Nestlé Crisis Management Contingency Plan

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Problem Analysis Nestlé has established itself as a leader in the world of nutrition and foods. However, the attack by Greenpeace that Nestlé fell subject to has taken its toll on the company image, as well as on the market price of company shares. The purpose of this document is to highlight the course of action that was taken, the problems that occurred as a result of these actions as well as solutions. Also included in this document is a proposed strategic communications plan that can be implemented by Nestlé to manage all its online & social media communications. The environmental awareness group Greenpeace claimed that Nestlé was contributing to deforestation by using palm-oil because suppliers expanded oil-palm plantations, paying no heed to the lives of the orangutans which inhibit the forests which would be lost. Greenpeace then proceeded to lead its attack on Nestlé by posting an altered version of Kitkat’s “Have a Break” video on YouTube. This video showed a bored employee taking a break by eating a Kitkat bar. The Video Shows Him Peeling back the wrapper and uncovering an ape finger instead of a kitkat bar. When He starts eating the so called kitkat bar, blood oozes onto his chin and computer keyboard, he wipes it off while continuing to enjoy his break. The Advertisement says “Have a break? Give the Orangutan a Break.” The video was initially viewed by less than 1,000 people and may not have got as much publicity had Nestlé not demanded that YouTube remove the offending post citing copyright infringement as the basis of its demand. Nestlé’s course of action spurred Greenpeace to immediately repost the video on other sites and spread the message through other social media outlets. This created bigger publicity outreach and moved the arena from just a video that was not widely spread into a video that was being reposted on Facebook and other social

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