Question

Radha found a worm crawling out of newly opened tetra pack of a juice manufactured by a reputed company, Zest, Ltd.. She went back to the shopkeeper from whom the pack was purchased who directed her to call up the customer care centre. When aU her efforts failed, she went to a consumer activist group to seek help. The group decided to help Radha and take measures to impose restrictions on the sale of the firm's products of the particular batch and urge customers to refrain from buying the products of the company. Zest Ltd. lost its image in the market. The CEO gives the responsibility of bringing back the lost image of the company to a Manager.
(a) Identify the concept of Marketing Management which will help the Manager getting the firm out of the above crisis.
(b) Also explain the role of above identified concept by stating any two points.

Answer 1

(a) Public Relations.
(b) Role of public relations can be discussed with respect to the functions which the department performs: (any two)
(i) Press relations
(ii) Product publicity
(iii) Corporate communication
(iv) Lobbying.
(v) Counselling.