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Maggi Noodles Craig Maas, Hannah Meesala, Kishore Raju, Lingling Xia
Agenda
u Situation Analysis
u Recommendation
u Implementation
u Summary
u Q&A
Competitive Advantage
u Pioneers in the Instant Noodles
u Maggi synonymous to Noodles
u Staple food for many Indians
Situation Analysis Recommendation Implementation Summary
Issues
u Lead and monosodium glutamate found in Maggi samples
u Media aggravating the issues
u Consumer Dissatisfaction
u Brand Image Destroyed /Trust Broken
u Emotional Outcry
u Competitors doubled production
u Threat of new entrants to fill the void in the market
Situation Analysis Recommendation Implementation Summary
Challenges
u Regain its pre-fiasco market share
u Communication strategy
u Growing Competition
u Ensure no permanent damage
u Corporate Strategy
u Focus on Quality or Crisis control
Situation Analysis Recommendation Implementation Summary
Timeline
Press ReleaseAdvertisingProduct DestructionQuality Check Tour of Plant
1 2 3 4 5 6 7 8Weeks
Maggi Noodles
Situation Analysis Recommendation Implementation Summary
Win-Back Strategies | 1st week
u Press Release
u Product Destruction
u Quality Check
• Be truthful about the incident and quality control neglect
• Reinforce our new leadership management team and the efforts taken by for quality control and transparency of suppliers
Situation Analysis Recommendation Implementation Summary
Win-Back Strategies | 2nd week
Advertising
• Staple food in India • Emphasis on our new leadership and quality control |
ZERO MSG & lead • Contract with famous film and music stars for
advertisement campaigns | huge persuasive in India
Situation Analysis Recommendation Implementation Summary
Win-back Strategies | 3rd Week
u Advertising
u Quality control
u Press & Media
Situation Analysis Recommendation Implementation Summary
Post interview video with loyal customers | college students, children, people on travel, etc.
Win-back Strategies | 4th Week
u Tour of the plants | Mass media
u Quality control
u Advertising
• Educate public about our new healthy ingredients and quality control process
Situation Analysis Recommendation Implementation Summary
Concentrated Market
Competitors
Sunfeast Yippee Noodles
Smith and Jones
Top Ramen
Knorr soupy noodles
Patanjali Atta(Wheat) Noodles
Situation Analysis Recommendation Implementation Summary
Damage Prevention
Kaizen process for continuous improvement
Six sigma for quality control
Transparency in raw material sourcing
Situation Analysis Recommendation Implementation Summary
Communication
What Happened
1. Delay in communication
and recall
2. Distrust by the public
3. Recall of all Maggi Noodles
varieties
What Should Have Happened
1. Instant contact with
consumers and recall
2. Ensure all that quality is of the
utmost importance
3. Recall of Maggi Noodles
but quicker introduction
back into market
Situation Analysis Recommendation Implementation Summary
Quality Control vs. Crisis Control Alternative
Crisis Control
Short term solution
Does not allow for continued
growth
Exacerbates company
image
Quality Control
Long term solution
Continued growth over
time
Enhances company
image
Situation Analysis Recommendation Implementation Summary
Quality Control vs. Crisis Control
Transparent Quality Control
Focus on quality is the crisis control
Long term health of Maggi Noodles
Situation Analysis Recommendation Implementation Summary
Timeline
Press ReleaseAdvertisingProduct DestructionQuality Check Tour of Plant
1 2 3 4 5 6 7 8Weeks
Maggi Noodles
Situation Analysis Recommendation Implementation Summary
Summary
Quick response to calm public
Focus on quality for now and the future to offset any trepidation
Advertising and information to the public
Continuous growth of Maggi Noodles brand
Situation Analysis Recommendation Implementation Summary
Timeline
Press ReleaseAdvertisingProduct DestructionQuality Check Tour of Plant
1 2 3 4 5 6 7 8Weeks
Maggi Noodles
Assumptions
u Growth rate =7.5% per annum
u NIL has already gone through quality checks with suppliers
Financial forecast (quarterly) in Rupees
0
5
10
15
20
25
30
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