The formula for handling the product - related crisis to Vietnamese enterprise

Abstract

Key results will be structured from the beginning of crisis until it ended and campaigns to turn crisis into opportunity. In general, with findings, Johnsons’ baby case is a fairly successful crisis solution. Until now, their revenue is recovered and about 90% of respondents continuing choosing Johnsons’ baby for their kids. From that, formula is drawn with 2 key factors: trust and communication. Trust is a foundation for an effective communication and communication is the voice of trust. Specially, communication in crisis also requires strong combination of Push and Pull strategy. Furthermore, personal communication between internal staffs with outsiders is a fairly interesting exploration in overcoming crisis effectively.