The document provides communication strategies to address crises at Boeing and for Sh. Nambi Narayanan. For Boeing, strategies included issuing notices about potential issues, providing compensation, and constant updates. For Nambi Narayanan, strategies included the launch of his autobiography, formal interviews, press releases, and the Prime Minister honoring him with the Padma Bhushan award. Both cases analyzed the crises, identified stakeholders, and proposed integrated media plans including advertising, public relations, and digital marketing tactics.

1. Communication Strategies
To Address
The “Crisis”
Parul Mehta
EMP, MDI Gurgaon

2. With an Aim of
RE-BuildingTrust
RE-GainingMarket

3. Platform for
architecture
students
to learn,
interact,
and
share knowledge.
Case-
Studies
Case 2.
Sh. Nambi Narayanan
(12 December 1941)
Warrior of ISRO, 1994
Case 1.
Boeing 737 MAX, 2018-19

4.  Introduced in 2017
 Main Competitor Airbus A-320
 Crash of Lion Air Flight 610, 2018
I. Indonesia
II. 12 minutes after takeoff
III. Killing all 189 passengers and crew
 Crash of Ethiopian Airlines Flight 302, 2019
I. Ethiopia
II. 6 minutes after takeoff
III. Killing all 157 passengers and crew
Platform for
architecture
students
to learn,
interact,
and
share knowledge.
Situation
Analysis
 It was December 12th 1994.
 One of the most sensational cases of the
Nation.
 A top Indian ISRO Scientist is falsely accused
of selling space technology secrets.
 Allege of selling classified information on
India's cryogenic engine programme to
Russia and Pakistan.
 Misadventure with a Maldivian Woman.
 Journey of 24 years.
Boeing
737 MAX
Sh. Nambi
Narayanan
Warrior of ISRO

5. Emerging & On-Going Issues
Escalated further
by presence of
fault plane’s flight
control MCAS
software by FAA
$5.6 billion
charge needed
to compensate
737 Max
customers
Possible
Solutions
A backlog of
more than 4,600
orders.
300 Boeing 737
Max passenger jets
have been
grounded
worldwide.
Temporarily shut
down its 737
Max production.
Boeing lost $3.38
billion for the
quarter on $15.7
billion revenue
Boeing
737 MAX

6. Emerging Issues
Long legal battle
ended at the
Supreme Court
History of the
early days of
India's ambitious
space
programme.
Possible
Solutions
Delayed India’s
development of a
cryogenic engine at
Indian Space
Research
Organisation (ISRO)
Americans and the
Russians were in a
space race
Geosynchronous
Satellite Launch
Vehicle (GSLV) would
be the capstone of
India’s launch vehicle
technology
Investigated by
Kerala police and
later handed
over to the CBI.
Sh. Nambi
Narayanan
Warrior of
ISRO

7. Designed Strategies for
Crisis Conditions
with
Boeing

8. Theme:
 Connecting Families
Anchor:
 Family Faces & Kids
 Airlines Officials
Campaign:
 Globally Focus group discussion between Senior
Official and Public
Instruments:
 Boeing Airplane toy
 Boeing Accessories
 One Teasers
Platform for
architecture
students
to learn,
interact,
and
share knowledge.
Campaign
Planning
Boeing
Theme:
 Connecting Families & Students
Anchor:
 Sh. Nambi Narayana Family
 Close Friends
Campaign:
 Group Discussion, Seminars, Formal
Interviews
Instruments:
 Autobiography.
 Two Teasers
Boeing
737 MAX
Sh. Nambi
Narayanan
Warrior of ISRO

9. Linking with other
websites
Newspaper &
Magazines
SMS &
Whats-app
Boeing
Toy Airplane
Target Audiences Brand Awareness in National Markets
Coupon & Discounts
50%50%
BTLsATLs
25
%
75
%
Women & Families
Feedback
Seminars,
Events &
Exhibition
Youtube
Promotion
Digital
Posters
Email
Marketing
Instagram
Integrated: Media Plan
Publicity
Activities
Company Visit
Association with
Industry Experts

