PROPOSAL - trangchuthanh.files.wordpress.com€¦ · proposal is designed to help Mot Hai Ba company deliver their product recall message to every target publics and to let them and

PROPOSAL Specialists of Public Relations

Student’s name: Chu Thanh Trang

Student’s ID: s3246013

Lecturer’s name: Jade Bilowol

Date: July 24th, 2010

RMIT INTERNATIONAL UNIVERSITY VIETNAM

2010 RMIT International University Vietnam – Specialists of Public Relations

PROPOSAL | Chu Thanh Trang – s3246013 1

TABLE OF CONTENT

EXECUTIVE SUMMARY...................................................................................................................

STATEMENT OF NEED ....................................................................................................................

PROJECT DISCRIPTION ...................................................................................................................

BUDGET AND TIMELINE .................................................................................................................

ORGANISATION INFORMATION ....................................................................................................

CONCLUSION .................................................................................................................................



EXECUTIVE SUMMARY

The poisoned incident of Nguyen’s Instant Noodles and the related deaths of two children have

brought the managers of Mot Hai Ba into a decision of recall all the company’s products. This

proposal is designed to help Mot Hai Ba company deliver their product recall message to every

target publics and to let them and the media know that Mot Hai Ba Company values the safety of

customer far more important than its profit or other financial concerns. In order to achieve the

best possible results for the recall, public relations will take place in every part of the process

through various tactics and mediums which are presented clearly in the proposal. Besides that, the

support of Mot Hai Ba’s managers and employees will also be important to help the company

overcome this crisis.

STATEMENT OF NEED

Nguyen’s Instant Noodles is one of the most famous brands in Vietnam with around 50,000 product

packages in the shelves of over 21 supermarkets of Saigon Co.op, 18 supermarkets of Citimart and

retail outlets of other supermarket chains. Recent deaths of a six year-old girl and her four-year-

old brother after sharing a bowl of Nguyen’s Instant Noodles has put the public safety and the

company’s reputation in danger. This tragedy happened right after the media outlets received a

letter from an extortionist informing them about the total eight poisoned packages of Nguyen’s

Noodles on supermarket shelves across Ho Chi Minh City. Hence, Mot Hai Ba’s management has

immediately decided to recall all the noodle products from the retail outlets and promise a full

refund for those who have bought Nguyen’s Instant Noodles. Any inconsistent message or lateness

in taking action to handle this incident will result in a huge damage for not only the relationship

between Mot Hai Ba Company and its publics abut also for the reputation of Nguyen’s Instant

Noodles and future businesses of the company.



PROJECT DISCRIPTION

TARGET PUBLICS

In order to achieve the best possible results for the recall of Nguyen’s Instant Noodles, this

proposal aims to reach the four specific target groups below:

Consumers/Customers of Nguyen’s Instant Noodles (both Vietnamese and foreign users)

Mot Hai Ba Company’s staffs and employees

Retailers of Nguyen’s Instant Noodles

The media in Ho Chi Minh City

(For further information, please see Appendix 1)

KEY MESSAGE

“THINK IT ALL, DO IT FAST AND TELL THE TRUTH”

“Think it all” – Mot Hai Ba Company values the safety of its consumers, employees and retailers

more than its profits and other financial concerns.

“Do it fast” – Mot Hai Ba Company decides to recall all Nguyen’s Instant Noodles product urgently

to handle the problem and minimize the damage.

“Tell the truth” – Mot Hai Ba Company takes it responsibility and will tell all the truth for the

publics and the media.

Key message of the recall will be developed to fit with each target public.


GOALS

1. To remove all Nguyen’s Instant Noodles from the retail outlets urgently.



2. To alert all consumers not to consume Nguyen’s Instant Noodles and to return the product for a

full refund.

3. To calm down the publics and to cooperate with the authorities in the investigation.

4. To show that Mot Hai Ba Company values publics and consumers’ safety more than its profits

and other financial concerns.

