WU Customer Reactions to Campaigns Case Study
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1. Think about the two campaigns in the case (Unbeatable Promotion of ChevronTexaco vs. Fill Your Car with Smiles of Oilcorp) as if you were customers (ignore the reasons behind each campaign). Which one would you like or dislike the most? Why?
2. Considering the reaction of Carlos’s relatives and friends, why do thein they were divided about Oilcorp’s intentions? (“If you buy, we’ll help/donate to this cause”). What motivations or intentions do you think companies have when they decide to use this form of cause marketing? Are companies the ones that really benefit from this kind of campaign?
3. In terms of Oilcorp’s campaign, was it any good? How would you assess it? and why
4. What should Carlos and the marketing team do? Given Oilcorp was willing to help the Red Cross, what other alternatives did they have to help Red Cross that could prove useful to address similar situations in the future?
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