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Won't Cry Over Spoilt Milk: Amul's Response to Customer's Complaint on Social Media

Abhishek (Indian Institute of Management, Ahmedabad.)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 11 March 2015

Abstract

This case traces the turn of events when Neha Tomar, a resident of Gurgaon, posted a complaint about Amul milk on Facebook. The post got over 100, 000 shares and was liked by close to 10, 000 users on Facebook. This created a flutter as Amul, India's largest food brand, was known to maintain highest standards and had come to symbolize quality in milk products category. GCMMF, owners of Amul brand, swiftly moved into action and posted the official stand on their Facebook page. The post stated that there was no problem with milk and accused Neha of concealing the facts for generating and sustaining hype. This case presents a new pattern of customer engagement wherein brand is not afraid to take on customer in social media space for managing its reputation.

Keywords

Acknowledgements

Prepared by Professor Abhishek, Indian Institute of Management, Ahmedabad.

Citation

Abhishek, (2015), "Won't Cry Over Spoilt Milk: Amul's Response to Customer's Complaint on Social Media", Indian Institute of Management Ahmedabad. https://doi.org/10.1108/CASE.IIMA.2019.000076

Publisher

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Indian Institute of Management Ahmedabad

Copyright © 2015 by the Indian Institute of Management, Ahmedabad