Evaluation of Brand Loyalty for Maggi

-A Survey Based Presentation

Submitted By:Abhishek GaurDavidson KujurShiladitya SarkarDeepak KrishnaSayan ChowdhuryAvinash SinghIshani Raj

Indian Institute of Management Ranchi

Objective

To evaluate loyal customer base for Maggi

To find out people’s expectations during the Maggi ban

People’s reaction to Maggi after the ban

Will Maggi be able to hold its actual position and brand

Methodology Used

Target Audience

Survey was conducted to a large participants of 92 people

It included participants from 2015-17 batch, our seniors from 2014-

16 batch and children from age group of 12-18 years old of age

Tools

A total of 10 questions in the survey

We used Qualtrics to conduct our survey

The survey was open for 5 days

Survey Standard Used

ALTA survey standard

It stands for American Land Title Association

Survey should be live for an exact 5 days

It should be used only for a minor subject (half credit)

The survey should reach a minimum of 80 surveyors

Business Scenario/Problem

Maggi was found with more than the permissible limit of Lead

Due to the ban on Nestle Maggi for about 6 months, the company had

incurred huge losses up to $67.42 million

One important aspect here might be to question the testing parameters of

the watchdog, The Food Safety and Standards Authority of India

Maggi is back in the store now, what’s next?

Why Survey?Uncover the answers

To gather meaningful opinions, comments, and feedback. Respondents are more likely to provide open and honest feedback in a more private survey method.

Evoke discussionGive your survey respondents an opportunity to discuss important key

topics. Communicate with your respondents about your survey topic. This allows you to dig deeper into your survey.

Base decisions on objective informationConducting surveys is an unbiased approach to decision-making. Don’t

rely on “gut feelings” to make important business decisions.

Compare resultsSurveys results provide a snapshot of the attitudes and behaviors –

including thoughts, opinions, and comments – about your target survey population.

How to make your survey interesting?

Keep it short

Keep the questions to the point

Try to keep questions as less as possible

While sending a mail, make it interesting rather than boring

Use a crisp subject line in the mail

Aftermath Of the Maggi Ban

How often did you eat “Maggi” before

the ban?

Were you disappointed after the “Maggi”

ban?

Fan following: Maggi

Did you tried any alternative noodles

available in the market during the

ban?

Were you eagerly waiting for “Maggi”

to comeback in the market for sale?

The Comeback: Maggi back in stock!

Have you tried the new Maggi after its re-launch?

If yes, did you find Maggi's taste same as before the Ban?

Branding VS Rebranding: MAGGI

Have you seen the comeback TV commercial of Maggi?

Would you like to see Madhuri and Amitabh back again in Maggi TVC?

Perception: Maggi

Do you really think now it is safe to eat

“Maggi”?

Did you liked any other brand more

than “Maggi” during the ban?

Conclusion:

Maggi’s competitors couldn’t capitalized a lot from the Maggi ban

Re-branding is required for Maggi

Customer Engagement activities should be carried out(30% of target

participants haven’t even tasted the Maggi after the ban)

Maggi had a huge fan following (about 50% of target participants were

waiting for Maggi to be back in the store)

Thank You!

2-minutes noodle… 2-minutes Q&A…