Thomas the Train to Colgate Toothpaste: It’s a Recall World
June 18, 2007 by Susan Gunelius
Filed under Marketing
Companies recall products all the time. Car and toy manufacturers seem to constantly recall their products for one reason or another, but in 2007, no industry or product seems to be safe from recalls. The Buzz Log posted a list of the top ten product recalls people are searching for online this week, which includes:
- Thomas the Train
- Beef
- Colgate Toothpaste
- Pet food
- Toothpaste from dollar stores, etc.
- Dog food
- Avandia
- GE dishwasher
- Contact solution
- Peanut butter
The popularity of these online searches shows that people are concerned about these recalls, but are they concerned enough to change their buying or brand preferences long term? Recalls certainly don’t seem to hurt car manufacturers. A car manufacturer could recall a certain model year car because there is a risk of it exploding, but people still buy the brand. Will Colgate Toothpaste fare the same or will Colgate-Palmolive (NYSE: CL) suffer longer term affects? What about the other brands and products with recalls?
It would be an interesting study to determine what type of recall would make people switch brands. On the other hand, it would be interesting to determine which brands are susceptible to a widespread switch away from their products if the brand were attached to a recall. Anyone need a topic for their marketing doctorate thesis?
At least three of the product recalls in your list (Thomas, Dog Food/Pet Food) are products that were manufactured in China. I know we’re a global economy and all, but shouldn’t there be more stringent guidelines to protect the consumer from toxic products (lead in Thomas’ paint and Melamine waste in the pet food)?
That seems to make sense to me.
And perhaps greater trade restrictions and quality controls on a country that is so abusive with its own people that it can’t be bothered to care about what its products might do to others?
Well said, Gab!