OBJECTIVES

1. To inform all internal staffs of Mot Hai Ba Company about the incident and the recall of

Nguyen’s Instant Noodles; and to encourage them to alert their family and friends about the

problem.

2. To get the product recall message appears at least two times in the news of each medium by

two days after doing the public relations activities.

3. To generate 80% reach from target publics exposed to the product recall message at least one

time after one week doing the public relations activities.

TACTICS

1. Media kits

Media releases

Q&A documents

2. Video clips

3. Speech

4. Press conference

5. Poster

6. Newsletters

7. Personal calls


TARGET MEDIUMS

1. Media kits



Newspapers: Tuoi Tre Daily, Thanh Nien Daily, Nguoi Lao Dong (both Vietnamese

and English version)

Online newspapers: www.vnexpress.vn, www.vietnamnet.vn

Television: HTV7 &HTV9

2. Video clips

Social networks: Facebook and Yahoo 360 plus.

Television: HTV7 &HTV9

3. Posters will be distributed at the retail outlets of Nguyen’s Instant Noodles and supermarket

chains in Ho Chi Minh City

Saigon Co.op

Citimart

Other retail outlets

4. “Hotline” telephone number

5. Intranet


EVALUATION

The outcomes of the proposal will be evaluated through various ways and during the recall process.

The PATZ PR team will monitor the effectiveness of media kits, video clips and other PR activities in

the media of Ho Chi Minh City along with the response of consumers towards the recall message of

Mot Hai Ba Company. Besides that, the attitude of Mot Hai Ba’s employees, investors and retailers

will also be monitored.

BUDGET


TIMELINE




ORGANISATION INFORMATION

Established in 1990 in Ho Chi Minh City, PATZ agency is a global public relations firm working across

many areas from event management to issue and crisis management. After several years doing

businesses, PATZ has built and maintained a great relationship with the media from both inside and

outside of Vietnam. PATZ agency always puts the client’s objectives and goals as its priority.

Together with its experienced PR team and a wealth of information about many industries and the

Vietnamese people, PATZ agency aims to deliver the best possible results for its clients.

CONCLUSION

Following these steps in the product recall of Nguyen’s Instant Noodles can help Mot Hai Ba

Company overcome the harshest time of the poisoned crisis. The key message of the recall can

reach to a large number of target publics through the use of various mediums and will help the

company recall the product much quicker. Besides that, it can help the company to minimize the

damage on not only its reputation but also its relationships with the target publics.

However, product recall is an important action which needs to be taken carefully to minimize any

other possible problem might happen during the process. Hence, Mot Hai Ba Company need to

follow step by step in the recall process at the prompt time and need to be consistent in any

message that the company aims to deliver to the target publics to avoid the case become worse.



APPENDIX 1 - TARGET PUBLICS

Consumers/Customers of Nguyen’s Instant Noodles (both Vietnamese and foreign users)

The primary target public for the recall of Mot Hai Ba Company is Nguyen’s Instant Noodles’

consumers living and working in Ho Chi Minh City, where the poisoned incident happened. The

product recall message can reach these people through daily newspapers, online or news programs

on television. Besides that, the use of video clips, sound effects and images is also necessary to

catch their attention.

Mot Hai Ba Company’s staffs and employees

In order to avoid the rise of negative rumors which might damage the relationship between the

employees and the company, it is necessary to empower Mot Hai Ba’s staffs with accurate

information and consistent messages so that they will not get any confusion about the incident and

the recall of Nguyen’s Instant Noodles. Besides that, these employees will be the most effective PR

representatives to spread the key message of the recall for their family and friends.

Retailers of Nguyen’s Instant Noodles

The damage in the relationship between Mot Hai Ba Company and their retailers is another

consideration which this proposal takes into account. Informing this public about the incident and

the recall not only can minimize the damage in the relationship with the company but also can

generate their helps to support for the recall of Nguyen’s Instant Noodles.

