Bright Dairy & Food Co., Ltd: Trouble for the Safety of Milk Production

Bright Dairy & Food Co., Ltd. had been known for its superior quality and strong brand image among its customers. However, the dairy giant faced a severe crisis when a media report disclosed the “secret of milk production” in one of its subsidiaries in Zhengzhou in April 2005. As Bright Dairy failed initially to provide an appropriate response after the report emerged, customers became more suspicious about the quality of the milk, creating an adverse effect on the sales volume and market value. At this crucial time, Bright Dairy needed a practical plan that would help it emerge from the crisis and rebuild a healthy image among consumers. Could Bright Dairy quickly escape this crisis? Could it restore its brand reputation? What should Bright Dairy do?