the second impression

8/8/2019 THE SECOND IMPRESSION

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` Presented by :

` Piyush gupta

` Vishakha mishra` Jyoti rawat

` Ruby sharma

` Section fb-2


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In this he talks about what isn't widely understood is that in a

world where so many transactions are conducted online, the

customer's second impression of the brand can be even more

important than his first.The second interaction a customer has with your business

usually involves something that has gone wrong ,they're having

trouble using the product or service. Handled correctly, this is a

situation in which a company can create a very positive

impression


3/19

Richard Bransons article For Online Customers, Its the Second

Impression That Counts, in OPEN Forum discusses the importance

of the customers second impression with the brand, and how many

companies loose sight of this importance

But what about off-line?` The second impression with your client, customer, etc. matters just as

much as first impression. A positive first impression will bring your

customer back, but only if you sustain this positive impression will

your customer become a regular.

` Many companies stop following-up after the first two weeks. But in his

company, they implement a follow-up calling schedule for both

temporary and permanent positions, called a QC (Quality Control) call.


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` Their team delivers presents when it is a clients birthday, a plant if a

client has moved into a new home, a wedding or baby gift, and even

a care package if a client is sick. These acts may seem small, butthey foster positive associations with your company.

` Additionally, in Bransons company voicemail is almost non-existent

in my company. If a client calls and their point of contact is

unavailable, the call will be transferred to someone else on the

same team. Only as the very last resort, if the whole team orbusiness unit is unavailable, will the call go to voicemail.

` Ultimately, as Branson points out, we must learn to balance

technology with human interaction. The real value comes from

positive and continuous relationships. Remember, the first

impression will either open the door or close it, but continuous

positive impressions will leave it wide open


5/19

` Cadbury India began its operations as a trading concern

in 1947. The company today employs nearly 2000

people across India.

` With brands like Dairy Milk, Gems, 5 Star, Bournvita,

Perk, Celebrations, Bytes, Chocki, Delite and

Temptations, there is a Cadbury has 5.5 lakhs outlets.

` Cadbury India's four factories in India churn out close to

8,000 tones of chocolate and the company sells a millionbars every day.


6/19

` State FDA Commissioner Mr Uttam said a group of peopleapproached him with chocolates that had worms in them. SebastianFernandez had purchased Cadbury Dairy Milk chocolate from ashop

`

Fernandes discovered that the chocolate (Batch No 28F3I10703)had worms in it. Pravin Marve(vice president) contacted the FDA

and gave them the sample. FDA Joint Commissioner HinduraoSalunkhe said Cadbury's plant will also be inspected.

` Bharat Puri, managing director of Cadbury was devastated by"worms controversy" .

` The chocolates which had worms was manufactured last year at thecompany's plant in Thane, near Mumbai.

` This crisis was big for the company that had always prided itself onits squeaky clean image.


7/19

` The state Food and Drug Administration has orderedseizure of Cadbury's Dairy Milk chocolates from all overMaharashtra after worms were found in two of them inMumbai. .

`

CadburyI

ndia management had explained it was badstorage practices by retailers and distributors that hadled to the worms. Cadbury India's sales fell drastically.

` The timing of the controversy couldn't have been worse.It was Festival season sales (Cadbury sells almost 1,000

tonnes of chocolates during Diwali) .` But its net profit in 2003 dipped 37 per cent


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` NOT DENYING THE FACT: Last November Bharat Puri,

Cadbury's MD, went to media offices around the country

meeting reporters, answering mostly hostile queries andpatiently explaining the company's stand on the issue.

` It accepted that there was a problem, and made a

commitment to the consumer that it would plug all possible

safety loopholes

` As a result Cadbury improved the packaging and paid moreattention to the way its chocolates were stored by retailers

across the country.


9/19

` After the controversy, the company launched Project

Vishwas, a retail education programme

` Improved packaging: now packs come with a tamper-

proof outer sealing and improved packaging inside.

GAINING BACK TRUST

Indian superstar Amitabh Bachchan has signed on to

become the brand ambassador of the chocolate .

