From: Hemen Parekh
[mailto:hcp@recruitguru.com]
Sent: Friday, June 05, 2015 11:34 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
Sent: Friday, June 05, 2015 11:34 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
Dear
Marketing Manager :
You
can defuse the adverse publicity by doing what Paul suggests
regards,
hemen
parekh
0
- 98,67,55,08,08
Maggi for me brings up warm memories of cooking on a hotplate in
a hostel room, eating with friends at roadside hangouts, and more recently a
hot breakfast to share with the family at our weekend cottage. The
thought that we may have unknowingly been consuming large quantities of lead
during these fond memories isn’t quite pleasant. What surprises me is
their lack of response to these allegations. Denial is all very well, but
it won’t make the problem go away.
Here’s what I would do:
1. Accept the allegations
Indians have crossed the point where they would blindly assume
an MNC or foreign lab’s results as superior to labs approved by the government
of India. It isn’t just one lab so either it is a national conspiracy against
the product or there is some issue with what is being measured.
Since you can’t beat them, join them. Ask for Maggi India
personnel to get involved with the testing. Ask for third party
witnesses. Split the same samples across multiple labs. Get TV
crews involved. Make it a very engaging and transparent process.
The Indian Army has its own food labs. Has Maggi been
tested there? If that comes clear it would be a huge shot in the arm.
2. Show that you believe in your product
If Nestle believes that the product is safe and the allegations
baseless, it would be wise to show their staff eating Maggi in the staff
canteens. The CEO and CMO should be on TV eating Maggi and explaining why
the problem will not recur.
3. Invest in the Consumer
Nestle is not a stranger to voluntary recalls. Since the
writing on the wall is clear, do a temporary stop-sale (not recall) of the
product till it is clear that the product is safe. Yes, it is a big loss
today. But in the current scenario Maggi is losing 30 years of goodwill
and future sales. At least in states where the ban has not been invoked,
replace stocks with a fresh batch.
4. Root cause analysis
What would cause these results? Could it be variations in water?
Contamination of the raw materials? Is it just one flavour or all? Can you
provide samples from other countries for testing?
4. Educate the Consumer
You and I know that Maggi isn’t a meal replacement. But
advertising does position it as a healthy after-school meal. What we need
to tell consumers is the correct proportion of Maggi in their diet i.e. once a
week or twice a week. And that too with veggies added. I’m not so
concerned about the lead and MSG because it forms a very small part of our
diet. But if I ate it every day it would be a different story.
5. Global Messaging
Nestle is treating this as a local problem. But Indians
are everywhere! Really big on social media! It would be a rude shock to
consumers elsewhere if they discovered that Maggi was being withdrawn in India
but continued in their countries. You should say that as a precaution you
were voluntarily testing samples in all countries.
So if you were CMO of Maggi India, what would you do? Share your
views in the comments section, or write an article and mail it to me at paulwriter@pauwlriter.com
From: Hemen Parekh
[mailto:hcp@recruitguru.com]
Sent: Friday, June 05, 2015 10:43 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
Sent: Friday, June 05, 2015 10:43 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
From: Hemen Parekh
[mailto:hcp@recruitguru.com]
Sent: Friday, June 05, 2015 10:38 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
Sent: Friday, June 05, 2015 10:38 AM
To: 'communication@in.nestle.com'
Cc: 'consumer.services@in.nestle.com'
Subject: FW: Email from Nestle.in
Dear Sir :
It is still not too late to give a serious thought to my
yesterday's suggestion , on countering the adverse effects of the controversy
raging around Maggi
It is CRUCIAL that you manage to get across your point to the
Indian Corporate - and do it FAST
And , at this moment , there is no VEHICLE / MEDIA that can do
it better than........www.B2BmessageBlaster.com
( B2B )
Feel free to phone me on 0 - 98,67,55,08,08
with regards,
hemen parekh
Mumbai
From: Hemen Parekh
[mailto:hcp@recruitguru.com]
Sent: Thursday, June 04, 2015 11:15 AM
To: 'consumer.services@in.nestle.com'
Cc: 'communication@in.nestle.com'
Subject: Email from Nestle.in
Sent: Thursday, June 04, 2015 11:15 AM
To: 'consumer.services@in.nestle.com'
Cc: 'communication@in.nestle.com'
Subject: Email from Nestle.in
Dear
Marketing Manager :
To
counter the adverse media campaign under way right now re Maggi Noodle , I strongly suggest that you
clarify your position to
>
2,29,000 Indian Companies ( located in 380
Cities )
using
Online Messaging Service of ,
www.B2BmessageBlaster.com
( B2B )
It
will take a few minutes to send out your message ( as Emails ) , from pages ,
And
, do not miss the opportunity to argue your case to Ministers ( Central + State
) / Secretaries / MPs / MLAs etc from ,
If
there are any questions , feel free to phone me on (M) 0-98,67,55,08,08
with
regards ,
hemen
parekh
Mumbai
----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Future of Advertising
Industry ?
