Tylenol
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| Submitted By-(Group 2)Ankita Singh Bhavna MoryaniJalpan ThakkarPradnya P. Karambelkar | PGDMHR 2012-14 | ETHICS CASE REPORT – THE TYLENOL CRISIS |
Johnson & Johnson’s Strategy to Win Back Public Trust Johnson & Johnson had to win back the public trust. The two main reasons for the same were to reinstate the product (Tylenol) and to restore its own reputation. So to do so, it adopted a strategy which was executed in two phases:
Phase 1: Actual handling of the crisis situation * J&J adopted a public relations campaign immediately after they discovered about the deaths that were caused due to tampering.
Rather than just worrying about the financials of the company- the motive of the company was to reach out to the public and be a part of the loss they have faced * J&J focussed on the deaths of the American citizens. Instead of reaching out to the public with an intention to convince the public that they were instead the victims, J&J telecasted news about the deaths, expressing sorrow towards the family members * To spread awareness among the consumers, the alerted through media across United States, not to consume Tylenol products * J&J recalled all the Tylenol products from the shelves in U.S. and also stopped all advertisements
Phase 2: Comeback of both J&J and Tylenol
The phase had begun by the time phase 1 was being implemented. The main intention was to restore the confidence and trust of Tylenol * Triple Safety Seal Packaging
Company brought the triple sealed packaged bottle to make Tylenol tamper free – a glued box, plastic seal near the neck of the bottle and foil seal near the mouth of the bottle.
This packaging ensured that bottle is absolutely tamper free * To promote Tylenol to consumers who had refrained from using the product by offering a coupon of $2.50 that could be used against any purchase of Tylenol product.
It was provided whenever any customer called the
| Submitted By-(Group 2)Ankita Singh Bhavna MoryaniJalpan ThakkarPradnya P. Karambelkar | PGDMHR 2012-14 | ETHICS CASE REPORT – THE TYLENOL CRISIS |
Johnson & Johnson’s Strategy to Win Back Public Trust Johnson & Johnson had to win back the public trust. The two main reasons for the same were to reinstate the product (Tylenol) and to restore its own reputation. So to do so, it adopted a strategy which was executed in two phases:
Phase 1: Actual handling of the crisis situation * J&J adopted a public relations campaign immediately after they discovered about the deaths that were caused due to tampering.
Rather than just worrying about the financials of the company- the motive of the company was to reach out to the public and be a part of the loss they have faced * J&J focussed on the deaths of the American citizens. Instead of reaching out to the public with an intention to convince the public that they were instead the victims, J&J telecasted news about the deaths, expressing sorrow towards the family members * To spread awareness among the consumers, the alerted through media across United States, not to consume Tylenol products * J&J recalled all the Tylenol products from the shelves in U.S. and also stopped all advertisements
Phase 2: Comeback of both J&J and Tylenol
The phase had begun by the time phase 1 was being implemented. The main intention was to restore the confidence and trust of Tylenol * Triple Safety Seal Packaging
Company brought the triple sealed packaged bottle to make Tylenol tamper free – a glued box, plastic seal near the neck of the bottle and foil seal near the mouth of the bottle.
This packaging ensured that bottle is absolutely tamper free * To promote Tylenol to consumers who had refrained from using the product by offering a coupon of $2.50 that could be used against any purchase of Tylenol product.
It was provided whenever any customer called the