Maggi Noodles in India: The Revival Challenge

            

Details


Case Code : CLBS151
Period : 2015
Publication date : 2015
Teaching Note :Not Available
Subject :Business Strategy
Case Length : 05 Pages
Countries : India
Industry : FMCG
Organization : Nestle India Limited

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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The case discusses Maggi, an instant noodle brand of Nestlé India Limited (Indian arm of Swiss multinational, Nestlé) in the wake of high lead content findings in Maggi products and the subsequent chain of events which snowballed into the largest food scare the nation had ever witnessed. Further, the case reveals how Nestlé India responded to the fiasco and how the competition tried to capture the instant noodles market share in a situation where Nestlé India Limited had to take Maggi off the retailers’ shelves.

Issues:

» Debate on crisis management and communication strategy of organizations.
» Revival course after a major setback in terms of losing customers’ trust in the product or brand.

Introduction

The Maggi brand had its humble beginnings in a nutritional meals company started by Julius Maggi in the late 19th century in Switzerland. Julius, after whom the company was named, later launched Maggi ready-to-use soups in 1886. The brand spread swiftly across the world and caught the eye of Nestlé, which bought it in 1947...

Key words:
Crisis Management, Communication Strategy , FMCG, Maggi India, Nestle " />

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