Ivey Publishing
o.b.: The Case of the Missing Tampons
Product Number:
9B12M096
Publication Date:
10/25/2012
Revised Date:
10/26/2012
Length:
15 pages (10 pages of text)
Product Type:
Case (Library)
Source:
Ivey
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.
Learning Objective:
  • 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.
Issues:
Disciplines:
General Management/Strategy,  International
Industries:
Health Care Services
Setting:
United States, Large, 2011
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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