Perception (from the Latin perceptio,

percipio) is the organization, identification, and

interpretation of sensory information in order
to represent and understand the environment.
All perception involves signals in the nervous
system, which in turn result from physical or
chemical stimulation of the sense organs.
So basically perception means how you view
something and what you associate with that.
The image you carry for a company, product,
person, etc.

He joined GE in 1960 as a chemical engineer

Jack become the CEO of GE in the 1981 was the
youngest CEO in GE history.
When Jack Welch first became the CEO he
wanted to reconstruct the company. Wanted to
get rid of the bureaucracy to increase the speed
and efficiency of the company.
Jack believed that a company should be
number 1 or 2 in the industry or else it should
leave it.

In the initial years of him as CEO he had fired

over half of the GEs work force either by
downsize or disinvestment
He demanded the best from all the employees
If the managers didnt deliver the best they
were often fired.
He had fired the bottom performing employees
every year.
He was a very blunt and straight forward
person.
He was often considered as a ruthless and
tough CEO
NEUTRON JACK ( LIKE THE NEUTRON
BOMB)

He changed the entire culture of GE, he made it

more of a family grocery store, than a company.
He wanted to get rid the formal chain of command
to improve creativity and innovation.
He wanted his employees to create the best
product with value that would make customers
happy. Because he believed if the customer isnt
happy than he wont buy the product.
He also focused on team building to help everyone
work together, because he believed the people
were the most important asset of the company.
YOU BUILD THE BEST TEAM, YOU WIN

The biggest S.O.B of last decade is the greatest

CEO of this decade.
After Jack Welch implemented his new
changes and started making GE very successful
his image changed.
At first people didnt see the overall plan he
had to change the GE structure to make it more
sucessful.
Change before you have to. Jack Welch

http://en.wikipedia.org/wiki/Jack_Welch
http://www.brainyquote.com/quotes/authors
/j/jack_welch.html
http://www.businessweek.com/stories/200109-16/jack-welch-a-ceo-who-cant-be-cloned
http://advice.vietnamworks.com/en/hiring/e
ffective-management/twelve-lessons-jackwelch-s-leadership-style.html-0

Perception Change
: Skoda
A Brief Story

For the first half of 19th century Skoda was one of

the worlds greatest Marques..

On April 16th 1991, Skoda became a public

company and the fourth brand in the International

Volkswagen Group, the others being Volkswagen,
Audi and SEAT.

It was the manufacturer of some of the most

prestigious cars available, such as the luxury
Hispano-Suiza,

Skoda factory became product oriented rather than

market oriented.

Mass producing a basic product rather than

matching its products to the needs of customers and

Perception Change
Transformation of Skoda took place in October 1994 with the
international launch of the new Skoda Felicia.

It embraces Europes highest quality control and safety

standards in its cars.

Skodas advertising campaign has revolved around showing

consumers what changes have taken place in the company and

cars and these advertisements have been led with the strap
line:

Weve changed the car . Can you change your

mind?

Result
Consumers perceptions have started to change.

The market currently lies with acceptors, but it is beginning to

extend to persuasive and current rejecters.

The research shows that, in terms of public perceptions, the

Felicia elevates the Skoda image and presents evidence of an
improvement.

People who at one time might have laughed at a Skoda joke are
today purchasing their first Skoda.

Carbonated soft drink

Origin- Atlanta, Georgia (U.S.A.)

Based on Interbrands best global brand study of 2011,

Coca-Cola was the world's most valuable brand

the way in which something is regarded,

understood, or interpreted

the way we give meaning to our environment

Peoples behavior is based on their perception of

what reality is, not on reality itself.
So, when you interpret something, it heavily
influenced by your personal characteristics i.e.
your attitude, motives, interests, past experience
and expectations.

New Coke was launched in the mid-1980s by Coca Cola in an

attempt to help the soda company stay ahead of competitors.

Thought the problem is with product and not perception.

But effect was different and they lost even existing customers.

Publically apologized and re-launched the classic coke.

And coke was back to #1 with reasonable lead.

Coke has been accused of as a reason of obesity but they has avoided (or
even denied) charges that sugary beverages can pack on the pounds.
the head honchos at Coke have revamped the brands advertising, with a

focus on how to incorporate Coca-Cola products into a healthy lifestyle.

Introduced new products like diet coke, coke zero etc. of low calories.
Lots of advertisement is made in area to change the perception of the
people.

The first commercial of the campaign, a two-minute video called "Coming

Together," begins with a voice-over: "For over 125 years, we've been
bringing people together. Today, we'd like people to come together on
something that concerns all of us: obesity."

By pointing out how Coca-Cola has reduced calories in its

products over time and scaled down the size of cans, the ad
implicitly announces that soft drinks arent healthy, and that being
healthy means drinking less soda.

Bottom line? The new Coca-Cola commercials show how soda can
be part of a balanced diet and explain how overall lifestyle choices
(whether bad or good) can contribute to overall health.

Image is essential to organizations as well as individuals. Even if

we are moving away from a notion of image as a single
impression shared by an audience, image is still a central concept
to the field of public relations.

-Thankyou.

Worms reported in
Cadbury in Oct. 2003
Maharashtra FDA seized
Cadburys Pune plant.
Cadbury claimed
infestation was not
possible at manufacturing
stage
FDA didnt buy that.
Negative publicity
Reduced the sales by 30%

 Cadbury started ad campaigns

Company took Initiative Vishwas
Imported machinery worth INR15 Crore.
Didnt hike the price.
Company hired Amitabh Bacchan as brand
ambassador.

From Jan March 2004

company spend up to 15%
on Advertisement
Cadbury was back in
market by May 2004
Currently company cover
70% Market share.

Cadburys can be a case of sweet recovery

from image crisis.
Change in perception costs lot more than
money.
Emotional assurance play a bigger role in
case of perception change.
Perception crisis should be taken head-on.

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