Tylenol

Summary:

There is a company named Johnson & Johnson which was stroked by a crisis in 1982. It was basically regarding drug they sold at that time which was used for killing the pain. Seven people in Chicago were reported dead after having those extra strength Tylenol capsules. Tylenol commanded 35 – 37 percent of the total market share in the drugs and 15 percent of the company’s profit.

After when this deadly thing came into their knowledge they made a warning people about the consumption of that product. Company faced a lot of bad reviews regarding their most profitable product and perception made in the eyes of consumers that they sell poison. At that precious time their first priority was the safety of the consumers that’s why they immediately recall the product and for that reason they lost the trust of the people and also the market share.

Again it was happened in 1986, they again removed the product from the shelves and it was the time when they learned the lesson and found what exactly they had to do.

They reintroduced the product after it was removed from the market, the company had to come up with the best marketing campaign to restore the confidence of the consumers. According to the people their product was dangerous for life and that’s why consumers shifted to some other product.

Right after 5 to 7 months of crisis they again penetrated in the market and restarted its sales operations and gain the interest of the consumers again. The steps which were highlighted and played a role in increasing the sales again are briefly described under;

• Triple seal tamper resistant packagings were introduced after the event happened with the same name Tylenol. It was the first company which was registered with the Food and Drugs Administration mandate of tamper-resistant packaging.

• They promoted caplets, which are more resistant to tampering.

• They gave discounts in order to motivate the consumers to buy the product.

• Their product were being...