| dc.description.abstract | Tan Hiep Phat (THP) is one of the biggest Food and Beverage (F&B) Corporates in Vietnam. Together with well – known brand like Coca – Cola, Pepsi Cola, etc., THP products take big market share and are distributed across the country. From
2007 to 2010, production capacity increased about 40%; THP remains top position with thousands Dong of revenue.
Dr. Thanh is one of health – friendly products of THP. The product was launched in the early 2009 and known for its impressive TV Commercial clip and the message. Dr. Thanh was expected to make a big change in Vietnam F&B market which,
for so long, was taken over by big foreign company. The scandal occurred in June 2009, right after the scandal of melamine in powder milk, was a drop into full water glass that pushed customer patience and belief to the limit. Out – of – date ingredients were detected in a warehouse of THP in Binh Duong. Several bottles were said to contain unknown objects. As a result, customers refused to use Dr. Thanh and other products of THP. Coopmart, the biggest supermarket chain in Vietnam, stopped selling Dr. Thanh
and 00 green tea.
The research study was conducted to evaluate the effectiveness of the PR campaign in solving corporate crisis. The purposes of this study are to test whether PR campaign really solve the problem or not and propose some recommendation to improve
IMC program in the future. | en_US |
