o.b.: The Case of the Missing Tampons
(10 pages of text)
The chief executive officer (CEO) of a large consumer health conglomerate faces a controversial situation. Loyal consumers of a feminine hygiene product are outraged when they learn that a highly coveted product has been permanently discontinued. Unable to find their favourite brand in stock, consumers create a website and post online petitions to boycott, or rather “girlcott,” all products made by the company. The company has already suffered serious consumer, investor and government scrutiny after having experienced more than a dozen product recalls in recent years. The CEO needs to develop a strategy to deal with the mounting consumer anger and public speculation, or risk the negative consequences of a militant, brand savvy, population of female consumers.
- To have students experience the plight of an organization that is facing a substantial issue following the discontinuation of a popular product and the repercussions of its poor communication to consumers.
- To provide students with an opportunity to develop their creativity and skills in analysis, decision-making and communications.
- To allow students to decide on the necessary strategy and tools that management should employ to restore customer relations and continue the successful operation the brand going forward.
Health Care Services
United States, Large, 2011
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