With the help of its Public Relations Dept. andadvertising agency they managed the reputation

goodwill of the company.


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` All is well that ends well. And for Cadburys India, nothing can

be sweeter than regaining back the Consumer Confidence.

Thanks to quick action taken to recover the damage done by

the worm controversy like Vishwas, adopting new packaging,

massive advertising with Mr. Amitabh Bachchan as their

brand ambassador and company's managing director Bharat

Puri PR skills in terms of handling of the media and press,

attending consumer grievances on a personal, level cool

headedness & down to earth attitude resulted in Cadburysregained its market share.


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The coca cola is a beverage company, manufacturer,distributor, bottler, and marketer of non-alcoholicbeverage concentrates and syrups. The company is bestknown for its flagship product Coca-Cola, invented by

pharmacist John Stith in 1886.The Coca-Cola formula and brand was bought in 1889by Asa Candler who incorporated The Coca-ColaCompany in 1892. Besides its namesake Coca-Colabeverage, Coca-Cola currently offers more than 400

brands in over 200 countries and serves 1.6 billionservings each day.


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` Presence of Pesticides: In 2003, the Centre for Science andEnvironment findings stirred the beverage industry in India. CSEclaimed to find dangerous levels of pesticides in all the 57samples of 11 soft drinks brands collected by the organizationfrom 25 different manufacturing units of Coca-Cola and PepsiCospread over 12 states

` The day after the CSEs announcement, Coke and Pepsi cametogether at a joint press conference. The companies attacked thecredibility of the CSE and their lab results

` The company used major film stars to explain their purity topublic.

` Despite all these measures, sales dipped by as much as 80% insome regions. The soft drinks industry took over a year to getback on the growth track.


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` Coca-Cola was also accused of ground water depletion

in many areas of the country. Coca-Colas bottling

operations` this has worsened the water crisis as groundwater levels

have dropped sharply since Coca-Cola started its

operations.

` The company was also accused of indiscriminately

dumping its toxic waste into the surrounding areas

polluting the water as well as the land

` Coke sales fall 15% on pesticide controversy


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` The Coke made commitment to trim down water usage

and take steps towards environment sustainability and

farmers welfare.

` Sanjiv Gupta, president of CocaCola India, said his

company's products were tested at the best laboratories

in India and abroad. "To maintain the sainthood of our

products across hundreds of countries and billions of

users we test our brands very regularly in top-grade

laboratories in India and abroad," said Gupta.


15/19

` The company added that following the accusation the

company took proactive steps to reassure thegovernment and consumers about the safety of its

products.

` the company continued to monitor the situation closely.

` Aamir Khan led the `Coke is clean' campaign, Sachin

Tendulkar and Shah Rukh Khan were seen together in a`safe Pepsi' television commercial


16/19

` Nokia has played a pioneering role in the growth ofcellular technology in India, starting with the first-evercellular call a decade ago.

` Nokia started its India operations in 1995, and presentlyoperates out of offices in New Delhi, Mumbai, Kolkata,

Jaipur, Lucknow, Chennai, Bangalore, Pune andAhmedabad

` Over the years, the company has grown with itsmanpower strength increasing from 450 people in theyear 2004 to over 15000 employees in March 2008.

` Today, India holds the distinction of being the secondlargest market for the company globally.


17/19

` We all know that there were reports of blast in nokia

battery few months back.

` Recently, Nokia again denied that it was not a fault of

company and none of Nokia original product showed

any such results ie. blast in Nokia battery

` They admitted that battery made by Japanese

company for them Dec. 2005 to Nov. 2006 had

problem of heating but that is too after 250 to 300

recharges but none of them had any blast.


18/19

` They said now they have new lot of batteries and is

tested under extreme conditions.

` After these battery explosion incident, nokia had steep

downfall of 50% in sales.

` Other mobile manufacturer took the opportunity and their

sales increased at that span.

` Nokia, meant on replacing nearly a million batteries for

free even though not even a single case of over heating

was reported in India.


19/19

the second impression

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