portable
and instant these noodles are! However, as all good things come to an end. Maggi faced a temporary ban in
2015!
FSSAI is not very well known for surprise food inspections, however, April 2015 was different. FSSAI
conducted a surprise Inspection for testing any possible food adulteration issue on Maggi’s manufacturing unit
in the Barabanki district of Uttar Pradesh. The tested samples were sent to FSSAI labs and reports of higher
than permissible levels of lead and the presence of Monosodium Glutamate(MSG) was released, these
substances are banned to use for consumable products. Naturally, Nestlé India Limited (NIL) appealed against
the report and said MSG was a result of natural processes and requested re-inspection of the products in the
unit. Following this appeal, samples were sent to a government-authorized lab in Kolkata which only supported
the findings of state FSSAI laboratory.

3. Write Up(Continued…)
These reports led to several states banning sale and use of Maggi, obviously because of the health concerns.
And unfortunately, on 9th June, 2015, FSSAI (Food Safety and Standards Authority of India) i.e. the food
regulator in India put a nationwide ban on sale on Maggi noodles for 5 months. Owing to this nationwide ban
Nestlé recalled all the Maggi products from all the outlets and emotionally promised that they’ll be back in
market as soon as the lab reports were clear. Almost 38,000 tonnes of Maggi was destroyed by Nestlé which
worth Rs.320 crore.
The then brand Ambassadors of Maggi – Amitabh Bachchan, Preity Zinta, and Madhuri Dixit were slammed for
endorsing the brand. Criminal cases were filed against them – yep, no joke. Competitors: Top Ramen, Yippie,
Patanjali Noodles started marketing their noodles healthy – we guess fats were not really unhealthy back then.
Well, we can’t really blame them, 60% of the Market was now open for them to capture. Things went south
when the Government filed a case against Nestlé and charged Rs.640 crore for damages – Yikes! Nestlé
posted its first loss in 17 years after the Maggi was banned. But worse, the consumers were now losing their
trust in Maggi. Yep, FSSAI and the Government is all serious when it comes to your health – but the story
wasn’t over yet.
Surprisingly even when the Maggi was banned, it really wasn’t ready to give up on its consumers. The brand
had an active social media page through which it stayed connected to its audience by the way of various social
media posts and advertisements. Even on their Facebook page, they kept posting that their (consumers’)
favorite food will be safe to consume very soon. There was a loyal set of customers that believed in Maggi and
would occasionally post on their social media about how much they wanted their favorite noodles to return.
Responding to them Maggi ran a campaign showcasing how they were missing their customers as well. They
also created helpline numbers and FAQ pages for customers’ related queries.

4. Contents of my presentation
History Case Study
Maggi Products
Marketing
Strategies and
Conclusion
01
02 05
04
Brand Share of
Noodles in India
References
03 06

6. Originated in Switzerland by Julius Maggi. Earlier worked
with his father at Wheat Milling industry.
Later decided to originate its own product during Industrial
Revolution.
In 1886, Ready made Soups made from lentils was produced.
In 1897, Maggi products like noodles, cubes, sauce etc were
introduced.
Maggi + Nestle started in 1866.
Maggi introduced in India in 1982 by a Global Company
Nestle.
Captured 60% market in India in Noodles Industry.
History

7. Cubes
Seasoning Sauce
Noodles
Recipe Mixes
Maggi Products

8. Brand Share of Noodles

9. The BAN:
FSSAI conducted inspection in April 2015, complaint issued by
Barabanki District of Uttar Pradesh.
Found higher levels of MSG in maggi, harmful for consumption.
Level reached more than permissible levels.
Nestle requested re- inspection.
FSSAI bring samples in Kolkata and were found inappropriate.
Maggi Case Study (2015)

10. The BAN(Continued…):
 Unfortunately, maggi was banned on 9th June 2015 for 5
months.
Nestle India called its products.
Almost 38,000 tonnes of maggi burnt worth 320 Crores!
Maggi promised to bounce back.
Maggi Case Study(Continued…)

11. Impact of BAN:
Amitabh Bachhan, Preiti Zinta and Madhuri Dixit slammed
for advertising.
Criminal cases filed.
Other competitors took advantage.
640 Crores charged for damage.
Consumers start losing interest and trust.
Maggi Case Study(Continued…)

12. And the RETURN!!
Maggi India didn’t give up on its customers.
Create trust and awareness among Social Media handles.
Started Campaign showing missing their loved customers.
Emotional advertisement shown on television.
Created Helpline numbers and FAQs on website.
Finally ban removed and returned back in November 2015.
Celebrated with welcome kits containing 12 maggi packets and
made 15 new variants.
60,000 packets sold in 5 min!
Maggi Case Study(Continued…)

13. A little mistake of a huge brand can make a huge impact on the
company and its sales.
Beware of all the steps taken by you and follow the FSSAI
guidelines properly. Regular inspection must be there.
All matters is emotional attachment towards its customers and
their loyalty.
Other competitors took advantage during the ban.
If big company, then start campaigns, advertisements and
interaction with the customers is a need.
Don’t lose hope no matter how bigger the problem is and come
back stronger.
Marketing Strategies and
Conclusion

14. https://casereads.com/maggi-case-study-the-2015-maggi-
crisis/
https://brandequity.economictimes.indiatimes.com/
https://www.bloombergquint.com/business/excerpts-how-
nestle-overcame-the-2015-maggie-crisis
https://www.youtube.com/watch?v=zc4_ 9MXIH4o
References