Carmex case study free essay sample

1. a. the Advantages and disadvantages for the Carmex Marketing Team in collecting data to narrow the flavor choices from three to two using an online survey of a cross- section of internet Households are : AdvantagesDisadvantages 1. This is a way of marketing research tool. 2. May Gain a new Likes to the Brand. 3. Increase Carmex brand name known ability. 4. Survey over the internet will be less cost. 5. Encourage the new customers to give it a try as internet households interested in online coupons and products ads and etc,. 1. Has a very broad Segment to target that may end up but not giving the answers they needs. 2. Household may not like to complete a survey that involves writing their names and giving out their personal details. 3. The results will not be accurate enough to build a marketing research â€Å"in a result of inaccurate segmentation†. 4. Takes lot of time â€Å"time consuming†. 1. b. the Advantages for the Carmex Marketing team in collecting data to narrow the Flavor Choices from three to two using an online survey of Carmex Facebook Likers. We will write a custom essay sample on Carmex case study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page AdvantagesDisadvantages 1. Facebook is not just a social media but it is a marketing research tool. 2. Help to Target Exactly their Marketing Segment. 3. Receive Answers that are accurate that doesn’t have to be filtered later â€Å"on our Consumers or not consumer basis†. 4. Increase the interactivity between Carmex Brand and Its consumers†likers†. 5. Carmex will receive the Answers very quickly â€Å"within 5 minutes Carmex will receive dozen votes and, by the end of the business day Carmex can very easily have over 500 Responses. Accordingly to the Textbook. 6. This will help to increase the likers engagement. 7. This is an opportunity to increase Facebook community or potentially. †Gerst Adds in textbook. 8. Reduces the cost of the marketing research to find the 2 favorable flavors. 1. Consumers can be less likely to respond to a survey that has to enter data or writing statements. They prefer multiple choice styles of surveys. 2. May not receive a very accurate number of responses as not all the number of the likers are the number of the engaged customers that will respond to the survey, unless they do the contest +poll. 3. Survey on Facebook only will not drive new Likers to Carmex Facebook page. Answers of Question # 2: a. The engagement and likes are really measuring: â€Å"Engagement† measures how ACTIVE its Facebook Audience with the brand. â€Å"Likers† are the NEW â€Å" likers† to the brand’s Facebook Page. b. For Carmex the more important is the â€Å"Engagement â€Å" , because at any time Carmex likers can posts a comment on the Carmex wall, likes its status , or replies to one of its posts, the engagement level increases. The easiest way for Carmex to grow the number of â€Å"likes†on its facebook page its through contests and promotions. If it gives away prizes, people will be drawn to its site and its likes will increase . However these people may not actually be fans of the Carmex product so at the end of the promotion they may unlike Carmex or they may remain fans but not engage with the Carmex page at all . the people who were already on the page were there because they like Carmex and are engaged . According to the textbook. That’s why the engagement is more important to Carmex than Likes. Answer of question # 3: a. The Consumer Engagement on a brand page on Facebook is evoked by the â€Å" Engagement Strategy using a poll as consumers get engaged to a page Brand such as Carmex when the brand make polls to know their opinion , As where more Votes means more Engagement . According to figure 2 in textbook. b. The consumers get attracted to like a brand Facebook page by Contests, Promotions and prizes that the brand page give it away to the Likers and this techniques is used to get a new customers to like the page Answer to Question # 4: a. The Advantages of using a fixed – alternative poll question on facebook are : oThis is quick. oAnonymous oAnd will lead to more people to vote b. The open- ended questions is better to be used when a company has a new product to launch and need their consumer opinion as this type of question is used to distinguish purposes and require the marketer â€Å"evaluator† to interpret and analyze date in different ways. Answer to Question # 5: a. If I had a limited budget and two weeks to decide which two flavors to put into Quantitative testing, I would have chosen the â€Å"poll Only â€Å" for 3 reasons: 1. Poll strategy is faster than others 2. Less cost than the contest strategy. 3. Increase the Engagement between the consumers and the brand b. If I had a sizable budget and two months to make the same decision I would have chosen the combined strategy â€Å"use the poll and contest â€Å"as a marketer what i need is to increase engagement to my brand and to increase the Likers as well. So by using this strategy I will reach both by posts the poll question on the Facebook page wall I will drive the engagement and by creating a contest for a limited edition flavor will promote new likes.