Nestle’s Maggi Noodles is in the middle of an unprecedented product recall due to food safety concerns.
Maggi’s entry into the Indian markets in the 1980s and its rapid success as an easy-to-cook snack are often cited as a management case study. Today, the company is battling a credibility crisis rocked by allegations that the much-loved product instant noodle contained seven-times the permissible level of lead.On Friday, India’s food regulator ordered the withdrawal of Maggi noodles from the market amid growing food safety concerns, dealing a fresh blow to manufacturer Nestle India which is struggling to contain the spiralling crisis that has knocked about 10% off its share price. Nestle bowed to pressure and announced late on Thursday an India-wide recall of the two-minute noodle. The responses of the conservative Swiss company to the crisis, however, have left many management analysts baffled- Hindustan Times
To regain trust and credibility during this crisis situation (assuming product is 100% safe),
If I were marketing @ Maggi Noodles…
Sticky Marketing Ideas:
1. Rajat Sharma’s Aap Ki Adalat
Invite Rajat Sharma’s Aap Ki Adalat to the manufacturing plant of Maggi Noodles to see and air live the process of manufacturing. Rajat Sharma is known for his extremely blunt and direct questions. He has a very high credibility among people, especially the Hindi speaking belt. Inviting him to cover the factory will help regain a lot of the lost trust especially in states like Uttar Pradesh and Madhya Pradesh (where the ban on Maggi came first).
2. Two minutes viral video
Create a 2 minutes video explaining all facts and figures related to the product. Show the supporting documents/ reports and reassurances from company top-level management. Present this in a visually interesting manner and spread it across social media.
3. Printed copies of report to retailers
Print copies of reports (in English and Hindi) proving its adherence to prescribed food safety standards. Give out one copy of the report to each retailer, wholesaler and stockist keeping Maggi noodles across the country. The report to the retailer will especially be useful as proof for customers to read too. This is necessary to regain the trust of the distribution channel too.
4. Leverage Brand Ambassador Madhuri Dixit
Madhuri Dixit is endorsing Maggi Oats Noodles. Hold a press conference with the celebrity and CEO explaining the company’s side of the story. Also conduct a live online chat with Madhuri and the CEO answering customers queries on the chat.
5. Reports from accredited labs across the world
Get reports proving its food safety from accredited labs from across the world, over and above the Indian Government’s labs. More the proof, more the trust regained.
6. Chief Researcher’s Interview
Once the Government clears Maggi, conduct a live interview (assuming its allowed) of the Chief Researcher from the Government lab who headed the Maggi lead and MSG research. Air it on TV, social media and company website. Who better to say it is safe without a doubt?
7. Crate of Maggi at shop entrances
Another idea to implement once the Government gives the clearance, is to place a wooden crate with the symbol of Food Safety on it in front of all major retailers. Also place a blown up laminated printout of the report on the crate. This is mainly to convince the customers who will think twice even after the Government clearance.
8. Delivery vans with safety branding
Brand the food delivery trucks with Maggi noodles branding. Use them for delivery across each city. Seeing it move around the city with the Safety message clearly and boldly communicated, will help spread the message at the ground level.
These are some ideas that I think may help Maggi noodles in regaining credibility amongst consumers. What do you think?