Kayem Foods, Inc
Al Fresco Chicken Sausage
STRATEGIC ISSUES AND PROBLEMS
Matt Monkiewicz is the director of marketing for Kayem Foods, Inc.. Mr. Monkiewicz was put under pressure to decide whether or not to us a buzz marketing plan for their Al Fresco chicken sausage brand, which would be implemented as part of their advertising campaign for 2006. The Al Fresco chicken sausage brand was able to capture a large portion of their target market, making them the number-one brand in its target market. The dilemma that Monkiewicz faces is whether or not the increase in sales were due to the buzz marketing campaign they implemented the previous year or if other advertising and promotional …show more content…
Many times consumers can be more easily persuaded towards purchasing a product when it is recommended from someone they know or trust and Buzz marketing does exactly that. Kayem Foods, Inc. previously used a company called Bzz Agent to implement their Buzz marketing campaign. Bzz Agent currently had 60,000 agents and these agents volunteered to try the products and then would use word of mouth techniques to get these products in the hands of their friends, acquaintances, and possibly strangers. Most of the Buzz agents actually enjoyed testing new products and then talking about them to their friends, they felt some type of satisfaction for being one of the “firsts” to discover the product. Bzz Agent also found that most of their agents advertised their products in all of the social networking settings, which also helps spread the word of the products. In recent years, marketing managers have found that product endorsements were more credible when it came from a friend or acquaintance.
PLAN OF ACTION
Mr. Monkiewicz must decide on which advertising campaign Al Fresco will use for next year. He must decide if they will usual traditional advertising like: television, radio, magazines, and billboards. Another option for his campaign could be Buzz marketing, which if he decided to use he must develop a better way to track the increase in sales that come from Buzz marketing. He may also decide to implement more than one style of advertising and possibly