SK-II Resurrection: can no longer go unusual road

Keywords: SK-II resurrection brand brand marketing p brand rebuilding less than 3 months, it has undergone SK-II exposure, delisting, shaking the reincarnation of a complex city. Although, at this time, in the heavy metal event SK-II Procter and Gamble's crisis public relations for the industry and the public. However, SK-II in such a short time on successful complex city, and marketing is relatively large, once again, should the "foreign brands have nine lives," saying. Without doubt, the Godfather, "p" brand will be heavy vertical SK-II high-end brand image. We are interested in is: how long is the process? p really do? SK-II will choose how a brand rejuvenation? SK-II brand revival has begun. First of all, in the channel, the channel system SK-II did not collapse in the event of crisis, as long as Terminal counters throughout the refurbishment, the distribution will be back to normal operation. On the product, the lessons will strengthen SK-II production and research and development, in the short term would be avoided once again give the excuse. In advertising, p 2007 only prime time ad tender CCTV reached us $ 4.2 billion, SK-II seems not short of money and then plastic to better themselves. However, the impact of the crisis or inevitably exist. Despite the repeated claims that complex p city after SK-II sales good. "Heavy metal event" on the brand image but SK-II brings serious negative impact. First, brand reputation damaged. A person's reputation is to come, others give no, also take away. Handle baojie in SK-Ⅱ event, did not demonstrate international brands to consumers due care, from beginning to end is his arrogance and indifference. From the initial refused to acknowledge the AQSIQ monitoring conclusions; to open statement SK-II products in the production process does not add prohibited ingredients and return set four provisions of the King; and then to adapt so that monitoring the "chrome" nd "lines and raw materials into the", root harmless. P adhere to their own position on the "innocent", but on brand reputation caused serious harm. Second, the brand credibility was called into question. Although the State with the Ministry of Health issued a joint statement on SK-II products whose security has been clarified, but the "Ning believe, do not believe its not" mental-induced, public SK-II product quality is still uncomfortable. Especially the Procter and Gamble in crisis during a series of "omission" and not a corporate citizen in the due diligence of social responsibility, so that the brand credibility SK-II was widely questioned. Third, the brand loyalty is eroding. SK-II in China mainland market for several years, has become more Regiment hones itself fixed, loyalty of high-end consumer groups that believe the vast majority of consumers will not give up their own brand has been in love. But this storm, even the loyal consumers, buying SK-II will also be more cautious. More importantly, to gain new SK-II consumers will become more difficult, because those unused SK-II consumers, preconceptions, will inevitably produce psychological barriers SK-II. This triple trauma, like the birth of pressure in the revival of Avenue SK-II brand, and the birth of concentration as one word, is "trust", the top priority is SK-II to gain consumers ' trust and public confidence and trust of society. If SK-II would also like to ten years ago, in accordance with the general development strategy to rebrand, must pay a higher marketing costs and time costs, and cannot guarantee that effectively address the third problem, because now the marketing environment is SK-II 10 years have never encountered before. Heavy vertical shaft brand, brand trust, SK-II must discard previous marketing strategy, with multiple angles, a full range of marketing innovation, and ultimately brand rejuvenation.