m Presented by :

m Piyush gupta
m Vishakha mishra
m Jyoti rawat
m Ruby sharma

m Section fb-2
 n 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
 Richard Branson¶s article ³For Online Customers, t¶s the Second
mpression That Counts,´ in OPEN Forum discusses the importance
of the customer¶s second impression with the brand, and how many
companies loose sight of this importance
But what about off-line?
m 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.
m 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.
m Their team delivers presents when it is a client¶s 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, but
they foster positive associations with your company.
m Additionally, in Branson¶s company voicemail is almost non-existent
in my company. f 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 or
business unit is unavailable, will the call go to voicemail.
m 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
m Cadbury ndia began its operations as a trading concern
in 1947. The company today employs nearly 2000
people across ndia.
m 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.
m Cadbury ndia's four factories in ndia churn out close to
8,000 tones of chocolate and the company sells a million
bars every day.
m State FDA Commissioner Mr Uttam said a group of people
approached him with chocolates that had worms in them. Sebastian
Fernandez had purchased Cadbury Dairy Milk chocolate from a
shop
m Fernandes discovered that the chocolate (Batch No 28F310703)
had worms in it. Pravin Marve(vice president) contacted the FDA
and gave them the sample. FDA Joint Commissioner Hindurao
Salunkhe said Cadbury's plant will also be inspected.
m Bharat Puri, managing director of Cadbury was devastated by
"worms controversy" .
m The chocolates which had worms was manufactured last year at the
company's plant in Thane, near Mumbai.
m This crisis was big for the company that had always prided itself on
its squeaky clean image.
m The state Food and Drug Administration has ordered
seizure of Cadbury's Dairy Milk chocolates from all over
Maharashtra after worms were found in two of them in
Mumbai. .
m Cadbury ndia management had explained it was bad
storage practices by retailers and distributors that had
led to the worms. Cadbury ndia's sales fell drastically.
m The timing of the controversy couldn't have been worse.
t was Festival season sales (Cadbury sells almost 1,000
tonnes of chocolates during Diwali) .
m But its net profit in 2003 dipped 37 per cent
m NOT DENYNG THE FACT: Last November Bharat Puri,
Cadbury's MD, went to media offices around the country
meeting reporters, answering mostly hostile queries and
patiently explaining the company's stand on the issue.
m t accepted that there was a problem, and made a
commitment to the consumer that it would plug all possible
safety loopholes
m As a result Cadbury improved the packaging and paid more
attention to the way its chocolates were stored by retailers
across the country.
m After the controversy, the company launched Project
Vishwas, a retail education programme
m mproved packaging: now packs come with a tamper-
proof outer sealing and improved packaging inside.
GANNG BACK TRUST
ndian superstar Amitabh Bachchan has signed on to
become the brand ambassador of the chocolate .
With the help of its Public Relations Dept. and
advertising agency they managed the reputation
goodwill of the company.
m All is well that ends well. And for Cadbury¶s ndia, 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 Cadbury¶s
regained its market share.
The coca cola is a beverage company, manufacturer,
distributor, bottler, and marketer of non-alcoholic
beverage concentrates and syrups. The company is best
known for its flagship product Coca-Cola, invented by
pharmacist John Stith in 1886.
The Coca-Cola formula and brand was bought in 1889
by Asa Candler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola
beverage, Coca-Cola currently offers more than 400
brands in over 200 countries and serves 1.6 billion
servings each day.
m 6


6
 

: n 2003, the Centre for Science and
Environment findings stirred the beverage industry in ndia. CSE
claimed to find dangerous levels of pesticides in all the 57
samples of 11 soft drinks brands collected by the organization
from 25 different manufacturing units of Coca-Cola and PepsiCo
spread over 12 states
m The day after the CSE¶s announcement, Coke and Pepsi came
together at a joint press conference. The companies attacked the
credibility of the CSE and their lab results
m The company used major film stars to explain their purity to
public.
m Despite all these measures, sales dipped by as much as 80% in
some regions. The soft drinks industry took over a year to get
back on the growth track.
m Coca-Cola was also accused of ground water depletion
in many areas of the country. Coca-Cola¶s bottling
operations
m this has worsened the water crisis as groundwater levels
have dropped sharply since Coca-Cola started its
operations.
m The company was also accused of indiscriminately
dumping its toxic waste into the surrounding areas ±
polluting the water as well as the land
m Coke sales fall 15% on pesticide controversy
m The Coke made commitment to trim down water usage
and take steps towards environment sustainability and
farmer¶s welfare.
m Sanjiv Gupta, president of CocaCola ndia, said his
company's products were tested at the best laboratories
in ndia 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 ndia and abroad," said Gupta.
m The company added that following the accusation the
company took proactive steps to reassure the
government and consumers about the safety of its
products.
m the company continued to monitor the situation closely.
m Aamir Khan led the `Coke is clean' campaign, Sachin
Tendulkar and Shah Rukh Khan were seen together in a
`safe Pepsi' television commercial
m Nokia has played a pioneering role in the growth of
cellular technology in ndia, starting with the first-ever
cellular call a decade ago.
m Nokia started its ndia operations in 1995, and presently
operates out of offices in New Delhi, Mumbai, Kolkata,
Jaipur, Lucknow, Chennai, Bangalore, Pune and
Ahmedabad
m Over the years, the company has grown with its
manpower strength increasing from 450 people in the
year 2004 to over 15000 employees in March 2008.
m Today, ndia holds the distinction of being the second
largest market for the company globally.
m We all know that there were reports of blast in nokia
battery few months back.
m 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
m 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.
m They said now they have new lot of batteries and is
tested under extreme conditions.
m After these battery explosion incident, nokia had steep
downfall of 50% in sales.
m Other mobile manufacturer took the opportunity and their
sales increased at that span.
m Nokia, meant on replacing nearly a million batteries for
free even though not even a single case of over heating
was reported in ndia.