Johnson---Brand crisis
http://www.bbc.com/news/world-us-canada-35648252
In this news, Johnson & Johnson not only need to compensate for money, but also will lose their reputation and market share. The reason is nothing can compensate for the loss of one's health, thus consumers will not buy this goods anymore.
The loss of customers can be explained by the decision making process. (Solomon, M. R. 2013) Viewed from the decision making process, when the consumers do the information search, they will find that Johnson have this talc cancer case. Therefore, they may think more careful and even do not choose Johnson, because they are afraid of being hurt.
And for Johnson &Johnson, they may have two ways to retrieve the situation. First, they need to responds by explaining that they do not know talc will hurt people, because scientists also said talc is safe before this incident. And they may need to make sure the other goods will not hurt people anymore. And as a proverb said that time is the best medicine, Johnson need time to let people forget this case. Second, in consumer decision process, it also has three influences. As shows blew, company only can change the social influence. For example, Johnson can support charities to Improving brand image and advertising for itself.
Reference:
Solomon, M. R. (2013). Consumer behavior: Buying, having, and being (10th, Global ed.). Boston, Mass;London;: Pearson Education.
In this news, Johnson & Johnson not only need to compensate for money, but also will lose their reputation and market share. The reason is nothing can compensate for the loss of one's health, thus consumers will not buy this goods anymore.
 |
The loss of customers can be explained by the decision making process. (Solomon, M. R. 2013) Viewed from the decision making process, when the consumers do the information search, they will find that Johnson have this talc cancer case. Therefore, they may think more careful and even do not choose Johnson, because they are afraid of being hurt.
And for Johnson &Johnson, they may have two ways to retrieve the situation. First, they need to responds by explaining that they do not know talc will hurt people, because scientists also said talc is safe before this incident. And they may need to make sure the other goods will not hurt people anymore. And as a proverb said that time is the best medicine, Johnson need time to let people forget this case. Second, in consumer decision process, it also has three influences. As shows blew, company only can change the social influence. For example, Johnson can support charities to Improving brand image and advertising for itself.
 |
Reference:
Solomon, M. R. (2013). Consumer behavior: Buying, having, and being (10th, Global ed.). Boston, Mass;London;: Pearson Education.
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