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My suggestions to Coca-Cola

Coca-Cola crisis in Belgum

Coca-Cola's mistakes

1. Appreciating the importance of developing a crisis management strategy

2. Appreciating the need for advance planning and preparation for managing crisis

3. Examining the role of a person with high degree of accountability (such as the CEO) in managing public relations and crisis management

• At the end of 1999 the company announce a 31% drop in profits

• By losing free media opportunities to reassure the public as the crisis unfolded, Coca-Cola had to launch costly, post-crisis advertising and promotional campaigns.

• The total cost to the company was US$130 million-nearly double the original estimate.

Instructor-Vahe Vanesyan

Student-Julieta Aghakaryan

Coca-Cola's products

were baned

Thank you

Any questions?

Coca-Cola's later respond

to Belgian people

Children at six schools in Belgium complained that the Coke products they had consumed tasted and smelled funny

The trouble with Coca-Cola's"solution" was that it made things worse

Refferences

  • http://aje.oxfordjournals.org/content/155/2/140.long
  • http://www.icmrindia.org/casestudies/catalogue/Marketing/Coca-Cola%20Belgian%20Crisis.htm
  • http://www.economist.com/node/322736
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