18 August 2007
Just back from Neverland
Peter Pan peanut butter is back in stock today, at least at the one store I checked, and while there's a big NEW on the label, it's pretty much the same old stuff. Then again, it's the same old stuff I liked, so I did buy a jar.
It wasn't exactly flying off the shelves, either, which points up this issue:
[ConAgra] has to find ways to reassure customers that Peter Pan is safe without reminding them why the brand hasn't been available since February, said DePaul University marketing professor Joe Marconi, author of Crisis Marketing: When Bad Things Happen to Good Companies.
"The best strategy to take would be to focus on their plans for the future," Marconi said.
The model for regaining a lost market is Johnson & Johnson's handling of the poisoned-Tylenol scare twenty-five years ago. It will be harder for ConAgra, I think, since (1) there have been lots of lethal-foodstuffs stories of late and (2) unlike the case of the Tylenol capsules, which were tampered with by persons unknown, ConAgra is clearly to blame for lax procedures at the plant. (The new spread is temporarily being produced at a new facility while the old one is refurbished.)
Perhaps they should mention that it's not made in China.Posted at 3:30 PM to Worth a Fork