10. Digital Marketing
Traditional
Strategies
Press Releases
Magazines
EventsPublic Relations
Advertising
Integrated: Media Plan

11. Content Marketing
Search Engine Optimization (SEO)Search Engine Marketing (SEM)
Social Media Marketing
Affiliate Marketing
For Boeing Accessories
Email Marketing
Digital Radio
Advertising & Television
Digital Marketing

12. Designed Strategies for
Crisis Conditions
with
Sh. Nambi Narayanan

13. Theme:
 Connecting Families
Anchor:
 Family Faces & Kids
 Airlines Officials
Campaign:
 Globally Focus group discussion between Senior
Official and Public
Instruments/ Disruption:
 Boeing Airplane toy
 Boeing Accessories
 One Teaser
Platform for
architecture
students
to learn,
interact,
and
share knowledge.
Campaign
Planning
Sh.
Nambi
Theme:
 Connecting Families & Students
Anchor:
 Sh. Nambi Narayana Family
 Close Friends
Campaign:
 Group Discussion, Seminars, Formal
Interviews
Instruments/ Disruption:
 Autobiography
 One Teasers
Boeing
737 MAX
Sh. Nambi
Narayanan
Warrior of ISRO

14. 14
National Level Award
Communication through
Formal letters to all the
Ministries along with a
copy of Auto-Biography
Disseminated through
Digital and Traditional
Mediums
Lectures & Seminars on Aerospace
and Space Missions
Re-Entry
in ISRO
Campaign for Self-Respect & Dignity
Press Releases and Formal
interviews

15. Actual Execution
to Address
“The Crisis”

16.  Issued an urgent notice to operators of its
single-aisle 737 model advising them that
there may be a potential problem with a
specific part known as the ‘slat tracks’.
 Compensation
 Constant Update
 Press-Releases
Platform for
architecture
students
to learn,
interact,
and
share knowledge.
Launch of Auto-Biography
 On the eve of the 70th Republic Day, Prime Minister
of India said "it was an honour for his Government
to confer the Padma Bhushan on Nambi
Narayanan”.
 Compensation, Formal Interviews, & Press-Releases
Action
Taken
Boeing
737 MAX
Sh. Nambi
Narayanan
Warrior of ISRO

17. Scientist,
Aerospace Engineer,
Padma Bhushan
PSLV
Chandrayaan-1
GSLV
Vikas Engine
Nationalism
ISRO
Onion Model
Connect, Protect,
Explore, Inspire the
word, Aerospace
Innovation
Fuel-efficient airplanes
Improving efficiency
Developing sustainable
aviation biofuel
TV Ads, Space Technology,
Defense Technology Integrity
Quality
Safety
Diversity &
Inclusion
Boeing Sh. Nambi Narayanan

18. 01
Strategic Alliances
with Universities
02 Enrolling
Colleges
03 Engaging
Students
04
Association
with Industry
Experts
05
Testimonial
&
Feedbacks
06
Empowering
Students &
Start-Ups
Take Always

19. Sources of Boeing Case Study
• https://www.paddleyourownkanoo.com/2019/06/03/boeing-737-max-hit-with-
new-problem-manufacturer-says-certain-parts-have-potential-nonconformance/
• https://www.independent.co.uk/travel/news-and-advice/boeing-737-max-crash-
grounding-air-safety-airlines-faa-a8926581.html
• https://www.washingtonpost.com/business/2019/07/24/boeing-reports-its-
worst-ever-quarterly-losses-max-crisis-continues/?utm_term=.26561472070a
• https://www.cnbc.com/2019/03/13/737-max-groundings-put-a-major-source-of-
boeings-revenue-at-risk-wall-street-warns.html

20. Sources of Sh. Nambi Narayanan Case Study
• https://www.ndtv.com/india-news/pm-modi-on-nambi-narayanan-
says-patriotic-isro-scientist-falsely-implicated-1984006
• https://www.business-standard.com/article/current-affairs/here-s-
the-real-story-of-isro-spy-case-that-rocked-the-nation-in-1990s-
118091600109_1.html
• https://www.thehindu.com/news/national/a-timeline-of-1994-
espionage-case-involving-nambi-narayanan/article24946356.ece