Sha Qiang BLOG

Toyota is recalling nearly 1.7 million cars, the bulk of them in Japan, for various defects that may cause fuel leakage. This time though products are mostly in Japan, still they also include the IS and GS Lexus luxury models in North America, where the world’s No. 1 auto maker faces the biggest obstacles to winning back customer trust.

This is not a good news for TOYOTA at the beginning of the new year which also greatly spotted the reputation of the Japanese cars “AGAIN”.

This news reminds me of the consumer behavior issue we have learnt from the marketing class which is the attitude of consumers. One characteristic of the attitude is that it is hard to change once it is established, yet it can be changed in one night if there is safety or healthy issues.

Well, Alberta Steak is a very good example, people wont buy anything due to the rumor regarding the mad cow disease. However, what we need to highlighted here is that how the Alberta Streak fight back the predicament. The company didn’t jut let it go, they tried every approaches to clarify themselves as the most safe beef in the world. Fortunately, their effort paid off after all.

Also, TOYOTA tried to redeem the situation last year. After its Prius having the break issues, TOYOTA recalled over 5 million cars, though it greatly damaged the confidence of the customers, but I think it was the right to step to rebuild its reputation. After a short time, It was easy to see its advertisements and publications on TV, radio and newspapers. TOYOTA  retrieved itself by the press, and slowly people began to trust it back. Regardless the product, a good company should do something positively against the difficulties.

Still, TOYOTA this year has a long-tough way to go, but It can make it.

I love coca-cola, probably the same as other people do. This amazing pop has greatly influenced many generations. Warren Buffet likes it, and he had been kept investing its stock. While on the other hand, its only competitor – Pepsi-cola, now seems its momentum has become less powerful in the market.

How coca-cola is getting so successful today?

The answer is its high-efficiency marketing strategy.

One of is successful marketing strategy is that it catches every big sport-competition, which is the culture issue of the macro-environment. Well, we can look at the recent three big sport-game. 2008 Beijing summer Olympic games, 2010 Vancouver winter Olympic games also the coming 2012 London summer Olympic games. Without any doubts, the most brand people saw or will see on the street on the TV and radio most frequently is the coca-cola sign.

With Olympic,Coca-cola  now is more than just a pop-drink, it adds sports value to it. Also we can see, coco-cola is the honor supporter of the Olympic games, and it spent much money on its advertisement and activities regrading the Olympic. People sub-cautiously accept the relationship which connects coca-cola and Olympic. As a consequence, when talking about Olympic, naturally coca-cola will comes up. Does anyone will think about the Pepsi-cola? I don’t think so.

The next coming 2012 London summer Olympic, Coca-cola again will become a honor supporter. At that time, people will again see coca-cola’s advertisements and activities. This huge marketing success is incomparable by any other beverage company. When we look into it, it is simply just focus on a little aspect of the macro environment which is the culture.  Also a great partner- the “Olympic”

coca-cola also was the one of  honor supporter of Vancouver 2010 winter Olympic games.