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A Marketing Nightmare:
Procter & Gamble's SK-II product crisis in China

Mary Bourke
John Downey
Conor Keaveney
Evan Reid
Timeline of Crisis:
Situation Analysis – Key points:
Despite the ban, SK-II in its current form poses
“low to no danger” to consumers.
Although chromium and neodymium are found in
trace amounts, this is similar to products made by
competitors.
Situation Analysis – Key points:

The cause of the crisis can be traced to a
downturn in Sino-Japanese political relations.
Situation Analysis – Key points:
Chinese state media had previously claimed that
P&G were importing sub-standard products from
Japan into China. (2005)
China had also issued warnings of “tainted foods”
suspected of coming from Japan. (Aug. 2006)
Situation Analysis – Key points:
Procter & Gamble is a U.S. Company and was the
only company targeted.

Workaround of W.T.O. agreements using “Green
Barriers”.
Sino-Japanese political relations during
P&G crisis:
Situation Analysis – Key points:

As SK-II was tested and found safe in Hong Kong
and Singapore, this is proof that the cause of the
crisis is political.
Situation Analysis – Key points:

P&G's first mistake was to deny a fact already
proven by China’s State General Administration of
Quality Supervision, Inspection and Quarantine
(AQSIQ).
Situation Analysis – Key points:
P&G's second mistake was poor customer
relations:
Inconsistent application of the return policy
The “King Clause”
Public confusion regarding the safety of SK-II products
Situation Analysis – Key points:

In our opinion, P&G should have taken a financial
hit on SK-II with a more straightforward return
policy in order to protect their greater interests in
China.
A Course of Action for SK-II:
Rebuild Trust with AQSIQ:
Open door policy with Chinese government
Show plant in Japan (transparency)
P&G need government sanction (natural
ingredients)
A Course of Action for SK-II:
Rebuild Customer relations:
Bad publicity and public interaction
Reformulation
Carina Lau
Special offers and trial samples
A Course of Action for SK-II:
Rebuild employee relations:
Bonuses
Gifts of new product (promotion)
Training to deal with customers
Should P&G withdraw SK-II?
SK-II products are safe.
Trace amounts of chromium and neodymium are found in
many other products on the market (sometimes in
amounts much higher than in SK-II).
Political bias means that SK-II was not the real issue.
Should P&G withdraw SK-II?
Focus on re-establishing product.
Continued co-operation with government.
Show commitment to Chinese people.
Damage to P&G:
P&G employ over 6,000 people in China, 98% Chinese.
SK-II is only one of P&G's many brands.
Each brand will be viewed separately by consumers.
Chinese people generally demonstrate no brand loyalty.
Conclusion:
Our three-pronged approach will be noted
favourably within the market and should
result in minimal share price loss.
Existing customers should also be
satisfied and continue to support the
company.

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Marketing in China - M.B., J.D., C.K., E.R.

  • 1. A Marketing Nightmare: Procter & Gamble's SK-II product crisis in China Mary Bourke John Downey Conor Keaveney Evan Reid
  • 3. Situation Analysis – Key points: Despite the ban, SK-II in its current form poses “low to no danger” to consumers. Although chromium and neodymium are found in trace amounts, this is similar to products made by competitors.
  • 4. Situation Analysis – Key points: The cause of the crisis can be traced to a downturn in Sino-Japanese political relations.
  • 5. Situation Analysis – Key points: Chinese state media had previously claimed that P&G were importing sub-standard products from Japan into China. (2005) China had also issued warnings of “tainted foods” suspected of coming from Japan. (Aug. 2006)
  • 6. Situation Analysis – Key points: Procter & Gamble is a U.S. Company and was the only company targeted. Workaround of W.T.O. agreements using “Green Barriers”.
  • 8. Situation Analysis – Key points: As SK-II was tested and found safe in Hong Kong and Singapore, this is proof that the cause of the crisis is political.
  • 9. Situation Analysis – Key points: P&G's first mistake was to deny a fact already proven by China’s State General Administration of Quality Supervision, Inspection and Quarantine (AQSIQ).
  • 10. Situation Analysis – Key points: P&G's second mistake was poor customer relations: Inconsistent application of the return policy The “King Clause” Public confusion regarding the safety of SK-II products
  • 11. Situation Analysis – Key points: In our opinion, P&G should have taken a financial hit on SK-II with a more straightforward return policy in order to protect their greater interests in China.
  • 12. A Course of Action for SK-II: Rebuild Trust with AQSIQ: Open door policy with Chinese government Show plant in Japan (transparency) P&G need government sanction (natural ingredients)
  • 13. A Course of Action for SK-II: Rebuild Customer relations: Bad publicity and public interaction Reformulation Carina Lau Special offers and trial samples
  • 14. A Course of Action for SK-II: Rebuild employee relations: Bonuses Gifts of new product (promotion) Training to deal with customers
  • 15. Should P&G withdraw SK-II? SK-II products are safe. Trace amounts of chromium and neodymium are found in many other products on the market (sometimes in amounts much higher than in SK-II). Political bias means that SK-II was not the real issue.
  • 16. Should P&G withdraw SK-II? Focus on re-establishing product. Continued co-operation with government. Show commitment to Chinese people.
  • 17. Damage to P&G: P&G employ over 6,000 people in China, 98% Chinese. SK-II is only one of P&G's many brands. Each brand will be viewed separately by consumers. Chinese people generally demonstrate no brand loyalty.
  • 18. Conclusion: Our three-pronged approach will be noted favourably within the market and should result in minimal share price loss. Existing customers should also be satisfied and continue to support the company.