https://padlet.com/565191/40jcgdsfcs5 Case study on marketing based on Nestle's Maggi: Pricing and Positioning a recalled product en-us 2019-11-07 06:27:51 UTC 2020-01-04 23:37:00 UTC hello@padlet.com https://padlet.net/icons/png/1f35c.png 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407905091 What is happened?
- Maggi bannned


- by Luciana (56519)



]]> 2019-11-07 06:27:51 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407905091 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407910209 Why it happened?
- Maggi content excess level of lead and monosodium glutamate (MSG)


-by Aina (58414)]]> 2019-11-07 06:55:54 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407910209 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407910965 Who define the product is not safety?  
- Food safety and Standard Authority of India (FSSAI) claimed that Maggi as unsafe to human health.

- by Saraswathi (57778)]]> 2019-11-07 07:00:41 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407910965 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407911237 How Nestle settle?
- They said their product do not add in MSG and contain of lead is less then 0.01% of standard value. 

- They recall all the stock to retain customer confidence. 

by Christina (55742)]]> 2019-11-07 07:02:22 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407911237 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407911815 When it happened?

- Early in June of 2015


-by Alex (55399)]]> 2019-11-07 07:05:26 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407911815 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407912237 Where it happened?

- India, the second largest market of Nestle in the world]]> 2019-11-07 07:07:19 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407912237 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407912598 How much Nestle loss?

-the recalled stock worth ₹2.1 billion .

- material cost worth ₹1.1 billion

-brand value of approximately ₹13 billion

-15% of stock fell (around ₹100 billion)

- by Luciana (56519)]]> 2019-11-07 07:08:47 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407912598 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407913436 Who else affected?

- 1500 employees 

- suppliers 
 eg: spice supplier loss 200 tonnes of sale and need to find new customer other than Maggi.


- by Aina (58414)]]> 2019-11-07 07:12:33 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407913436 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407914115 How is the sales of Maggi in past 5 years?

- slowest growth 
-Bulcke, Nestle's S.A. global chief executive officer, mentioned: " customer trust been shaken"

- by Saraswathi (57778)

]]> 2019-11-07 07:15:22 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407914115 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407915559 How much is Maggi share in India?

- over half of the market around 63.11% in year 2014. 

- by Christina (55742)]]> 2019-11-07 07:22:19 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407915559 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407916523 What are the existing positioning?
- Meri Maggi: 2 mins mein khushiyan

in 2012, extend the stories campaign in 2009. Highlighted the theme: Maggi as source of happiness. 

- by Alex (55399)]]> 2019-11-07 07:26:13 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407916523 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407917458 Another existing positioning?
- in 2009, story campaign.
- to bring close between customer and maggi
-use the stories collected to design package and commercial advertisement. 

- by Luciana (56519)]]> 2019-11-07 07:29:57 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407917458 565191 https://padlet.com/565191/40jcgdsfcs5/wish/407917822 Existing positioning?
lunch a new product - Oats noodles
hire celebrities , Madhuri Dixit Nene, for advertisement. 
selfies content using twitter hashtag to get close to youger market. 

- by Luciana (56519) ]]> 2019-11-07 07:31:33 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407917822 aienataufik41297 https://padlet.com/565191/40jcgdsfcs5/wish/407954876 price level
- high cost, high quality.
- low cost, exclusive features 
- low cost, medium quality 

pricing policy
-discounts for temporary to attract customers 
- flexible price policy which have same product at different negotiated price 
-one price policy which is one price for all goods
- odd or even price policy 

Price and value communication
-Customer usually does not know the original price of the product unless the seller informed the customer
-Value communication is important when the product creates value to potential customer.
-Seller have to be efficient in 
i)develop value proposition in explaining the distinctive economic and psychological benefits
ii)Communicate the value proposition 
iii)Deliever the value

price structure
-Introductory Pricing: This is the type of pricing strategy cell phone companies use to get people to switch to their services. It's lower than what would typically charge, and will not produce sustainable profit in the long run

-Bundle Pricing: r. This pricing strategy exposes customers to more of your products for a longer period of time, giving you greater opportunity to engage and upsell. 

-Premium Pricing: When prices are significantly higher than competitors', it send a distinct message: My Brand is Better.

