雀巢美极：召回产品的定价和重新定位 Nestle's Maggi: Pricing and Repositioning Challenge of Recalled Products (Simplified Chinese version)

雀巢美极案例探讨了 2015 年 6 月发生的事件，当时印度食品监管机构印度食品安全与标准局宣布雀巢品牌美极方便面不适合食用。检测样品显示，其中存在过量的铅和添加的谷氨酸钠。为了保持消费者的信任，雀巢从该国所有商店货架上召回了美极。管理层当时正在努力改进重新定位战略，以帮助雀巢保持其在印度的可观市场份额。雀巢需要解决的另一个问题是，在拟议的产品重新推出期间，定价将在影响消费者购买决策方面发挥什么作用。

In June 2015, the Indian food regulatory body, Food Safety and Standards Authority of India, declared Nestlé’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, Nestlé recalled Maggi from all store shelves in the country. Management was now grappling with an improved re-positioning strategy to help Nestlé retain its considerable market share in India. The other issue that Nestlé needed to resolve was what role pricing would play in influencing consumer purchase decisions during the proposed product relaunch.