NESTLÉ and maggi : recovering from a brand disaster in India / Arvind Sahay.

Format:

Book

Author/Creator:

Sahay, Arvind, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Business planning--Case studies.

Business planning.

Convenience foods--India--Case studies.

Convenience foods.

Marketing--India--Case studies.

Marketing.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Indian Institute of Management,Ahmedabad, 2021.

Summary:

In 2015, NESTLÉ India underwent a major crisis as the product which contributed to nearly 30% of its sales, had to be taken off the shelves. Maggi-the go-to convenience food for all generations (especially the kids and young adults), which had entered the market in 1983-was banned. With a market share of 70-80% before the ban, NESTLÉ, which got the ban lifted in November 2015, had to undergo the task of winning back the lost market. Over the period of next 8 months after its relaunch, the brand regained about 60% of the market back, but the question is how could such brand disaster be avoided in future. The case revolves around a major brand recovering from a brand disaster, and whether they did it well enough or if the situation could have been handled better. It also enquires as to what road should be taken forward. It notes the actions taken by the government against the brand and leaves it to the judgment of the readers if they were a little too harsh, solely because MNCs are usually considered a soft target in India. The readers must also understand and analyse the different brand relaunch strategies adopted by NESTLÉ and the next steps that should be taken by it.

Notes:

Description based on XML content.

ISBN:

979-83-488-5317-4

OCLC:

1569209162

Publisher Number:

T301154