Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 1, Problem 1.9MA
Summary Introduction
Case summary:
Two flavors of L chip, cheesy garlic bread and kettle-cooked wasabi ginger was created for a “Do us a flavor” marketing campaign. This was done by incorporating real-time marketing. People have to submit their flavors’ names, which can have up to three ingredients and various styles of chips. The company receives various tweets after a 3-month period of submission. They offered $1 million for the best creator of flavors and chips’ style. The finalized flavor would be shipped and out for sale in three months. Thus, L Company contest’s goal was 1.2 million but actually, they got 3.8 million submissions and 22.5 million Facebook visits. This led to a 12% increase in sales.
Characters in given case:
L Company: The name of the chips company.
Adequate information:
Some people argued that the real-time marketing success is based on luck, whereas responsive marketing is based on strategy.
To discuss: Agreeing on the given statement.
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Marketing: An Introduction (13th Edition)
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