雀巢Nestle英文课件.pptVIP

Promotion Strategy Vending Machine Sales Product Strategy Selection of Target Market Price Setting Promotion Strategy History Products Marketing Public Relations Promotion Strategy Work with KFC Product Strategy Selection of Target Market Price Setting Promotion Strategy History Products Marketing Public Relations Public Relations Negative Events Influence Action Summarize sherry 200906111116 History Products Marketing Public Relations Negative Events Marketing of Formula Nestlé draws criticism that the use of infant formula is in violation of a 1981 World Health Organization code[20] that regulates the advertising of breast milk formulas. Melamine in Chinese Milk In late September 2008,the Hong Kong government claimed to have found melamine in a Chinese-made Nestlé milk product. Negative Events Influence Action Summarize History Products Marketing Public Relations Influence The issue attracted significant attention as a result of the Nestlé boycott. — cut down the sales Many customers turn to other brand. — do harm to the corporation image. Many customers are not satisfied with the products made by nestle . Negative Events Influence Action Summarize History Products Marketing Public Relations Action — acknowledge the inspection results — Hold a press conference to make an apology and state the safety of the products — recall and remove the products from the shelves Negative Events Influence Action Summarize History Products Marketing Public Relations Summarize First , nestle is extremely lack of the crisis consciousness, and also do not establish a set of crisis warning and avoiding mechanism. Second. nestle lack of effective communication mechanism.They hold the snubbed attitude to the public and media. Third. the means of dealing with emergency and subsequent processing is too single. Negative Events Influence Action Summarize History Products Marketing Public Relations History Products Marketing Pub