assuming your target market frequents the internet, its a great medium by which you can get in touch with them. it's convenient, quick and highly accessible to a specific target market (the AB upper C market).
that's one of the good sides about the internet. however, that same good side is an open door to the bad and that essentially is what the nestle effort forgot to think about.
the idea behind the internet website is to get its readers to help nestle in choosing a brand name and as discussed earlier the brand name is actually a most important first step in every new product launch as the brand name is the only element of the brand that stays with it forever. making the process of choosing it public, asking the public to participate and in the internet allows its target easy access and quick participation but at the same time, it is open to the bad, if you don't take the necessary precautions and keep the door open to everyone.
in that posting in the another website, pinoy exchange, it allowed a prostitute wanna-be, someone willing to sell sex for money to join the contest and launch an internet effort to help her win the contest. if that entry won, will nestle be happy in publicising the author of the brand name who wants to be a prostitute? does that sound like a viable add on to the brand image of this new brand?
this shows how the use of the internet and its openness, having its doors wide open for anyone and everyone to participate as inviting risk to join this most important first step in marketing a new product.
based on succeeding posts, we can conclude that she was really not serious about contemplating on selling sex for money. it is obvious that this person used the sex-for-money angle just to draw attention to herself, get the sympathy of her readers and move them to vote for her entry so that she can win and in the process "save her from doing something wrong".
while some might find selling sex for money as more objectionable, the whole thing just the same reeks of an internet scam. if that entry wins on the basis of most number of votes (it did get the most number of votes on the promo deadline that was set), then it means it was achieved on false pretense.
to be continued.....
nestle website: http://www.givemeaname.ph/
mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away
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