Clever marketing strategy crossing the crisis.docVIP

 PAGE \* MERGEFORMAT 8 Clever marketing strategy crossing the crisis Indeed, any growth can never be smooth, and occasionally experienced failures or a crisis is also reasonable, the key is to look at how companies face and how to deal with. Marketing is a crisis in this case came into being, it is the enterprise in the market, clever crossing of a major crisis in magic is that an enterprise in dealing with crisis, to restore public confidence in reshaping the corporate image taken by all the means and strategies. How to carry out crisis in marketing enterprise should do? Here are some tips and cases. 1, Threatened chaos Latent and accidental nature of the marketing important feature of the crisis. Enterprises face of sudden crisis, should be Threatened chaos. Chaos you can not see the crisis in essence, can not be effectively integrated marketing. Enterprises should firmly grasp the substance of the crisis as soon as possible the causes of the crisis in the first time, to make quick judgments and to develop appropriate marketing programs the crisis. In mid-June 1999, coincided with the peak period of beverage consumption, Belgium, France, consumers are in discomfort after drinking Coca-Cola or even food poisoning symptoms, in European countries caused by the public’s psychological fear. Immediately, Belgium, France, the Dutch government announced that banned Coca-Cola. Relevant departments of the Coca-Cola China’s production was examined. After 10 days, Coca-Cola shares plummeted, sales lost tens of millions. Even more serious is that this event has greatly damaged the Coca-Cola’s brand image and corporate reputation. After the crisis, Coca-Cola corporate headquarters Threatened chaos, the rapid development of marketing programs to deal with the crisis: the company, all the top executives went to Belgium, France, dealing with pollution incidents drinks, to apologize to the victims; immediately commission an independent Belgian institutions to investigate