Case Study

Only available on StudyMode
  • Download(s) : 95
  • Published : December 19, 2012
Open Document
Text Preview
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
tracking img