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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...Or a Case of Deceptive Marketing?
"It's deceptive because people think they're talking to a regular person when they're really talking to a shill. That's the whole point, that shills have to disclose that they're shills," said Ruskin. (Refer to Exhibit IX for a summary of FTC policy statement on deception)... Future Outlook
According to some analysts, with the formation of Vocalpoint in addition to Tremor, P&G had succeeded in its role as a trusted partner of the consumer and at the same time offering an instant WOM network to external clients. According to Justin Kirby of Digital Media Communications, P&G with its Vocalpoint and Tremors programs was far ahead of the curve than most corporations as far as WOM marketing was concerned. ExhibitExhibit I: Five Year Financial Summary of P&GExhibit II: Logo of P&G Exhibit III: Logo of Tremor Exhibit IV: Logo of Vocalpoint Exhibit V: The Vocalpoint Website Exhibit VI: Vocalpoint - Some Screening Questions Exhibit VII: Vocalpoint Website Promoting 'What about Brian' Exhibit VIII: Vocalpoint FAQs Exhibit IX: Summary of FTC Policy Statement on Deception |
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