Crisis Management At Bausch & Lomb

Crisis Management at Bausch & Lomb: The ‘ReNu Mositureloc’ Controversy Sarvesh Gupta (318) Aliasgar Navagharwala (425) Jai Awatramani (402) MBA(Tech.), Marketing, Class of 2004-09, NMIMS University

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The Crisis ,[object Object],A Product Crisis Impact on the Brand The use of IMC by Bausch and Lomb Conclusion & Learning's

Bausch and Lomb ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Bausch and Lomb – The Corporate Brand ,[object Object],[object Object],[object Object]

The Crisis ,[object Object],[object Object]

[object Object],Reigon Revenue Contribution Growth(y-o-y)% Americas 955.5 43 6 Europe 819.9 37 13 Asia 456.9 20 16

Key difficulties for B&L ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Ultimate Question ,[object Object]

Effects………………Impacts ,[object Object],[object Object],[object Object],[object Object]

News channels ,[object Object]

Print Media Affects ,[object Object]

Lawyers have a merry time!!!!! ,[object Object],[object Object]

Online Affects ,[object Object],[object Object],[object Object]

Reply by Bausch and Lomb ,[object Object],[object Object],[object Object],[object Object]

What did the Ad contain… ,[object Object],[object Object],[object Object]

We care…… ,[object Object]

Effect on India ,[object Object]

Support from AAO (American Academy of Ophthalmology) ,[object Object]

Lawyers come to the rescue ,[object Object]

Messages Corporation Constituent’s Response Constituencies Corporate Communication Strategy Framework

Corporate Communication Strategy Framework Messages Constituent’s Response Corporation Constituencies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Internal Branding/Communication Strategies During a Crisis ,[object Object],[object Object],[object Object],[object Object],[object Object]

Bausch and Lomb Press Releases ,[object Object],[object Object]

Bausch and Lomb Press Releases March 31, 2006

Bausch and Lomb Press Releases April 7, 2006

Bausch and Lomb Press Releases April 10: Bausch & Lomb stopped shipping product to U.S. stores but said stores could continue to sell existing product until supplies ran out. "There's no indication there is a formula problem here," CEO Zarrella said.

Bausch and Lomb Press Releases April 12, 2006 Singapore: 36 more cases of fusarium keratitis reported since the last update in late February (then 39 cases). In total, 75 cases of fungal corneal infection with a history of contact lens use have been reported.

Bausch and Lomb Press Releases April 20, 2006 Bausch Lomb class action lawsuits likely in multiple states.

Bausch and Lomb Press Releases May 15, 2006

Bausch and Lomb Press Releases May 16, 2006

The Result ,[object Object],[object Object],[object Object]

The Learning's ,[object Object],[object Object],[object Object],[object Object],Faulty Product Public Critiscm FDA Media Rage Brand Crisis Financial Crisis Print Media News Government TV Commercials Online

Crisis Management At Bausch & Lomb

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Crisis Management At Bausch & Lomb