Running head: CHICKEN OF THE SEA CASE STUDY
Chicken of the Sea Case Study
Name
Institution
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CHICKEN OF THE SEA CASE STUDY
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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
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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?
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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.
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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