The media in Ho Chi Minh City

The media in Ho Chi Minh City plays a vital role in spreading the information for other publics. The

incident of Mot Hai Ba Company and Nguyen’s Instant Noodle appears to be an interest story for

their publication. Because the poisoned incident and the deaths of two children relate to public

safety, the media will stand out as the protector for consumers and will observe how Mot Hai Ba

Company deals with the problem. Hence, once again, it is necessary for the company to provide

accurate and consistent information for the journalists.



APPENDIX 2 - KEY MESSAGES

The key message to the consumers of Nguyen’s Instant Noodles: In order to minimize the damage

of the poisoned incident on its customer’s safety, Mot Hai Ba Company alerts all consumers not to

buy or consume any product of Nguyen’s Instant Noodles and to return the product urgently for a

full refund.

The key message to Mot Hai Ba Company’s employees: In order to minimize the damage of the

poisoned incident, Mot Hai Ba encourages all employees of the company to alert their friends and

family about the recall of Nguyen’s Instant Noodles. Mot Hai Ba also expects its employees to stay

strong to help the company overcome this crisis.

The key message to the retailers of Nguyen’s Instant Noodles: In order to minimize the damage of

the poisoned incident, Mot Hai Ba alerts its retailers to remove all Nguyen’s Instant Noodles from

the shelves urgently and to return these products for a full refund.

The key message to the media: In order to minimize the damage of the poisoned incident on the

public safety, Mot Hai Ba Company is taking its socially responsible action to handle the problem

and expects to receive helps from the media to deliver the recall message.



APPENDIX 3 - TACTICS

8. Media kits

The information about the poisoned crisis and the product recall of Nguyen’s Instant Noodles will

be translated to many different languages and will be sent for journalists and editors of newspaper

publications, online newspapers and television stations in Ho Chi Minh City. The media kit will

include one media release and one Q&A document.

Media releases

In the media release, information about the poisoned crisis will be briefly stated in order to help

the readers catch up with the situation. The key message of the media release is, therefore, to alert

consumers not to consume Nguyen’s Instant Noodles until the problem has been solved and to

encourage them return the product for a full refund. The media release will also present the

statements of Mot Hai Ba’s Managers on taking responsibility and action to handle the problem.

Q&A documents

Another part of the media kit is Questions and Answers document which will provide the readers

further information about the issue and how to contact with the company to return the product as

well as to receive the refund.

9. Video clips

A product recall often receives better responses from consumers if the information is presented by

the managers of the company. Hence, video clips of Mot Hai Ba’s CEO will be used to transfer

information about the incident, the recall and the apologies of the company for the victims’ family.

10. Speech

In order to achieve the best possible results for the product recall, each employee and staff of Mot

Hai Ba Company appears to be an effective PR representative. Hence, it is necessary to equip Mot

Hai Ba’s employees with accurate information and consistent messages about the product recall so

that they can alert their family and friends or anyone who asked about the incident. Thus, a speech



disseminated by Mot Hai Ba’s CEO will empower the employees to help the company dealing with

the crisis.

11. Posters

In order to suppport for the recall and to generate more response from consumers, the recall’s

posters with detailed information will be placed and distributed at every supermarket chains of

Saigon Co.op. Citymart and other retai outlets in Ho Chi Minh City.

12. Press conference

Press conference will be held at the beginning of the product recall process. Journalists and editors

of famous newspapers and television stations in Ho Chi Minh City will be invited to the conference.

Mot Hai Ba’s Managers and spokesperson of Nguyen’s Instant Noodles will inform them about the

product recall and answer questions related to the problem.

13. Newsletters

Newsletters will be sent for the retailers of Nguyen’s Instant Noodles. The managers of these retail

outlets might inform their employees and staffs about the incident and the product recall of Mot

Hai Ba Company.

14. Personal calls

After sending newsletters for the retailers, personal calls will be used to reinforce the recall

message of Nguyen’s Instant Noodles. Direct calls from the representatives of Mot Hai Ba Company

not only can give these publics a positive attitude in facing with the incident but also can help the

company to recall all Nguyen’s Instant Noodles much quicker.



