Product recall: Top Score Instant Porridge
Namib Mills has issued a statement in response to the suspension of its Top Score vanilla-flavoured instant maize porridge in South Africa and Namibia. This action was taken following the tragic deaths of three children in the Eastern Cape, allegedly after consuming the product. While investigations are still ongoing, Namib Mills has decided to recall the product as a
precautionary measure and is fully cooperating with authorities. The company has emphasised that consumer safety is its top priority and that its production facilities strictly adhere to safety standards.
In light of this situation, the CEO of Namib Mills has instructed you, the Export Manager to review five key business strategies in order to prevent any potential future fatalities. The project will provide insights on:
• Structure a crisis communication strategy for key stakeholders
• Re-assess the role of packaging
• Review the distribution strategy focusing on channel member selection
• Leverage the product recall to enhance organisation’s corporate social responsibility (CSR) initiatives • Brand rejuvenation

Source: https://www.bizcommunity.com/article/product-recall-top-score-instant-porridge-030025a

Task 1 (20 Marks)
Develop a crisis communication strategy to effectively manage the recall of Top Score Instant Porridge. This strategy should prioritise transparency and maintain trust among key stakeholders such as customers, government authorities, and the media. It should also address the complexities of the product recall crisis and potential reputational damage. Your strategy must include a communication plan.

Task 2 (20 Marks)
Reevaluate the role of packaging in ensuring consumer safety, quality control, and risk management. Provide details on how Namib Mills can prevent risks through packaging design, labeling, and other safety precautions, keeping in mind the need to protect the environment.

Task 3 (20 Marks)
Evaluate the distribution strategy of Namib Mills in the context of the recall of Top Score Instant Porridge. Focus on channel member selection and analyse how these choices can enhance consumer safety, mitigate reputational damage, and ensure supply chain integrity. Utilise relevant marketing distribution frameworks to support your discussion.

Task 4 (20 Marks)
Propose how Namib Mills can strategically leverage the crisis to enhance its corporate social responsibility (CSR) initiatives, particularly in strengthening consumer trust and demonstrating its commitment to public safety and community welfare.
Suggest specific areas that Namib Mills should prioritise and provide justification for your suggestions.

Task 5 (20 Marks)
After a major product recall, brands often face challenges in restoring consumer trust and market confidence. Design a comprehensive brand revitalisation strategy to rejuvenate the brand post-recall. Consider elements such as communication strategies, customer reassurance, corporate responsibility, and brand trust recovery

Answers to Above Questions on Strategic Marketing Management

Expert Answer 1: A crisis communication strategy is important in order to effectively deal with the recall decision of top score instant porridge. It is important for the company to ensure complete customer safety, protect the trust of people and also mitigate any reputational damage from the recall decision. A proper communication plan highlighting the key principles guiding the strategy, the target stakeholders for the plan, key message framework and the initiative to manage the reputational risk are discussed as follows:
Key Principles Guiding the Strategy: The important principles that form the basis of this communication plan includes transparency, empathy, accountability, and consistency. It is important to remain transparent and completely share all information on a timely basis regarding the recalls. It is also essential to show adequate compassion to the families and communities that are affected from this recall decision.
To know more about the communication plan, connect with our strategic marketing expert by subscribing to our services.

Get Completed Solution