Brand marketing failure case 1
Kfc spike gate
20 10 on April 6th, KFC China Company launched? Pay attention to Tuesday? Three rounds of spike activity, 64 yuan's take-away family bucket only needs 32 yuan, so it set off an upsurge in the whole country. However, when consumers came back from the Internet with half-price coupons, they were suddenly unilaterally declared invalid by KFC. At the same time, China KFC issued a statement saying that some coupons were fake, so the discount was cancelled. However, in this regard, consumers do not buy it and think it is KFC? Fool? Netizens said that KFC was arrested this time? Kill the door? .
1. KFC unilaterally declared the coupon invalid, which essentially failed to fulfill its promise to consumers, fooled consumers in China and harmed the legitimate rights and interests of consumers in China. It is regarded as a bad breach of contract, which has a negative impact on KFC's reputation.
2. KFC is obviously not fully prepared for the increasingly complex business competition and expanding online business promotion. KFC operators have not really understood how to effectively use the Internet to improve their influence and create profits, nor have they the ability to strictly identify and interfere with online preferential publicity.
Brand marketing failure case 2
If you want to hack people, you have to write the right words.
For companies that haven't done much advertising, it's best to play safety cards when they spend a lot of money advertising for the first time. If they want to cause a sensation too much, they usually die. On the morning of June 25th, the low-key Shenzhou special car was released. Bitu! I'm afraid of black cars! ? A poster with a theme, in which actors Wu Xiubo, Christina and other stars or industry-related people speak, what do they have? u？ Warning signs were erected, supplemented by words attacking the safety of black cars, and Uber was actively torn.
As soon as the advertisement was issued, it immediately triggered a whirlwind of public opinion. However, what CAR Inc never expected was that most netizens stood up? Friends? Someone even started typing over there? Boycott China's car? Slogan.
In the poster of Christina's speech, Christina herself almost became? Brokeback Venus? . In the poster endorsed by Wu Xiubo, there are even typos in the copywriting:? Ten good uncles in the family can't compete with a strange plum tree in the car. ? When Uber, a marketing company, found a typo, it was his own fault. Where's Uncle Wu Xiubo? Blame Li Shu? Or? Is that weird? Things, Uber Beijing official micro? Blame Shu Shu? Played a crossword puzzle for the Shenzhou special car, for a while? Blame Li Shu? Become a hot word on the internet, and everyone shouts when they see uncle? Li Shu? .
If you make a mistake, you can hang up the copy. Then, if you lose people's hearts and lose the market, how can you save the public relations of Shenzhou special car? Shenzhou didn't make a sound, Uber public relations has already taken the shot. What is the theme of the release? The world needs love to be with you! ? Hit the face hard? BeatU？ official documents and correspondence
The shenzhou special car spent a lot of money and made a big advertisement for its competitors for free. To correctly open the road to tearing X, the Shenzhou special car must be.
Brand marketing failure case 3
Where is the legendary Miss Dong's mobile phone?
Gree, a home appliance manufacturer, seems to be doing a little nothing. What bothers the public even more is that the legendary boot screen of this Gree mobile phone turned out to be a photo and a message of blessing from Dong Mingzhu, the chairman of Gree Group and a famous strong woman. It is said that Miss Dong made a bold statement. Gree mobile phone boot screen must be me! ? Also called? Whether Gree sells 50 million mobile phones or 65.438+0 billion mobile phones is not a problem for Gree. ?
But in fact? The first generation of Gree mobile phones has not been sold in the open market, but only released in internal channels. We have no chance to witness this legendary pearl machine with our own eyes. A few days ago, Dong Mingzhu personally released the news of the second generation of Gree mobile phones. The price of this new machine, which will be unveiled in March next year, may exceed 6000 yuan. She also kicked Xiaomi out of the competition and thought that the second generation of Gree would completely explode the iPhone6s.
Dong Mingzhu deserves to be a strong man, and can occupy a place in the male-dominated business circle. Of course, it takes a lot of willpower. We really appreciate it and pay tribute to it. However, I still want to go home and turn on the newly bought air conditioner. I'm a little worried that the photo of Chairman Dong Mingzhu will float out as soon as I open it.
Dear. Market competition may take some time, which will make it difficult for viewers who want to start to control stuttering symptoms.
Brand marketing failure case 4
Microsoft: cooked? Duck? Can also fly.
At the end of 2004, the large purchase order of Beijing Municipal Government obtained by Microsoft was withdrawn, which finally opened the eyes of the marketing community. It also highlights Microsoft's shortcomings in marketing. Issue 65438+ of China Fortune in February, with the title of "Microsoft's Prisoner's Dilemma", reflected on Microsoft's marketing mistakes in China: Microsoft's marketing policy in China has always focused on government public relations, but its marketing efforts at the consumption level are very lacking. From the analysis of the current market structure of operating system and office system software, we must admit that as the most common PC operating system and OA system in the world, using Microsoft products in government procurement is the lowest cost choice at present. However, when purchasing goods, the government should consider not only the cost, but also the social influence and political factors. If Microsoft wants to make a difference in China market, it must adjust its consistent marketing strategy, otherwise, the failure of Beijing government procurement is only the beginning, far from the end.
Brand marketing failure case 5
Canon water army gate
20 10, 10 In late October, a large number of advertisements related to Canon digital cameras appeared in major digital and non-professional forums. Does Canon have a job? Water army? Suspected posting. The main form of expression is that the same title is posted in different forums, the first three of which are:? Top APS-C SLR King Canon EOS 7D? The title was reprinted in various forums 100 times; ? Before the national day, I finally shot. How about drying my Bo Xiu and Xuanfei +N gifts? The forum was reprinted 79 times; ? Let's talk about invincible small DC at night, strong picture contrast+real gift shooting, how cool is National Day? Reprinted 68 times. In addition, after Canon's advertising posts were replaced with the same article with different titles, did they change their faces? Appear in major forums.
1, the advertisement post was hated by netizens today? Internet psoriasis? . Canon, as the leading brand in the digital camera industry, is not short of users, but it is unwise to induce consumers by pouring water. The act of exaggerating its reputation on the internet is tantamount to posting small advertisements in the streets.
2. The creation of online word-of-mouth is not a false or irrigated posting, but a user's real experience. Enterprises can't rely on employment to win a good online reputation? Water army? Blow your own horn, but make products on the ground.