It takes years to build a reputation and a moment to tarnish – Maggi is a prominent name in the noodle industry, in addition to just a product that shows trust between mothers and their children, a solution to the night hunger for hoteliers and young adults.
After a 5-month ban, Nestle India’s Two-Minute Noodles returned to the market. However, after a year, it could regain its previous position soon and take over all its alternatives.
It is important to note here how Maggi quickly regained its position in the market as governor. The real debt goes to Maggi’s campaign team to press all the appropriate buttons and ensure its availability to all households. The team makes use of emotions to grab the viewers’ trust and attention. One cannot ignore the theme of the campaign in which we’ve always noticed Maggi being cooked by our mothers as a reward for achievement.
The Maggi brand introduced in Indian Martin 1983 took over the fast-paced noodle market for more than three decades until June 2015.
On June 5, 2015, FSSAI banned Maggi noodles in India following an order from the Bombay High Court, declaring them “unsafe and dangerous” to use after discovering excess lead content.
Nestle’s dark season and even more of Maggi’s had begun, and those bright yellow packets were missing from the Indian kitchen and market shelves.
Nestle lost more than Rs 500 crore (the US $77 million) due to the ban, forcing it to destroy more than 37,000 tonnes of Maggi noodles. Losing 80% of the market shares straight away became a personalization of how the most trusted product was no longer trustworthy to the consumer.
Nestle would not have imagined such a situation in their crazy dream and failed to balance the issue. For Maggi, it was high time to relaunch and gain the lost trust and re-capture the market share which Maggi once ruled, and even more critical was the noodle “safe to eat?” statement tormented the reputation it had in the market.
After a safe test in November 2015, Nestle eventually cleared the court-mandated tests, and Maggi Noodles was allowed to be made and sold again.
There is so much marketing you can learn from Maggi.
USE OF EMOTIONS- a nostalgia factor:
When Maggi returned from exile, it kept the same theme of the ad depicting mother and child bonding over Maggi’s bowl. This advertisement sent a clear signal to the buyer that Maggi is back in the market with the same similarities as before the ban.
INCREASED AD SPACE:
The ban made the company realize the need for communication, and Nestle did not backout in using the 6.2% (Rs 525.21 crore) of its sales to promote and advertise. Maggi’s parent company decided to increase the number of ads drastically, and a 96 percent increase in ads was seen in the market with two-minutes noodles two months before its relaunch.
USE OF SOCIAL MEDIA:
In line with the increased spending on television advertisements, Maggi has not stopped promoting its upcoming social media launch. It used the full potential of its top presence on a platform like Facebook and Twitter.
MAKING IT ABSOLUTE:
Maggi smartly played when it agreed with Snapdeal, which became the only place to sell Maggi’s packs before it officially returned to all the stores’ shelves. This action raised the demand for roofs, and customers tried to transfer ownership of the packages, sometimes even paying more, before stocks run out. The company thus laid the groundwork for Maggi’s official return to the market.
After the turmoil it faced in the market, the fiasco survived for a while, but the market share battle continues. However, it managed to recoup 60% of its market share.
Maggi takes care of all its customers and maintains its long-lasting trust. Considering it’s Jain (the followers of Jainism) customers restricted from eating onion and garlic, Nestle introduced new additions to the MAGGI Noodles portfolio: ‘MAGGI No Onion No Garlic Masala’ in 2016. With the introduction of this new variant, growth in India turned positive. Nestle regained a leading market share position with the help of its Jain customers.
In October 2016, the world food and nutrition giant Nestle said Maggi noodles in India reported a strong recovery, reclaiming its market share almost a year after the relaunch following a five-month ban.
Being a real name, Maggi earned its first and best position in the market.
As the saying goes, “The moon is alive because of the darkness.” Similarly, your favorite Two-Minute Instant Noodles is back to rule your hunger after fighting a disaster.