Chicken of the Sea
Discussion Questions 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. * Consumers of packaged tuna usually go through the low-involvement hierarchy. Unless consumers have loyalty to a certain brand, they usually pick the product with the lowest price. Tuna is not something that will cause consumers to go though cognitive dissonance because of the low-involvement hierarchy. 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 tools as part of its marketing program? * The role IMC plays in marketing canned/packaged tuna is to establish brand identity and equity. Chicken of the Sea has a target market of women usually 25-54 years old. The idea of promoting the product with the use of Jessica Simpson will help to promote the product to different target audiences, in order to create brand awareness. The company established a budget for hiring Simpson at $11 million in 2004. Then they must develop an integrated market communications program before implementing the strategies. The company will then implement the strategies through ads on television, radio etc. The company then must monitor and evaluate the program in order to assure that hiring Simpson is benefiting the company and brand identity. 3. 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. * Chicken of the Sea’s marketing personnel and advertising agency has a lot to evaluate when deciding whether Jessica Simpson is right for their brand. The company was worried if Simpson’s ditzy reputation was something that they wanted representing