In periods of reduced consumption, as now, managers may seek to kick their "anti-crisis plan" in full swing. But before prescribing any wonder tool, it is important to make the correct diagnosis, otherwise you may be administering a placebo. Using the research of the food industry in the United States, the author attempts to expand modeling marketingmix beyond the typical action resorted to by top management, whose desperate rescue attempts may register a small splash at the time, but not a lasting cure. Product promotions and temporary price reductions, for example, may be better than running antidote invasive advertising campaign, no matter how good the idea may seem at the time. First you have to decide what the state of your brand - a stable, growing, or worse - and do various activities, respectively. Ask yourself: What is it about my value proposition as a brand that will help me through this difficult time? The answer to this question will depend on the brand: price concessions, "the share of voice" or selective stocks, price discrimination. During treatment, the maintenance of a good database, and the use of social media and other web-based tools are vital tools that companies can use to refine their practice. With a deep understanding of its place in the market, and taking the right actions, established brands can survive the crisis and get healthy in the future. "Hide
by Dominique M. Hanssens Source: IESE-Insight Magazine 7 pages. Publication Date: June 15, 2010. Prod. #: IIR030-PDF-ENG
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