director of marketing for Kayem Foods‚ Inc.‚ is challenged with a decision pertaining to a small but fast growing product‚ Al Fresco chicken sausage. The product has become a brand leader in its market niche‚ and means on how to promote the product is in question. A “buzz” marketing campaign was recently used‚ and while the company did increase in sales‚ there is no way to directly calculate the effect the campaign had on the product. Mr. Monkiewicz would like to continue to use the “buzz” marketing approach
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Kayem Foods‚ Inc.: Al Fresco Chicken Sausage Case Questions‚ Group Two 1. Provide a brief SWOT analysis for Kayem Foods‚ Inc. (specifically addressing the market opportunity for Al Fresco Chicken Sausage). STRENGTHS • Kayem owns other brands that have been acquired and retained due to regional brand loyalty. • Kayem brands are known for freshness and high quality. • Taste tests show that consumers consider Kayem products to be equivalent in taste and quality to leading brands
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Within Kayem Foods‚ Matt Monkiewicz the director of marketing is facing a critical decision that could have a big affect on sales and market share. Al Fresco chicken sausage is one of their products that has recently gained majority market share in its category. The budget for which is dedicated towards the marketing of Al Fresco has been doubled due to the growth of the brand. What Matt needs to do is decide whether to pay for another buzz marketing campaign or to use more traditional marketing strategies
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for Kayems products with the possibility of an even larger market.Since consumers use sausages as a staple for all three meals‚ Kayem could use this opportunity topromote recipes using their brands goods and other promotions to increase sale of their goodsAlso Kayems Al Fresco falls in the speciality sausages which is the fastest growing product segment‚an opportunity they can take advantage of to increase salesMore so‚ there is a growing population of health conscious who seek low fat foods. Kayems
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Andrew Stevenson Consumer and Market Behavior Writing Assignment 3 7-16-13 Buzz Marketing Buzz Marketing is a type of word-of-mouth marketing. Word-of-mouth marketing is when businesses‚ products‚ services‚ or events are promoted in written or oral form via happy customers who tell others about their positive experience. Word-of-mouth marketing is considered to be a more credible source of advertising because the recipient is hearing the information from someone who is not perceived to
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BUZZ MARKETING INTRODUCTION There is no doubt that the implementation of positive Buzz marketing can lead to great results for brands‚ products and services. This is largely due to the impact that word of mouth marketing can have when one individual spreads information about a brand across internet blogs in the technologically driven era. However‚ before dissecting the impact of Buzz marketing and the channels in which buzz marketing is received‚ it is important to understand the exact role
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International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 BUZZ MARKETING: ITS ROLE IN GLOBAL ARENA Chanjyot Kaur* Abstract: Strangely enough in this world of sophisticated communication technologies we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The demographic paradigm has witnessed a sea of change in terms of education and thereby has resulted in higher levels of awareness and value
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Business Horizons (2007) 50‚ 395–403 www.elsevier.com/locate/bushor Buzz marketing for movies Iris Mohr Tobin College of Business‚ St. John ’s University‚ 8000 Utopia Parkways‚ Jamaica‚ NY 11439‚ USA KEYWORDS Motion pictures; Movies; Marketing; Promotion; Buzz marketing Abstract In today ’s dynamic entertainment environment‚ movies are struggling to stay afloat and remain profitable. Challenges such as piracy‚ digital theft‚ competition‚ overlapping movie campaigns‚ media fragmentation
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Buzz Buzz...Buzz Buzz....Buzz Buzz. You hear the sound of a mosquito coming towards you‚ Buzz Buzz. It lands on you‚ but before you can swat it away‚ BAM! You are bitten. You will be fine‚ hopefully. But if you live in a tropical or subtropical place‚ you may be at risk. At risk for the most terrible of all the terrible mosquito caused diseases‚ just kidding. But you are at risk for yellow fever. What is yellow fever? That is why I am here‚ that is hopefully why you are even reading this paper‚ to
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EXECUTIVE SUMMARY The following marketing plan forms the basis for the introduction of an innovative new product by the Coca-Cola Company. The analysis allows us to outline the best strategies to follow for the achievement of the company’s strategic goals. “Bubble buzz” will be marketed as a unique functional drink while striving to reinforce the company’s status as the leader in innovation and successful product launches. The marketing strategies will enable to reach a market size of an estimated
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