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Proctor & Gamble Grassroots Marketing

Explore grassroots marketing efforts for Proctor & Gamble. Explain whether or not product managers are using Twitter, blogs, chat rooms, etc. to promote their product and whether or not you believe it is successful.

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Proctor & Gamble has an official 'Global Social Media' policy as a way to outline responsible use of Twitter and Facebook. Amazingly, the policy boils down to two key points, "use good judgment, and follow (P & G's) purpose, values and principles and all applicable laws" (Proctor & Gamble, 2012). This is the jumping off point for a wide mix of social media and grass roots efforts utilized to engage the targeted consumer as never before.

According to Sourcewatch, P & G started "Tremor"(http://www.tremor.com/) in 2000, a grassroots-marketing program that uses teens to spread the news regarding company products. After concern from the non-profit group Consumer Alert, Tremor reconfigured its' efforts to network with mothers. Tremor now connects 500,000 moms in a word of mouth marketing organization developed by Proctor Gamble to "combine P & G's wide-ranging marketing expertise with key learning from cognitive science" (Tremor, 2012). The premise is the site allows consumers to interact with "highly connected moms" to ...

Solution Summary

This solution discusses grassroots marketing efforts for Proctor & Gamble and whether product managers are using Twitter, blogs, chat rooms, etc. to promote their product and whether or it is successful. APA references are included.

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