____________________________ Chicken of the Sea International The Jessica Simpson Spokesperson Decision [pic] ____________________________________________________________ ___________________________ This case was written by Professor George E. Belch and Michael A. Belch. It is intended to be used as the basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. Introduction Chicken of the Sea International (COSI) is one of
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Chicken of the Sea International: The Jessica Simpson Spokesperson Decision 1. Consumers go through a low-involving decision making process when purchasing a canned tuna. Initially‚ consumers recognize their problem in needing or wanting canned tunas‚ through the new products that are in the tuna market—like the tuna salad kit—or when the product is out of stock at home. However‚ it all depends upon how consumers’ perceive a problem and the motivation to solve their need or want. For a canned
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hierarchy. 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 role IMC plays in marketing canned/packaged tuna is to establish brand identity and equity. Chicken of the Sea has a target market of women usually 25-54 years old. The idea of promoting the product with the use of Jessica Simpson will help to
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Individual Assignment NAME: ID#: Course Name: Course Code: 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
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1. The decision making process for canned tuna is as follows: (i) Problem Recognition Consumers of canned tuna are motivated primarily by the need to satisfy their physiological need of hunger which is the most basic level of needs under Maslow’s hierarchy of needs. Problem recognition can also stem from stock-outs where consumers run out of canned tuna supplies. In addition‚ motivation of purchase can be marketer-induced to incite new needs/wants by introducing consumers new uses of canned tuna
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Boston Chicken Case Boston Chicken was founded by Scott Beck in 1989 as a company that sold chicken along with sides as a home meal replacement with take out or dine in options. The management team that was hired was full of prior experience and success. The company went public in 1993 and their stock price went from $10 initially to $26.50. Their second public offering was in 1994‚ not nearly as successful as their IPO but they still managed to raise $105 million in capital. BC grew rapidly
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MAF680 INDIVIDUAL WRITE-UP (5%): 1 HOUR CASE STUDY 1 – CHICKEN RUN ANSWER ALL QUESTIONS QUESTION 1 (20 marks) Based on the case Chicken Run‚ Ms Choy has discovered that the credit limit of Cold Gold Sdn Bhd‚ one of its major customers had gone into its level and yet the marketing department continued to supply products to the company. Discuss two (2) possible implications of this issue. Answer: The implications if a major customers had gone into is level‚ it will affect the company
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Chicken centre is owned by Ethan. It has three shops in Melbourne. One is open recently in hawthorn. The others are in Chadstone and High street. The shop in hawthorn has one manager and three staff. The main marketing activities are in charge of the manager. The owner only comes two days a time to check new shop’s situation and make decisions when the manager can’t solve. Chicken centre has 5 years’ history. The boss has extensive experience on food. The business in Chadstone and Ashburton is very
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go where no one else would‚ take risks with new products and continuously innovating. This is what made Chicken Licken the success it is today. However‚ it does not end there. As the founder said‚ there is no time to sit back and let the business run itself‚ there is still a lot of work to be done. Chicken Licken was founded in 1981 by the founder of the South African Fast Food Fried Chicken restaurant chain‚ George Sombonos. Unlike any other entrepreneur‚ George Sombonos grew up in a family which
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Introduction Excel Poultry & Meat Sdn Bhd (EPM) was established in 1998 to carry on chicken farming and supplying of whole chickens to various outlets in Malaysia. The company was one of the members of the Federation of Live-stock Farmers’ Associations of Malaysia (FLFAM). It was small and medium sized enterprise (SME) located in Kluang‚ Johor. Encik Selamat‚ a Certified Public Accountant (CPA) had been the General Manager of EPM. He was transferred from another subsidiary of the same group
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