Supplement Biscuits: Dealing with Backlash and Promoting on Social Media

This presentation addresses the recent backlash from customers of Arnott's Biscuits Limited regarding the sudden change in packaging and flavor. The creative idea of supplement biscuits is introduced as a solution, and the importance of social media in promoting the concept is discussed. The benefits of using Twitter and Pinterest for promoting healthy biscuits are also highlighted.

( A N E W I D E A : S U P P L E M E N T B I S C U I T S )
THINK BIG

Background of the presentation
The presentation is for addressing to the recent backlash from
customers of Arnott's Biscuits Limited, so that, the creative idea
of supplement biscuits are not soiled by
This covers the importance of social media in promoting the
concern behind the change which is the supplement biscuits
It is also for generating a buzz for products, so that, investors
feel like investing in the business

How to deal
with a
backlash?
The image shows
that social media is a
good way to respond
to the backlash.
(Inversini &
Masiero, 2014)

Describing the issue again
A sudden change in the packaging, flavor and
all of Arnott's Biscuits had attracted backlash
from customers
Customers also commented on the social
media sites
They are uncertain with the change

Suggested
social media
sites
Social media sites
such as Twitter and
Pinterest can be
really helpful in
promoting the idea.
(Daugherty &
Hoffman, 2014)

Benefits of Twitter
Increase the website traffic
Network
Socializing the content
Communication
Improve the chance of purchase
Reach a much wider audience
Feedback generation
(West, Moore & Barry, 2015)

Benefits of
Twitter
continued…

Advantages of Pinterest
Increased awareness
Additional traffic for blog
Generation of new leads
Increased sales
(Wilkinson et al., 2016)

Advantages
of Pinterest
continued…
The image just
describes the
conversion of visits
into the potential
leads.
(Ferguson & Greer,
2015)

Conveying the purpose behind the
change
Change was made after learning a lesson
from the backlash on Arnotts for suddenly
changing the overall look of the biscuits
It was intended that mistakes are not
repeated
Hence, the changes such as ‘supplement
biscuits’, the concept was being introduced
Missed to effectively engage with customers
Now, that will also be done with the proposed
promotion on Twitter and Pinterest

Purpose was to offer customers the healthy biscuits
Change was for bringing the healthy biscuits
Healthy biscuits can be loved by a wider audience
It serves the motivating factors for purchase for those who are skinny and also ones
who carry the obesity
(Alam et al., 2014)

Examining the commitments made by Arnott's
Biscuits Limited
The study conducted in the article “Development of a healthy biscuit:
an alternative approach to biscuit manufacture” states the possibility
of modifying the traditional biscuits into healthy diets
(Boobier, Baker & Davies, 2006)

References
Alam, A., Alam, J., Hakim, A., Huq, A. O., & Moktadir, S. G. (2014). Development of fiber
enriched herbal biscuits: A preliminary study on sensory evaluation and chemical
composition. International Journal of Nutrition and Food Sciences, 3(4), 246-250.
Boobier, W. J., Baker, J. S., & Davies, B. (2006). Development of a healthy biscuit: an alternative
approach to biscuit manufacture. Nutrition Journal, 5(1), 7.
Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer
attention within social media. Journal of Marketing Communications, 20(1-2), 82-102.
Ferguson, D. A., & Greer, C. F. (2015). Pinning and promotion: How local television stations are
using Pinterest for branding and audience connectivity. Journal of Promotion
Management, 21(1), 64-81.
Inversini, A., & Masiero, L. (2014). Selling rooms online: the use of social media and online
travel agents. International Journal of Contemporary Hospitality Management, 26(2), 272-292.
Krutka, D. G., Nowell, S., & Whitlock, A. M. (2017). Towards a social media pedagogy:
Successes and shortcomings in educative uses of Twitter with teacher candidates. Journal of
Technology and Teacher Education, 25(2), 215-240.
West, B., Moore, H., & Barry, B. (2015). Beyond the tweet: Using Twitter to enhance
engagement, learning, and success among first-year students. Journal of Marketing
Education, 37(3), 160-170.
Wilkinson, J. L., Strickling, K., Payne, H. E., Jensen, K. C., & West, J. H. (2016). Evaluation of
Diet-Related Infographics on Pinterest for Use of Behavior Change Theories: A Content
Analysis. JMIR mHealth and uHealth, 4(4).

Thank you