Crisis Marketing - How to survive the manufacturer distributor Crisis.docVIP

 PAGE \* MERGEFORMAT 15 Crisis Marketing - How to survive the manufacturer distributor Crisis Editor’s note: early March 2006, England, food drug regulatory authorities in the latest survey found that sodium benzoate in carbonated drinks and vitamin C interact to produce cancer-causing benzene, in which Coca-Cola’s Fanta and Pepsi products produced by Mirinda is classified as a typical ‘may cause cancer’ products. Subsequently in Shanghai samples of 100 different brands in beverages, Robust (Zhengzhou) Co., Ltd production of food and beverage pulse Dodo tea (green tea, chrysanthemum) the total number of indicators of colony failed; Huiyuan juice drinks really excessive lead content of Another one took place in a body manufacturer of food quality issues, to bring about a chain of distributors adverse reactions, looking back after the ‘light back to milk’, ‘Nestle storm’ and ‘Sudan I incident’, no not because of manufacturing the crisis directly affects the business of the dealer’s survival and development. The lack of professional public relations crisis, the ranks of dealers in this case how to hedge and smoothly through the crisis? Articles wonder dealers are thinking, worry dealers are worried about a principle of service, specific to open ‘round-table forum’ section, inviting senior industry marketing experts on these issues clear up doubts dealer. Current experts recommend: in addition to distributors in times of crisis with the merchants, the terminal to maintain good channels of communication and co-speak with one voice, without any disputes and defend, and calmly face the media, but also an appropriate extension of the operating line of products to increase the agency product varieties, and continuously strengthen and improve their own sense of crisis and management ability, while not betray the ‘Business German’, in time to find out problems and a batch of goods to be sealed. Zheng Junfeng view (beverage market, actual sales person) In general, man