Running head: CHICKEN OF THE SEA CASE STUDY Chicken of the Sea Case Study Name Institution 1 CHICKEN OF THE SEA CASE STUDY 2 Introduction In the United States, Chicken of the Sea International (COSI) is one of the earliest companies that offer seafood. The company has been able to survive in the market due to its unique marketing and branding strategies (Bower, 2009). The firm sells canned tuna among the other sea products. The company has been able to operate from 1914 form the time it was founded and is still struggling in maintains its market share in the seafood industry. It is essential to examine the company from different perspectives. Discuss the consumer decision-making process for a product such as canned/packaged tuna and the response hierarchy model. This is most likely to apply to the purchase of this product. Over the years, the company has decided to shift its advertising strategy, which has affected the process of decision making by customers. The customers preferred to buy the previous personalized icons as they were displayed in the media like ‘Charlie the Tuna, ‘ which represented the Starfish (Koklic & Vida, 2011). The company has a strategy of having promotions and coupons which affect the entire decision process of the customers. The company is facing immense competition with the fact that its products like canned Tuna are substitute products; this means that they can be easily be replaced by other foods. The products being substitute products are a challenge since some firms are willing to go the extra mile in terms of their advertising and conduct promotions of multiple types. At the moment, there is a high competition in the industry; companies are looking for ways to maximize their market share by even purchasing several brands, making it difficult for the customers to have brand loyalty. With recent technology, customers are even able to compare brands before purchasing. In the market CHICKEN OF THE SEA CASE STUDY 3 now, purchases are not driven by brand loyalty, but multiple factors control the purchasing model. 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 various IMC tools as part of its marketing program? The shifts in the seafood industry require companies to include more strategies for marketing to be able to maximize revenue collected. About the technological market, the company should consider adding strategies rather than the expectation of winning sales though the mermaid icon (Repinskiy, 2018). The company should consider printing ads and elevating the current promotions to be competing. Some vendors replace the Chicken of the Sea products with other companies’ products. The firm needs to utilize marketing and communication strategies that will motivate consumers. It is better than the organization is now considering new marketing tools; by using the IMC tools, the company will be able to regain it is to regain its customer's loyalty. Discuss how Chicken of the Sea’s marketing personnel and advertising agency might evaluate the appropriateness of using Jessica Simpson as a spokesperson for the company and whether she is a good fit for the brand In 2003, the employment of Simpson Jessica as the company representative was striking. It is evident that the company’s marketing departments were aware that Jessica was a celebrity, and employing here as the company’s spokesperson was a wise idea (Humphries, 2018). The challenging part of employing a celebrity as a spokesperson is a fact that they have to be linked to the products and the firm at large. The celebrity has to have a perception of marketing and can CHICKEN OF THE SEA CASE STUDY sell the products. Jessica, on her case, she is perceived to be blond and Ditzy; these features might harm the market strategy of the company. Jessica’s famous product was the faux pas, which could be considered as a positive fact by the company due to the humor involved, but it also showed that Jessica was not the perfect person for the job. It was vital for the company to analyses the traits of each person during branding and made sure they put a person fit to be the company’s spokesperson. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for the company. Can the company afford to hire her and spend the money on TV advertising to use her effectively? Pros The pros on this situation were the following: Jessica had a remarkable reputation in 2003, she had tremendous ratings among the teens of that time, which could have been fresh market for the company, her favorite fish faux pas created awareness of the brand and the prospected branding would bring a new set of customers (Torrissen et al., 2011). Cons The disadvantage that comes with hiring Jessica is the blond and ditzy image; these aspects are not entirely fitted for the image of the company. The cost of employing a spokesperson is high, the cost of the ads is high, and the image of the mermaid would be outdated in the long run (Torrissen et al., 2011). What would you do if you were Don George? Would you recommend that the company hire Simpson as a spokesperson? Why or why not? 4 CHICKEN OF THE SEA CASE STUDY 5 In 2003, Jessica was a big deal; she was famous and could make an excellent spokesperson. Jessica was opening the company to a new market of teens, which is not the worst idea; this new market would bring new customers, increasing the company’s revenue. As per the celebrity standard of Jessica, she would have been an excellent brand icon. Conclusion In conclusion, the company ‘Chicken of the Sea’ has been through a lot in making sure it remains in business since its foundation. The company has been able to adapt several strategies to try to make sales. It is crucial for the firm to device strategies that will help it compete in the seafood industry. CHICKEN OF THE SEA CASE STUDY 6 References Bower, B. (2009). Chicken of the sea: Poultry may have reached Americas via Polynesia. Science News, 171(23), 356-356. doi:10.1002/scin.2007.5591712305 Humphries, F. (2018). Sharing aquatic genetic resources across jurisdictions: playing ‘chicken’ in the sea. International Environmental Agreements: Politics, Law and Economics, 18(4), 541-556. doi:10.1007/s10784-018-9403-3 Koklic, M. K., & Vida, I. (2011). Consumer strategic decision making and choice process: prefabricated house purchase. International Journal of Consumer Studies, 35(6), 634643. doi:10.1111/j.1470-6431.2010.00953.x Repinskiy, O. (2018). Marketing Department Role In Company And Its Influence On Regional Economic Development. doi:10.15405/epsbs.2018.12.121 Torrissen, O., Olsen, R. E., Toresen, R., Hemre, G. I., Tacon, A. G., Asche, F., … Lall, S. (2011). Atlantic Salmon (Salmo salar): The “Super-Chicken” of the Sea? Reviews in Fisheries Science, 19(3), 257-278. doi:10.1080/10641262.2011.597890