Quality By Design, Not By Default. Problem Statement_PR and Marketing Crisis at MMM

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Quality By Design, Not By Default Ann Mathew Aparna Shaji Ashmira K Dhanya Johnson Miriam Ann Philip Fathima Bensha

Problem Statement PR and Marketing Crisis at MMM • Large order from Marks & Spencer(Value- 50000 pounds) has be rejected for weaving faults • Economic Times ran a negative story on rejection of MMM Apparels’ consignment • Article created a strong uproar among company’s stakeholders

Quality Culture “Quality is a right and not a privilege that you offer to customers” • Managers and employees of the company are quality friendly and consistently work towards quality goals • MMM Philosophy- Identifying the game plan and then proceeding, so each improvement links a overall change • Values are shared and enthusiastically embraced • Employees are encouraged to make decisions “ Quality means doing things right then first time, every time”

Leadership through quality • ISO Certification – ISO 9002 system • Measuring COPQ helped in pinpointing areas of improvement • Emphasize on supplier quality • Customer satisfaction index – Measurement of things done to delight customers • Efforts to participate in Ramakrishna Bajaj National Quality Competition

MMM’s Quality Policy • Develop information system to receive regular feedback • Upgrading manufacturing facilities to achieve improved quality • Adoption of Six Sigma Practice “ Push to be ever more perfect, while being willing to accept and manage occasional setbacks ”

Quality Campaign • Series of 5 advertisements • Focuses on quality culture, right attitude and environment consciousness • Theme ” MMM Apparels Group Redefining the Fundamentals”

AD 1 : Human Relationship • Focuses on human relationship • Empowerment of employees AD 2 : Keeping Your Word • Delivering the promise • Honor promise to the consumer AD 3: Quality as Culture • Formal and informal values, Philosophies and Norms

AD 4 : Right Mindset • Right attitude helps in achieving quality AD 5 : Environment Consciousness • Concern for environment

Other efforts • 10 page pullout as Quality Supplement in MMM’s journal • Pocket quality policy folder- Guide and reference item for employees • Gift items and reminder pieces • Pocket telephone index • Four sided plastic pen stand

Outcome • Chairman was able to convince shareholders of MMM Apparels about the quality intentions and efforts taken by the company • Protest was contained

Question -1 Existing steps taken: • Setting a benchmark such as ISO 9002 and competition.

• Employee run systems instead of system run employees.

• Transparency and deliverance to stakeholders.

• Well structured quality plan

Question -1 Steps to be taken additionally: • Address the issue at hand first • Craft a short term and long term plan • More focus on getting customer insights rather than employee focus • More focus on quality activities than PR activities.

Phase 2 of Marketing Campaign • Emphasize on Information Systems • Plan an email campaign • Use social media • Rewarding loyal clients • Hosting an event ( fashion shows ) • Emotional Storytelling