image and rumours at procter gamble case study

In the Indian market, Procter & Gamble faced significant challenges related to product image and rumors that impacted their local product portfolio. One notable case involved their popular detergent brand Ariel, where false rumors circulated about the product containing harmful chemicals that could cause skin diseases.

The company also encountered image issues with their Pampers diapers, as rumors spread suggesting the products contained materials that could lead to infertility in children. These rumors gained traction through social media and word-of-mouth, causing substantial damage to brand perception among Indian consumers.

Procter & Gamble\“s Vicks products, particularly Vicks Vaporub, faced similar challenges when false claims emerged about the ointment containing animal-derived ingredients, which conflicted with cultural and religious sensitivities in certain Indian communities.

The company responded by implementing comprehensive communication strategies, engaging with medical professionals, and leveraging scientific evidence to counter these rumors while maintaining their product quality standards for the Indian market.