Crisis communication plan: Moët et Chandon

Thèmes abordés

Moët et Chandon, crisis communication plan, Dom Perignon, champagne, fake champagne, image of the company, LVMH, stakeholders, crisis management approach, case study

Résumé du document

Moet & Chandon takes pride in saying that they produce an inimitable high quality champagne, however, in recent events a scandal about bottles with fake content resurface in the media. Customers complained and the credibility of your brand is in danger.
In the next few pages we are going to present a step by step crisis communication plan, highlighting the need to understand the gravity of the situation, to identify your shareholders and to carefully prepare your communication.
We also going to present you a list of recommended short and long term actions.

Extraits

[...] C. Share the results Share the new and improved Moet & Chandon with the world. Implement that idea into a new communication strategy. Be transparent, a good idea would be to organize a tour of the Moet & Chandon production site for a special event like open house” . with a guide who could explicate the process of bottling and different steps from picking grapes until the bottles reach the shops. [...]

[...] Customers complained and the credibility of your brand is in danger. In the next few pages we are going to present a step by step crisis communication plan, highlighting the need to understand the gravity of the situation, to identify your shareholders and to carefully prepare your communication. We also going to present you a list of recommended short and long term actions. I. Understanding the situation: Good understanding of the current situation its causes and the effects it might have, is critical for successfully minimizing the impact on the company and dealing with the consequences. [...]

[...] Here is our list of recommended actions as well as things you should try to avoid Don'ts Don't hide from the media. Never ignore a journalist. As we pointed earlier not giving enough information to the journalists and media may cause into them coming up with their own stories Don't try to deny your responsibility. You risk to make your company look even worse and to lose the trust of your customers Do's React as quick possible Have a coherent communication Hold a press conference Take care for your online presence We recommend the dismissal of the offending employees, who committed the error But in order to show the world that you care for your employees you can offer them psychological help and consulting Replace all the bottles with fake content: set a hot-line for your costumers where they can get information how they can easily change the champagne they purchased in case of doubts Depending on the budget and resources you can afford to allocate into dealing with this crisis you can offer the customers who purchased the tampered bottles: - A replacement - A replacement with a better class bottles - A replacement plus second bottle for free - It could be interesting to offer an exclusive pack/bottle to concerned - Money conpensation We think about an invitation in production site for a special event like open house” . [...]

[...] The media It is crucial to communicate with the media. They will want access to information and to spokespersons so they can report within their deadlines and in case of silence from your part you will be risking for the media to come up with their own version of the story. E. Other stakeholders that you might want to take into consideration will include: Community leaders, Politicians, Peak industry bodies, Finance sector stakeholders etc. Please acknowledge that even though none of the stakeholders groups is directly harmed, each one of them may quickly become problematic if the contact is handled badly or ignored. [...]

[...] You will need to make sure that communication is sufficient and goes out quickly. If you don't, the media will write their own stories. A. Identify your key message Your priority should be to show the world that you have the situation under control. In order to do that you will have to explain the causes and offer solutions. Since the people causing the fraud were your own employees, you have to express your understanding of their reasons and what measures you are planning to take in order, prevent it from happening again. [...]