Case studies

Question 1

Dove

Answer 1

• Had an add campaign depicting women changing race by pulling off t-shirts that match their skin colour.
• It was thought by some that it showed a women becoming white as a result of using the product
• Dove quickly released a statement saying that it was meant to show the beauty of diversity.

Question 2

Coca Cola bottled water

Answer 2

• Dasani bottled water selling well in USA
• Launched in February 2004 in UK
• Leaked that Dasani uses tap water
• Coca Cola quickly released a statement focusing on their purification process and about Dasani being a lifestyle choice
• A batch of Dasani was contaminated with carcinogens
• The product was quickly taken of the market and UK production stopped

Question 3

JLR ICE to ACE

Answer 3

• In order to stay relevant, market trends are followed closely as it can be unpredictable
• It was decided the market is likely to shift from using ICEs to electric and to autonomous systems
• To encourage employees to engage with the new direction ‘ICE to ACE’ was used in order to show it as a good move
• Promises that by 2020 every model will be electrified, with either an all electric or hybrid powertrain, before (BAM)
• UK government bans ICE by 2040

Question 4

Uber

Answer 4

• Uber CEO Travis Kalanick was filmed being abusive to a driver
• A personal message was sent out to employees apologising for his behaviour

Question 5

Emergency services

Answer 5

• 8 principles of effective recovery
• continually analyse to anticipate problems
• decisions made at the lowest appropriate level for quick responses
• sharing infromation
• all agencies should co-operate

Question 6

examples of contingency plans

Answer 6

• Dasani bottles water *
• emergency services
• Dove ad
• Pepsi ad

Question 7

examples of building scenarios

Answer 7

• JLR ICE to ACE

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Question 8

examples of crisis management

Answer 8

• Johnson & Johnson’s cyanide laced Tylenol pills

Question 9

Johnson & Johnson Tylenol pills

Answer 9

• laced with cyanide killing 7 people
• quickly recalled stock worth millions of dollars
• worked with Chicago police and FBI to find the killer offering a large reward
• developed new tamper resistant packaging
• gave out vouchers
• media shared the lengths gone to and the brand recovered