A successful marketing public relations crisis.docVIP

 PAGE \* MERGEFORMAT 6 A successful marketing public relations crisis Case Background: A and B two manufacturers in a way matched the performance of the market, not only sales of the product specifications in line are mainly 350 g product, the product is relatively consistent prices, all at 120 yuan / boxes. A longer time manufacturers, operators, consumers expect the brand influence the formation of large sales have been steady at 30 a month million. B manufacturers to adopt high rebate and strong channel for channel promotions, sales climbed all the way, much beyond the A to become boss of the local market potential, in March sales of 15 million, in April rose to 20 million, while the 5 dealers in the beginning of the month that is ordering 200,000 yuan, 200,000 yuan at the end of another ordering. In accordance with this trend, in June is peak season for sales of the product, B dealers manufacturers confidently awaiting orders, but the 2 / 3 of time has passed, it is slow without moving, he asked distributors, dealers are also very upset Reply say that the market price is even lower than the company’s ex-factory price it before 110 a box, many distributors are demanding returns, was about to ask why the factory like that? B manufacturers believe that the situation was serious, we immediately initiated an investigation. B I have just worked a time when the company’s Project Manager, and also his first encounter upon taking up the trouble. However, I analyzed all the dealers around the near-term operating conditions, the intuition told me that the possibility of off-site FALSIFYING not, the problem certainly lies in the market locally. Course and all local distributors, manufacturers and even some competition, especially the A manufacturers distributors and retail customers to conduct an investigation result, I am very surprised A factory was originally in the mischief. Its approach is, A factory encouraged its distributors to the name of the distribution a