upshot Objectives and Use
Matt Monkiewicz, Director of marketing for Kayem, was looking at the planning sheet for its Al paint sausage produce. He had to decide whether to implement another boil marketing campaign - a technique to create word of m step to the foreh advertising (Buzz) for unique products or brands - for this downhearted but fast growing niche product. Students are asked to prise the impact of the Buzz campaign, analyze the alternative marketing possibilities, and visualize the market share growth potential of the product in relation to the contribution of the product to overall company sales and profitability. The case is based on field research and let for courses in marketing management at the undergraduate, graduate, and executive levels.
Case Synopsis
This case is about a privately held medium surface meat processing 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 order to make a significant introduction into the gourmet food 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 become the #1 selling chicken sausage in the United 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 cipher of $90,000. Monkiewicz was not certain how much of the sales increase in the brand had been due to the Buzz effort. The 2005 budget had been set at $90,000. In addition to another Buzz campaign estimated at $70,000, alternatives included trade 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, order it on our website: Ordercustompaper.com
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