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Case Title:

Word of Mouth in P&G: Ethically Right?

Publication Year : 2006

Authors: Roopa Devi & Aruna.N

Industry: Home Appliances and Personal Care Products

Region:USA

Case Code: MKS0053B

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
This is a narrative case about word of mouth in P&G. P&G started using word of mouth as one of its advertising techniques in 2001. It started a division called Tremor in the same years to attract teenagers in the US. In 2005, to attract moms in the US, it started a new division called Vocal Point. Both Tremor and Vocal Point used teenagers and moms respectively to promote P&G’s products among their friends without disclosing their affiliation. This raised criticism as some of the critics felt that P&G was exploiting the relationship.

Pedagogical Objectives:

  • To discuss how word of mouth has been used by P & G as an advertising technique.

Keywords : Word of mouth, Marketing Strategies Case Study, viral marketing, Retail industry, Tremor, Vocal point, advertising, relationship, exploiting, ethical, P&G organisation 2005, affiliation, disclose

Contents:

  • Procter & Gamble
  • Word of mouth in P&G
  • Tremor
  • Vocal Point
  • P&G in a Fix

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