Marketing · Marketing Strategy

need a help !

Nino Bakuradze brand building

July 19th, 2019

A Company started to produce the juice and no one liked new brand, sales was miserable. The management have started to think where is the mistake and they discovered that the formula of juice was wrong (after several days from producing the taste of juice was changing) They change formula and now the juice taste is perfect. Main question:

  • what company have to do to take back that customer, which already have tasted juice and have negative feedback? degustation?
  • What kind of campaign must to do the company to get costumer back?

Change label? Or add some message like ( more fresh or more.. etc)Thank you in advance

Tom Kearney Building Profit, Inc., Pres.

July 19th, 2019

My first thought was that this ‘mistake’ is not recoverable, nor should it be. There were so many things that went wrong (quality controls, management, line taste testers, supervision, display tests, etc.) where you have permanently scared your brand and image, forever violating a consumers trust of you in the future. In fact, with the lack of so many quality controls, I wouldn’t want to drink anything you produced in the future. My health and well-being are more important than giving you another ‘chance’, or attempt to make/fix a better product.


On the other hand, as you say this mistake was caught only after 3-days on market. Perhaps then a complete and TOTAL rebrand of the product packaging and Standard Operating Procedures (SOP’s) shall be appropriate. Best of Luck, Nino.

Anonymous

July 19th, 2019

Not knowing the exact situation we might be misleading you. If its done on a small market, ideally you could invite some or all of them for taste test, give them free samples. If its large market you have to find new customers or partner up with stores to offer samples to regain some back.


Me personally once i have bad taste I might never buy it back as it costs the customers. If you have win them back you have to do something personal direct reach out.


Hope you turn it around, wish you luck.


Michaela Griggs Global Business & Marketing Executive | Consumer Goods | Healthcare

July 19th, 2019

This is a hard one. It is important to make it clear that the new juice is different by either re-branding or calling out NEW and IMPROVED & Better tasting. It will be hard to get back your lost consumers. You could give them free samples to prove it is now better, do a taste test and say the new and improved product is now preferred over xxx [name the competition] and you will have to go after new users as well.

Irene Prokopets Cofounder @hwnit, business developer, film and visual effects producer

July 19th, 2019

Hi Nino, I’d say that complete rebranding won’t bring those customers who gave it a slight, but it will push away those who liked your brand already. You did a great job reviewing the formula, and I guess it helped your brand a lot. Just be patient and positive. The should be no campaign “to get customers back”. Don’t use anything like “more fresh”, it would personally draw me away like a cheap marketing trick. Just keep it going like it was but with the new improved formula. Good luck!

Fredrik Desiger and visionaut looking to build successful H2H experiences for future participatory cultures.

July 19th, 2019

Agree with Tom. A total rebrand would be the best option, and it’s a “fresh”start as well, both for the product and the team. It would have been another thing if it was a product that had lots of history and that had a solid brand loyal customer base. Don’t overuse superlatives just stay authentic and transparent and that will resonate and stick with (younger) customers for a long time

Diane Eschenbach Marketing Strategist

July 19th, 2019

It's awesome that you persevered until you found out what the problem was. Unfortunately, you never get to make a second first impression. However, in life and in business, people are actually very forgiving if you are honest and truthful. They can deal with the truth, what they can't deal with is lying or manipulation of any kind. Moving forward you will want to let them know what happened and what new, specific steps you are taking that will lead them to a new and exciting drink experience. A company press release may be in order, as that is newsworthy information.


You didn't mention if you had previous paid (bulk) orders. Anyone who received the bad lot should be contacted and given a refund, explanation and apology. A recall of any product sitting anywhere is a must--even if you have to go and pick it off the shelves yourselves. You can also ask previous customers if they are willing to try the next batch on you (Free). Realize that they need a new, positive experience with your brand.


If you have an email list of these clients you can write a "funny" explanation and try to turn it around. For instance you can do a funny video where you "bury" the old drink for good at a funeral -- Even ask some of your major buyers to add their epitaph comments as to just how bad and disgusting it was-- to get everyone in on the humor. Or, maybe send out invitations to these "special people" who were "the only ones on the planet" to ever taste the "bad stuff" to a Private Tasting party where the new drink is secretly unveiled on tap or barrels or something fun, maybe in limited edition glasses or bottles or something like that.You get the idea. Just be sure to invite the media as content is king. The thing is to make tasting the new drink something to look forward to-- surprising and fun.


Changing the label may be a good idea, but just with something simple, like a "Great New Taste" sticker, which you can take away later and go back to the original. It's more about the message you send out that allows people to get to know your brand and how flexible the brand is to get it right for their customers, no matter what it takes. Don't rush this step, as a second mistake won't be forgiven as easy.


Paul Garcia marketing exec & business advisor

July 19th, 2019

I agree with most, the lost customers are lost and you shouldn't chase them. But that does not mean you shouldn't try to apologize to them. If you send an authentic apology that includes an explanation of how there was no risk to safety, and outline the steps you have implemented to ensure quality will not be an issue in the future, you may win a few of them back from simply being open with them. The real problem might be you don't have contact information for all the customers, and you also don't necessarily want to highlight a quality failure to customers who weren't turned off by making a public statement.


Don't make misleading claims like "more fresh" because you didn't do anything except stop a manufacturing process that had failed quality checks.


A label/name change might be required for the general public, but those buying for resale probably won't trust a "new" labeled product any more because you failed to help them sell through your bad tasting product. That's a negotiation to have based on the strength of a relationship, but you might not have any strength if this was your first sell-through.