This document discusses several cases of food safety crises involving major brands in Thailand and the United States, and lessons learned from their crisis responses. It describes a crisis in the US where syringes were found in cans of Diet Pepsi, and how the company addressed it by forming a crisis team, cooperating with the FDA, and communicating with the media and customers. It also summarizes three crises in Thailand involving unusual objects found in drinks or contamination issues, and the various problem-solving approaches taken by those companies to manage the crises, address safety, inform the public, and regain customer trust.
Tylenol Rebound: The Rise, Fall and Rise of TylenolSomak Ghosh
Tylenol Rebound, was presented on 11th march, 2015 in XIMB.
This presentation takes us through the Tylenol crisis that started with the deaths caused due to cyanide laced Tylenol capsules. It talks about the brilliance of Johnson and Johnson in handling the crisis through an approach that was candid, honest to God and heartfelt. They owned up, accepted total responsibility and carefully designed their repositioning - resulting in the ultimate gain of market share lost during the crisis.
This is the perfect example of how a company is to handle crises and use media to its advantage.
The PR team at Johnson and Johnson handled the crisis in a way that no company had ever imagined - a wonderful and empathetic promotional campaign, revolving around the inestimable value of human lives was ultimately successful in driving home the point that no matter what the circumstances are - honesty is always rewarded.
Tylenol Rebound: The Rise, Fall and Rise of TylenolSomak Ghosh
Tylenol Rebound, was presented on 11th march, 2015 in XIMB.
This presentation takes us through the Tylenol crisis that started with the deaths caused due to cyanide laced Tylenol capsules. It talks about the brilliance of Johnson and Johnson in handling the crisis through an approach that was candid, honest to God and heartfelt. They owned up, accepted total responsibility and carefully designed their repositioning - resulting in the ultimate gain of market share lost during the crisis.
This is the perfect example of how a company is to handle crises and use media to its advantage.
The PR team at Johnson and Johnson handled the crisis in a way that no company had ever imagined - a wonderful and empathetic promotional campaign, revolving around the inestimable value of human lives was ultimately successful in driving home the point that no matter what the circumstances are - honesty is always rewarded.
Presentation given to the Regulatory Affairs Professionals Society (RAPS) Horizons conference using a case study of the generic drug scandal as a basis to understanding how to react to a scandal, SEC disclosure duties, collateral consequences of a crisis, and lessons learned.
This book offers you a short cut for the marketing exams. It contains frequently asked 580 questions, out of a question bank of over 1600 questions. I have reviewed whole syllabuses of many marketing courses in Diploma to Undergraduate level and have included questions on fundamental concepts and terms that are tested in a marketing exam.
I have purposely avoided questions that are easy and not tested frequently to bring down the load on students to study on marketing MCQs. Hence, this book will take away a big burden on students in reading the whole syllabus, sifting, selecting important questions from big question banks and memorizing all of them.
In addition to helping students in answering MCQs, this book provides a revision of the whole syllabus offered in a marketing course. Therefore, the knowledge gathered by answering MCQs in this book will surely help the student to write short and essay type answers as well with confidence.
A presentation on how leading companies have reacted to ethical supply chain crises and how the media responded. Second half focuses on dealing with the media and communicating good practice on CSR, supply chains and ethics
2
MARKETING PROPOSAL Nicola Werner
Marketing Proposal: Nestle
Nicola Werner
Marketing Research
March 2, 2020
MARKETING PROPOSAL
Company Background
The company that is selected for formulating the marketing proposal is Nestle. Nestle is a multinational corporation with its headquarters based in Switzerland. Nestle is the largest food company as per its revenue in the world.
The origins of the company date back to the year 1860 when two Swiss companies merged to form Nestle. In the next decade, Nestle started to expand all over the United States and Europe (Mowbray, 2018). The company marked its expansion mainly during World War I and World War II by expanding is product categories from infant formulas and condensed milk to various other products.
The products of the company include bottled water, breakfast products such as cereals, tea, medical food products and baby food, frozen products, animal food and dairy products. For the marketing proposal, the product category of baby food would be discussed. Nestlé’s mission statement is “Good Food, Good Life” which is a promissory statement that ensures the people for enhancing their lives through food beverages and food products. Nestle has 447 factories all around the world operational in 189 nations (Mowbray, 2018).
