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Subject category: Marketing
Authors:
Published by:
El Izi Communications Consultancy UK Ltd (2018)
Length:
15 minutes
Data source:
Field research
Notes:
File size 786.5MB. Click for more information.

Abstract

Mey Diageo was faced with an unlicensed production of fake raki, produced by a father and his son in March 2005, using Mey's Yeni Raki brand. The father and the son, either from ignorance, or because it was cheaper, used methanol, instead of ethanol in its production. This fake raki production was first uncovered as a result of casualties being reported from a suburb of Istanbul. On the other hand, the company was just privatised in 2004 and when it faced with this tragedy, it was going through a major transformation, evolving from a state-owned company founded in 1862 to a private entreprise. Although it was not the fault of Mey, since the problem had a direct link to human life and to the Yeni Raki brand; Mey decided to collect back its one million bottles. In the case, the CEO of Mey Diageo (2004-Oct 2017), Galip Yorgancioglu explains the nightmare they experienced in 2005 and the measures taken, the communication strategy followed during the crisis and after it has subdued. The case supplies a very distinct example in what to do and what not to do when faced with a crisis, with lessons learned.

Topics

Communications; Crisis management; PR; Marketing; International markets; Emerging markets; Turkey; Mey Icki, Diageo
Location:
Industry:
Size:
46.5 million litres
Other setting(s):
2005

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