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Tylenol marketing case study
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How many people died due to the Chicago Tylenol crisis?
A post crisis study by Johnson & Johnson said that over 90 percent of the American population had heard of the Chicago deaths due to cyanide-laced Tylenol within the first week of the crisis. Two news clipping services found over 125,000 news clippings on the Tylenol story.
What was the print media called during the Tylenol scare?
The print media weighed in with equally damaging headlines: Time Magazine, "Poison Madness in the Midwest," Newsweek, "The Tylenol Scare," The Washington Post, "Tylenol, Killer or Cure." The media was not only focused on the deaths but it was also pervasive.
How did Johnson and Johnson communicate during the Tylenol crisis?
The end result was the public viewing Tylenol as the unfortunate victim of a malicious crime (Broom, 1994). Johnson & Johnson also used the media, both PR and paid advertising to communicate their strategy during the crisis. Johnson & Johnson used the media to issue a national alert to tell the public not to use the Tylenol product.
What was the crisis response strategy for Tylenol?
The other categories, Faux Pas, Accidents, or Transgression do not fit in the Tylenol case, so there was no cross-categorization in this case. Crisis Response Strategies used by Johnson & Johnson: Johnson & Johnson employed Forgiveness and Sympathy strategy for this crisis.
Last Update: Oct 2021
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