Marketing Management Case Study

P & G's Tremor: Reinventing Marketing by Word of Mouth

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Abstract:
With the decreasing influence of the conventional marketing media, it had become more and more difficult for the marketers to reach the target consumer groups with their marketing message. But, people still listened and believed what other people said, especially those they knew and trusted. The 'word of mouth' marketing has been in existence for a very long time. But the important aspect of it was people speaking favourably about the product, to the right people, at the right time and very often. Brushing aside the myth that word of mouth (WOM) marketing is a matter of luck, Procter & Gamble (P&G) created a marketing division called 'Tremor' in 2001, tapping the American teenagers' gossip factor. By 2004, Tremor had built a national network of 280,000 teenagers who advocated products from movies to milk, shampoos to motor oil, pushing products on friends and family and that too for free.

Pedagogical Objective:

• To discuss P&G’s innovative marketing tool, Tremor
• To discuss on the efficacy of WOM as a marketing tool.

Keywords : Word of mouth (WOM), Marketing, Conventional marketing, Consumer behaviour, Tremor, Procter & Gamble (P&G), Control group, Teenagers, Mothers, Trend setters and trend spreaders, Buzz marketing, Network marketing, Marketing Strategies Case Study, Steve Knox, Brandport, BzzAgent

Contents:

• Introduction
• The Business Model
• The Advantage
• Similar Initiatives
• Challenges