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T HE T Y L E NOL       CRI SI S      Presented by:-    Sudhir Singh Rajput                  Hitesh Mishra       Sumit Kuma...
I n t r o d u c t i        o n•J ohns on & J ohns on f o r m e d b y R o b e r t Wo o d J o h n s o n , J a m e s Wo o d &...
T HE T Y L E NOL   CRI SI S      • On        S e p t e m b e r 29,        1982,"T y l e n o l        Cr i s i s "        b...
T Y L E NOL CAP S UL E         E x t r a         s t r e ngt h         a na l ge s i c a nd         s e da t i v e dr ug ...
Ty l e n o l• I       C ar n iu n k n oi w ns   n 1982                   s  c r   i   mi n a l   r e pl a c e d  Ty    l  ...
V i c t i ms -S e p t e m b e r 29, 1982• At     7 a m 12 y e a r -o l d M a r   y  Ke    l l e r ma n w a s f o u n d    ...
Cr i s i sc o mmu n i c a t i o n   St r a t e gi e s•F o r m e d s e v e nme mb e r t e a m a n dt wo q u e s t i o na dd...
Cont…•S e   v   e r a l ma j o r pr    e   s s c onf e r e nc e s we    r   e he l d a t c o   r   por a t e he    a   dqu...
I mp a c t o f t h e  s t r a t e gi e s• E mp l o y e d f o r g i v e n e s s  a n d s y mp a t h y  s t r a t e gi e s f...
J o h n s o n s             s t r a t e g y• C o n tt i o u w n gn n e w s c k              n i i       b a  c o n f u b e...
Cont…•TV a ds• 2,250 s a l e s p e o p l e  t r a i n e d &d i s p a t c h e d  f o r l o c a l me d i c a l  pr e s e nt ...
COMPANY’s CREDO
• J &J p u t c u s t o m e r  s a f e t y f i r s t .• J&J used both public relations and  advertising to communicate thei...
Re a s o n s f o r Su c c e s s o f      Ef f or t s Ta k e n byJ ohns on & J ohns on i n t he       T y l e n o l Cr i s ...
Cont…P u l l i n g t h e T y l e n o l pr oduc t a c r os s t he c ount r yL e a d e r s h i p o f   t he c o mp a n yR...
Co n c l u s i o nC o   mi    ng of c r i s i s c a   nn    ot be c o   nt    r o l l e d , i t ma y c o   me     a t a n...
Cont…H o   we v e r wi t h p r o p e r s t   e ps a nd de    c i s i ons , t he y di    d n ’t o n l y r e c o v e r f r ...
Johnson & Johnson's Tylenol Crisis
Johnson & Johnson's Tylenol Crisis
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Johnson & Johnson's Tylenol Crisis

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Transcript of "Johnson & Johnson's Tylenol Crisis"

  1. 1. T HE T Y L E NOL CRI SI S Presented by:- Sudhir Singh Rajput Hitesh Mishra Sumit Kumar Manish Kumar
  2. 2. I n t r o d u c t i o n•J ohns on & J ohns on f o r m e d b y R o b e r t Wo o d J o h n s o n , J a m e s Wo o d & E d w a r d Me a d J o h n s o n i n 1985, i s a n A m e r i c a n mu l t i n a t i o n a l p h a r ma c e u t i c a l , me d i c a l d e v i c e s a n d c o n s u me r p a c k a g e d g o o d s ma n u f a c t u r i n g c or por a t i on.
  3. 3. T HE T Y L E NOL CRI SI S • On S e p t e m b e r 29, 1982,"T y l e n o l Cr i s i s " b e g a n wh e n t he f i r s t of s e v e n i ndi v i dua l s di e d i n me t r o p o l i t a n Ch i c a g o ,
  4. 4. T Y L E NOL CAP S UL E E x t r a s t r e ngt h a na l ge s i c a nd s e da t i v e dr ug wh i c h r e l i e v e pa i n a nd r e duc e of i r r i t a bi l i t y . H o l d s 35% o f t h e $1.36 mi l l i o n a na l ge s i c ma r k e t .
