Instructor's Name: Dr.
Due Date: Sunday - 11th March, 2013
Assignment Topic: Chicken of the Sea Inc. Case Study
1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. The reason that has caused the shifting or rather the movement from advertising media, has caused decision making process to alter drastically. Consumers were more habituated towards noticing their personal icons when media advertising was intensified with the accompanying StarKist and Chicken of the Sea Inc. Customers displayed loyalty towards a set brand and this loyalty seemed to mature put of known icons which is "Charlie the Tuna" and the mermaid on behalf of Chicken of the Sea Inc. Since currently, the spotlights has reallocated chiefly towards the use of coupons, print-ads, and in-store promotions, there are additionally more contribution required to make consumer decision making process ongoing and busy. The canned tuna, which is classified as a foodstuff product, isn't a necessity and thus can be substituted by a variety of other foodstuff products. More competitiveness exists because currently a customer has the option to just pick any brand because it is considered to be the cheapest at a chosen market or rather these consumers discovered a coupon displayed at an advertisement. Brand Loyalty is a concept or logic that is not being forced into the minds of the consumer anymore via the employment of commercial ad spots with a mermaid. At present organizations are at war with each other to provide as many promotions as possible and also discounts as well to make sure sales rise, but consequently, consumers end up purchasing a different brand of tuna. Additionally, other variety of promotions, websites with interactive products and newspaper ads are being employed to reach potential customers at their home. Before consumers decide to take a trip to the store to purchase their conveniences, they could decide on what they really want. I feel that customers could have pursued the Hierarchy of Effects Model during the past as soon as the efforts pertaining to marketing moved away from media advertising. Customers were well aware of the brands that they are totally loyal to via their built choices and this has made them to purchase or choose one brand over the other. Currently, customers would tend to pursue the AIDA model. Although a it is a fact that the final purchase decision isn't driven by the aspect of loyalty or rather keeping constant with just one brand, but it is more of a purchase action where the consumer considers various other factors. There must be some sort of motivation that must be created via the procedures of promotions, retails sales and print ads. This seeks attention of prospect consumers and enhances the urge to choose one brand over the other, although the purchase decision shall occur each time.
2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea International. How might the company use the various IMC tools as part of its marketing program? The movement away from majorly employing the use of media advertising calls for a more incorporated administration of marketing endeavors of the Chicken of the Sea Inc. brand. As a substitute of winning over sales through a attractive mermaid and constructing about that figure, the firm must alleviate and recuperate its trade name to customers throughout innovative marketing works. The existence of adequate promotions and print-ads, and the reallocation in consideration provides ample accountability in the hands of vendors rather than the producers. Vendors are provided with stipends to take canned tuna from Chicken of the Sea Inc. to replace other brands. Customers are being...
Please join StudyMode to read the full document