Abstract

The case discusses about the word-of-mouth marketing initiatives of Procter & Gamble Company (P&G), a leading manufacturer and marketer of consumer products. In 2001, P&G had recruited many teenagers to create buzz about new products through its division Tremor. Subsequently, in December 2005, large scale recruitment for influential moms, also called as Tremor Moms, was started under the new name Vocalpoint. By May 2006, P&G had enlisted 225,000 teenagers in Tremor and another 600,000 moms in Vocalpoint. Analysts opined that this strategy proved to be effective as research showed an increase in sale of products promoted through this network of people. The case also highlights the ethical implications of using people to market products through word-of-mouth recommendations.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of word-of-mouth marketing in the promotion of consumer products
• Understand the ethical aspects of using people to market products through word-of-mouth recommendations.

Keywords

Procter & Gamble, Tremor, Vocalpoint, Word-of-mouth, Buzz marketing, Customer-made, Connect and Develop, Consumer goods, Marketing Management, Ethics, Advertising, Connectors, Word of Mouth Marketing Association, Influencers, Social network, Women, Moms.