SECTION D [25 MARKS]

Read the following extract and then answer the question below

The Maggie Moo's Ice Cream and Treatery is widely recognized for serving award-winning ice cream in a whimsical, playful environment. Acquired by NexCen Brands, Inc. in March 2007, the company operates more than 200 treacheries across the United States. In conjunction with their campaign for community giving, the company wanted to turn Miss Maggie Moo, the companys spokescow, into a celebutant. They wanted her out on the town, in the news, and on the minds of tweens (and their mothers) nationwide. They turned to Ogilvy PR to make it happen.

Its no wonder the company craved celebrity status. In todays era of shifting influence, more and more consumers - particularly the tween demographic - look to celebrities for news and trends.

The time was right to turn Maggie - a very tall cow in a pink dress and pearls - into a fashionable icon.

Right in time for the holiday season and with just two weeks of planning - Ogilvy PR sent Maggie shopping. Accompanied by Hollywood hunks, Chace Crawford of the popular television show Gossip Girls and Cameron Mathison from Dancing with the Stars, Miss Maggie Moo hit the stores in New York. Following their shopping spree, Maggie and her dates donated thousands of dollars worth of books, toys and games to the Marine Toys for Tots Foundation. To spread more holiday cheer, they visited the Elizabeth Seton Pediatric Center where 20 children were greeted with gifts and smooches from Miss Maggie Moo and her friends.

The goal was to generate coverage on a celebrity scale in entertainment publications, broadcast and on-line news - and it worked. The event generated more than 30 million media impressions. It was covered on Entertainment Tonight, and in Life & Style, Us Weekly and InTouch magazines. Online news sites, such as TMZ and People.com, were buzzing with the pictures and news. The event exceeded expectations and had our consumers talkingand bloggingabout Maggie Moos.

http://www.ogilvypr.com/en/case-study/nexcen-brands-inc

Discuss the social responsibility concepts, which Maggie Moo's Ice Cream and Treatery is engaged in and explain how each social responsibility activity is likely to benefit the community.

(15 marks)

Explain the concept of customer value pricing strategies in relation to Maggie Moo's Ice Cream and Treatery. (5 marks)

Why would companies like Maggie Moo's Ice Cream and Treatery use celebrities for the advertising campaign? (5 marks)