REPOSITIONING

PRESENTED TO:- PRESENTED BY:-

MBA 2ND SEM. ROHIT (180558)

 REPOSITIONING…

• IN MARKETING, POSITIONING MEANS THE PROCESS BY WHICH MARKETERS TRY TO CREATE AN

IMAGE OR IDENTITY IN THE MINDS OF TARGET MARKETS FOR ITS BRAND, PRODUCTS OR
ORGANISATION .
• REPOSITIONING ON THE OTHER HAND REFERS TO THE MAJOR CHANGE IN THE POSITIONING
FOR BRAND OR PRODUCT
• TO SUCCESSFULLY REPOSITION A PRODUCT, THE FIRM HAS TO CHANGE THE TARGET MARKET’S
UNDERSTAND OF THE PRODUCT.
• THIS IS SOMETIMES A CHALLENGE, FOR THE WELL-ESTABLISHED BRANDED PRODUCT.
• E.X. AIRTEL, VODAFONE AND MAGGIE NOODLES ETC…..
 REASONS FOR BRAND REPOSITIONING….

• NOT TO BEAT OFF COMPETITION.

• SALES INCREASING BUT A SLOW PACE.
• CREATE CLARITY AND ALIGNMENT.
• INCREASE VALUE OF COMPANY.
• BRINGING IN NEW CUSTOMERS.
 ABOUT NESTLE…
• ESTABLISHED IN 1867

• FOUNDER – HENRI NESTLE

• HEADQUARTER – SWITZERLAND
LOGO EVOLUTION….

Source: www.1000logos. net

 INTRODUCTION OF MAGGI…

• SWISS PUBLIC WELFARE SOCIETY ASKED JULIUS MAGGI TO CREATE

A VEGETABLE FOOD PRODUCT THAT WOULD BE QUICK TO PREPARE
AND EASY TO DIGEST.

IN 1863, JULIUS MAGGI DEVELOPED A FORMULA TO ADD TASTE TO

MEALS, WHICH LATER PAVED THE WAY FOR MAGGI AND OTHER EASY
TO MAKE FOOD PRODUCT
HOWEVER, IN INDIA IT WAS LAUNCHED IN 1980S BY NESTLE GROUP OF
COMPANIES, MAGGI HAD MERGED WITH NESTLE FAMILY IN
1947.
 BRANDING STRATEGY…

• MAGGI COMES WITH “LINE EXTENSION” STRATEGY FOR ITS PRODUCT

LINE EXTENSION WITH DIFFERENT VARIANTS

LINE EXTENSION WITH DIFFERENT PACK SIZES

 MARKET PENETRATION STRATEGIES…
• CAMPAIGNS IN-
• ADVERTISING-
• FOCUS ON KIDS, FOCUS ON WORKING WOMEN
• CONDUCTING REGULAR MARKET-
 MARKET DEVELOPMENT STRATEGIES…
• CUSTOMER RELATIONS GOOD PACKAGING STRONG VENDOR-DEALER RELATION

• CONTINUOUS INNOVATION PRICE INCENTIVE NEW CUSTOMER BASE

PROCESS
 ABOUT THE CASE…

• IN MARCH 2014, AUTHORITIES IN THE STATE OF UP INFORM NESTLE INDIA THAT MSG WE’RE
DETECTED IN A SAMPLE OF MAGGI NOODLES THAT CARRIED A “NO MSG ADDED” CLAIM ON
THE PACK.
• NESTLE INDIA STATES THAT IT DOESN’T ADD MSG TO MAGGI NOODLES AND REQUESTS A
SECOND SAMPLE TO BE SENT TO REFERRAL GOVERNMENT LABORATORY IN KOLKATA.
• IN JAN. 2015 LABORATORY TOOK 2ND SAMPLE AND ANALYSED B/W JAN 2015 TO APRIL 2015
AFTER THE “PRODUCT’S SHELF LIFE”.
• LABORATORY SAYS THAT IT HAS DETECTED LEAD ABOVE PERMISSIBLE LIMIT AND PRESENCE OF
MSG IN ITS SAMPLE OF MAGGI NOODLES.
 CONTINUE…

