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Procter & Gamble: Recall of Old Spice Deodorants
內容大綱
In November 2021, Procter & Gamble Company (P&G)’s announcement regarding the recall of more than a dozen of its Old Spice and Secret aerosol deodorants and sprays over elevated levels of benzene threatened to damage their brand value. Considering that product recalls come at a cost and involve various phases, P&G need to assess how the recall will impact their brand value. As the Cincinnati, Ohio, multinational consumer goods corporation progress with their recall, what can they do to sustain trust and confidence among their consumers and use the recall as an opportunity to solidify their brand image and superiority proposition and prevent an irreversible loss in their profits?
學習目標
This case is designed for use in undergraduate- and graduate-level courses on marketing management, in a segment on product management and brand management. It can also be used in a brand management course on managing product recalls. After working through the case and assignment questions, students will be able to<ul><li>identify the causes and consequences of product recalls and how they might be avoided;</li><li>examine the role of marketing communications in product recalls, especially direct marketing and public relations; and</li><li>identify the factors in product recall effectiveness and success.</li></ul>