Commentary

China Watch

Forum Digests

Columnists

Letters

Bold marketing can backfire

(China Daily)
Updated: 2009-02-19 07:46

Mengniu, a dairy giant, has been embroiled in a quality scandal since its products were suspected of containing carcinogens. Though cleared, Mengniu's exaggerated marketing strategy has tarnished its image, says an article on www.xinhuanet.com. The following is an excerpt:

Mengniu's up-market product - Telunsu fresh milk - contains an additive called OMP, which the company claims can strengthen the human skeleton. In fact, it has no such effects.

It is not rare for companies to use a fanciful marketing strategy, but Mengniu's crisis is a salutary lesson for all that anyone who plays this trick will finally have to pay.

(China Daily 02/19/2009 page8)