SlideShare a Scribd company logo
T HE T Y L E NOL
       CRI SI S
      Presented by:-
    Sudhir Singh Rajput
                  Hitesh Mishra
       Sumit Kumar
                  Manish Kumar
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 de v i c e s a nd
 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.
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 ,
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 .
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
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.
Cr i s i s
c 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 n
me mb e r t e a m a n d
t wo q u e s t i o n
a ddr e s s e d
•C o n v i n c e d f o r
l i t t l e c ha nc e s
of di s c ov e r i ng
a n y mo r e c y a n i d e
c oa t e d t a bl e t
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
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
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
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
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 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
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 by
J 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
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
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
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
Johnson & johnson's

More Related Content

What's hot

The long tail complete
The long tail completeThe long tail complete
The long tail completeshellymimp
 
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
DNX
 
The Bruery Presentation
The Bruery PresentationThe Bruery Presentation
The Bruery Presentation
thecalmpickle
 
Digitale Nomaden und Steuern
Digitale Nomaden und SteuernDigitale Nomaden und Steuern
Digitale Nomaden und Steuern
Alexander V. Schinzing
 
presentacion
presentacionpresentacion
presentaciongatiusely
 
Display Banner
Display BannerDisplay Banner
Display Banner
mfeKEG
 
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
DNX
 
Estate Planning Tips for Women
Estate Planning Tips for WomenEstate Planning Tips for Women
Estate Planning Tips for Women
Passare
 
Trabajo power
Trabajo powerTrabajo power
Trabajo power
PaulayAgustina
 
Leonardo da vinci marina
Leonardo da vinci marinaLeonardo da vinci marina
Leonardo da vinci marinantpalau
 
2016 social media and agriculture
2016 social media and agriculture2016 social media and agriculture
2016 social media and agriculture
klhall700
 
Bridging the Generation Gap
Bridging the Generation GapBridging the Generation Gap
Bridging the Generation GapCarla Mae Zamora
 
Shalih tak berdayaguna
Shalih tak berdayagunaShalih tak berdayaguna
Shalih tak berdayagunaAbdul Cholil
 
Tyler Garmin- Kansas City
Tyler Garmin- Kansas CityTyler Garmin- Kansas City
Tyler Garmin- Kansas City
Splunk
 
Why your outsourcing still fail in 2017?
Why your outsourcing still fail in 2017?Why your outsourcing still fail in 2017?
Why your outsourcing still fail in 2017?
Artem Gavrik
 

What's hot (18)

The long tail complete
The long tail completeThe long tail complete
The long tail complete
 
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
DNX Workshop ★ Digitale Produkte & Dienstleistungen auf der eigenen WordPress...
 
The Bruery Presentation
The Bruery PresentationThe Bruery Presentation
The Bruery Presentation
 
Digitale Nomaden und Steuern
Digitale Nomaden und SteuernDigitale Nomaden und Steuern
Digitale Nomaden und Steuern
 
presentacion
presentacionpresentacion
presentacion
 
Display Banner
Display BannerDisplay Banner
Display Banner
 
Figures of me
Figures of meFigures of me
Figures of me
 
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
DNX Workshop ★ YouTube made easy! Schritt für Schritt zum eigenen YouTube Ka...
 
Estate Planning Tips for Women
Estate Planning Tips for WomenEstate Planning Tips for Women
Estate Planning Tips for Women
 
Trabajo power
Trabajo powerTrabajo power
Trabajo power
 
Leonardo da vinci marina
Leonardo da vinci marinaLeonardo da vinci marina
Leonardo da vinci marina
 
2016 social media and agriculture
2016 social media and agriculture2016 social media and agriculture
2016 social media and agriculture
 
E learn slidedeck
E learn slidedeckE learn slidedeck
E learn slidedeck
 
Bridging the Generation Gap
Bridging the Generation GapBridging the Generation Gap
Bridging the Generation Gap
 
Shalih tak berdayaguna
Shalih tak berdayagunaShalih tak berdayaguna
Shalih tak berdayaguna
 
Tyler Garmin- Kansas City
Tyler Garmin- Kansas CityTyler Garmin- Kansas City
Tyler Garmin- Kansas City
 
Why your outsourcing still fail in 2017?
Why your outsourcing still fail in 2017?Why your outsourcing still fail in 2017?
Why your outsourcing still fail in 2017?
 
