LENSKART SHAKE IT OFF LIKE THIS “EARTHQUAKE”

TEAM MEMBERS:

1. Abhal Ram

2. Ekta Tembhekar

3. Pallav Grover

4.Shibani Shankar

5. Suraj Satyarthi

ABOUT LENSKART

An online shopping platform. A niche market in e-retailing.

An Indian Company.

Presence in US, UK, Australia.

Deals specifically in eye care products like glasses and related accessories.

Indian community is its primary target audience.

LENSKART IN WIDESPREAD CRITICISM

Story:

Nepal Earthquake, world in shock, social media trending.

Tried “moment marketing” and came up with a strategy.

Strategy of sending SMS-es en masse.

SMS read "Shake it off like this Earthquake: Get any Vincent Chase Sunglasses up to Rs.3,000 for FLAT Rs. 500, by sending invites to 50 friends....“

SMS sent at 1:28pm.

At that time Facebook and Twitter were in full swing.

WHAT GENERATED “CRITICISM”? On top of everything, played with emotions.

No apology, nothing.

Insensitive.

"We came across posts, tweets and updates in bad taste, almost mocking the extremely tragic incident that shook Nepal. Social media cannot be held responsible for desensitising marketing executives to indulge in such activities," said agency editor Apeksha Harihar, Social Samosa.

 No stand and support on Nepal disaster.

SITUATION OF COMPANY

Image crisis.

Corporate identity jeopardized.

Value system not given importance, credibility went for a toss, no empathy or sympathy.

Reflected unethical image.

MEASURES ADOPTED

Sent another SMS :

Blog posted, citing founders in the end.http://blog.lenskart.com/we-are-sorry/

Facebook comments and replies.

PR SOLUTIONS PTI (Press Trust of India)- could have intimated to this

government agency.

Regulation: Continuous follow up of criticisms on various social media platforms. A team should have provocatively regulate the online material.

Monitoring and checking – Fake messages, like this one :

After crisis: Should have posted

effective Blogs. Press Agentry.

Planning of the crisis beforehand.

Should have apologized in a

sympathetic tone and style.

COMPLETE PR STRATEGY

Anticipating and analyzing public opinion, attitudes and issues that might impact on operations and plans of organization.

Counseling management at all levels and considering organization’s social or citizenship responsibilities.

Speedy Evaluation, research would take lot of time.

Planning beforehand, in this case planning right and in smart way, implementation of efforts. Decision making.

REFERENCES : http://www.lenskart.com/sunglasses/collections.html

https://www.facebook.com/Lenskartindia

http://blog.lenskart.com/we-are-sorry/

http://indianexpress.com/article/blogs/blog-lenskart-offers-discount-to-shake-it-off-like-the-nepal-earthquake/

http://economictimes.indiatimes.com/industry/services/advertising/companies-such-as-lenskart-american-swan-troika-consultants-draw-social-media-flak-for-using-quake-ads/articleshow/47064485.cms

http://www.business-standard.com/article/pti-stories/lenskart-faces-flak-for-quake-linked-product-promotion-115042500578_1.html

http://www.ptinews.com/news/Saturday-dyallhead

http://www.socialsamosa.com/about/

Thank You