Why ORM is necessary before a Crisis? What Nestle should have done before an incident ballooned into a crisis.

1. Maggi – why ORM is important
and impact of the excessive lead
crisis.

2. BEFORE THE CRISIS
 Maggi was one of India’s most popular
fast food, consumed and cherished by
young and old alike.
 One of the very few food products which
is easily available and is a staple of the
Army men stationed at Siachen.
 Available in almost all General stores and
Supermarkets

3. CRISIS

4.  FDA in UPA declares Maggi unsafe for
consumption due to excess lead detected
Source: http://zeenews.india.com/news/videos/top-stories/maggi-under-regulatory-
scanner-for-excess-amount-of-lead-msg_1598872.html

5. Cause for Crisis
 Delayed acknowledgement of the
crisis
 Unwillingness to address the crisis
 Letting the situation go out of hand on
social
 Delayed responses on Social
 Unwillingness to display any
assurance
 Lack of a public apology in the face of
a crisis

6. CURRENT SENTIMENT
AND SOV ON ONLINE

7. Sentiment on Social
 According to
Simplify360, 61% of
the sentiment was
negative
 Only 27 % of the
conversations were
Positive
Source:http://lighthouseinsights.in/maggi-
controversy-social-media.html/

8. SOV
 4.43 lakh
conversations
 4.37 lakh
conversations on
Twitter
Source:http://lighthouseinsights.in/maggi-
controversy-social-media.html/

9. INFLUENCERS AND
THEIR VIEWS ON MAGGI
AND THE CRISIS

11. CONCERNS EXPRESSED

12. Source:http://lighthouseinsights.in/maggi-
controversy-social-media.html/
Concerns on Social

13. Concerns on Social

14. APPROACHES FOR
CHANGE IN
PERCEPTION

15. Prompt assurance on
concerns
 An assurance immediately after the
incident that the brand is investigating
the issue and will share the results
publicly on social media as well as in
print media.

16. Apologize Publicly
 Doing the ‘Flipkart’, with a full front
page advertisement, apologizing
unconditionally for breach of trust and
promising to make sure the customers
trust and loyalty is valued.

17. Refute the claims
 Disagree that the
product has
excessive lead in it
and claim that as
per their tests, it is
all hunky-dory,
addressing
concerns that the
product is unsafe
for consumers.
Source: Facebook page- Meri-Maggi /

18. Be proactive
 Agree that the lead content was
higher than it should be as per Indian
FDA standards, but only in a
particular batch.

19. TARGET PLATFORMS &
AUDIENCES

20. Suggested approach
 For Social Media
Respond proactively
on
◦ Facebook
◦ Twitter
Assurance
◦ Blogs
◦ Search Engines
 For Offline media
Apologize publicly
◦ PR & Print Media

21. SOCIAL MEDIA- TWITTER
Why?-
Most conversations since the crisis have been on Twitter.
How?
Respond to conversations around the #MaggiBan in a sensitive manner while ensuring the responses do not seem
copied from a single set of predetermined standard responses.
Addressing the users need for assurance that the product is safe and fit for consumption promptly would go a long way
in ensuring customer loyalty and trust remaining intact.. This will also create a perception that the brand cares about its
consumers whereas the common perception is the exact opposite., after the statement by Paul Bucke
Impact-
Creating customer advocates which can help reduce the negativity around the brand on Twitter
Source: Twitter page- Meri-Maggi /

22. SOCIAL MEDIA-
FACEBOOK
Why?
It is the best medium to address the huge audience which is interested in Maggi as a
consumer/marketer/wholesaler/retailer/foodie as showcased in the statistics below.
How?
Use the Page to post content and aggressively promote it for a week.
Respond actively to conversations on the Facebook page in a sensitive manner to rebuff any concerns
about the brand and acknowledge that the brand is sincerely concerned about the customers health being
one of India’s leading food based manufacturer.
Try to use as many different ways to communicate the message by modifying the verbiage and using
different combinations so the responses do not seem morose or robotic
Source: Facebook

23. SEARCH ENGINES
Why- anyone who wants information on the
internet will naturally search using a Search
engine and go through the search results
How- Optimize the search results through
SEO to ensure public statements by nestle
and positive articles appear on the search
results listing instead of news articles.

24. PRINT & MEDIA
Why?
Refer Cadbury, Pepsi and Coca Cola cases wherein an A-list brand Ambassador like Amitabh
Bachhan and Aamir Khan to reinforce safety of the product.
How?
Rope in PR specialists to help with the campaign, while simultaneously focusing on highlighting
rigorous internal Quality Control checks to ensure the broken trust in general public is won back and
retained.
Source: http://www.firstpost.com/business/damning-silence-of-nestle-maggi-must-do-a-cadbury-before-it-
is-too-late-2278594.html

25. SOCIAL- BLOGS
Why?
Popular blogs go a long way in
changing sentiment on social and help
retain popularity, also, they help in
spreading the word out to a niche
audience, aka the foodie.
How?
Connect with bloggers to showcase
safety measures implemented in Nestle
plants and discuss Quality checks done
to ensure a safe product fit for
consumption.
Impact?
Blog posts are among the most shared
content after videos on Facebook,
hence they will double up in turning
around the existent negative sentiment
on Facebook to Neutral and Positives
through Customer advocates
Source: http://itwofs.com/beastoftraal/2015/05/19/post-
msg-controversy-maggi-initiates-mass-auto-response-
protocol/

26. CONCLUSION
 Impact of this crisis is far reaching,
considering how popular the product was
 Rebranding and massive PR is the only
way out for Nestle to dig themselves out
of this hole
 Ignoring social media can extensively
damage the brand reputation and loyalty
 Training the Social team to respond
promptly and innovatively will help avoid a
future crisis