Chicken of the Sea Company Essay

talk aboution Questions1. hold forth the consumer decision making process for a increase such(prenominal) as put upned/ box tunny and the response hierarchy lesson this is most likely to be relevant in the purchase of this product. * Consumers of incase tuna unremarkably go through the low-involvement hierarchy. Unless consumers get loyalty to a certain blot, they usually pick the product with the lowest price. tuna is not something that will cause consumers to go though cognitive dissonance because of the low-involvement hierarchy.2. Discuss the fiber incorporate foodstuff communication theory plays in the marketplaceing of canned/packaged tuna for a order such as complainer of the ocean International. How efficiency the company use the various IMC tools as part of its merchandising program? * The role IMC plays in marketing canned/packaged tuna is to establish brand individuality and equity. white-livered of the sea has a seat market of women usually 25-54 twelvemonths old. The root of promoting the product with the use of Jessica Simpson will friend to promote the product to opposite ass audiences, in instal to create brand awareness. The company established a compute for hiring Simpson at $11 million in 2004. Then they must develop an integrated market communications program in front utensiling the strategies. The company will then implement the strategies through ads on idiot box, receiving set etcetera The company then must monitor and prize the program in order to as sure enough that hiring Simpson is benefiting the company and brand identity.3. Discuss how Chicken of the Seas marketing personnel and advertizing agency ability evaluate the appropriateness of using Jessica Simpson as a instance for the company and whether she is a good fit for the brand. * Chicken of the Seas marketing personnel and advertising agency has a lot to evaluate when deciding whether Jessica Simpson is right for their brand. The company w as upset if Simpsons ditzy reputation was something that they wanted representing their products. Chicken of the Seas target market usually consists of 25 to 54 year old women and since Simpson is popular among teens, they were not sure how their target market would react to her. They similarly had to evaluate how they were going to use Jessica Simpson when promoting the product. The company was nervous that advertising Simpson through video commercials was going to be too valu equal and too risky.4. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a vox for the company. Can the companyafford to involve her and spend the money on TV advertising to use her effectively? * Jessica Simpson could be an asset to Chicken of the Sea. Having her as a spokesperson could bring in freshly customers and establish brand awareness to heap outside of their target market. If the company feels that having Simpson on tv commercials to promote the product is expensive, they can utilize her singing talents and have a new Chicken of the Sea noise. The jingle could be played on the radio and it will reach many different audiences. The downside to having Jessica Simpson as a spokesperson is that Simpsons personality may not check off with the companys target market that is usually very loyal to the brand. In addition, hiring Simpson as the spokesperson would cost at least one million dollars. If the marketing plan fails, this could result in a massive loss.5. What would you do if you were Don George? Would you inspire that the company hire Simpson as a spokesperson? Why or wherefore not? * The pros of hiring Jessica Simpson as a spokesperson can definitely outweigh the cons. Simpson perplexd a great deal of buzz from her television by not being able to differentiate between chicken and tuna. umpteen people heard about it take down if they did not follow the show. Don George should capitalise on that buzz and hire Simpson. not onl y could she be promoted through television commercials, but she could be used in radio advertisements and magazines. Although these advertisements are expensive, using Simpson should stimulate brand awareness that could give Chicken of the Sea advantage over its competitors and generate revenue.