T HE T Y L E NOL

CRI SI S
Presented by:-
Sudhir Singh Rajput
Hitesh Mishra
Sumit Kumar
Manish Kumar
I n t r o d u c t i
o n
•J ohns on & J ohns on
f o r m e d b y R o b e r t Wo o d
J o h n s o n , J a m e s Wo o d &
E d w a r d Me a d J o h n s o n i n
1985, i s a n A m e r i c a n
mu l t i n a t i o n a l
p h a r ma c e u t i c a l ,
me d i c a l d e v i c e s a n d
c o n s u me r p a c k a g e d
g o o d s ma n u f a c t u r i n g
c or por a t i on.
T HE T Y L E NOL
CRI SI S
• On
S e p t e m b e r 29,
1982,"T y l e n o l
Cr i s i s "
b e g a n wh e n
t he f i r s t of
s e v e n
i ndi v i dua l s
di e d i n
me t r o p o l i t a
n Ch i c a g o ,
T Y L E NOL CAP S UL E
E x t r a
s t r e ngt h
a na l ge s i c a nd
s e da t i v e dr ug
wh i c h r e l i e v e
pa i n a nd
r e duc e of
i r r i t a bi l i t y .
H o l d s 35% o f
t h e $1.36
mi l l i o n
a na l ge s i c
ma r k e t .
 Ty l e n o l
• I
C r i s i
n 1982 a n u n k n o w n
s
c r i mi n a l r e pl a c e d
Ty l e nol Ex t r a -
St r e ngt h c a ps ul e s
wi t h c y a n i d e -l a c e d
c a p s ul e s , r e s e a l e d t he
pa c k a ge s , a nd
de p os i t e d t he m on t he
s t o r e s i n t h e Ch i c a g o
a r e a .
• Ty l e n o l c a p s u l e s we r e
 V i c t i ms -
S e p t e m b e r 29, 1982

• At 7 a m 12 y e a r -o l d M a r y
Ke l l e r ma n w a s f o u n d on
t h e ba t hr oom f l oor a nd
r u s he d t o t he hos pi t a l
wh e r e s h e wa s
pr onounc e d de a d.
 Cr i s i s
c o mmu n i c a t i o n
St r a t e gi e s
•F o r m e d s e v e n
me mb e r t e a m a n d
t wo q u e s t i o n
a ddr e s s e d
•C o n v i n c e d f o r
l i t t l e c ha nc e s
of di s c ov e r i ng
a n y mo r e c y a n i d e
c oa t e d t a bl e t
 Cont…
•S e v e r a l ma j o r
pr e s s c onf e r e nc e s
we r e he l d a t
c o r por a t e
he a dqua r t e r s
•s e t up a l i v e
t e l e v i s i on f e e d
v i a s a t e l l i t e t o
t h e N e w Y o r k me t r o
I mp a c t o f t h e
s t r a t e gi e s
• E mp l o y e d f o r g i v e n e s s
a n d s y mp a t h y
s t r a t e gi e s f or t he
c r i s i s .
• R e me d i a t i o n a n d
Re c t i f i c a t i o n
s t r a t e gi e s .
• I mme d i a t e l y p u t u p
r e w a r d o f $100000
 J o h n s o n 's
s t r a t e g y
• C o n tt i on u wi ni gn n eb was c k
c o npf ue br el n ic ec s t r u s t
• Ha n d l e 2,500 m e d i a
qu e r i e s
• Re i n t r o d u c t i o n : Ne ws
c o n f e r e n c e w / C E O J a me s
Bu r k e
• An n o u n c e c o me b a c k p l a n
a t na t i ona l s a l e s
c o nf e r e nc e
 Cont…
•TV a ds
• 2,250 s a l e s p e o p l e
t r a i n e d &d i s p a t c h e d
f o r l o c a l me d i c a l
pr e s e nt a t i ons
•Es t a bl i s he d
r e l a t i o n wi t h t h e
c hi c a go pol i c e , t he
f e de r a l bur e a u
i nv e s t i ga t i on , Food
COMPANY’s CREDO
• J &J p u t c u s t o m e r
s a f e t y f i r s t .

• J&J used both public relations and

advertising to communicate their strategy,
keeping customers informed .

• T h e y o f f e r e d a n s we r s .

• F u l l y c o o p e r a t e d wi t h
 Re a s o n s f o r Su c c e s s o f
Ef f or t s Ta k e n by
J ohns on & J ohns on i n t he
T y l e n o l Cr i s i s
T h e y a c t e d q u i c k l y ,
w i t h c o mp l e t e
ope nne s s

P r o p e r u t i l i z a t i o n
o f me d i a

P r o v i de d t he
v i c t i ms f a mi l i e s
c o u n s e l i ng a nd
f i n a n c i a l
a s s i s t a nc e
 Cont…

P u l l i n g t h e T y l e n o l
pr oduc t a c r os s t he
c ount r y

L e a d e r s h i p o f t he
c o mp a n y

R e a d y f o r l os s e s
 Co n c l u s i o n
C o mi ng of c r i s i s
c a nn ot be
c o nt r o l l e d , i t ma y
c o me a t a n y t i me .

H o we v e r i t c a n be
c o nt r o l l e d by pr ope r
pl a n n i n g a nd
de c i s i o n ma k i n g .

 A g o o d e x a mp l e o f
h o w t o d e a l wi t h
c r i s i s a n d ma k e g o o d
 Cont…
H o we v e r wi t h p r o p e r
s t e ps a nd
de c i s i ons , t he y
di d n ’t o n l y r e c o v e r
f r om c r i s i s but
c a me o u t w i t h
s t r o n g e r c u s t o me r
r e l a t i ons .

Other companies m a y a l s o
l e a r n f r om t hi s