APPENDIX 4 - TARGETED MEDIUMS

1. Media kits

Newspapers: Tuoi Tre Daily, Thanh Nien Daily, Nguoi Lao Dong (both Vietnamese

and English version)

Online newspapers: www.vnexpress.vn, www.vietnamnet.vn

Television: HTV7 & HTV9

Radio: VOH (Voice of Ho Chi Minh City People)

These are the most popular mass media channels in Ho Chi Minh City with a large number of

audiences. Hence, the product recall message of Mot Hai Ba Company can reach many people in

the target publics once it appears in the news program of these channels.

2. Video clips

Social networks: Facebook and Yahoo 360 plus

Television: HTV7 & HTV9

Video clips about the incident and the recall of Nguyen’s Instant Noodles will be broadcasted on

famous television channels in Ho Chi Minh City and will be uploaded in the popular social networks

in Vietnam. Besides that, the clips will also be sent along with the media kits to journalists and

editors of daily and online newspapers in Ho Chi Minh City.

3. Posters

Distributed at the retail outlets of Nguyen’s Instant Noodles and supermarket chains in Ho Chi

Minh City

Saigon Co.op

Citimart

Other retail outlets



4. “Hotline” telephone number

A “hotline” telephone number will be used during the product recall process. It works as a 24/7

hour channel where Mot Hai Ba’s representatives can provide for consumers of Nguyen’s Instant

Noodles information about the incident and answer any concerns they might have about the recall

as well as the compensation for returning the product.

5. Intranet

In order to inform all employees of Mot Hai Ba, the company intranet appears to be the best tool.

Information about the incident and the product recall will be up-dated regularly. This will help the

employees to get a clear view about the crisis their company is dealing with and reduce the rise of

negative rumors which might damage their relationship with the company.



APPENDIX 5 – BUDGET

Budget

Video clips $25,000

Press conference $5,000

Other PR activities $5,000

PATZ PR fee $10,000



APPENDIX 6 - TIMELINE

Total $40,000

= 763,600,000 VND



APPENDIX 7 - DISTRIBUTION LIST FOR MEDIA KITS Ta

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24/0

7/10

25/0

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26/0

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27/0

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28/0

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29/0

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Spee

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Post

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Pers

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- Preparing & writing media kits

- Preparing & writing newsletters

- Preparing the ideas for the video clips

- Preparing for the press conference

- Preparing & writing the speech

- Preparing for the press conference

- Video implementation - Preparing &

implementing posters



Thanh Nien Daily Newspaper

Nguyen Quang Thong (Mr) – Head Chief of Editor

Tel: (84-8) 3925 5628

Email: [email protected]

248 Cong Quynh St., Dist.1, HCMC, Vietnam

Tuoi Tre Daily Newspaper

Pham Duc Hai (Mr) – Head Chief of Editor

Tel: (84.8) 39.971.010 – Mobile: 0918.033.133


60A Hoang Van Thu St., Phu Nhuan Dist., HCMC, Vietnam

Nguoi Lao Dong Newspaper

Đo Danh Phuong (Mr) – Head Chief of Editor

Tel: 84-8-3930.6262 / 3930.3270


14 Cach Mang Thang 8, Dist.n 1, HCMC, Vietnam

Vnexpress.vn

Thang Duc Thang (Mr) – Head Chief of Editor

Tel: (087) 300 8899 – Mobile: 0129 233 3555


408, Dien Bien Phu, Ward 11, Dist. 10, HCMC, Vietnam

Vietnamnet. vn



Nguyen Anh Tuan (Mr) – Head Chief of Editor

Tel: (0643) 855 2179 – Mobile: 0913 202 312


94 Tran Quang Khai, Dist. 1, HCMC, Vietnam

HTV – Ho Chi Minh City Television

Huynh Van Nam (Mr) – Head Chief of Editor

Tel: (84.8) 8292737


9 Nguyen Thi Minh Khai St., Dist.1, HCMC, Vietnam

VOH – Voice of Ho Chi Minh City People

Dang Bao Duy (Mr) – Reporter

Tel: (84.8) 38225933 - 39104379 - Fax: (84.8) 38298743

3 Nguyen Dinh Chieu St., Dist.1, HCMC, Vietnam



REFERENCES

Statement of Need – page 2

(1st Sentence)

