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Public Relations Management- Ribena Scandal

In: Business and Management

Submitted By jessicakosman
Words 2525
Pages 11
Table of Contents

Executive summary 1

1.0 Introduction 2
2.0 Situation Analysis
2.1 The Ribena Story 3
2.2 Problems of Ribena
2.2.1 Vitamin C Controversy 3
2.2.2 Sugar Scandal 3
2.2.3 Analysis by Observation 4
2.3 Opportunities of Ribena 4 3.0 Goals and Objectives 5 4.0 Key Target Publics 6 5.0 Strategy and Tactics 7 6.0 Budget and Evaluation 8

7.0 Reference List

1.0 Introduction

Ribena was invented by Dr Vernon Charley in 1930s. He was researching using pure fruit juices for milkshakes and then he named it ribes nigrum; which means blackcurrant in Latin (Naete 2013). In 2004, two students from Pakuranga College in Auckland, New Zealand conducted a research and experiment to find out the vitamin C levels of Ribena. The advertising said that Ribena contained four times the vitamin C of oranges. However, the levels of vitamin C were much lower at 22mg/100mL compared to other products (The Guardian 2009). It was a controversy that Ribena was intentionally misleading. The report aimed to analyse and determine the goals, objectives, and strategies to polish Ribena's reputation because of this vitamin C controversy.
The methodology of this report is both primary and secondary research.

2.0 Situation Analysis

2.1 The Ribena Story

In 1930s, Dr Vernon Charley invented blackcurrant syrup while he was researching pure fruit juices for milkshakes. A few years…...

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