Monday, October 15, 2007

Vocalpoint : P&G initiative on Word of Mouth Marketing

The article discusses about one of famous word-of-mouth marketing initiatives of Procter & Gamble Company (P&G), a leading manufacturer and marketer of consumer products. In 2001, P&G had recruited many teenagers to create buzz about new products through its division Tremor. Subsequently, in December 2005, large scale recruitment for influential moms, also called as Tremor Moms, was started under the new name Vocalpoint. By May 2006, P&G had enlisted 225,000 teenagers in Tremor and another 600,000 moms in Vocalpoint. Analysts opined that this strategy proved to be effective as research showed an increase in sale of products promoted through this network of people.

This explains the importance of word-of-mouth marketing in the promotion of consumer
products; thus using people to market products through wordof- mouth recommendations.

“Marketing is not an event, but a process . . . It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”
– Jay Conrad Levinson

1 comment:

Prabal Aggarwal said...

Cool Info Tabish

Is P&G planning to do something similar in India? If yes, then i would like to take the job :)

To advertise on our blog write in to us at


All the content, information and comments presented on the Management Informatika blog at are those of the authors of posts and comments and not of the blog Management Informatika.