P&G's Vocalpoint - Using Moms for W.O.M.

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

To download P&G's Vocalpoint - Using Moms for W.O.M. case study (Case Code: MKTG136) click on the button below, and select the case from the list of Available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

Case Details:


Case Code : MKTG136 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra


Case Length : 19 Pages
Period : 2001-2006
Pub Date : 2006
Teaching Note : Available
Organization : Procter & Gamble Company
Industry : FMCG
Countries : USA


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.


Understand the importance of word-of-mouth marketing in the promotion of consumer products.

Understand the ethical implications of using people to market products through word-of-mouth recommendations.

Understand the challenges faced by major companies in using word-of-mouth marketing programs.


  Page No.
The Power Buzz Moms 2
Background Note 3
Tremor - The Beginning 5
Vocalpoint - Taking Wom To The Next Level 7
Wom - The Hottest Trend In Marketing... 10
...Or a Case of Deceptive Marketing? 11
Future Outlook 13
Exhibits 15


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.

P&G's Vocalpoint - Using Moms for W.O.M - Next Page >>


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.