Rossi Chocolate is a Swiss chocolate company that has been operating in Turkey for 14 years. In June 2014, more than 20 children in Izmir became ill after eating Rossi's new Milky chocolate product. An investigation found the temperature control system on one section of a delivery truck malfunctioned, causing spoilage of 100 Milky bars. Rossi enacted its crisis management plan, forming a crisis team to immediately recall the affected products, issue a public statement apologizing for the incident and pledging to pay medical costs, and announce system changes to prevent future issues.

1. Crisis Management and
Communication of
Rossi Chocolate
Nilüfer Geysi
20100301041
1

2. About Rossi
• Established in 1982 in Switzerland
• Charles Rossi
• More than 40 countries
• In Turkish market for 14 years
• Milk chocolates with different fruit flavors
• Rossi factory in Istanbul
• NFA Transportation Company
2

3. New Product
• New product Milky
• Kind of chocolate includes dairy milk
• Keep in the refrigerator to keep the quality of the natural
ingredients.
3

4. Risk Management
• Accidental: Occupational accident in the factory.
• Criminal: Foreign matter
• Environmental: The waste system of the factory
• Managerial: Statement to the press that angers any
political, ethnic or religious groups.
• Terroristic: Kidnapped officials
• Technological: Technological breakdowns
4

5. CRISIS
• A technological problem
• On 5 and 6 June 2014, more than 20 children in Izmir
claimed illness after eating Milky.
• 50 similar symptoms
• Vomiting, dizziness and headaches
• 3 of them were in a bad situation
• Temperature system of one section in a truck went out
of order
• Spoilage of 100 products
5

6. Crisis Management Plan
• Immediate action
• Crisis team as proactive crisis management
6

7. The Crisis Management Team (CMT)
• The CEO
• Upper managers
• The head of PR
• Director of marketing
• Director of distribution
• Sales managers of Aegean region
• Director of quality control staff
• Director of finance
• Medical officers of Milky
• Coordinator
7

8. Crisis Management Plan
• All the products in that truck are recalled
• Webpage and updated information
• Stopped advertising of the product.
• Both traditional and social media.
• Press statement
• National and local media institutions
• YouTube, Twitter and Facebook accounts
• Another transportation company
• Internal Communication
• New System
8

9. Public Speech
• As Rossi Company, we faced with a problem that
threatened the lives of our consumers. We distribute our
products with high technology trucks. The trucks have multi
sections with multi temperature controls. A break out in
temperature system gave rise to spoilage of 100 products.
The breakdown could not be realized before carrying them
to the retailer. 50 citizens applied to hospitals after eating
them. We intimately apologize for this sad event. We deal
with the matter momentously. We will change the system
to avoid any undesirable situations. We do not care about
anything else more from human life. Therefore, we are
going to stand by them who are affected more or less. We
are going to pay all medical costs for those affected by the
outbreak. You can contact us for questions or information.
9

10. Contact Information
• Webpage: www.milky.com.tr
• Adress :Dere Caddesi, Beysan Sanayi Sitesi,
No.26 PK 34524 Kartal, İstanbul, Türkiye
• Telephone :+ 90 212 876 76 76 (pbx)
• Fax: +90 212 876 76 77
• e-mail: info@milky.com
• Twitter: twitter.com/milkyinfo
• Facebook: facebook.com/milkycompany
• Youtube: youtube.com/user/milkycompany
10