Strategies to revive the brand Maggi
In recent months, we have seen one of India’s most successful
and iconic brands spiral down in a national hiatus. The saddest part was how the PR and marketing
team was unable to save Nestlé India’s baby. The product which contributed to
70% of Nestlé’s shares, shunned down with a thud, threatening not only Nestle
but other major food and beverage companies in the country. Even though there
are certain speculations that Maggi was singled out and penalized but the
callous attitude of Nestle was unapologetic. In a recent survey conducted by
the FSSAI, certain samples of Maggi were tested to have heavy per cent of Lead
and MSG content in the product, claiming about three times more than a bar. FSSAI
have caught many products and penalized them before but why the ultimate shut
down and such a racket across the country for one product? That is because this
brand or product has been synonymous with us for so long that the consumers
have found an emotional bond with it, which also was a reason of the major
success of the brand over decades. The biggest reason for Maggi’s downfall was
that Nestle took a seat back quietly letting the storm rage and leading its
biggest revenue into the dark. The PR or a marketing team didn’t even budge.
This would be otherwise a smart move as an immediate or a jolted response might
have backfired or let the company to be under attack, but concerning children and
several other consumers’ health at stake this was a deadly move threatening
other food brands too. Lack of communication also kept the nation in the shade
hence, there were many people who didn’t know the entire background story and
were aware of the lawsuit highlights. With a brand like Maggi, a trust issue
with parents has become the most significant problem. The two-minute snack
which had sales off the rack in abundance now is attacked with dubious
questions. Here are a few steps that can be taken to revive the iconic brand. First
and foremost step the brand can take is communication. This is a major tool as
it may help educate people about the brand, build the same bond and trust and
raise awareness in the country. First of all Maggi should come clean and not be
in denial of acceptance. The tool or medium for this can be an:
·
Interactive
Seminar
·
Public
Forum
·
Door
to door/ Telephone Survey
·
Internet
FAQs or Quizzes
The most important of all is that these initiatives should be
conducted or held by official Maggi representatives only. They should have a
board or a panel including the new CEO
of Nestle (Mr Suresh Narayan), the woman behind the success of Maggi being a
household name (Shivani Hegde), other employees and representatives from the
production and maybe a representative of FSSAI or a government body ensuring
the product is safe for consumption. They can address the crowd/press directly
by accepting and apologizing for their callous attitude and seek for the
consumers’ trust once again. As they are part of the company, people can be
comforted by the fact that insiders consume and promote the product. Having a representative
from FSSAI or any other food and nutrition board or any government body will
educate people about the ingredients and safety in production of the snack,
reassuring and considering numerous health at stake. Later Maggi can have FAQs
or certain fun quizzes on internet or in public forums and spaces like plazas
and shopping malls. This will intrigue the crowd with successful advertising
campaigns and endorsements. With the help of this they can conduct primary and
secondary researches followed by SWOT analysis, aiding the brand to understand
consumer issues and needs from scratch. Nestle can also collaborate with
another trusted brand/food and beverage company to launch this renewed product
(Maggi). They can also claim it to be made of organic products, assuring the
similar legendary taste. It might encourage more crowds to purchase the product.
They can use the marketing tool of ‘Trading up’, this might be at risk and have
a chance to loose so customers but will the product can steer away from the
notion of ‘cheap’ associated with it. They can always retain their core
customer base and brand value but with making these minor changes, it may help
the brand revenues to hike. To attract the younger customers they can share
trolls and forwarded vines related to the product, this can lighten up the
consumers making Nestle light-hearted and be able to learn a lesson. The most
important process Maggi can follow is strict policing while outsourcing
products and a check on the whole production process. There should be severe
licensing before distribution, hence updating their standards. They should even
ensure food and health management certification complying with norms,
implemented and practiced like ISO 22000. They should even maintain a
transparency in their production and distribution along with the outsourcing.
Maggi can even be launched with a new identity by changing name, logo and
packaging but staying true to the core value and customer base of the brand.
The brand would be needing constant promotion and campaigning to connect with
the consumers on an emotional level. Television
commercials (Broadcast) and Newspapers (Print) would be the best traditional
methods to urge the faithful older customer base. For the younger generation,
Maggi can constantly use Internet and Billboards (Outdoor) as a tool to be
influential. Using these and numerous other strategies, there is a hope that
Maggi can revive back.
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