MYMKTGLAB NEW DESIGN MKTG(CUSTOM)
2018th Edition
ISBN: 9781323825518
Author: Pearson
Publisher: INTER PEAR
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Question
Chapter 1, Problem 1.10MA
Summary Introduction
Case summary:
P Company is a chocolate manufacturer and has two flavors of chocolates, fruit & nuts and caramel bubbly, which was created by the customers as part of a “Chocolate of Country U” marketing campaign. People have to submit their flavors’ names which can have up to three ingredients. The company receives various tweets after a 4-month period of submission. The finalized flavor would be shipped and out for sale in three months. Thus, P Company’s contest goal was 1.2 million but actually, they got 3.5 million submissions and 22.5 million Facebook visits. This leads to a 15% increase in sales.
Characters in given case:
P Company: The name of the chocolate company.
To discuss: The success of the campaign through mass media like online, mobiles, and social media.
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