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Mondelez India Social Media Crisis: Sugar Content in Bournvita
內容大綱
In April 2023, an issue emerged around the elevated level of sugar found in Mondelez India’s nutritional beverage, Bournvita. The sequence of events began with the posting of a 90-second video by a prominent social media influencer, which rapidly gained widespread attention, accumulating more than 12 million views within a short period. The video emphasized the high amount of sugar in Bournvita and brought attention to the company’s transparency procedures. Mondelez India, owner of the Bournvita brand, promptly refuted the assertions put forth by the influencer and categorized the video as “unscientific.” In response to the accusations levelled against it, Mondelez India opted to issue a legal notice to the individual responsible for creating the video. The company’s legal action yielded positive results, as the influencer ultimately removed the video and issued an apology to the company. Nevertheless, public opinion remained mostly unaltered, and the dispute persisted on many social media sites. The leadership team faced a series of inquiries in the following weeks on the wisdom of issuing a legal notice to the social media influencer. Did Mondelez India effectively address the crisis and utilize the appropriate communication channel? What message should Mondelez India have conveyed and what was the most effective method to do so?
學習目標
This case is suitable for facilitating class discussions in undergraduate, master of business administration (MBA), and executive MBA programs, focusing on subjects such as marketing communication, social media marketing, influencer marketing, and crisis management. After studying this case and the corresponding assignment questions, students will learn the following:<br><br><ul><li>To understand and manage the actions of a company during a social media crisis.</li><li>To analyze Mondelez India’s response to the social media crisis and suggest solutions to control such a situation in the future.</li><li>To discuss the efficacy of a social media influencer.</li><li>To deliberate the use of social media to manage a social media crisis.</li></ul>