Snow Brand Case
Why was the Snow polluted?
—A blind spot for the Japanese top milk product company, Snow Brand—
Shizuko Ota and Akie Kikuchi Advisor: Dr. Brenda J. Wrigley, APR Department of Advertising, Department of Communication College of Communication Arts & Sciences Michigan State University
Why was the Snow polluted?
Page 2 of 31
Contents
I. II.
INTRODUCTION .................................................................................................3 HISTORY OF SNOW BRAND..............................................................................3
III. MILK IN THE JAPANESE MARKET..................................................................6 IV. V. SEQUENCE OF THE FOOD POISONING EVENT............................................7 PROBLEMS .........................................................................................................13
Business problem – Snow Brand as a gigantic top brand ................................... 13
Competition as a top brand............................................................................... 15 Inertia at the top ............................................................................................... 16
Communication problem....................................................................................... 16
Physical factors.................................................................................................. 16 Structural factors .............................................................................................. 18 Cultural factors ................................................................................................. 19 REFERENCES .............................................................................................................. 22 APPENDIX ................................................................................................................... 24
Why was the Snow polluted?
Page 3 of 31
I. Introduction
—A blind spot for the Japanese top milk product company, Snow Brand—
Shizuko Ota and Akie Kikuchi Advisor: Dr. Brenda J. Wrigley, APR Department of Advertising, Department of Communication College of Communication Arts & Sciences Michigan State University
Why was the Snow polluted?
Page 2 of 31
Contents
I. II.
INTRODUCTION .................................................................................................3 HISTORY OF SNOW BRAND..............................................................................3
III. MILK IN THE JAPANESE MARKET..................................................................6 IV. V. SEQUENCE OF THE FOOD POISONING EVENT............................................7 PROBLEMS .........................................................................................................13
Business problem – Snow Brand as a gigantic top brand ................................... 13
Competition as a top brand............................................................................... 15 Inertia at the top ............................................................................................... 16
Communication problem....................................................................................... 16
Physical factors.................................................................................................. 16 Structural factors .............................................................................................. 18 Cultural factors ................................................................................................. 19 REFERENCES .............................................................................................................. 22 APPENDIX ................................................................................................................... 24
Why was the Snow polluted?
Page 3 of 31
I. Introduction