of the 25 that Nestle sells their product for. They must consider how increasing, decreasing, or maintaining the price will be perceived to customers. Increasing the price may drive away any existing customers they still have. Decreasing the price could put 2
them next to their competitors but then what does that say about the company as a whole? Keeping the price the same could have the same affect or be well perceived by customers to show that they still believe in their products ability to remain on top. Regardless of price, they know that the quality of Maggi will be increased and improved to satisfy any questionable customers. They must first stress the safety of the new product through not only new branding but additional labeling on the packages. They must emphasize the health benefits and that there is no need to question the quality of their products. They must find a way to convince their customers that they can trust Nestle again and will never have to worry about enjoying the products they once loved. With all that being said, time is of the essence. If they do not complete all these tasks and decisions in a timely matter, the product may get lost and not be able to come back. The market could be conquered and quickly out of their control if they do not proceed with some efficiency. Their advertisements and marketing campaigns from the past really caught the attention of their customers and using these techniques could be just what they need to capture the consumers’ attention again. The combination of price, safety, and branding will determine the success of relaunching the new Maggi. Recommendations: After analyzing the situation in the case, Nestle must decide which strategy will get them back into the market quickly and efficiently while maintaining their positive image they once held. They must distinguish what price, marketing campaigns, and if any other factors will be beneficial in releasing the most successful relaunch of Maggi. 1. Choose a Marketing Campaign to recapture the attention of customers Implementation : the marketing campaigns generated in the past all created a “sense of happiness” and led to some of the best product creation and development. To relaunch back into the market, having a captivating campaign will set them apart and grab back the attention of their customers i. The campaign will be similar to their first successful campaign of “Me and Meri Maggi” how it showcased a ton of memories and moments through the eyes of their consumers. ii. Displaying the happiness Maggi once brought to consumers will remind them of the trust they had in Nestle and the great products they provided iii. The campaign will promote the safe measures Nestle has taken to ensuring that every new product has been recreated, rebranded, and is safe and healthy for their customers. iv. They will also get “brities” involved with their new campaign like they did previously in their #healthyisenjoyable campaign. This will assist in customers gaining back their trust if their favorite celebrities are siding with the new launch. 3
v. It will, most importantly, showcase the improvement of quality and care they have put into their new products but will continue as the brand rebuilds and enters back into the market.
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- Spring '14