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- Be sure you are logged in to Padlet so your post won't be anonymous.
- Click on the + sign in your Case's column.
- Put your Name where it says "Title"
- Click the upload arrow on the left to post the pdf of your visual aid.
Where it says "Write something..."
Copy and paste:
- your 3 discussion questions
- the link to your Panopto video in the Chapter [assignments] folder

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Making the Potato Top of Mind: Consumer Research Connects “Linda” to Potatoes

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Making the Potato Top of Mind: Consumer Research Connects “Linda” to Potatoes

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=a37270b5-8cc0-4d79-a577-af32011e3ae5

Discussion Questions:

1. Put yourself in the public relations team role; what creative headline would you suggest to deliver  the potato’s benefits while addressing a consumer’s need?

2. How was research also used to determine the effectiveness of the campaign?

3. Do you think USPB creating “Linda” as the profile gave a better understanding of its consumer market? If so, how?

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Discussion Questions:

1)Do you think CEO Kevin Johnson was the right spokesperson for Starbucks? Why or why not?

2)If you were a Starbucks Employee at the time of this incident, how would you feel about their response?

3)If you were a Starbucks employee at the time of this incident, how would you feel about their response?

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Chpt 7 Case #23 Keep Calm and Carry On, With or Without Chicken -- Sarah Marques

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Chpt 7 Case #23 Keep Calm and Carry On, With or Without Chicken -- Sarah Marques

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=b8f95d78-22b5-457b-b2e6-af3701448eb7

Discussion Questions:

1.) Do you think KFC's response was the best they could have done? If not, what do you think they should have done differently?

2.) Do you think the crisis website was a good idea when it came to updating the public?

3.) Now that Bidvest Logistics is back on KFC's team, do you think the company will be able to keep this problem from happening again?

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Hi Alexis, you did a great job on your research and your presentation! In response to your first question I believe that Kevin Johnson was the best spokesperson for Starbucks in this situation. Because of his position in the company, it showed their publics that this was an issue they were not taking lightly and one that required the entire company to take seriously. With Johnson being the CEO and taking complete responsibility, this displayed strong communication tactics on the behalf of Starbucks. The company is not hiding from the issue or attempting to push it under the rug, they are confronting the case head on.

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Hi Sarah, great job! To answer your second question, I think the crisis website was a wonderful idea on Kentucky Fried Chicken's behalf. This website maintained a free flow of communication from the chicken restaurant to their consumers and publics. For a customer, being able to readily see what locations are open and how limited their menu is in proximity to them is important. This ensures that the customer is not wasting their valuable time and gas money. The website further proves that KFC values their customers needs and is going above the norm to remedy the situation.

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Hi Sophia, great job! I think that USPB creating 'Linda' as the profile was an effective marketing tool. This idea was unique and because of the obscurity it remained in consumers head and made the potato remain at the top of their minds. Their marketing campaign did not go over anyones heads and was engaging enough that it could be circulated in media for a longer time with little repetition.

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Hello Sophia!

excellent presentation I believe the concept of developing the "Linda" character was original and a creative method to engage the audience. Overall, I believe that the tactic was successful. Although numbers and data might be dull to most, by communicating the data in a creative and convenient manner, consumers believe it more intriguing and it was also simpler for them to absorb.

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Hello Sarah

The presentation was excellent and highly educational. Regarding your first discussion topic, I believe KFC responded appropriately to the circumstance, and things ultimately turned out well for the company.  It was undeniably a different explanation than businesses would typically provide, which is what distinguished them. KFC informed consumers of the incident while using levity.

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Hello Alexis,

superb work As a spokesman for this occurrence, I believe Kevin Johnson was a decent PR choice since it demonstrated how severely they were handling the matter. The fact that the CEO of the firm was involved truly showed how critical this problem was that it reached the top of the organization.

Their immediate remark struck me as being really feeble. They faired better as the issue started to worsen and the CEO intervened. Overall, Starbucks did a good job of handling the problem

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Great presentation! I honestly really liked the way KFC responded. If anything, I think they could have provided a regularly updated map to visualize the status on the chicken. I do think the crisis website was very helpful because it minimized the amount of confusion people had and kept people informed with one source of information. I think as long as KFC continues to trust and stays loyal to Bidets Logistics, they will be alright. However, some things will continue to be out of their control.

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Hi Sophia! The creative headline I would suggest is “Potatoes: the super spud”. They had to monitor click through rate and engagement to see the effect of their campaign. Yes, because it helps the consumer market relate to something.

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Hi Alexis! Yes, because it shows that the issue is taken seriously. Also, Kevin handled it really well with the public. I would feel like their response was very good and if I was a Starbucks Employee I would have been happy to get extra training.

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Hi Alexis great presentation, i believe its hard to be the right spokesperson for one of these situations as it is a very thin ice topic. i think having the most powerful representative of the company show face, and go even further by meeting face to face and calling a firm immediate action, that yes he was the right representative. for me i would be disheartened that someone within the same corporation i work for could discriminate against people in the way that the manager did in philly. but to close down 8000 shops for a whole day to do inclusivity training is not only admirable but a very strong step in rectifying their situation.