Metacom
MetacomMetacom
Metacom
 

More from Sudhir Singh Rajput

Project HUL SSR
Project HUL SSRProject HUL SSR
Project HUL SSR
Sudhir Singh Rajput
 
Tcs crm
Tcs crmTcs crm
TCS CRM
TCS CRMTCS CRM
TCS CRM
TCS CRMTCS CRM
Endowment Policy SSR
Endowment Policy SSREndowment Policy SSR
Endowment Policy SSR
Sudhir Singh Rajput
 
Automobile Business Environment
Automobile Business EnvironmentAutomobile Business Environment
Automobile Business Environment
Sudhir Singh Rajput
 
Lucknow mahotsava
Lucknow mahotsavaLucknow mahotsava
Lucknow mahotsava
Sudhir Singh Rajput
 
Lucknow mahotsava
Lucknow mahotsavaLucknow mahotsava
Lucknow mahotsava
Sudhir Singh Rajput
 
Saffola
Saffola Saffola
Hong kong disneyland hkd
Hong kong disneyland hkdHong kong disneyland hkd
Hong kong disneyland hkd
Sudhir Singh Rajput
 
Franchisee in china
Franchisee in chinaFranchisee in china
Franchisee in china
Sudhir Singh Rajput
 
Johnson & Johnson's Tylenol Crisis
Johnson & Johnson's Tylenol CrisisJohnson & Johnson's Tylenol Crisis
Johnson & Johnson's Tylenol CrisisSudhir Singh Rajput
 
Contract of agency
Contract of agencyContract of agency
Contract of agency
Sudhir Singh Rajput
 
The week sudhir sip presentation
The week sudhir sip presentationThe week sudhir sip presentation
The week sudhir sip presentation
Sudhir Singh Rajput
 
Mahindra Scorpio
Mahindra Scorpio Mahindra Scorpio
Mahindra Scorpio
Sudhir Singh Rajput
 
Vodafone
VodafoneVodafone
Sam sung presentation
Sam sung presentationSam sung presentation
Sam sung presentation
Sudhir Singh Rajput
 
Nestle
NestleNestle
Ra.One Marketing
Ra.One MarketingRa.One Marketing
Ra.One Marketing
Sudhir Singh Rajput
 
Dove_HUL
Dove_HULDove_HUL

More from Sudhir Singh Rajput (20)

Project HUL SSR
Project HUL SSRProject HUL SSR
Project HUL SSR
 
Tcs crm
Tcs crmTcs crm
Tcs crm
 
TCS CRM
TCS CRMTCS CRM
TCS CRM
 
TCS CRM
TCS CRMTCS CRM
TCS CRM
 
Endowment Policy SSR
Endowment Policy SSREndowment Policy SSR
Endowment Policy SSR
 
Automobile Business Environment
Automobile Business EnvironmentAutomobile Business Environment
Automobile Business Environment
 
Lucknow mahotsava
Lucknow mahotsavaLucknow mahotsava
Lucknow mahotsava
 
Lucknow mahotsava
Lucknow mahotsavaLucknow mahotsava
Lucknow mahotsava
 
Saffola
Saffola Saffola
Saffola
 
Hong kong disneyland hkd
Hong kong disneyland hkdHong kong disneyland hkd
Hong kong disneyland hkd
 
Franchisee in china
Franchisee in chinaFranchisee in china
Franchisee in china
 
Johnson & Johnson's Tylenol Crisis
Johnson & Johnson's Tylenol CrisisJohnson & Johnson's Tylenol Crisis
Johnson & Johnson's Tylenol Crisis
 
Contract of agency
Contract of agencyContract of agency
Contract of agency
 
The week sudhir sip presentation
The week sudhir sip presentationThe week sudhir sip presentation
The week sudhir sip presentation
 
Mahindra Scorpio
Mahindra Scorpio Mahindra Scorpio
Mahindra Scorpio
 
Vodafone
VodafoneVodafone
Vodafone
 
Sam sung presentation
Sam sung presentationSam sung presentation
Sam sung presentation
 
Nestle
NestleNestle
Nestle
 
Ra.One Marketing
Ra.One MarketingRa.One Marketing
Ra.One Marketing
 
Dove_HUL
Dove_HULDove_HUL
Dove_HUL
 

Johnson & johnson's

  • 1. T HE T Y L E NOL CRI SI S Presented by:- Sudhir Singh Rajput Hitesh Mishra Sumit Kumar Manish Kumar
  • 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 de v i c e s a nd 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. 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. 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. 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.
  • 7. 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.
  • 8. Cr i s i s c 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 n me mb e r t e a m a n d t wo q u e s t i o n a ddr e s s e d •C o n v i n c e d f o r l i t t l e c ha nc e s of di s c ov e r i ng a n y mo r e c y a n i d e c oa t e d t a bl e t
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 14. • 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
  • 15. 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 by J 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
  • 16. 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
  • 17. 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
  • 18. 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