宝洁的管理模式分析.ppt

crisis management for SK-II case Time Review Event September 20, 2006 PG claimed that all its cosmetics were tested and inspected before being imported. September 21, 2006 A Shanghai quality supervision bureau found that three other SK-II products contained banned ingredients. September 22, 2006 PG reaffirmed that its products are safe, All refunding operations were also suspended October 24, 2006 Mainland China authorities gave the all-clear to the SK-II line of beauty products, saying that the trace amounts of two banned substances were not a threat to consumer health if the products were used properly. November 14, 2006 PG announced that the sale of SK-II beauty products would resume in December. Discussion about SK-II case 2 3 4 5 Shoulder the responsibility Communication with consumers and media sincerely Speed to response Multiple Media to response Authority support 1 Suggestion on SK-II case Rebuild up the image of the company’ products, such as warm and healthy super-star for advertising. Rebuild up company’s good image with social responsibility, such as donation to hope primary school. Improve the relations with Chinese government and authoritative media. change the attitude to chinese consumer. Don’t be so arrogant . Conclusion some more important management strategies as the feature of the company human resources management“build from within” product strategy and market strategy“five core strengths ” (including customer understanding, innovation, brand building, go-to-marketing capabilities, scale) A very successful product strategy: Multi-Brand Strategy Crisis managementSK-II case study Thank You ! Proctor Gamble * * PG-Duracell battery Godfather of brand * * A company is like human, you will take culture more seriously as you grow older. Purpose, values, principles are regarded as foundation of PG, they can represent the core concept of PG’s management. * These 5 values guide all the actions and decisions of PG, like a li