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

            
  
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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.



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Case Details:

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

Themes

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

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.

Issues:

» 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.

Contents:

  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

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.

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