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CASE – 7
NESTLE’S MAGGIE
Q1)
Value communication –
Interactive price approach taking walks your target market from experience, to
recognition and consideration, to thoughtful, to assessment and springy, to
retaining, and subsequently to accomplishment

Drafting new strategies for Maggie with value communication –

Maggie faced lot of problems and lost both tangible and intangible values due
to the issue regarding lead and MSG content in Maggie, the following
strategies mostly relate to bringing health conciseness about product.
Attention - to bring back customer attention towards Maggie
Nestle can bring back customer attention towards Maggie through advertising
strategy like doctor telling its safe and healthy camping
#safe&healthy or #clinicallytested –
Customer choice are based on the
health, the Maggie can use the
strategy of advertising the clinically
tested certificates and by using lab
technicians saying “it’s safe and
health” like how Sensodyne paste
use to market their products.
Understanding –
#Maggiechallenge #LeadFree #SayNotoMsg
Company must take initiative to bring awareness
about Maggie by involving them in the product then
only they can understand about the product and value
is created by using social media strategy i.e.,
nowadays the reels play major role in the social media
marketing and by creating challenge content to the moms and marketizing the
moms using Maggie (reels) and by urging the moms to use Maggie which is
lead and MSG free.
To Believe –
After this Maggie allegation company must create value to the product and
communication by different strategy and there is gap in Maggie while
compared to sun feast yippie that is vegetables
In the back the sun feast used this vegetable strategy to acquire market share
from Maggie and now its time for Maggie company to use this strategy by
adding vegetable bytes to the Product
Finally, this strategy and value creation can lead to retention of Maggie
customers, repositioning and market acquisition
Action –
Finally action it means that the company must take initiative regarding – when,
what customer wants in terms of product
Company can do aggressive marketing, reels, social media challenges, street
expo, sampling etc strategies
Advertising example –
Comparing Maggie and Pencil –
School boy – MOM what is component of Pencil?
MOM – Pencil contains lead (Pb)
School boy – then Maggie?
MOM – vegetables and nutrition’s

Q2) B2B, B2C responses and initiatives –

B2B AND B2C for Maggie was very bad in the market due to the crisis
B2C – Because of the crisis the total noodles Indian market comes down and
customer reduced using noodles and Maggie and even some noodles lovers
shifted to other products like yippee and Waiwai etc and those days for Maggie
was so bad, company lost huge amount of tangible and intangible values
B2B– Some of the distributors who relay mostly on the Maggie faced huge
losses in market and some of them left the Maggie distribution and shifted to
other products and others decided to shift their half of their distribution to
other products
Initiatives –
After the allegation the company chairman decided to relaunch Maggie from
the beginning and bring change in the pricing and started cost based pricing
Company started providing great value for small price or same price and in
initial stage company convinced the distributor about the future benefits and
provide great discount to them and first they capture rural market and stared
moving towards urban