The chief executive officer (CEO) of a sizable consumer health conglomerate faces a contentious scenario. Dedicated consumers of a feminine hygiene product are outraged when they discover that a highly coveted merchandise has been discontinued. Not able to find their favourite brand in stock, consumers create a web site and post on-line requests to boycott, or instead "girlcott," all products made by the company.
The firm has already endured after having experienced more than a dozen product recalls in the past couple of years, serious investor, consumer and government inspection. The CEO needs to develop a strategy to handle the mounting consumer wrath and conjecture that is public, or risk the negative consequences of a militant, brand understanding, people of female consumers.
PUBLICATION DATE: October 25, 2012 PRODUCT #: W12282-HCB-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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