Problem Statement
The problem statement is, “Boycott of Nestle infant formula and other baby products around the world as the company involved itself in exaggerated marketing and failed to communicate the use of breast milk substitute product which led to the deaths of many infants.”
Background: The company has been a target of various controversies, however, there is a rising question mark on the breast milk substitute formula of infant milk. The company has been accused by different customers for violating the ethical practices as they manipulated its customer regarding the baby milk formulas (Krasny, 2012). There are critics about the company's alternatives to breastfeeding and many countries boycotted from the product. Many leading organizations all around the globe boycotted from the products of Nestle because of its false marketing in developing countries. There are certain codes of practices that are described by the World Health Organization to be followed for marketing practices which were not followed by Nestle. It can be seen that the company was a victim of many controversies thus this marketing proposal will research further on the controversies to evaluate the problem in more depth. Up until the late 1970s, Nestlé started to draw worldwide controversy because of its advertising practices for baby milk, particularly those in developing nations. Public outcry culminated with the 1977 Nestle boycott that is still in place today. Following were the issues that resulted in the problem to be a controversy:
· Labelled in developing nations with "Baby Killer ' in 1970.
· Nestlé marketed yet still promotes the product as a risk-free supplement to breastmilk.
· In po.
2
MARKETING PROPOSAL Nicola Werner
Marketing Proposal: Nestle
Nicola Werner
Marketing Research
March 2, 2020
MARKETING PROPOSAL
Company Background
The company that is selected for formulating the marketing proposal is Nestle. Nestle is a multinational corporation with its headquarters based in Switzerland. Nestle is the largest food company as per its revenue in the world.
The origins of the company date back to the year 1860 when two Swiss companies merged to form Nestle. In the next decade, Nestle started to expand all over the United States and Europe (Mowbray, 2018). The company marked its expansion mainly during World War I and World War II by expanding is product categories from infant formulas and condensed milk to various other products.
The products of the company include bottled water, breakfast products such as cereals, tea, medical food products and baby food, frozen products, animal food and dairy products. For the marketing proposal, the product category of baby food would be discussed. Nestlé’s mission statement is “Good Food, Good Life” which is a promissory statement that ensures the people for enhancing their lives through food beverages and food products. Nestle has 447 factories all around the world operational in 189 nations (Mowbray, 2018).
Problem Statement
The problem statement is, “Boycott of Nestle infant formula and other baby products around the world as the company involved itself in exaggerated marketing and failed to communicate the use of breast milk substitute product which led to the deaths of many infants.”
Background: The company has been a target of various controversies, however, there is a rising question mark on the breast milk substitute formula of infant milk. The company has been accused by different customers for violating the ethical practices as they manipulated its customer regarding the baby milk formulas (Krasny, 2012). There are critics about the company's alternatives to breastfeeding and many countries boycotted from the product. Many leading organizations all around the globe boycotted from the products of Nestle because of its false marketing in developing countries. There are certain codes of practices that are described by the World Health Organization to be followed for marketing practices which were not followed by Nestle. It can be seen that the company was a victim of many controversies thus this marketing proposal will research further on the controversies to evaluate the problem in more depth. Up until the late 1970s, Nestlé started to draw worldwide controversy because of its advertising practices for baby milk, particularly those in developing nations. Public outcry culminated with the 1977 Nestle boycott that is still in place today. Following were the issues that resulted in the problem to be a controversy:
· Labelled in developing nations with "Baby Killer ' in 1970.
· Nestlé marketed yet still promotes the product as a risk-free supplement to breastmilk.
· In po ...
Rumors pose an increased risk to corporate reputation due to the global use of social media combined with people's natural tendency to gossip and/or share unproven or speculative information. This presentation discusses a basic methodology that organizations can use to defend themselves from potentially damaging rumors.
Rumors pose an increasing risk to corporate reputation due to the widespread use of social media and human beings natural tendency to gossip and/or share speculative information. This presentation discusses a basic approach that corporatations can use to defend their reputation from potentially damaging rumors.
Presentation given to the Regulatory Affairs Professionals Society (RAPS) Horizons conference using a case study of the generic drug scandal as a basis to understanding how to react to a scandal, SEC disclosure duties, collateral consequences of a crisis, and lessons learned.
