We will discuss this adage with a case study that how negative publicity in case of Maggi has helped it to come out with a vengeance in the market.
Have a look at below news report on Maggi capturing the market share will dispel your complete thought process.
After recovering from complete ban
on sale and production last year,
Nestlé’s Maggi is continuously
gaining traction in the instant noodles
market. Maggi instant noodles
now hold more than 50 per cent
market share, first time since May
2015. The food major on Tuesday
re-launched two variants of Maggi
in tandem with its plan to strengthen
the portfolio in 2016.
Since its re-launch in November
last year, Maggi noodles have
gained market share every month,
as per Nielsen data. While in the
first month, it regained 10 per cent
share and reached half a million
outlets across the country, by
March 2016, it recaptured 51 per
cent of the market. It’s now available
at more than two million outlets
across the country.
“Maggi is going to re-grow further
in coming months as it is now
available in all the states, after
Maggi was launched in Tripura last
week,” an industry executive said.
Last year, during the pre-ban period,
Maggi instant noodles used to
hold 78 per cent of the ~3,800 crore
instant noodles market. It used to
be available at 3.8 million outlets.
The flagship noodle was banned on
June 5, 2015.
Following its successful relaunch,
Nestlé has tied-up with
Snapdeal to sell Maggi kits online,
including freebies and gifts.
“Over the past 33 years, Maggi
has become the most trusted and
valuable food brand in India. I am
also happy that we have gained
month-on-month and we continue
to lead the noodles category
with over 50 per cent market
share. We understand the changing
lifestyles of generations and
have constantly innovated products
that add value to the favourite
Maggi noodles. With the latest relaunch,
we are aiming to provide
more choices to suit consumer
preferences, driving greater volumes
and building back our market
share,” said Suresh Narayanan,
chairman and managing director,
Nestlé India.
So, as a brand one should not worry if one gets embroiled in a controversy as it can help the brand to regrow with a new vigour and achieve better heights.
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