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The product has become a brand leader in its market niche, and means on how to promote the product is in question.
They do not believe that this small marketing campaign is solid enough to increase buyer recognition and increase sales. Customers have remarked that the product is hard to find in stores, and some cannot find it entirely and have to visit other locations.
Analysis The sausage market, while growing, has several competitors who dominate the market. Al Fresco chicken sausage has become the number one brand in its market niche, but buyer power is high due to the low price and similarity of the product.
Kayem Foods Inc has primarily sold through supermarkets and other retail food stores in the Northeast. In the last two years, it had made a concerted effort to obtain distribution in the Midwest and the Southeast.
Kayem has two different communication needs. First, they need to convince retailers that their product has a stable top of the market demand, and that current pricing creates a large profit potential.
The company has evaluated the possibility running no less than 2 or 3 print ads in specialty food magazines; this would be a cheap way to get circulation to the target market. On top of the advertising venues chosen, an informative website that provided, product history, flavors, recipes, and product locations would be beneficial Recommendations Kayem Foods, Inc.
They should also launch an informational website that would help build product awareness.
Use of these three advertising avenues helps resolve the problems the Al Fresco brand currently faces; a new, largely unknown brand to consumers, supermarket managers have been reluctant to offer the brand considerable, if any shelf space due to doubts of stable demand.
This product, though small, has become the number-one brand in its niche market. This is a unique technique for using a word-of-mouth advertising venue. Monkiewicz did not initially have a substantial marketing budget adequate enough to make a substantial impact using traditional media.
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.
This placed a major dilemma for Kayem Foods, and Al Fresco. 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 the BzzAgents reported that they had had difficulty finding the product in the supermarket.
This meant that they had to either ask the store manager for the product or go to a different store. Twenty-three percent were never able to find the product. Monkiewicz has two weeks to decide how to implement an upcoming market strategy for the product. Some alternatives he could look to with the advertising budget include; limited magazine advertising, consumer coupons, or more point-of-purchase material.
Monkiewicz has also considered an advertising campaign in supermarket trade magazines aimed at retail food buyers and merchandising executives. Situation Analysis 5 Forces Upon reviewing the five forces model for Al Fresco, it is noted that competition is pretty high in the industry.
The market is growing at about 12 percent a year. This is a growing market, with a few large brands, and rivalry is high. Al Fresco possesses a small 5. Because the chicken sausage category is small, it is difficult to obtain many specifics about competition.
Buyer power is moderate to high, due to the fact of low switching cost and ease of access to the product. Buyers can be brand loyal, which is a benefit to some companies in the industry.
Tying in with the high buyer power is a high power of substitutes.al fresco all natural Try our full line of gourmet, flavorful, healthy chicken products, including fully cooked and fresh chicken sausage, chicken meatballs, chicken burgers, and even breakfast chicken sausage!
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.
Kayem Foods, Inc. Case Study Kayem Foods, Inc Buzz Marketing Al Fresco Chicken Sausage STRATEGIC ISSUES AND PROBLEMS Matt Monkiewicz is the director of marketing for Kayem Foods, Inc.
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. BUSI Marketing Strategy and Management Kayem Foods, Inc.: Buzz Marketing, Al Fresco Chicken Sausage This preview has intentionally blurred sections.
Sign up to view the full version%(6). al fresco Breakfast Chicken Sausage • All natural • 70% less fat and 40% less sodium • Gluten free • No MSG • No preservatives • Pork free.