...Q1.What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers? (a) Advantages of an online survey of a cross-section of Internet households:- * Encourages the new customers to give it a try as internet households are interested in online coupons, products ads etc. * Can reach to wide range of people * Gives the result faster * More flexible Disadvantages:- * Many internet households in the sample may not be reached. They may have “spam blocker” that can prevent the survey from being viewed. * The recipient may not open or choose not to respond * Survey answers may be inattentive, just to get the promo or offers (b)Advantages of an online survey of Carmex Facebook likers:- * Cost effective * Sample population of actual Carmex product users * Respondent can just click on the flavor to register their preference * More accurate result. Disadvantages:- * The sample misses the nonusers of Carmex lip balm * Carmex lip balm users who are not Carmex Facebook Likers are not sampled 2(a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why? a) On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through...
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...Assignment: MGM301 Case 2 – Carmex 1) a) Advantage: Able to provide results that are of good statistical significance. Disadvantages: * Targets a huge market of Internet households which might include people who might not know about Carmex at all. * Takes a long time and it is harder to get people to answer the survey * Difficult to establish a good customer relationship with the Carmex consumers b) Advantages: * Enable Carmex to enhance the connections with the Carmex Facebook audience by creating a good business-to-customer relationship. * Obtain quick response and reliable results within minutes from consumers that are already interested in Carmex. * Little to no cost needed to do a survey on Facebook because it is a well-known social networking site used by millions of people. * Targets the specific market that already knows of Carmex Disadvantage: Data gathered is not very statistically valid and may face competition from other competitors on Facebook 2) a) On a Facebook brand page, “engagement” measures how active its Facebook audience is with a specific brand through activities like posting a comment, liking a status or by replying to one of the posts on brand page. In contrast, “likes” measures the number of new “likers” and it other words, the size of the brand’s Facebook audience. b) For Carmex, the “engagement” is more likely to be more important because “likes” can be obtain easily through contests and promotions...
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...MR1100 Submitted by: Jessica pelley and katie prowse Submitted to: Penny Moss Submission date: November 30, 2015 ------------------------------------------------- Carmex Case Analysis J&K Consulting Group MR1100 Submitted by: Jessica pelley and katie prowse Submitted to: Penny Moss Submission date: November 30, 2015 ------------------------------------------------- Carmex Case Analysis J&K Consulting Group [Company address] Table of Contents Brief Overview (Summary)………………………………….. Page Two Statement of Issue………………………………………………. Page Three Environmental Scan…………………………………………….. Page Four Questions and Answers……………………………………….. Page Five Appendix A………………………………………………………….. Page Eight Brief Overview Since 1973, Carmex has been manufacturing lip balms. The company has grown significantly, and in the past five years they’ve been making new efforts to become more competitive. Carmex used social media in the past to help market their products. With three new potential flavors, they can only put two into quantitative testing. Carmex will concentrate on using Facebook to help them determine which two flavors to move forward with, and to help drive their Facebook metrics. ------------------------------------------------- In order to narrow the flavor choices from three to two, the marketing team made a decision to do this through Facebook “likes” and “engagements.” The marketing team also decided to use contests and promotions in...
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...Chapter 8 Case: Carmex® (A): Leveraging Facebook for Marketing Research Instructions: 1. Please read the case located at the end of the chapter. 2. Please click on the link above and watch the video. 3. Answer the following questions: Questions: 1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers? a. Some advantages of an online survey of a cross section of Internet households are lower costs, instant results, instant updates, and better responses. Some disadvantages is that not all households have Internet access, if the survey is sent via email, it may be considered junk mail. Also, some people just fill out the surveys to get the promotional offer and will just fill out anything. b. Facebook: Since it is social media, people get on there for other reasons. Irrespective survey outcome, customer, base in retained. The people that fill out the facebook surveys actually know the products, they aren’t just completing for the free stuff, and the information doesn’t get lost in spam emails. Some disadvantages of surveys are the broad consumer base risk. There are no new consumers as part of the survey. 2 (a) On a Facebook brand page, what are “engagement” and “likes” really measuring? (b) For Carmex, which is more important and why? a. On Facebook, “engagement” shows...
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...Chapter 8 Carmex®: Leveraging Facebook for Marketing Research Instructions 1. Please view the following video by holding the control button on your keyboard and simultaneously clicking on the link: Carmex: 75 Years of Customer Engagement 2. Join your assigned group to answer all the questions in the bottom and submit them in Blackboard. Synopsis Both Carmex® lip balms and recently-introduced skin care products are produced by Carma Laboratories, a family-owned company that has taken pride in connecting to its customers since its founding, 75 years ago. The case focuses on how to do marketing research using Facebook to decide which two of three new possible flavors might be put into quantitative testing. The two key Facebook metrics that will be used in reaching the decision are “likes” and “engagement.” The three Facebook strategies are being considered that are expected to have differing effects on likes and engagement as well as costs: (1) a poll question on Carmex’s Facebook wall, (2) a contest on Facebook, and (3) both a poll and contest. The case challenges students both to understand the two metrics and the effects on them by using three alternative strategies on Facebook. Questions 1. What are the advantages and disadvantages for the Carmex marketing team in collecting data to narrow the flavor choices from three to two using (a) an online survey of a cross-section of Internet households or (b) an online survey of Carmex Facebook likers...
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...Paola Basantes Writer Choices Social Media in Marketing Enough of the Facebook, Twitter, and Instagram accounts. They say it hurts us because we are so addicted and it will fry our brain. Well that's what they all say. But as for me, I say thank you to these accounts. Social media has brought so many new opportunities for me and everyone around the world. I think everyone knew after one day of having a Facebook account that this new type of media would help people keep in touch with long-distance friendships and far away relatives. However, I don’t think they even had an inkling of what kind of benefits social media could bring into the lives of a business. Businesses everywhere, young and old, are jumping on this new fad of marketing themselves through multiple social media sites. According to Consumer Reports, in June 2012 there were more than one hundred and fifty million Americans with Facebook accounts and over five hundred million memberships worldwide (Fewkes 92). What does this mean for the market industry? Money flowing like the Colorado Rockies. Marketers for businesses saw the ideal opportunity to make more money by simply putting ads on Facebook or making a page about themselves to help promote and get the word out there. Facebook and other social networks were more efficient than ad exchanges and delivered higher-quality users than any other marketing channel or stream. Facebook has really created this new category and kind of occupies it in terms...
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