Kashi Crisis Management Plan - Andrew Herrmann

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Brigham Young University, Idaho *

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Feb 20, 2024

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Andrew Herrmann 10 July 2023 Social Media Marketing Kashi Crisis Management Plan The purpose of this crisis management plan is to address and effectively manage the GMO crisis faced by Kashi cereal. This plan aims to provide a strategic approach to evaluate, respond, and execute actions to mitigate the negative impact on the brand's reputation and restore consumer trust. The plan will be presented to Kashi's executive board for their consideration and implementation. Evaluate: 1. Monitor Social Media and News Platforms:  Utilize social media monitoring tools to track online conversations and public sentiment regarding the GMO crisis.  Monitor news platforms and relevant blogs to stay updated on the crisis and public perception.  Identify key influencers, opinion leaders, and stakeholders to understand their views and concerns. 2. Conduct an Internal Investigation:  Assess the extent and accuracy of the GMO claims made against Kashi cereal.  Collaborate with research and development teams to gather information and validate product ingredients.

 Identify any internal issues or communication gaps that contributed to the crisis. 3. Assess Potential Impact:  Evaluate the potential impact of the GMO crisis on brand reputation, customer loyalty, and sales.  Analyze consumer perception, feedback, and sentiment to gauge the severity of the crisis.  Identify potential legal and regulatory implications and consult legal advisors if necessary. Respond: 1. Transparent Communication:  Craft a clear and concise public statement acknowledging the GMO crisis and its implications.  Provide accurate and transparent information about the cereal's ingredients, addressing any misconceptions.  Express empathy and concern for customers' health and wellbeing. 2. Engage with Customers and Stakeholders:  Actively listen and respond to customer concerns, questions, and feedback through social media, email, and customer service channels.  Assign a dedicated team to address customer inquiries promptly and provide consistent and factual information.  Utilize influencers and brand advocates to share positive experiences and correct misinformation. Execute:

1. Adjust Product Labeling and Marketing:  Review and update product packaging to provide clearer information about ingredients and GMO status.  Develop educational materials highlighting the company's commitment to transparency and responsible sourcing. 2. Enhance Social Media Presence:  Develop a proactive social media strategy to rebuild trust and engage with consumers.  Share informative and educational content about the company's quality control measures, sourcing practices, and commitment to customer health. 3. Collaborate with Industry Experts:  Partner with reputable organizations or experts in GMOs and organic food to gain third-party validation and endorsements.  Leverage their expertise to provide accurate information and reassure consumers about the safety and quality of Kashi cereal. 4. Employee Training and Internal Communication:  Conduct training sessions to educate employees about the GMO crisis, the company's response plan, and the importance of consistent messaging.  Foster a culture of open communication and encourage employees to report any concerns or potential crises promptly. By adhering to this crisis management plan, Kashi can effectively address the GMO crisis, rebuild trust with consumers, and protect its brand reputation. Continuous evaluation, transparent

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communication, and strategic execution will be crucial in successfully managing the crisis and ensuring a positive outcome for the company.

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