Case Name :      o.b The Case of the Missing Tampons

Authors :           Mary Weil, Jana Seijts, Paul Bigus

Source :             Ivey Publishing

Case ID :            W12282

Discipline :        General Management

Case Length :    15 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The chief executive officer (CEO) of a large consumer health conglomerate faces a controversial situation. Loyal consumers of a feminine hygiene product are outraged when they learn that a highly coveted product has been permanently discontinued. Unable to find their favourite brand in stock, consumers create a website and post online petitions to boycott, or rather “girlcott,” all products made by the company. The company has already suffered serious consumer, investor and government scrutiny after having experienced more than a dozen product recalls in recent years. The CEO needs to develop a strategy to deal with the mounting consumer anger and public speculation, or risk the negative consequences of a militant, brand savvy, population of female consumers.