In June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestle’s brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate. To retain the trust of consumers, Nestle recalled Maggi from all store shelves in the country. Management was then grappling with an improved re-positioning strategy to help Nestle retain its considerable market share in India. The other issue that Nestle needed to resolve was what role pricing would play in influencing consumer purchase decisions during the proposed product relaunch.
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