Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Topics:
Pesticide controversy; Coke and Pepsi; Worms in chocolates; Cadburys Dairy Milk; Project vishwas; Symbols of disrepute; Damage control; European Economic Commission; Brand ambassadors; McCann-Erickson; 'Safety' aspect; Aggressive multimedia campaign; Tagline; Storage requirements; Consumer sentiments
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Abstract
When reports of pesticides in soft drinks and worms in chocolates hit the headlines, consumers'' ire against Coke, Pepsi and Cadbury was palpable across India. Within days, the brands became symbols of disrepute and blame. The biggest asset for these three companies, their reputation, is blemished beyond doubt. To protect their brand image and to regain consumer confidence, the companies responded with public relations and advertising campaigns. This case study offers scope for discussion on the efficacy of charges levelled against these companies and the war-footing measures adopted to contain the damage caused by the allegations. The effectiveness of these measures can also be discussed. A structured assignment ''504-052-4'' is available to accompany this case.
Location:
Other setting(s):
2003
Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 22 pages
Data source: Published sources
Topics:
Pesticide controversy; Coke and Pepsi; Worms in chocolates; Cadburys Dairy Milk; Project vishwas; Symbols of disrepute; Damage control; European Economic Commission; Brand ambassadors; McCann-Erickson; 'Safety' aspect; Aggressive multimedia campaign; Tagline; Storage requirements; Consumer sentiments
About
Abstract
When reports of pesticides in soft drinks and worms in chocolates hit the headlines, consumers'' ire against Coke, Pepsi and Cadbury was palpable across India. Within days, the brands became symbols of disrepute and blame. The biggest asset for these three companies, their reputation, is blemished beyond doubt. To protect their brand image and to regain consumer confidence, the companies responded with public relations and advertising campaigns. This case study offers scope for discussion on the efficacy of charges levelled against these companies and the war-footing measures adopted to contain the damage caused by the allegations. The effectiveness of these measures can also be discussed. A structured assignment ''504-052-4'' is available to accompany this case.
Settings
Location:
Other setting(s):
2003
Related
Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 7 pages
Data source: Published sources
Subject category:
Marketing
Published by:
IBS Case Development Center
Length: 22 pages
Data source: Published sources
Topics:
Pesticide controversy; Coke and Pepsi; Worms in chocolates; Cadburys Dairy Milk; Project vishwas; Symbols of disrepute; Damage control; European Economic Commission; Brand ambassadors; McCann-Erickson; 'Safety' aspect; Aggressive multimedia campaign; Tagline; Storage requirements; Consumer sentiments