This case study is meant to introduce the students/participants to the concept of marketing and brand management, along with competitive analysis of a consumer product. This case is presented through a well-known FMCG product i.e. Nestle's Maggi Noodles. It is an interesting study on the unexpected chain of events that made the huge company Nestle stumble, as their famous brand of noodles got into controversy when FSSAI found Monosodium Glutamate and Lead in Maggi. The case revolves around the ban on Maggi and the subsequent response of different consumer groups along with the strategies of competitive firms. It also describes how the parent company Nestle reacted to the ban and the strategies it adopted to regain customer confidence when Maggi was vindicated of all the charges laid on it.
➢ To understand the reaction of the consumers of a product when the product is withdrawn from the market due to safety issues.
➢ To study the strategies adopted by the competitors of the product to promote their respective products in order to increase sales,and penetrate in the vaccum created due to the major player's absence.
➢ To determine the various campaigning and marketing strategies adopted by the company in order to regain customer confidence and maximize sales,once the product is cleared to be put on the shelves again.
➢ To understand the reaction of different customers when the product comes back in the market.
CASE POSITIONING AND SETTING
This case study can be used in MBA,MBA(Executive), Management Development Programs for delivering the following courses :
1. Marketing Management - To understand the various marketing strategies and the 4Ps,namely, Price,Product,Place,Promotion associated with a consumer product.
2. Consumer Behaviour - To understand the reaction of different consumer groups in various circumstances and setting target groups according to the demand of the product.
3. Advertising and Brand Management - To understand the different channels of promotion keeping in mind the strategies adopted by the competitors,as well as retaining customers by extending the brand image.
The primary objective of this case study is to comprehend the marketing strategies adopted by firms selling similar products,in this case an FMCG product, and the changing dynamics of trust associated with a product in the present era. This case also throws light on how quickly a product is replaced by its substitutes and how the void is filled. This discussion allows us to understand the reaction of different consumer groups when their trusted product is thrown out of the market, giving us an insight into the mindset of these consumer groups. Each company adopts its own strategy to promote its product, but it should also keep a check on the strategies adopted by its rival firms. This case study also deals with the reaction of these consumer groups when the product makes a come-back, and to see whether it will be able to hold a dominant position in the market,if yes,how long will that take to happen?
F or 25 years we have provided deluxe wilderness outpost fishing trips from our Armstrong location into beautiful Wabakimi Provincial Park and surrounding lakes.
Yes, we take you where the fishing is extraordinary , but there is more than fishing. Yearly family gatherings sharing a wilderness experience in comfort. Father - son (or daughter) bonding trips or Husband and wife celebrating a second honeymoon with the added spectacular outpost fishing or `the buddy trips where the tall tales get taller.
Its a big time stress reliever! . how do you think about anything else when you are fighting a fish?
Greg and I had a great week. we caught over 1000 walleye. There were well over 200 in the slot size (>18"). This is the most large walleye that have ever been caught on a trip to whiteclay for me. The slot size protection is working. It seems that each trip has more large fish being caught. Our largest northern was 43". It was caught on a jig while walleye fishing.
Greg and I sent see what you missed letters to about a dozen folks. Hope that translates into a large group for next June. . Fran and I are looking forward to the August fishing trip .
G. Ostrander, Green Bay, WI.
Want to see more?
Received your card. Congratulations on 25 Years! We speak often about the great times we had at Ogoki! A Tribute to you both!
Best Regards, Rich Craddock.
What a nice surprise to find your post card in my mail yesterday. Twenty-five years is a long time to do anything; much less a business like yours with all the uncertainties of weather, exchange-rates, two-country economies, etc. There is a reason why your business has survived and (hopefully) thrived. you do the wilderness fishing experience better than anyone in the outdoor sport vacation business.
Dear Judy and Paul,
Congratulations on 25 years. I have many fond memories of my time with Jack at Ogoki. Hope all is well with you.
. . . Nicole will take you on a guided tour!
This website will take you every step of the way for a worry free fishing vacation!
Let us introduce ourselves; Judy & Paul Boucher and family. Weve been doing this for 25 years and have learned a thing or two on how to take the worry out of the wilderness experience. Our staff will help you with anything you may not understand or solve any mechanical glitch right away. In short: we treat you like family!
Just a note to let you know our recent fishing junket to your Mojikit South Outpost.
Ive been coming to Armstrong area since 1972 and have probably flown in with 6-7 different outfitters over the years to numerous outposts. Your Mojikit South camp is clearly the nicest camp I have been to. The cabin is beautiful and roomy. Great kitchen and dining area. Beautiful screened in deck and outside porch overlooking the channel. Large chest freezer and a frig that actually keeps things cold. Screened in fishing cleaning house with running water. Bedrooms that are roomy. Vaulted ceiling the the cabin is a plus. The cabin is centrally located to both the lake and the Ogoki Reservoir.
The boats are the best that Ive ever experienced at an outpost. The inside bottoms consist of flat carpeted panels. easy to get in and out of. 1st time Ive fished an outpost with "dry" feet. The boats had comfortable swivel seats and 15 & 20 hp 4-stroke engines that worked great.
We will definitely be back. Everything about Ogoki Frontier was quality. My two grandchildren had the time of their lives, as did the other 2 members of our party. Thanks for the memories.