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’

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Key take aways

Transparency and quality brand issues 1

90% market share 2

Vacuum filled by competitors 3

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Criteria

1

2

3

•  Brand image

•  Challenge competition

•  Prevent permanent damages

•  Quality management

Criteria

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

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!

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

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

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

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

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Investments: Maggic Media Team

20 Maggic Media Team Members $800 000

20 Quality Team Members $800 000

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Investments: Maggic Trucks

5 Maggic Trucks $100 000

Document Production Process $300 000

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Challanges

Brand Image

Competition

Likelihood

Severeness

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

•  Brand image

•  Challenge competition

•  Prevent permanent damages

•  Quality management

Criteria

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

WRAP-UP

Higher Brand Image Higher Market share

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Thank you!

Introduction Way to Success! Situational Analysis Alternatives Implementation Finance Conclusion

Questions?