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Case Title:

P&G’s Buzz Marketing

Publication Year : 2006

Authors: Shruti Khatri, Mridu Verma

Industry: Home Appliances and Personal Care Products

Region:NULL

Case Code: COS0049P

Teaching Note: Available

Structured Assignment: not Available

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Abstract:
The $57 billion - Procter & Gamble (P&G) was the world's No.1 maker of household products. It had always been a frontrunner in marketing. It had invented the concepts of brand, brand management and the ‘Soap Opera’. The company had recently resorted to ‘Buzz/ Word-of-mouth marketing’ as its latest experiment to attract consumers. P&G had set up Tremor and Vocal point wherein it encouraged teens and moms respectively to talk to people, about everything - from the products to anything under the sun. The initiative was turning out to be a huge success, once again making P&G the pioneer for moving away from traditional mediums of marketing and opening up new avenues. The case discusses P&G’s previous marketing innovations, the business models of Tremor and Vocal point and the oppositions that it faced from certain segments.

Pedagogical Objectives:

  • To understand the concept of Buzz marketing
  • To discuss various marketing initiatives by P&G
  • To discuss the business model of Tremor and Vocalpoint
  • To evaluate the factors behind the success of Tremor and Vocalpoint.

Keywords : Buzz marketing; Viral marketing; tremor; Corporate Strategies Case Study; vocalpoint; Steve knox

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