The magic reincarnation of Maggi noodles
Nyenrode Management Consultancy team welcomes the management board of NIL
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Problem definition • Regain market share • Brand Image • Quality control
Challenges
Solution
Research Question How can Maggi Noodles return in the market as the unmatched market leader?
The Maggic reincarnation
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Way to success Maggi noodles aims to provide transparency and quality management at all times in order to ensure a
sustainable competitive advantage
Transparency optimization
Perceived value
Long term quality management
90% market share
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Situational analysis Company Competitor Customer
Begin 2015 Late March Beginning June End June Middle June August
90% Market share
MSG in Maggi
products
Positive test resultsà 16 days later
press release
Maggi products banned
India MD Videos showing nostalgia
First financial loss 17 years
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Situational analysis Company Competitor Customer
The competitor is
ITC
Agg
ress
iven
ess
Brand image
Patanjali Ayurveda
Maggi
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Situational analysis Company Competitor Customer
Students
Maggi Mom
‘On the way’
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Key take aways
Transparency and quality brand issues 1
90% market share 2
Vacuum filled by competitors 3
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Criteria
1
2
3
• Brand image
• Challenge competition
• Prevent permanent damages
• Quality management
Criteria
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Alternatives
• Launch organic new brand
New brand development
• Enter the online world
• Production process from A-Z
• Quality supervision teams
Maggic through the roof
• Reborn in new market
• Same business model
• Leave India
Try again in China
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Alternatives
New brand development
Try again in China
Maggic through the
roof
Brand image Quality
management Prevent damage
Challenge competition
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
THE STRATEGY
The real and original MAGGI feeling
Transparency ----------------
The open door policy
MAGGIc Quality
---------------- Product quality
improved
Brand Image Quality
Magic Media Team
---------------- Strong social media Team
A MAGGIc Brand Image
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Pillar 1: Transparency
1 2 3AN OPEN DOOR POLICY ü Make tours trough the factory available ü Use social media to get this to the people ü Entrance coupons on the packages from MAGGI ü Registration on the MAGGI Website
ü The tour will explain the production process from A to Z
Benefits: - People will
trust the brand again
- Openness in business
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Pillar 2: MAGGic Quality
1 2 3Quality Team
Quality TRUCK
ü An installed team of MAGGI Professionals ü Ensure future quality ü Regular reports and quality proving
ü Learn about production process ü Learn about safety of ingredients ü Truck will visit big buyers ü HAVE FUN!
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Pillar 3: Social media team
1 2 3
ü 20 professionals ü Direct installment ü Follow the truck ü Promote the openness ü Contact every client à Make it real online
ü GO VIRAL
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Timeline
Month 1 Month 2 Month 3
Open Door Policy
Maggic Media Team
Maggic Quality Trucks
Quality Control Team
Welcome consumers to our factory
Full-time brand image recovery
Documenting the production process
Ensuring product quality
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Investments: Maggic Media Team
20 Maggic Media Team Members $800 000
20 Quality Team Members $800 000
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Investments: Maggic Trucks
5 Maggic Trucks $100 000
Document Production Process $300 000
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Challanges
Brand Image
Competition
Likelihood
Severeness
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• Brand image
• Challenge competition
• Prevent permanent damages
• Quality management
Criteria
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WRAP-UP
Higher Brand Image Higher Market share
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Thank you!
Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion
Questions?