Case study 8-1 Consumer Relations Cases
Star-Kist Tuna Post
Goal: To inform consumers of the benefits of the new Star-Kist packaging.
1) Public: Parents
Objective: To inform parents that the new Star-Kist packaging enhances Star-Kist quality by featuring firmer tuna, eliminating draining, and doing away with the can opener. Tactic: A tactic would be having someone putting on a mascot of Charlie the Tuna and having him stand in front of grocery stores to promote the new packaging.
2) Public: Loyal Star-Kist Customers
Objective: To inform loyal starkest customers that the new starkest quality by featuring firmer tuna, eliminating draining, and doing away with the can opener. Tactic: A tactic would be to use direct mail like a letter to inform consumers that we will be having a sample taste of the new product.
3) Public: Potential Star-Kist Customers
Objective: To inform Potential Star-Kist customers that the new Star-Kist package exemplifies quality and convenience, by featuring firmer tuna, and eliminating draining, and doing away with the can opener. Tactic: A tactic would be for Star-Kist to tweet the pictures of the new product using the twitter platform to inform and let the consumers know how the new packaging looks like.
4) Public: Grocery stores distributors of Star-Kist Tuna
Objective: To inform grocery store distributors of Star-Kist tuna that by presenting consumer with enhancements like firmer tuna, eliminating the draining, and doing away with the can opening, they will boost sales. Tactics: A tactic would be to send brochures out to grocery stores and managers, so that the brochures will aid in the customers gaining satisfaction of the new packaging and staying loyal
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