Carmex Case Analysis Essay Sample

Carmex can use online survey and poll to narrow down its marketing research in terms of selecting two flavors out of the three flavors. To conduct its market research on Facebook, the company can either conduct cross sectional household marketing research on Facebook or it can conduct a poll of page members of the company (those who have liked the page). Both scenarios have their advantages and disadvantages. In terms of cross-sectional household on Facebook, the company can get a wide spectrum of user’s information than its own page followers. However, cross-sectional household research may not yield accurate results as the opinion or the choice of the people can be biased since they wouldn’t have tried the Carmex lip balm. Conducting a poll of its own page followers will allow narrowed down focus as users will at least be aware of the company products. However, it would not promise a wide target market included in the poll.
‘Engagement’ measures the activity level of the users of a Facebook page such as liking and commenting on pictures, posts, and polls of the companies. ‘likes’ means the users only have liked the page and may or may not be active or ‘engaged’ in participating on the page. Engagement is more important for a company as Carmex as high engagement level will mean higher level of brand awareness in users.
Engagement level of users of a brand page on Facebook evokes through polls, interesting facts and posts, discussion, and contests promoted on the page. People tend to pay more attention to the pages that contain interesting posts, videos, and photos. For instance, the company can start a marketing campaign to create the awareness about lip care in its users. On the other hand, the number of Facebook likes can be improved through contests, which involve linking the page and then taking part in the contest. The important part of the contest is not the contest itself but the number of likes that increase as a result of the contest.
Fixed alternative-poll provides the relevant information to the marketers. In case of Carmex, the marketers had three options and they wanted to choose one flavor of new lip balm. The three flavors can be given out as options to the users who can then choose their preferred lip balm flavor. There would be little nuisance in terms of filtering the information that will be the case in terms of an open-ended poll on brand page. Open-ended poll will also have personal onions and discussions, thus making the poll into a discussion, which cannot be quantified by the marketers. Fixed Poll, in this way, can provide information in exact percentages to draw a better picture to Carmex marketers.
If I would have fixed budget and two-month’ time, I would choose ‘contest’ only option as this would cost lower as compared to the poll option. I would use contest to increase the number of likes while extracting the required information, which is the preferred lip balm flavor. I can use the question in the contest directly by asking users to comment with their favorite lip flavor among three mentioned on a picture of photo. This will save the cost of a poll. However, if I had flexible budget with the same time frame, I will pick poll as my option as this will give accurate percentages.