This book offers you a short cut for the marketing exams. It contains frequently asked 580 questions, out of a question bank of over 1600 questions. I have reviewed whole syllabuses of many marketing courses in Diploma to Undergraduate level and have included questions on fundamental concepts and terms that are tested in a marketing exam.
I have purposely avoided questions that are easy and not tested frequently to bring down the load on students to study on marketing MCQs. Hence, this book will take away a big burden on students in reading the whole syllabus, sifting, selecting important questions from big question banks and memorizing all of them.
In addition to helping students in answering MCQs, this book provides a revision of the whole syllabus offered in a marketing course. Therefore, the knowledge gathered by answering MCQs in this book will surely help the student to write short and essay type answers as well with confidence.
A presentation on how leading companies have reacted to ethical supply chain crises and how the media responded. Second half focuses on dealing with the media and communicating good practice on CSR, supply chains and ethics
2
MARKETING PROPOSAL Nicola Werner
Marketing Proposal: Nestle
Nicola Werner
Marketing Research
March 2, 2020
MARKETING PROPOSAL
Company Background
The company that is selected for formulating the marketing proposal is Nestle. Nestle is a multinational corporation with its headquarters based in Switzerland. Nestle is the largest food company as per its revenue in the world.
The origins of the company date back to the year 1860 when two Swiss companies merged to form Nestle. In the next decade, Nestle started to expand all over the United States and Europe (Mowbray, 2018). The company marked its expansion mainly during World War I and World War II by expanding is product categories from infant formulas and condensed milk to various other products.
The products of the company include bottled water, breakfast products such as cereals, tea, medical food products and baby food, frozen products, animal food and dairy products. For the marketing proposal, the product category of baby food would be discussed. Nestlé’s mission statement is “Good Food, Good Life” which is a promissory statement that ensures the people for enhancing their lives through food beverages and food products. Nestle has 447 factories all around the world operational in 189 nations (Mowbray, 2018).
Problem Statement
The problem statement is, “Boycott of Nestle infant formula and other baby products around the world as the company involved itself in exaggerated marketing and failed to communicate the use of breast milk substitute product which led to the deaths of many infants.”
Background: The company has been a target of various controversies, however, there is a rising question mark on the breast milk substitute formula of infant milk. The company has been accused by different customers for violating the ethical practices as they manipulated its customer regarding the baby milk formulas (Krasny, 2012). There are critics about the company's alternatives to breastfeeding and many countries boycotted from the product. Many leading organizations all around the globe boycotted from the products of Nestle because of its false marketing in developing countries. There are certain codes of practices that are described by the World Health Organization to be followed for marketing practices which were not followed by Nestle. It can be seen that the company was a victim of many controversies thus this marketing proposal will research further on the controversies to evaluate the problem in more depth. Up until the late 1970s, Nestlé started to draw worldwide controversy because of its advertising practices for baby milk, particularly those in developing nations. Public outcry culminated with the 1977 Nestle boycott that is still in place today. Following were the issues that resulted in the problem to be a controversy:
· Labelled in developing nations with "Baby Killer ' in 1970.
· Nestlé marketed yet still promotes the product as a risk-free supplement to breastmilk.
· In po.
2
MARKETING PROPOSAL Nicola Werner
Marketing Proposal: Nestle
Nicola Werner
Marketing Research
March 2, 2020
MARKETING PROPOSAL
Company Background
The company that is selected for formulating the marketing proposal is Nestle. Nestle is a multinational corporation with its headquarters based in Switzerland. Nestle is the largest food company as per its revenue in the world.
The origins of the company date back to the year 1860 when two Swiss companies merged to form Nestle. In the next decade, Nestle started to expand all over the United States and Europe (Mowbray, 2018). The company marked its expansion mainly during World War I and World War II by expanding is product categories from infant formulas and condensed milk to various other products.
The products of the company include bottled water, breakfast products such as cereals, tea, medical food products and baby food, frozen products, animal food and dairy products. For the marketing proposal, the product category of baby food would be discussed. Nestlé’s mission statement is “Good Food, Good Life” which is a promissory statement that ensures the people for enhancing their lives through food beverages and food products. Nestle has 447 factories all around the world operational in 189 nations (Mowbray, 2018).
