What is it about?
Organisations reformulate well-loved products in the marketplace, believing they are improving the product and satisfying customer needs. But that isn't always what happens, as seen in the case of Kellogg's Rice Krispies in South Africa. Customers took to social media to express their negative reactions to the product. The cast focuses on the nature of the customer reactions (i.e. what about the product they disliked so much) as well as the company reactions. Students are encouraged to consider the appropriate next step.
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Why is it important?
Understanding customer reactions to organisational actions is important as it impacts their engagement with the brand and the organisation both now and in the future. Netnographic analysis serves as a valuable research method in this instance. This case reflects on the negative consequences of organisational actions.
Perspectives
The intensity of emotions and behavioural responses to the changes in the formulation of a breakfast cereal, traditionally a low involvement product, was fascinating to track through Facebook posts. Thank you to those who posted and gave permission for me to quote them.
Adele Berndt
Jonkoping University
Read the Original
This page is a summary of: BREAKFAST GONE BAD … the case of Kellogg’s rice Krispies®, Emerald Emerging Markets Case Studies, November 2019, Emerald,
DOI: 10.1108/eemcs-02-2019-0035.
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