Think about a product category where you have a high knowledge of the various br

Question

Think about a product category where you have a high knowledge of the various brands. Pick one of the major brands. Discuss the characteristics the brand would want for a brand advocate, ambassador, or evangelist. What type of offers would it take from the company to create a strong brand ambassador? Discuss each of the stages of buzz marketing as it relates the brand you identified. Which stage is the brand in now? Justify your answer. Discuss each of the preconditions of buzz marketing as it relates to your chosen brand.

Explanation / Answer

Buzz marketing also termed as word of mouth marketing is an alternative marketing technique where people's word of mouth becomes the credibility foe the product. It spreads product's brand image with credibility.

Buzz marketing has three stages namely:

Inoculation: At this stage, the product is just introduced.

Incubation: By this stage, the product is tried by very few customers.

Infection: Now the mass crowd uses the product at this stage.

For our discussion, the product category would be Energy Drink and the brand would be Redbull.

The characteristics the brand would want for a brand ambassador would be:

To create a strong brand ambassador, the company would require to project the that the ambassador uses the product on daily basis and that's the source for his/her great performances in his/her field. The Redbull gives energy to outperform others and remains at top.

Buzz marketing stages for Redbull:

Inoculation: Redbull was just introduced intially as energy drink without any brand ambassador. It was avaiable in few clubs and high end restaurant

Incubation: At this stage, few trend setter tried this product to see its benefit. Very few customers used it as energy drink.

Infection: Later, this product become popular by buzz marketing as the best energy drink and thus mass crowd started using the product.

The product currently is in the Infection stage. People try it on recommendation or other people's trust towards brand. Word of mouth has helped this product to gain popularity. Friends ins a group or colleagues uses it and becomes a buzz word during a sport event or tight work schedule where one needs energy to perform well. Thus, through people's word of mouth, the product is in repeated use.

Preconditions of buzz marketing is:

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