Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign

Name: Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign (English version)
SKU: M-1320-E

Gallo, Íñigo; Oldenbeuving, Harmjan

Product #:M-1320-E

Supplier:IESE Publishing

Discipline:Marketing

Setting:Francia, 2013

Details:Case (PDF) • 4 pages • 2014-10-15 (Rev: 2015-03-26)

Subjects:

Sales and marketing Marketing

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Royco is the main manufacturer of instant dry soup in France, but the market is shrinking. The marketing team at Royco is considering including a word-of-mouth campaign in the marketing plan for next year 2014). Is running a word-of-mouth campaign a good idea for Royco given their target, their positioning, and the market situation? If so, how should this campaign be structured? (budget, number of agents, expected return, etc.).

Learning Objectives

To learn about word-of-mouth marketing: what it is, how it works, how can it complement other marketing tactics within a marketing plan.