Crisis Management

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CRISIS MANAGEMENT

• Prepared Presented By
• Mohit Jain
• MBA_DFB_2020

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Introduction

• Crisis refer to any event that is expected to
• lead to, an unstable and dangerous
  situation.
• The word Crisis come from two Chinese
• words, one represents Danger and others
  represents Opportunity.
• Management refer to the art of getting things
  done through others

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• Crisis management refer to a process in which a
  organization deals with unexpected situations
  that are threats to the development and
  advancement of the entity.
• These situations usually threaten in harming
  either the organization or the stakeholders of
  the company.
• Mostly all the crises are not the same and rarely
  occurs at the same time and therefore the company
  should be well prepared to tackle all the cases
  once arises.

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Communication Strategies For Crisis Management

• Pre Crisis

• Post Crisis

• Keeping a watch out for probable crisis
• Create a Contingency Plan
• Sensitize personnel to potential risk avenues

• Analyze the scale of damage
• Keep a tab on consequent sequence of event
• Make informed decisions

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Case - Maggi's Lead And Msg Levels Crisis

• Highlights of the Case
• In April 2015, an government reference lab in
  Kolkata, following up on an initial report from
  Barabanki in Uttar Pradesh, reported excess lead
  in samples of Maggi.
• Nestlé's instant noodles brand that then
  commanded 63 per cent share of Indias Rs 5,000
  crore noodle market.
• Following a public outcry, the product was pulled
  from the marketplace and banned by the Indian
  government in June 2015.
• For Detailed Overview-
• https//www.livemint.com/Sundayapp/X4JJ9Csqx6mtOca
  r3rkOLM/The-legal-battle-over-the-Maggi-ban.html

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Communication After The Crisis

• Maggi is a mainstream brand with the bundle of
  supporters who remained by it during its
  preliminaries.
• Nestle just has to clear all misunderstandings
  around which it is shrouded, change the
  perception towards the brand .
• Right after the crisis, Maggi rolled out three
  films as part of a brand campaign themed
• 1. WeMissYouTooMessage - https//youtu.be/63FXWB
  Vqjuo
• 2. LetYourMomKnow - https//youtu.be/GAsHxzFPBgI
• 3. WelcomeBackMaggi - https//youtu.be/UjV3JyUXFb
  M

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Analysis Of Post Crisis Communication Strategies
of Nestle

• Analyze the scale of damage-
• Immediately once the ban, there have been a lot
  of negative social media reactions around the
  Maggi brand.
• The connection that many people felt for the
  brand now made them feel a personal betrayal of
  trust.
• Keep a tab on consequent sequence of event-
• WeMissYouTooMessage - The film appeared to be
  guided by the very fact that the brand still
  didnt have formal approval and that the item was
  still not available in the market. This was also
  a way of putting pressure on the authorities. The
  film shows that the consumer was dying to hear
  from Maggi. It was a campaign that also showed
  respect towards the consumer.
• LetYourMomKnow - It was a great strategy to
  restore the confidence of people. Bringing
  mothers have strengthened the belief and
  developed deeper affinity with the brand. These
  advertisement were not about selling Maggi but
  the thoughts which people had in mind about the
  brand. Using mothers to stamp of approval would
  have been the obvious, and perhaps the only route
  to take, as opposed to taking a celebrity. The
  strategy helped them greatly in reassuring the
  safety of the product.

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• WelcomeBackMaggi - These were simple short films
  that welcomed Maggi back from
  different peoples perspective. Emotions often
  defy logic, and Maggi has that emotional
  connection with its consumers, which advertisers
  exploited in the campaign.
• Make informed decisions-
• Maggis market share in the noodle segment was
  around 63. The expense on creating a new
  customer is 6 times greater than the expense
  incurred on sustaining an customer. Having 63
  of the market share before the ban, Maggi
  targeted their existing customers itself.
• The opposers of Maggi were homemakers who once
  bought Maggi for their children. They were health
  conscious people, which is why they were against
  Maggi. Maggi has very tactfully used them as
  protagonists in its films. The supporters of
  Maggi are kids, juveniles and PG and hostelwalas.
  They love Maggi for its taste and quick making
  tendency which make it still long for Maggi.

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Conclusion
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Thank You