Managing to a Crisis - Perrier

Slide 1: 

Managing to a Crisis - Perrier ? ?: ??? ????: ? ? ?? ? ?: ??? 95IBM126 ??? 95IBM136 ??? 95IBM161 ? ?: 3/27/2007

Slide 3: 

?? ?????? ??Perrier???? ?????? ??????CEO

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??????

Bottled water? : 

Bottled water? Well Water (??) Spring Water (??) Purified Water (??) Mineral Water(???) Sparkling Bottled Water (???)

????????? : 

????????? (P) Preliminary Source: Beverage Marketing Corporation

????????????? : 

?????????????

??????? : 

???????

???(benzene) : 

???(benzene) ?????????????,???????????????? ?????????????????????,???????????????????,????20,000 ppm?????????????? ???????????????????;???????,?????????..???????????????? ??????????????????????

?????? : 

??????

Slide 11: 

Perrier ??? ??/??/??/??

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????????????????,????? ??????Monsieur Rouviere???????Louis Perrier??????????? John Harmsworth????????????????“Perrier” ? Louis Perrier????????????????? Perrier

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Perrier??,?Saint John Harmsworth & Docteur Louis Perrier????? Perrier???“????”????????????????? Perrier???????????????Vergèze?????????????,????????????,?????????????? Perrier

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Perrier????1,900??,???1,000?????? ????????,????????? ???????,Perrier???????500????????????? Perrier ????????

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5?????????,?Perrier?? ??????????? ???????10??????????? Perrier ?????? ???????,????????? Perrier??3?????,?????? ??80%

??Perrier???? : 

??Perrier????

Slide 17: 

???????? Ronald Davis : ?? : MBA degree from University of Southern California. ??&??: General Foods (1969—1979). 1979?????????? American Landmark Springs. ???? Perrier ?????,???????????? (1979—1994). 1994? Perrier ????? Davis Capital. Twice President of the International Bottled Water Association. Inducted into the Beverage World Bottled Water Hall of Fame. California state University, Fullerton ?????(2003).

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????? (1990?1??) ????? : Perrier ??????? 1979--1989 ? 4,000? 8???? ?????????25%? ????????24%,???????????,?44.8%? ?????? Perrier ????35%?

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??????? ?1990?1?19????????????????????Perrier????????????? ? ????? Perrier ?????12.3~19.9ppb? ( Under W.H.O standards but over US standards) ?

??????? : : 

??????? : ¦1990?2?9? Perrier ???????????,Davis ?????????????7,000?????? ¦1990?2?11??????????? : ?????????????????????????????? ????????2?10??????????? Perrier ????? Vergeze ???????

??????? : 

¦???,??????????36?????Vergeze???????????? ¦ Perrier ??????????,????????????????????? ¦ Perrier?????????????????? ¦ 1990?2?12??????????????? : ?1989?7??,?????????Vergeze ???????—???????? ???????

??????? : 

??????? ¦1990?2?14? Perrier ??????? : ???? Perrier ?????????????? ??????????Perrier ????1 ? 6000??? ????????2??????

??? Davis ????? ? : 

??? Davis ????? ? 1990?2?????,85%??? Perrier ??????????? Davis ??550????,????? ???? : (1) ????? (2)1.09 ~1.19 0.89~0.99??(??) ??2,500????????(1989??4?)? ?1990?3?800???????????? ?1990?6???????????1600???? ?52???????????,????????

??? Davis ????? : : 

??? Davis ????? : ?? Perrier ????????????,? Davis ??????? ???1991??,????????85%??? ?????Vergeze?????????1991???,???????

Perrier ??????? : 

Perrier ??????? 1990?3??,Perrier ??????????,?????? 4?? FDA ?? Perrier ?????? “????” ?????,????? ?? Perrier ????? “???”???? Perrier ????? “??”??????? 1990?7?, Perrier ??????????????????

Perrier??? : 

Perrier??? ??Perrier??????????????????,????????????? ??????????????????????,???????????? Perrier??????????,??????? ??Perrier??????????????

????? : 

????? ?????????????2?9?????,?????????? Perrier??????????,????????,?????? ???????????????,???????????,???????????????,?????????

???? : 

???? ????????????????? ?????????,Perrier??????????? ?????????????????

?? : 

?? 1990??,Perrier ???????????60%? ????????? 24% 9%? ???????????? 44.8% 20.7%? 1995?, Perrier ???????????50%?

?????? : 

??????

Slide 31: 

???? Feb 9, State agriculture and health department did not believe a recall was necessary, but they did insist on issuing a health advisory, warning that Perrier should not to consumed until future tests could be made. All health officials both in the US and France had noted that the benzene level found in Perrier did not pose any significant health risk. Internet is not popular in 1990.

????,??Perrier ??????? : 

????,??Perrier ??????? ????????????????Healthy Advisory?,?????????Perrier,????????????????????? ??????????????? ???????????????Perrier????? ??????,????????Perrier ???? ????????, ??????????? …

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??? ?? ?? FDA … ?? Stakeholder of this crisis ???

What might make thing better? : 

What might make thing better?

Recall is the Response or Reaction? : 

Recall is the Response or Reaction?

Do the Right thing V.S. Do the thing Right : 

Do the Right thing V.S. Do the thing Right

Timely Response V.S Effective Response : 

Timely Response V.S Effective Response

???? : 

????

Slide 39: 

Perrier ?????? Issues Known US Publish wrong root cause Decide US recall WW recall Feb 9 Feb 11 Feb 14 Publish real root cause Feb 12

Make the thing better by figuring what will actually happen : 

Make the thing better by figuring what will actually happen Perrier’s Crisis Response Team Distribution FDA … Media Customer Quality Marketing Legal … Provide Options & Solution Make decision Execution

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???? : ?????? - ???? 1.6?? - ??????? ???? : ?? - Trust ?? - Quality ?? - Honesty ?? What dose Perrier lose in the issue?

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??????? Crisis is the turning point to become worse or better.

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????

???? : 

????

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?????????????? ???????????????????????,???????????,???,????????????????,???????????,???????“????”???,????????? ??????????

??????????? : 

??????????? ??????,?????????,?????,??????????? ????,????????? ??????,???????????”????”? ???????????,??????? ??????????,????.

??????? : 

??????? ?????????,?????????????????- ???????????,??????????,???????????,???????? ???????? ??????????,????????????(Priority),??????????,??????????

?????????(conceptual framework) : 

?????????(conceptual framework) ??????????????,??????????? ????????????,?????????????? ?????????????,???????????? ?????????,????????????

What we learn? : 

What we learn? ??????????,????. (?, ?, ?, ?) Do the Right thing. ????(Murphy's Law): ?????????,???????? (Anything that can go wrong will go wrong. )

????CEO? : 

????CEO?

Q1: ??????????? : 

Q1: ??????????? Value Price Cost ????????????????–???

Q2:????Perrier??? : 

Q2:????Perrier???

Slide 53: 

Rebuild the Brand - ?????? ,??????????? ??????,?????, ??????????? ???? ???? ??????, ??????????? ?????????? ??????? ?????? ???? - ????????? ?????????? or rebate? ??????? Promotion Educating consumer …

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