Kayem Foods, Inc Essay

3913 Words Apr 17th, 2010 16 Pages
Executive Summary

Problem/Issues

Matt Monkiewicz, director of marketing for Kayem Foods, Inc., is challenged with a decision pertaining to a small but fast growing product, Al Fresco chicken sausage. The product has become a brand leader in its market niche, and means on how to promote the product is in question. A “buzz” marketing campaign was recently used, and while the company did increase in sales, there is no way to directly calculate the effect the campaign had on the product. Mr. Monkiewicz would like to continue to use the “buzz” marketing approach, but supermarket executives and food distributers are unwilling to increase buying and support for the brand. They do not believe that this small marketing campaign is solid
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However, it was not clear whether this was due to the buzz campaign or to other marketing activities implemented by the firm. Prior to the campaign, the brand had developed substantial momentum with a minimum of advertising support. Also, during the campaign period the sales force had made a special effort and offered special discounts and allowances to obtain new distribution. The sales increase by the brand was very impressive, but it was not clear how much more growth Kayem could expect from this rather unusual marketing tactic. Monkiewicz explained that it would be a challenge to sustain the growth and increase market share with such a limited marketing budget.

Even with substantial growth of the product, the company has continued problems with supermarket executives and food distributers still unwilling to increase buying and support for the brand. They do not believe that this small marketing campaign is solid enough to increase buyer recognition and increase sales. This placed a major dilemma for Kayem Foods, and Al Fresco. They would like to continue to use the “buzz” marketing approach, but there is no way to justify and link the increase in sales with the campaign. The big issue now is getting supermarket executives and distributers to be confident with the product to increase shelf space and brand recognition. This is very important because seventy-two percent of

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