Chicken of the Sea Case Study Essay

4296 Words Feb 5th, 2011 18 Pages


Chicken of the Sea International
The Jessica Simpson Spokesperson Decision



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.
Chicken of the Sea International (COSI) is one of the oldest seafood companies in the United States. The company processes and markets a variety of seafood items under the Chicken of the Sea brand name including canned tuna,
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The web site has become an important part of Chicken of the Sea’s integrated marketing communications program as the company uses other forms of media to drive consumers to the site and engage them in the brand. For example, company used its web site as part of its U.S. Synchronized Swim team sponsorship promotion. Consumers could enter a recipe contest online and register to win a trip to the summer Olympics. In 2003 COSI began offering a customer loyalty program called the Mermaid Club, which consumers can join through its web site. Club members receive special offers, health tips and articles, new product updates, and an informative e-newsletter. They also can communicate with other club members to share information and ideas such as new recipes.
Market and Competitive Overview
Tuna is the primary product in the canned/packaged seafood market which also consists of other items including salmon, crab, shrimp, mackerel, oysters, and sardines. The tuna category accounts for nearly $2 billion in sales each year which includes sales to warehouse and club stores as well as the food service market (restaurants, hospitals, dormitories). The industry is dominated by three major brands including StarKist which has approximately a 40 percent market share, Bumble Bee with a 24 percent share and Chicken of the Sea with 18 percent of the market. Private label brands account for the

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