Advertising is Crucial to Any Business
Whatever the product is, the advertisement should be an exact depiction of its quantity and quality.
There are many lessons in commercial entities, and people can learn from the Ribena crisis in the New Zealand. For instance, good advertising does not need to be tricky or deceiving. Deceiving customers can be a costly affair, especially when consumers eventually reveal the truth. There are regulatory bodies that ensure that the advertisement reflects the true nature or functionality of a product. Enterprises that deceive their consumers face hefty fines from governmental agencies that protect the consumer rights. The organizations will in the end lose more money than they would have gathered if they provided honest advertisement of the product. The case happened to the GSK Company.
Consumers are smart. Due to the technological advancement in every sector, consumers have gained knowledge to identify deceiving businesses. Accordingly, the users will recognize false advertisements. To counter such a scenario, product advertisers need to be genuine in their adverts. Therefore, businesses need to provide real information about the product at all times. Furthermore, firms should be authentic about the product. Authenticity in product advertisement will aim to attract loyal consumers who will help the company achieve its long-term goals, since loyal customers can provide a steady flow of revenue to the enterprise.
Rotimi argues that due to the many brands available in the market, consumers will scrutinize the products to identify the better one. Therefore, consumers will unearth false properties of goods or services. It is, therefore, important that product advertisers incorporate the actual properties of the product. Since consumers are the principal users of the products, deceiving them with wrong information about the product will destroy their trust. Consequently, the business can lose a significant market niche for its goods, which will lead to losses. Moreover, consumers will suspect any other brand from the same company. The advance can be disastrous to the business.
GSK can salvage the Ribena in New Zealand by subscribing to consumer protection agencies, which are responsible for serving consumer interests. The agencies ensure that the product meets the minimum threshold for use by the consumers. Moreover, the agencies ensure that products meet the criterion as outlined in the product labels. By subscribing to protection agencies, GSK will restore the confidence on the company’s products. Consumers will undestand that the business will serve their interests as the protection agencies will have insight into their future productions.
The GSK Company can choose to go public with the false advertisement and issue a public apology. Besides, creating useful tips on the measures the company will adopt to ensure the product meet the required quantities of vitamin C can help salvage the crisis. The reassurance that employees responsible for not adding the right amounts will face the consequences can be assuring to the consumers and hence restore their confidence. The company should take all the necessary steps to ensure that it follows the measures outlined in the apology.
GSK can offer to pay back all the consumers that received cheap goods. The advance is significant as it will depict a real picture of the enterprise to the consumers that it is ready to fulfill its promises. The criterion will reestablish confidence on the part of users as they will realize that they play a vital role and are part of the enterprise.
In conclusion, organizations should avoid false advertisement at all costs. However, they should accelerate the process of restoring the confidence of consumers if they air a false advertisement.
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