“Giành gi t th tr ng bán l - Kỳ cu i: C nh tranh t s khác bi t “, 2010, Tuoi Tre Online, <http://tuoitre.vn/Kinh-

te/390334/Gianh-giat-thi-truong-ban-le---Ky-cuoi-Canh-tranh-tu-su-khac-biet.html>

(5th Sentence)

Kaplan T. nd., “The Tylenol Crisis: How Effective Public Relations Saved Johnson & Johnson”, The Pennsylvania Sate

University, <http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html>

Liss D. 2002, “Putting Out the Fire: Managing Through Crisis”, BrandChannel,

<http://www.brandchannel.com/features_effect.asp?pf_id=119>

Organization information – Page 6

(1st & 2nd Sentences)

“About PUNCH”, 2010, PUNCH Communications Ltd., UK, <http://www.punchcomms.com/about-punch/>

(3rd & 4th Sentences)

“About us”, 2010, LEWIS global public relations, <http://www.lewispr.com/main/about_us.html>

Appendix A – Target publics – Page 7( 2nd paragraph)



Appendix B – Key messages – Page 8



Crisis Magement Forumg, 2002, “The Crisis Management Memo”

<http://crisismanagementforum.com/blog/entry/332683/25988 >

Appendix C – Tactics – Page 9-10

(Video clips)



“Product Recall in North America”, 2005, <http://gregsjohnson.net/attachments/product_recall.pdf>

“Product Recall”, 2010, Livestock & Livestock Product Board,

<http://www.livestockboard.org/pdf/broiler_processing/3.CPIIIP%20Protocols/3.cDraftCARICOMModelPro

cessingHACCPManual_Chpt3_SRahaman.pdf>

(Speech)


http://www.brandchannel.com/features_effect.asp?pf_id=119

(Personal calls)

Kaplan T. nd., “The Tylenol Crisis: How Effective Public Relations Saved Johnson & Johnson”, The Pennsylvania Sate

University, <http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html>

“News Releases in Product Recall public relations: Government Standards & Communication Outcomes”,

2000, The University of New Mexico, Albuquerque, <http://www.unm.edu/~dirkcgib/newsrelease.pdf>

“Consumer product recall public relations tactics”, 2000, The University of New Mexico, Albuquerque,

<http://www.unm.edu/~dirkcgib/tactics.pdf>

Appendix D – Targeted Mediums – Page 11-12 (“Hotline” telephone number)

Kaplan T. nd., “The Tylenol Crisis: How Effective Public Relations Saved Johnson & Johnson”, The Pennsylvania

“Consumer product recall public relations tactics”, 2000, The University of New Mexico, Albuquerque,

<http://www.unm.edu/~dirkcgib/tactics.pdf>

Sate University, <http://www.aerobiologicalengineering.com/wxk116/TylenolMurders/crisis.html>

Appendix F – Distribution list for Media kits

HTV, 2010, <http://www.htv.com.vn/truyenhinh/default.asp>

Nguoi Lao Dong Newspaper, 2010, <http://nld.com.vn/>

Thanh Nien Online, 2010, <http://www.thanhnien.com.vn/pages/default.aspx>

Tuoi Tre Online, 2010, <http://tuoitre.vn/Toasoan/index.htm>

Vietnamnet.vn, 2010, <http://vietnamnet.vn/>

Vnexpress.net, 2010, <http://vnexpress.net/ContactUs/Contact.htm>



VOH, 2010, <http://www.voh.com.vn/news/default.aspx>

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PROPOSAL - trangchuthanh.files.wordpress.com€¦ · proposal is designed to help Mot Hai Ba company deliver their product recall message to every target publics and to let them and