Week 2 Case Study
Chicken of the Sea International (COSI): The Jessica Simpson Spokesperson Decision
March 27, 2016 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. Due to the modification away from media advertising, the decision making process has changed significantly. When media advertising was substantial with COSI and StarKist, consumers had become familiar to seeing the ads and their individual icons. Consumers were very loyal to a specific brand and the loyalty grew out of the familiar icons. Now that the focus has changed to mainly print ads,
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This grabs the attention of the consumer and develops their desire to purchase one brand over the other brand. 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 tolls as part of its marketing program? The change from mainly using media advertising requires a more integrated control of the marketing efforts of the COSI brand. Instead of making sales caused by loyalty to the familiar icon, the company must stabilize its brand to consumers through new marketing efforts. There are a lot of print ads and promotions, and the change in attention puts a lot of responsibility in the hands of the retailer. Retailers are given allowance to push canned tuna from COSI over other brand names. Consumers are being contacted through print, ads with coupons, and interactive websites, but the company should work to create a consistent message. Spreading its reach across multiple mediums is a sign that an integrated approach is being used. The company is not reliant on one form of communication to its target market; they have realized the strengths and weaknesses that are formed through other forms of marketing. With a more focused IMC plan intact, COSI could regain the brand loyalty it held for decades through its popular icon. 3.