- Tiered Pricing: This pricing structure is all about options. What many brand builders don't realise is that when a 3-tier structure is presented, the goal is for the majority of customers to choose the mid-priced option.

Value Creation 
-Deliver the value in efficient way so that can generate profit after cost
-Focus on the three economic  value which in pattern of matter,energy and information-Eric Beinhocker
i)irreversibility
ii)Entropy
iii)Fitness]]> 2019-11-07 09:36:05 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407954876 557423 https://padlet.com/565191/40jcgdsfcs5/wish/407956753 Indulge in Positive Publicity

Since Maggi has been having negative feedbacks among the society, it is important for Maggi to indulge in positive publicity to gain back public's positive attention towards Maggi's products. For example, the company can post their advertisements on social medias such as Facebook, Twitter, and YouTube. This can grab attention of the media especially of the younger generation. In other way, the company can organise a advertisment campaign and come up with innovative product to grab the attention of the media.


-Christina (55742)-]]> 2019-11-07 09:41:57 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407956753 557423 https://padlet.com/565191/40jcgdsfcs5/wish/407957244 Introducing New Packaging

As a come back, Maggi should come back with a change. A new packaging would brings a new image to public. This is because even though the return of Maggi had already solved its problems on the food safety, public would still have to same negative impression if the packaging remains the same. With new packaging, public would think that it is something different too. New design of packaging would lead to positive psychological impact on the public.

-Christina (55742)-]]> 2019-11-07 09:43:28 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407957244 alexngg1129 https://padlet.com/565191/40jcgdsfcs5/wish/407957310 *Increasing the Product Line*
Maggi should relaunch itself by adding new products to its product line in order to stimulate the customers to try new products which would also help the company to generate sales. For example, Maggi should basically introduce new flavours into the market such as introducing Maggi with Potato flavour under the veg category and Mutton flavour under the non-veg category.

*Innovate promotion techniques*
Maggi should employing creative methods of promotion in order to attract the attention of public. For example, they should organising road shows ,promoting games, prizes should be given out and mascots should be used. All these events can be done at public places in order to create a new image in the mind of the public.

By - Alex Ng Ho Lian (55399)]]> 2019-11-07 09:43:38 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407957310 saraswathi960715 https://padlet.com/565191/40jcgdsfcs5/wish/407958954
Price and value communication
-Customer usually does not know the original price of the product unless the seller informed the customer
-Value communication is important when the product creates value to potential customer.
-Seller have to be efficient in
i)develop value proposition in explaining the distinctive economic and psychological benefits
ii)Communicate the value proposition
iii)Deliever the value

Value Creation
-Deliver the value in efficient way so that can generate profit after cost
-Focus on the three economic  value which in pattern of matter,energy and information-Eric Beinhocker
i)irreversibility
ii)Entropy
iii)Fitness]]> 2019-11-07 09:48:33 UTC https://padlet.com/565191/40jcgdsfcs5/wish/407958954 565191 https://padlet.com/565191/40jcgdsfcs5/wish/408019398 1. Distributive function. Goods and resources are limited but needs are unlimited so, price will determine affordability and limit the buying. 

2. Allocative function. what, when and for whom to produce. 

3. Signalling function. it signal the demand situation. Shortages are reflected in high price while surpluses are reflected in low price. 

4. Equilibrating function. price match with demand and supply therefore clearing the market. 

5. Provision of incentive. price act as incentive or disincentives to customer and producer. 

6. Enhancing marketing efficiency and performance.

-by Luciana (56519)

]]> 2019-11-07 12:54:11 UTC https://padlet.com/565191/40jcgdsfcs5/wish/408019398 565191 https://padlet.com/565191/40jcgdsfcs5/wish/408028014 1. make entire organisation market-oriented, identifying superior aspects of product and matching them with customer more effectively than competition. 

2. cope with market changes. it make manager active , alert and dynamic. 

3. meet expectation of buyer. it help realize consumer's expectation. 

4. promote consumer goodwill and loyalty. it popularize the brand and win customer loyalty. 

5.design promotional strategy. 

6. win attention and interest of customer. 

7. to attract different typr of consumer. 

8. to communicate new and varied feature or new product added later on

-by Luciana (56519)]]> 2019-11-07 13:12:56 UTC https://padlet.com/565191/40jcgdsfcs5/wish/408028014