In the "the Ant and the elephant duel", p mistake again
Procter and Gamble's SK-II as the world's most luxury make-up brand of not trying to retain the youth of the petty bourgeoisie, middle class and wealthy woman Pocket "huyou" how much money away. However, in early March 2005, Ms. Lu of Nanchang fluctuated a really high, and fake, will join the Procter and Gamble v. Court. Nanchang commercial Department responded quickly, withhold part of suspected irregularities publicity materials and products, the Court also considered the case. The media have more is to follow up on the Web, "Procter SK-II defendant corrosive components," and "90.56% of Internet users believe SK-II contains sodium hydroxide harmful," and other topics also abound.
Due to the transnational giants crises slow, mistakes, triggered a nationwide consumer doubts and fears, brand image greatly damaged, sales have plummeted. As the saying goes: lawsuits difficult material, market first.
Arrogant move to lawsuit
According to the parties, as in lvping memories using SK-II products of a number of adverse reactions, in consulting the service staff is only to be told: "and so exhausted after 28 days again!". May 28 days later, the adverse reaction worse. So, she went to the counter theory, results SK-II service attitude is unreasonable, even throw in a word: "would you like to go, where to go, it will go!". Ms. Lu of anger immediately to two grounds for prosecution:
1. false advertising: SK-II advertising on the claim that "the use of 4 weeks after your skin young 12 years, 47% reduction in fine lines," Ms. Lu after use, however, has not as advertising in becoming young 12-year-old, but a burning skin itch and parts. Advertising on suspicion of fraud.
2. violations of the consumer's right to know. In the LV and his client, Mr. Tang tore away that sticking with the product bottle adhesive Chinese description revealed that the bottle was originally printed with the product composition of Japanese instructions. Japanese label product constituents indicated that this SK-II tighten skin anti-wrinkle cream milk ingredients including chemical materials such as sodium hydroxide, sodium hydroxide, commonly known as "caustic" has the strong corrosive. Thus, Ms. Lu and Mr. Tang was of the view that is not in the product packaging shall be related components in Chinese, violating China warns consumers ' right to information.
Comments: because the service personnel of pride and prejudice, the brainchild of Procter was this. But after the consumers sue, p's pride and prejudice seems to be more. Procter & gamble did not go to reassure consumers, but rather plays itself into a "conspiracy" in the event of the victim, identified as "malicious speculation", or even alleged that behind the interest groups. Procter and Gamble's actions are built around the interests of their own company, so selfish, but will get media booed.
Retardation caused the crisis to expand
7 March, consumers suing SK-II. However, Procter was apparently not active control or boot media, but only to publish a statement, saying that "your products are double insurance guarantee its safety" and stressed that "the product manuals on product publicity support with experimental data. "Ridiculous is that its data support has come from the robot!
Until 11 March, Procter & gamble did not hold any media meeting activities, nor to the media provide newsworthy article information. As a result, p missed a good opportunity to fire, media speculation is looming, and ultimately become.
Comments: good, bad line doesn't go out. In a crisis of the first 12-24 hours, the message is the same as the virus to spread a fissile. high-speed mode The company must make a rapid response, and quick action, and the media and the public.
Star letter of solidarity with less than
In p being sued to make a lot of heated discussions, 9 March, fad SK-II tighten skin anti-wrinkle cream milk Hong Kong star Carina LAU email expresses its solidarity with, "I am very pleased to continue to support SK-II. ”
But as the agent of the plaintiff Ms. Lu, Mr Tang questioned: "Carina LAU's statement precisely describe the product in question. Tighten skin anti-wrinkle cream milk brochure, continuous use of 28 days, you can make your skin young 12 years, but its solidarity with the image of the night in the message view nor young 12 years ".
Comments: there are several star can believe? when a lot of advertising reward into bags to Ann, stars with "rhetoric" crying out for enterprises, the use of "fair" to convince consumers that use the "sweet" deceived consumers, use the "gibberish" deceive consumers. Lack of solidarity with the stars really trust.
Divert if empty
Crisis, Procter didn't go to try to solve the problem, but be smart and launched a series of activities in an attempt to transfer media and public attention, including the worldwide launch of public brand – "living, learning and growth", the Chinese public welfare first brand — hope project donated $ 4 million.
But whoever should end. The source of the fire did not fight, how can the fire under control?
Comment: actually, the public and the media often in mind already has a rod stalk, enterprises have a psychological expected, that is, what can I do my business will be satisfied. Therefore, enterprises must not choose confrontation and escape, the attitude is essential.
Unwilling to return to trouble
March 21, Henan today Ann "disclosure, Zhengzhou consumers fear SK-II quality problems, demands a return is refused, the decision to prosecute Procter. Numerous media reproduces this news, and on the safety of the questioned again SK-II.
Comments: crisis, the public will be concerned about two issues: on the one hand, the interest in question. Interest is the focus of public attention, so no matter who is wrong, the enterprise should assume responsibility. Another
The problem is emotional, enterprises should stand in the victim's position on the sympathy and comfort, and take practical steps to win the public's understanding and trust.Skillfully argues sophistry meam
25 March, Procter publish open letter "to the media," says they SK-II tighten skin anti-wrinkle cream milk test results show that the indicators are consistent with national requirements, there are no quality problem.
Meanwhile Procter reiterate: sodium hydroxide is the cosmetic industry one of the commonly used components, when the component is used to adjust the pH of the skin care products, China and Japan, the United States, Europe and other relevant laws and regulations of the market are not required in the product packaging are specific warning marks.
For Nanchang city administration on Procter & gamble SK-II tighten skin anti-wrinkle cream milk product brochures in the definition of "is not clear enough," and "description of the experiment data is not comprehensive," and other findings, p said: "for Nanchang city administration of such findings, p acceptance. Also hope that through this letter to consumers on product brochure of omission occurs in sincere apologies. ”
April 1, Procter to Nanchang, Nanchang trade sign ¥ ·¨ðë5èõäúèï· £ city administration pursuant to provisions on Procter made $ decision. But remains outside the co-organiser cheep well its word, the ambiguous.
Comment: see clearly is a violation of the consumer's right to know, but to "the law does not require" strategy, what responsible attitude? see plain is intentional, even taking the words "omission" touches on what a sincere? public will react to these words do? — the unrepentant!!
Persists into trouble again
Procter admitting on SK-II tighten skin anti-wrinkle cream milk with a description of the experimental data is not comprehensive enough, and deactivate it product brochure. But luck is not on other products ads make modifications.
7 April, Wang to Commerce reporting p SK-II advertising fraud consumers. Wang in the reporting material that Procter & gamble published SKII skin care cream sauce ads "can zoom in on the old power 2 x, 3 x zoom whitening effect, the effectiveness of 4 x magnification moisturizing" refers to a variety of data does not indicate the source, and obviously there is no basis in fact, in violation of the law on advertising People's Republic of China pursuant to section 10 of the regulations.
Comment: since being grabbed a braid, why not put all the braids were cut off? p might really want to reflect Mr. Zhang ruimin's words: "never scared, always walking on thin ice"
A single spark can start a prairie fire. In the news so developed today, a little bit lapses by enterprises was enough to kill. In the face of public opinion, the enterprise is fragile. Crisis management is the most important principle is to proactively manage the crisis.
In the "the Ant and the elephant duel", p swing out officially, with consumers in a summary court. So justly, appears to be ill in order to correct community as the wind, but forgot to three strains of "won the lawsuit, lost market".
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