• 11 JUNE 2015, NESTLE INDIA FILES A LEGAL PETITION WITH BOMBAY HIGH COURT, SEEKING A
JUDICIAL REVIEW IN THIS CASE. AS THE CASE PROGRESSES THE COMPANY CITES A NO OF
ARGUMENTS. THE FASSAI ORDER WAS PASSED WITHOUT GIVING NESTLE A PROPER HEARING
AS FOLLOWS
• GOVT. LABORATORIES THAT TESTED NOODLES FOR LEAD ON THE BEHALF OF FASSAI AND
SOME INDIAN STATE (FDAS) FOOD AND DRUG ADMINISTRATION – WERE NOT ACCREDITED
FOR LEAD TESTING.
• TEST BY NESTLE AND AN INDEPENDENT ACCREDITED LABORATORY HAVE FOUND MAGGI
NOODLES HAVE FOUND SAFE TO EAT.
• TEST BY FOOD STANDARDS AUTHORITIES IN SIX OTHER COUNTRIES – UK, USA,
 CONTINUE…

• CANADA, AUSTRALIA, NEW ZEALAND AND SINGAPORE ALSO FOUND INDIAN MAGGI NOODLES
SAFE FOR CONSUMPTION.
• NESTLE CONTINUES TO COMPLY WITH THE FASSAI ORDER AND DESTROY OVER 35000 TONNES OF
PRODUCT.

• 11 AUG. 2015, FOR THE SALE OF DEFECTIVE GOOD TO PUBLIC, NCDRC FINED NESTLE 639.95
CRORE RUPEES.
• ON 13 AUG. 2015, COURT RULES THAT NESTLE CAN BRING THE PRODUCT BACK IF FRESHLY
MANUFACTURED PRODUCT FOUND TO BE SAFE AFTER TEST AT THREE ACCREDITED LABORATORIES.
REACTION OF OTHER BRANDS…
 REPOSITIONING BY MAGGI…

• HOWEVER NESTLE DIDN’T SIT QUIETLY, WAITING FOR THE BAN TO BE UPLIFTED WHILE THE
LEGAL SALE OF MAGGI WAS PROACTIVE DURING THIS WHOLE PERIOD.
• NESTLE ALSO TRIED TO REACH TO ITS CUSTOMER THROUGH THE VARIOUS SOCIAL PLATFORMS
IN A EFFORT TO CONVINCE THEM THAT THEIR FAVOURITE FOOD IS STILL SAFE.
 CONTINUE…

• THE BRAND IS MAKING AN EFFORT TO REPLY ALL QUARRIES ON ITS FACEBOOK PAGE (MAGGI
INDIA) AND TWITTER ACCOUNT (@MAGGIINDIA)
• ON NESTLE’S FACEBOOK PAGE ALSO THE BRAND HAS
BEEN POSTING INFORMATION SUGGESTING THAT THEIR
PRODUCTS ARE SAFE TO CONSUME.
NESTLE INDIA HAS ALSO CREATED HELPLINE NO AND
FAQ PAGES REGARDING CUSTOMER’S QUERIES.
CONTINUE…
MAGGI “MISS YOU”…
 MAGGI BACK…

• THE COME BACK OF MAGGI ON THE EVE OF AUSPICIOUS DIWALI AND ON THE DAY OF
DHANTERAS WAS THE MASTER STOKE BY THE COMPANY.
• AS MAGGI HAS STRONG RELATIONSHIPS AND STRONG EMOTIONAL BOND WITH ITS
CONSUMERS ACRO THE COUNTRY.
• FURTHER MORE, NESTLE MAGGI TIED UP WITH E-COMMERCE COMPANY SNAPDEAL TO
INCREASE ITS SALE EFFECTIVELY
• SNAPDEAL LAUNCH AN EXCLUSIVE MAGGI KIT AND ANNOUNCE
#SNAPDEALWELCOMESMAGGIALLAROUND.
https://www.google.com/amp/s/trak.in/tags/business/20
15/11/13/maggi-return-snapdeal-online-flash-sale-
superhit/amp/
https://www.thehindu.com/business/60000-maggi-kits-
sold-out-in-5-minutes-on-
snapdeal/article7869166.ece/amp/