-----------------------------------------
Right now , a controversy is
raging about Maggi Noodles
There are reports of FIR being filed against Amitabh Bachhan / Preiti Zenta and Madhuri Dixit , who promote use of Maggi , in advertisements
I suppose our Courts will decide if , in this specific case , whether they are guilty of any " Crime "
In any case , the immediate fall-out of this case will be that all persons acting in advertisements - and promoting any product ( - and any " Service " ? ) , will start consulting their lawyers !
But , this episode raises many questions , such as :
> MEDIA
No more product/service Ads appear only on hoardings / TV and print media . Nowadays , ads appear on Google / Social Networking web sites / mobile phones / tablets / Smart Watches etc
Soon these ads will appear on your eye-glasses , tooth brush and even on your clothes ! ( Just wait for IoT - Internet of Things , with each person on earth getting millions of IP addresses . Each " Thing " will also get its own IP address )
And what will stop Ads from appearing in thin air as holograms , just above your bed ?
And all of these will be in VIDEO format , too !
No government in the World will be able to stop these Ads from appearing wherever a recipient wants them to appear !
> VIRTUALIZATION
With virtualization around the corner , Advts will become interactive , allowing any viewer to substitute himself / herself in place of the Actor / Brand Ambassador appearing in the video . And the viewer will be able to alter the Ad-Content , as he wants !
Ultimate customization !
> CONTENT
No one will be able to stop / filter the contents of these ads , even if these are patently anti-social or spreading hate !
As per a recent BBC program , ISIL is posting some 30,000 messages ( includes many videos ) on Social Media , everyday , to recruit fidayeens
On YouTube , Videos worth 300 hours of viewing-time , are being uploaded every minute ! Impossible to censor !
> ACTORS / BRAND AMBASSADORS
Advertisers will be able to resurrect any dead person in the video to promote any product / service
National leaders / Bollywood Stars , beware !
No one will ask your permission . No one will sign any contract . No one will pay anything to your inheritors !
With plenty of films / videos shot during your life-time , your " After Avatar " may start selling contraband goods !
If in doubt , look up www.Eterni.me !
> ADVERTISERS
Don't expect a human executive to decide , WHAT to advertise , WHEN to advertise , WHERE to advertise and WHO to target
That job will be taken over by AI ( Artificial Intelligence ) algorithms !
And , unfortunately , you cannot send a " summons ' to AI ! Address unknown !
> MEDIA OWNERS / EDITORS / WEB MASTERS
If a time comes when anybody can upload , without asking permission , any Advt , at any time on any media , can Media Owners / Editors / Web Masters be held responsible for what appears on their media ?
At
least , for the time being , I am " Approving ( and often, Rejecting )
" ,every single Marketing Message being composed on my web site ,
B2BmessageBlaster
before these can be blasted by Subscribers
hemen parekh
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