  5. 5. Ty l e n o l• I C ar n iu n k n oi w ns n 1982 s c r i mi n a l r e pl a c e d Ty l e nol Ex t r a - St r e ngt h c a ps ul e s wi t h c y a n i d e -l a c e d c a p s ul e s , r e s e a l e d t he pa c k a ge s , a nd de p os i t e d t he m on t he s t o r e s i n t h e Ch i c a g o a r e a .• Ty l e n o l c a p s u l e s we r e
  6. 6. V i c t i ms -S e p t e m b e r 29, 1982• At 7 a m 12 y e a r -o l d M a r y Ke l l e r ma n w a s f o u n d on t h e ba t hr oom f l oor a nd r u s he d t o t he hos pi t a l wh e r e s h e wa s pr onounc e d de a d.
  7. 7. Cr i s i sc o mmu n i c a t i o n St r a t e gi e s•F o r m e d s e v e nme mb e r t e a m a n dt wo q u e s t i o na ddr e s s e d•C o n v i n c e d f o rl i t t l e c ha nc e sof di s c ov e r i nga n y mo r e c y a n i d ec oa t e d t a bl e t
  8. 8. Cont…•S e v e r a l ma j o r pr e s s c onf e r e nc e s we r e he l d a t c o r por a t e he a dqua r t e r s•s e t up a l i v e t e l e v i s i on f e e d v i a s a t e l l i t e t o t h e N e w Y o r k me t r o
  9. 9. I mp a c t o f t h e s t r a t e gi e s• E mp l o y e d f o r g i v e n e s s a n d s y mp a t h y s t r a t e gi e s f or t he c r i s i s .• R e me d i a t i o n a n d Re c t i f i c a t i o n s t r a t e gi e s .• I mme d i a t e l y p u t u p r e w a r d o f $100000
  10. 10. J o h n s o n s s t r a t e g y• C o n tt i o u w n gn n e w s c k n i i b a c o n f u b e n ic e s t r u s t p er l c• Ha n d l e 2,500 m e d i a qu e r i e s• Re i n t r o d u c t i o n : Ne ws c o n f e r e n c e w / C E O J a me s Bu r k e• An n o u n c e c o me b a c k p l a n a t na t i ona l s a l e s c o nf e r e nc e
  11. 11. Cont…•TV a ds• 2,250 s a l e s p e o p l e t r a i n e d &d i s p a t c h e d f o r l o c a l me d i c a l pr e s e nt a t i ons•Es t a bl i s he d r e l a t i o n wi t h t h e c hi c a go pol i c e , t he f e de r a l bur e a u i nv e s t i ga t i on , Food
  12. 12. COMPANY’s CREDO
  13. 13. • J &J p u t c u s t o m e r s a f e t y f i r s t .• J&J used both public relations and advertising to communicate their strategy, keeping customers informed .• T h e y o f f e r e d a n s we r s .• F u l l y c o o p e r a t e d wi t h
  14. 14. Re a s o n s f o r Su c c e s s o f Ef f or t s Ta k e n byJ ohns on & J ohns on i n t he T y l e n o l Cr i s i s T h e y a c t e d q u i c k l y , w i t h c o mp l e t e ope nne s s P r o p e r u t i l i z a t i o n o f me d i a P r o v i de d t he v i c t i ms f a mi l i e s c o u n s e l i ng a nd f i n a n c i a l a s s i s t a nc e
  15. 15. Cont…P u l l i n g t h e T y l e n o l pr oduc t a c r os s t he c ount r yL e a d e r s h i p o f t he c o mp a n yR e a d y f o r l os s e s
  16. 16. Co n c l u s i o nC o mi ng of c r i s i s c a nn ot be c o nt r o l l e d , i t ma y c o me a t a n y t i me .H o we v e r i t c a n be c o nt r o l l e d by pr ope r pl a n n i n g a nd de c i s i o n ma k i n g . A g o o d e x a mp l e o f h o w t o d e a l wi t h c r i s i s a n d ma k e g o o d
  17. 17. Cont…H o we v e r wi t h p r o p e r s t e ps a nd de c i s i ons , t he y di d n ’t o n l y r e c o v e r f r om c r i s i s but c a me o u t w i t h s t r o n g e r c u s t o me r r e l a t i ons .Other companies m a y a l s o l e a r n f r om t hi s
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