The Influence of Marketing Public Relations in the Redemption of a Product’s Battered Image: A Study of Indomie Noodles Crisis

Abstract

Crisis is a phenomenon that has affected many products, individuals and even corporate establishments. Some products survive the crisis while others are pushed off the market place. It becomes necessary therefore to nosedive into how companies can effectively manage product crisis to retain share of the market. This study therefore examines the significance of Marketing Public Relations in the redemption of a product’s battered image; a study of the killer Indomie Noodles scare. The survey method was used. 160 copies of questionnaires were distributed to two study population namely; Secondary School students and Mothers. Also, a semi structured interview guide was used to elicit information from industry correspondents in the print and broadcast media and also for the media executive of the public relations company that handled De-United Foods Limited’s crisis. Data obtained were analyzed using several analytical techniques to examine relationship among variables under investigation. Findings from the research work revealed that sales dropped significantly during the Killer indomie scare. It was discovered that the inability of De-united Foods Industries Limited to act promptly by coming up with appropriate clarifications allowed the crisis to thrive. Based on findings obtained from the study, the researcher therefore recommends that companies should act promptly and be 100% open to the media and the general public during crisis period