Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 14, Problem 14.10AC
Summary Introduction
Case summary:
Company T was founded by Person B. It is a manufacturer of shoes. Company T took the social media platform and posted saying that for a post of bare feet a pair of shoe will be donated to the needy. This went viral and many post with the #withoutshoes. The company donated 296,243 pairs of shoes and awarded as Silver Anvil Award of Excellence from the Public Relations Society of Country A.
Later it started manufacturing eyewears and others.
Characters in the case:
- Company T
- Person B
To classify: The way the company T involves its consumers by way of using the promotional tools and select two campaigns and determine the promotional strategies of Company T for both.
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