Buzz Marketing

KAYEM AL FRESCO SAUSAGE ups acerb Objectives and Use categoric Monkiewicz, Director of marketing for Kayem, was looking at the planning ragtime for its Al paint sausage produce. He had to decide whether to devour another boil marketing feed - a proficiency to create word of m step to the foreh advertising ( seethe) for unique carrefours or brands - for this downhearted but fast developing niche product. Students are asked to prise the impact of the Buzz campaign, crumple the alternative marketing possibilities, and visualize the market share produce potential of the product in relation to the contribution of the product to overall company gross revenue and profitability. The case is based on field research and let for courses in marketing focal point at the undergraduate, graduate, and executive levels. Case Synopsis This case is just about a privately held medium surface meat touch company located in the Northeast. In 2004 its annual sales had been approximately $140 million. Kayems top selling product was hot dogs and since the companys founding, the marketing strategy had been to focus its product offering as high quality delicatessen meat. Al fresco was a gourmet chicken sausage introduced in 1999 in distinguish to make a significant introduction into the gourmet nutrition category.

In 2003 sales for Al Fresco were .80 million pounds and in 2004 sales were 1.26 million pounds. According to ACNielson, Al Fresco had fuck off the #1 selling chicken sausage in the coupled States. In 2004 Monkiewicz had decided to use a Buzz campaign at a fee of $47,000 out of the entire Al Fresco marketing communications c ipher of $90,000. Monkiewicz was not rece! ived how much of the sales increase in the brand had been repayable to the Buzz effort. The 2005 budget had been set at $90,000. In concomitant to another Buzz campaign estimated at $70,000, alternatives included trade in advertisements at a cost of $80,000, impairment oriented promotions at a cost of $100,000, and advertising in specialty food magazines at a...If you want to get a full essay, rescript it on our website: OrderEssay.net

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