By putting public first, it show to the public that they care about this crisis seriously and they will treat this matter accordingly and their image become better when they get the consultation from the FDA, because they know that the FDA's credibility is high and people will believe what ever that FDA recommend them to do. In the meantime Pepsi also know that this problem is not come from their side but it just they want to gain back public trust and
Taking full responsibility for solving the problem.
By taking full responsibility, Pepsi has shown to their public that they listen to the their customer complain although they know that this complain is the absurd. They know that the problem are not come from their side. But as the result from their strategy, it will satisfied their customer dissatisfaction about the Pepsi product. Furthermore with this action, it show to the public that the quality and the safety of their product is the priority of the company
Using the media to present the case. They know that there are no other option that they can use to change their customer perception unless they use the persuasion power. So the best way to use persuasion power is to use media power because it can disseminate information throughout country in the short period of time. By using media also, people will get the real picture what is really happen and this will make the customer perception to change easily like when they use Video News Release (VNR) to disseminate information about their production method and this is the turning point for