CASIA 2013 STAGE 2: “Have your say”! Team ILLUMINATY Indian Institute of Foreign Trade
Crux Foods: Case solution submitted by Team ILLUMINATY from IIFT Delhi
Jun 19, 2015
Crux Foods: Case solution submitted by Anu Anand and Meenakshi Deshpande from IIFT Delhi
The Case Study:
About Crux Foods:
Crux Foods Limited, is a multi-million dollar FNB conglomerate with a massive variety of products, their premium brands are Delite Snacks (Potato Chips), Fresshh (carbonated cola drink), Chocbite (nuts chocolate) and Minti ( a mint candy ), Crux is perfectly poised in the Indian market, where all their premium brands are enjoying more than 40% market share, One day, a twitter user posts a picture of a packet of Delite chips in which almost every single chip is rotten, the problem comes into the notice of Crux’s marketing team when a popular newspaper posts the picture along with the tweet, as that single tweet has achieved more than 200 retweets in just one single day!
Crux team couldn’t do much about the incident as they responded pretty late thereby causing damage, and a big blot has been cast upon Delite’s brand image. Following this incident, Delite’s next quarter sales report showed a decline of 20%, which sent shivers down Crux’s spine!
Taking a serious lesson from this incident, Crux decides to setup a digital team whose only job is to track every single conversation happening on the web about the company and its brands.
Shikha, who is heading the digital team, has been assigned to come up with a reporting framework for Online Reputation Management of Crux Foods.
The top management of Crux Foods, wants Shikha and her team to measure and track the brand’s online activities and to find out how their offline initiatives impact their online presence.
Brief description for ORM Framework
- Daily ORM reports will contain conversations from social platforms like FB, twitter etc. and other
review sites.
- ORM reports need to be in excel format indicating the sentiment of the conversation (positive,
negative, neutral)
- The top priority of the report should be to reflect any negative conversation which Crux’s brands
receive everyday.
- The framework should be able to successfully measure their online efforts
- The framework should also have a provision to assess the competition’s online efforts
- The framework should cater to all the four premium brands of Crux Foods Ltd.
The Assignment:
The digital team at Crux Foods Ltd., wants to develop a robust framework which can cater to the needs of brand teams of tracking all the negative conversations happening around the brand and how their competitors are doing on the same front.
The Case Study:
About Crux Foods:
Crux Foods Limited, is a multi-million dollar FNB conglomerate with a massive variety of products, their premium brands are Delite Snacks (Potato Chips), Fresshh (carbonated cola drink), Chocbite (nuts chocolate) and Minti ( a mint candy ), Crux is perfectly poised in the Indian market, where all their premium brands are enjoying more than 40% market share, One day, a twitter user posts a picture of a packet of Delite chips in which almost every single chip is rotten, the problem comes into the notice of Crux’s marketing team when a popular newspaper posts the picture along with the tweet, as that single tweet has achieved more than 200 retweets in just one single day!
Crux team couldn’t do much about the incident as they responded pretty late thereby causing damage, and a big blot has been cast upon Delite’s brand image. Following this incident, Delite’s next quarter sales report showed a decline of 20%, which sent shivers down Crux’s spine!
Taking a serious lesson from this incident, Crux decides to setup a digital team whose only job is to track every single conversation happening on the web about the company and its brands.
Shikha, who is heading the digital team, has been assigned to come up with a reporting framework for Online Reputation Management of Crux Foods.
The top management of Crux Foods, wants Shikha and her team to measure and track the brand’s online activities and to find out how their offline initiatives impact their online presence.
Brief description for ORM Framework
- Daily ORM reports will contain conversations from social platforms like FB, twitter etc. and other
review sites.
- ORM reports need to be in excel format indicating the sentiment of the conversation (positive,
negative, neutral)
- The top priority of the report should be to reflect any negative conversation which Crux’s brands
receive everyday.
- The framework should be able to successfully measure their online efforts
- The framework should also have a provision to assess the competition’s online efforts
- The framework should cater to all the four premium brands of Crux Foods Ltd.
The Assignment:
The digital team at Crux Foods Ltd., wants to develop a robust framework which can cater to the needs of brand teams of tracking all the negative conversations happening around the brand and how their competitors are doing on the same front.
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Transcript
CASIA 2013
STAGE 2: “Have your say”!
Team ILLUMINATYIndian Institute of Foreign Trade
What kind of research would you undertake before moving ahead with your plan?
• Qualitative research can be undertaken using both primary and secondary data• Primary data collection can be through online surveys• Secondary data can be collected from online platforms like facebook and twitter• Google alerts can be used to monitor online Google results of the brand as well as its
competitorsIdentify target group
Gauge Online presence of target group
Identify major social networking sites used by
target group
Analysing existing data regarding number of fans,
likes and shares they receive
Conduct an online survey for gauging public sentiment via their
responses
Analyse competitors online presence
Complaints Brands Recive on Social Media Platforms
S. No Complaint Action
1 Product Unavailable Contact responsible distribution agents
2 Quality complaints Check manufacturing units regarding the same
3 Unsatisfactory quantity Conduct checks at the factory
4 Against ingredients used Check with marketing and manufacturing team
5 Unresponsive customer service
Take it up with the marketing and consumer care department. Consumer is king and should be given first priority
6 Unwanted photo/video gone viral spoiling brand image
Be proactive and react on online platforms immediately, justifying the brand’s name
What benchmarks you will be using to establish KPIs for reporting purpose for a FNB company like Crux Foods?
Number of replies/comments per post
Size of audience under direct influence
Number of shares per post
Expressed sentiments towards any posts by the brand
Number of appreciations per post
•For a FNB company like Crux Foods, brand name is highly important and influences consumer’s buying behaviour•Thus it is essential for such a company to maintain a proactive online presence so that it can maintain its reputation under any circumstance•For doing the same it can monitor the brand’s online footprint by considering the following benchmarks to establish the KPIs for reporting purpose
Reference Manual for Crisis Handling
• Be proactive : – Complaints are bound to happen, be sure to respond to them immediately– Set appropriate KPIs so that the crisis management team is notified immediately
in case of a crisis
• Google returns high ranking negative search results first :– If there is any negative publicity the brand is gaining, try to generate maximum
positive content online, so as to camouflage the negative publicity– A photo/video contest can be launched which will help gather positive content– In case of an unwanted video going viral, contact the person responsible, solve
their issues with the brand and request to remove the content
• Reward the person who bought the issue into light with freebies to thank them for their contributions towards helping the organisation grow
What factors you will consider while comparing your ORM efforts with that of the competiton’s?
Virtual presence of the competitors
Handling of complaintsNumber of shares/ re-
tweetsNumber of responses they gather for each
post
Promotional offers launched online
Contest participation by audience
THANK YOU!
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