Introduction
The Dilemma:
The company Carolina Pad wanted to decrease costs by using alternative advertising methods like blogs which are cheaper than traditional advertising. The key issue occurred when April Whitlock, a marketing executive, was approached by bloggers who asked for cash payments ranging from $75 to $ 1,000 in return for reviews about Carolina Pad products.
Challenges for stakeholder groups and Carolina Pad:
Stakeholder groups that can be affected include:
1.Target customers (teenage girls): If the company decides to pay the bloggers, then mostly positive reviews will be written. This can cause customers to get one-sided reviews, and it also makes blogs an unreliable place to get transparent information about Carolina …show more content…
Bloggers: If Carolina Pad refuses to pay them, bloggers can potentially retaliate against the company by intentionally writing negative reviews. This can harm Carolina Pad’s reputation and decrease their customer base.
Details of the Company
Carolina Pad Overview:
Carolina Pad is a company launched in 1945 by Joseph K. Hall Jr. based in Charlotte, North Carolina. Carolina Pad is a manufacturer and distributor of school supplies. Their products include composition books, notebook paper, primary tablets, pencils, and crayons and other school supplies.
Value Carolina Pad creates for its Stakeholders:
Carolina Pad creates value by making trendy and eco- friendly school products for teenage girls, that also help the environment. The company publicizes environmentally friendly messages directly on their products. They also create value for employees by encouraging teamwork, and creativity which leads to innovation in new designs and marketing of the product. The company also creates more insight for Internet users by offering opinions and information about their products through bloggers.They strive to promote a productive workplace for employees, greater insight for customers, and eco-friendly …show more content…
An integrity badge is a certification that the blogger does not blog for money but simply for the benefit of the consumer. Implementing this solution will allow the company to follow their ethical beliefs, advertise reliable information to current or potential customers, and be advertising in a cheap manor.
Solution 2: Create test groups that can give reviews about the products.
The test group solution will consist of the Carolina Pad Company going to a random high school and letting the faculty and students use the company 's products such as notebooks, pencils, pens, latest school supplies, and so on. The only incentive will be the possibility of someone winning free supplies. Once the testing out is done, the students and faculty are surveyed by the marketing department and the results are posted on the company 's website front page. The data will allow for potential customers to see how popular the products are while using a reliable method of surveying people on the spot
Solution 3: Direct funds away from blogging and use them in buying ads on Facebook, Twitter, Staples,
The Dilemma:
The company Carolina Pad wanted to decrease costs by using alternative advertising methods like blogs which are cheaper than traditional advertising. The key issue occurred when April Whitlock, a marketing executive, was approached by bloggers who asked for cash payments ranging from $75 to $ 1,000 in return for reviews about Carolina Pad products.
Challenges for stakeholder groups and Carolina Pad:
Stakeholder groups that can be affected include:
1.Target customers (teenage girls): If the company decides to pay the bloggers, then mostly positive reviews will be written. This can cause customers to get one-sided reviews, and it also makes blogs an unreliable place to get transparent information about Carolina …show more content…
Bloggers: If Carolina Pad refuses to pay them, bloggers can potentially retaliate against the company by intentionally writing negative reviews. This can harm Carolina Pad’s reputation and decrease their customer base.
Details of the Company
Carolina Pad Overview:
Carolina Pad is a company launched in 1945 by Joseph K. Hall Jr. based in Charlotte, North Carolina. Carolina Pad is a manufacturer and distributor of school supplies. Their products include composition books, notebook paper, primary tablets, pencils, and crayons and other school supplies.
Value Carolina Pad creates for its Stakeholders:
Carolina Pad creates value by making trendy and eco- friendly school products for teenage girls, that also help the environment. The company publicizes environmentally friendly messages directly on their products. They also create value for employees by encouraging teamwork, and creativity which leads to innovation in new designs and marketing of the product. The company also creates more insight for Internet users by offering opinions and information about their products through bloggers.They strive to promote a productive workplace for employees, greater insight for customers, and eco-friendly …show more content…
An integrity badge is a certification that the blogger does not blog for money but simply for the benefit of the consumer. Implementing this solution will allow the company to follow their ethical beliefs, advertise reliable information to current or potential customers, and be advertising in a cheap manor.
Solution 2: Create test groups that can give reviews about the products.
The test group solution will consist of the Carolina Pad Company going to a random high school and letting the faculty and students use the company 's products such as notebooks, pencils, pens, latest school supplies, and so on. The only incentive will be the possibility of someone winning free supplies. Once the testing out is done, the students and faculty are surveyed by the marketing department and the results are posted on the company 's website front page. The data will allow for potential customers to see how popular the products are while using a reliable method of surveying people on the spot
Solution 3: Direct funds away from blogging and use them in buying ads on Facebook, Twitter, Staples,