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
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Kayem Foods‚ Inc.: Al Fresco Chicken Sausage Case Questions‚ Group Two 1. Provide a brief SWOT analysis for Kayem Foods‚ Inc. (specifically addressing the market opportunity for Al Fresco Chicken Sausage). STRENGTHS • Kayem owns other brands that have been acquired and retained due to regional brand loyalty. • Kayem brands are known for freshness and high quality. • Taste tests show that consumers consider Kayem products to be equivalent in taste and quality to leading brands
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Within Kayem Foods‚ Matt Monkiewicz the director of marketing is facing a critical decision that could have a big affect on sales and market share. Al Fresco chicken sausage is one of their products that has recently gained majority market share in its category. The budget for which is dedicated towards the marketing of Al Fresco has been doubled due to the growth of the brand. What Matt needs to do is decide whether to pay for another buzz marketing campaign or to use more traditional marketing strategies
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for Kayems products with the possibility of an even larger market.Since consumers use sausages as a staple for all three meals‚ Kayem could use this opportunity topromote recipes using their brands goods and other promotions to increase sale of their goodsAlso Kayems Al Fresco falls in the speciality sausages which is the fastest growing product segment‚an opportunity they can take advantage of to increase salesMore so‚ there is a growing population of health conscious who seek low fat foods. Kayems
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International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 BUZZ MARKETING: ITS ROLE IN GLOBAL ARENA Chanjyot Kaur* Abstract: Strangely enough in this world of sophisticated communication technologies we still realize greatly upon the views heard from others rather than going by what is being promoted popularly. The demographic paradigm has witnessed a sea of change in terms of education and thereby has resulted in higher levels of awareness and value
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BUZZ MARKETING INTRODUCTION There is no doubt that the implementation of positive Buzz marketing can lead to great results for brands‚ products and services. This is largely due to the impact that word of mouth marketing can have when one individual spreads information about a brand across internet blogs in the technologically driven era. However‚ before dissecting the impact of Buzz marketing and the channels in which buzz marketing is received‚ it is important to understand the exact role
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Andrew Stevenson Consumer and Market Behavior Writing Assignment 3 7-16-13 Buzz Marketing Buzz Marketing is a type of word-of-mouth marketing. Word-of-mouth marketing is when businesses‚ products‚ services‚ or events are promoted in written or oral form via happy customers who tell others about their positive experience. Word-of-mouth marketing is considered to be a more credible source of advertising because the recipient is hearing the information from someone who is not perceived to
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Fresco Fresco which means fresh in Italian‚ is a form of painting murals in earth tones are directly applied to wet plaster. The first fresco paintings have been dated as far back as 30‚000 years ago. The earliest discoveries being of paintings done in the Chauvet cave located in France. More than 15‚000 years ago frescoes were created in other caves in Lascaux‚ France and Altamira‚ Spain. These examples of early fresco paintings are brilliant testimony of the long history of this form of art
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Assess Boston Chicken¡¯s business strategy. What are its critical success factors and risks? Boston Chicken wanted to be a home meal replacement. Its main strategy includes (1) focus on franchising to larger regional developers who will open new stores in the region; (2) focus on home cook taste food and keen on introducing new varieties of food choices; (3) rapid expand to open new stores; (4) keen on operation and process improvement. Such a strategy made the business expand fast in term
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Ryan Waldschmidt Boston Chicken‚ Inc. 4/20/09 1. The unique business strategies of Boston Chicken acts as a differentiator to the market to obtain a competitive advantage. Boston Chicken’s business strategies are the key to achieving and sustaining this competitive advantage. Boston Chicken was going to utilize several different aspects to achieve their overall business strategy. First‚ they used collaboration with high quality area developers. Instead of franchising to large number of
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