P&G's Vocalpoint - Using Moms for W.O.M.
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ICMR HOME | Case Studies Collection 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. |
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Tremor - The Beginning
P&G had done a lot of research to identify the people they wanted. The teens were greeted with questions that screened for eight key character traits including inquisitiveness, connectedness, and persuasiveness. The people P&G sought were called "connectors" in marketing parlance, and were considered the most influential of all consumers (also referred to as influencers, transmitters or bees)... Vocalpoint - Taking Wom To The Next Level
Wom - The Hottest Trend In Marketing...Analysts were of the view that WOM was a powerful advertising tool. The early success of Tremor prompted Jim Stengel, P&G's global marketing officer to say that, "Word-of-mouth advocacy is the gold standard in marketing." The Advertising Age estimated that WOM marketing was a US$100 million to US$150 million industry. In 2005, it grew at a rate of 100% over the corresponding period of 2004. Analysts felt that, though the figures looked relatively small in dollar volume, the practice ranked among marketing's highest growth areas... |
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