Bad buzz with the community

Bad buzz with reputation management

Presented by Murat SAHIN

Summary

1. Ronaldo and Coca Cola bad buzz

2. Pogba bad buzz with Heineken

3. Dolce & Gabanna bad buzz with Chinese community

4. Conclusion

Coca Cola bad buzz

-Ronaldo removed a bottle of Coca Cola -Coca Cola lost market share -It shows that Ronaldo is really influent -Coca Cola need to be careful in the futur

Heineken badbuzz

Heineken also had a bad buzz in the same type of Coca cola, Heineken was one of the main sponsor of the EURO2020 and this time, it was Paul Pogba that removed Heineken's alcohol bottle. Paul Pogba did this because he is muslim and he don't drink alcohol and don't want to be part of the advertising of the brand. In the Heineken's case, they were angry against Pogba and said to UEFA that they don't want that to be done again or they would end the contract of sponsorship

Dolce & Gabanna bad buzz

Dolce & Gabanna had a bad buzz with their Chinese community when they published an advertising were an asian girl was eating Eastern food with chopsticks. They were accusated of racism and sexism, the Chinese community posted over 120 millions tweets about that and blamed the Italian brand. Dolce & Gabbana excused themselves after the bad buzz and said that that was not what they wanted while doing this advertising and it was a fault.

In conclusion, we saw that the reputation management is a really important thing in the company, Ronaldo made the stock price of Coca-Cola drop from $56.10 to $55.22 and that Dolce & Gabbana had a really bad reputation in China because of bad buzz.

Sahin Murat