Sanlu crisis exposed the brand strategy six Mishap.docVIP

Sanlu crisis exposed the brand strategy six Mishap Magnitude of crisis, Sanlu very wide, from the State General Administration of Quality Supervision, Inspection September 16, 2008 announced the new 22 detected melamine in infant formula milk powder, many of the city or region to queue up for your baby to the hospital pediatric B - to check whether suffering from kidney stones. Sanlu crisis has risen to the social crisis. As the nation’s largest milk powder producer, Sanlu is really respected. But Sanlu not being a strong competitor to defeat, but was himself defeated. Sanlu a while for the universal condemnation, corporate reputation, brand reputation vanished. Sanlu this very failure of crisis management approach, there is no halt or defuse the current crisis, but it has brought more problems. ‘Gates of fire, adverse impacts to fish’, the entire milk industry is affected. Overall, Sanlu crisis exposed the prevalence of the six Mishap brand strategy. First Mishap: ‘soft’ quality Quality is the root of the life of the product, companies should put the interests of consumers placed in the first one, in good faith-based, quality first, the quality and business development throughout the whole story. Company must pay attention to internal strength of the practice, and strengthen quality control, strict procurement of customs, to ensure product quality. Sanlu milk powder incident, but the quality of products off the one hand, farmers who sin, but as a national brand name products, enterprises in the quality control area is not also done well? In product quality can not be strict control, only on the strict control of publicity caliber. Sanlu milk powder crisis in public relations as well as domestic enterprises of collective aphasia, which exacerbated the national anger. Food safety is a major event related to people’s lives, companies can not help control the quality of it? Sanlu milk powder is not only represented by domestic food brands, international brands als