Problem Statement
The problem statement is, “Boycott of Nestle infant formula and other baby products around the world as the company involved itself in exaggerated marketing and failed to communicate the use of breast milk substitute product which led to the deaths of many infants.”
Background: The company has been a target of various controversies, however, there is a rising question mark on the breast milk substitute formula of infant milk. The company has been accused by different customers for violating the ethical practices as they manipulated its customer regarding the baby milk formulas (Krasny, 2012). There are critics about the company's alternatives to breastfeeding and many countries boycotted from the product. Many leading organizations all around the globe boycotted from the products of Nestle because of its false marketing in developing countries. There are certain codes of practices that are described by the World Health Organization to be followed for marketing practices which were not followed by Nestle. It can be seen that the company was a victim of many controversies thus this marketing proposal will research further on the controversies to evaluate the problem in more depth. Up until the late 1970s, Nestlé started to draw worldwide controversy because of its advertising practices for baby milk, particularly those in developing nations. Public outcry culminated with the 1977 Nestle boycott that is still in place today. Following were the issues that resulted in the problem to be a controversy:
· Labelled in developing nations with "Baby Killer ' in 1970.
· Nestlé marketed yet still promotes the product as a risk-free supplement to breastmilk.
· In po ...
Rumors pose an increased risk to corporate reputation due to the global use of social media combined with people's natural tendency to gossip and/or share unproven or speculative information. This presentation discusses a basic methodology that organizations can use to defend themselves from potentially damaging rumors.
Rumors pose an increasing risk to corporate reputation due to the widespread use of social media and human beings natural tendency to gossip and/or share speculative information. This presentation discusses a basic approach that corporatations can use to defend their reputation from potentially damaging rumors.
1. S y r inge – in – t h e C an Scar e By Siriphun 0303 & Sukanda 0304 Alpac Corporation and the Original…
2. S yringe - in - the - Can Scare Problem solving : - Form CMT - Review process - work with FDA and Mass media Principles applied : - Leadership Strategies - P resents Caring - Interact quickly - Information sharing and cooperated duo with FDA Crisis : Found a Syringe in a Can of Diet Pepsi in the state of Washington.
3. O peration Day Activities Thursday ,June 10 Specify spokespersons Friday , June 11 A second reported syringe-in-a-can came in to Alpac directly. Sunday , June 13 The FDA issued its own advisory. Monday , June 14 Information public relations , Prepare plans for a distribution channel. Tuesday , June 15 Revealed the production process. Wednesday , June 16 The most informed from customers was not truth, Alpac did the counterattack. Thursday , June 17 Impossible for Syringe in the can, release news around the world.
5. 1 . Heineken Beer Problem solving Mr.Prarin Malakun Na Ayuthaya d irector of Marketing came out to apologized and explain that was usually of freeze beer. Crisis Found something unusual like toilet paper in Heineken Beers .
6. Crisis : found unusual things floating in the bottle 2. OISHI Problem solving 1. Reclaim product immediated. 2. Visited customers who found and apologized by Mr. Tan. 3. Apologize to public and explain. 4. Open factory to show and checked by Parham Thani Provincial Health Office. 5. Launched "family health“ for build brand image. 6. Invited new CEO and innovation add for safety. 7. Invited mass media to visit production. 6. Reclaim all product. 8. Launched new campaign “ 30-cap 30-million ” . 8. Confidence came back again on September, successful.
7. 3. S & P Problem solving 1. Destroy all products 2. Send the product to checked by FDA and then use Press Conference to public. 3. Form knowledge for organizational. 4. Use mass media to released news. *****Safety first, tell the truth And plan pro-active for the future. Crisis Melamine contamination found in cookie
8. Crisis : Melamine Contamination found in milk 3. Mali Problem solving 1. Internal Problem Solving - set employee’s understand - improve the quality of production by order melamine analysis tool. 2. External Problem solving - Use mass media such as ad tvc, radio, news paper and long term plan for PR.
9. Crisis Found finger with nail in Sour pork. Problem solving Just destroyed some product from production. 5.
10. 1. Full responsibility . 2. Specific and limited crisis spokespersons as much as possible. 3. The leaders must face the fact . 4. Interact quickly and truly. 5. Cooperation and support of external agencies involved. 6. Reveal, sincerely solve, and limit the spread of the problem as quickly as possible. c orrect Crisis Management Approach