Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign
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.).
Collection: IESE (España)
Ref: M-1320-E
Format: PDF
Number of pages: 20
Publication Date: Oct 15, 2014
Language: English, Spanish
Review date: Mar 26, 2015
What material is included in this case:
Description
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.).
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Year: 2013
Geographic Setting: Francia
Learning Objective
To learn about word-of-mouth marketing: what it is, how it works, how can it complement other marketing tactics within a marketing plan.
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"Repositioning Royco Minute Soup: Evaluating a Word-of-Mouth Campaign"
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