Chicken Of The Sea Case Study: Chicken Of The Sea

Chicken of the Sea (COSI) is one of the first seafood businesses in the United States. The company processes and markets a diversity of seafood products under the Chicken of the Sea brand name counting canned tuna, crab, salmon, sardines, and clam products .The Chicken of the Sea term is well recognized and has a high level of brand equity amongst consumers. Jessica Simpson ate a can of Chicken of the Sea tuna on one of her TV shows; Newlyweds: Nick and Jessica, in which she was asking her then-husband Nick Lackey: "Is this chicken, what I have, or is this fish? I know its tuna, but it says Chicken... by the Sea. Having Jessica Simpson as a spokesperson was good option back in 2003. The COSI personnel could easily realize that Jessica was

a. The buyers making process for a kind of product such as canned/packaged tuna differs depending on earlier experience such as eating it as a kid and keep on using it growing up or to be known via a commercial or advertisement then the consumer trying it out . Currently that the attention has moved to mostly in-store promotions, and coupons, there is extra to keep the buyer decision making process busy. Sine that canned tuna is not a necessity, and therefore can easily be subtitled. More competitiveness occurs now that the buyer can pick a brand considered the cheapest at a specific

If I had to make a decision I would still hire Jessica Simpson as a representative. At the time she was extremely popular. The ability to bring in a completely new market is too good to pass up. Simpson would benefit from on the popularity she had already taken to COSI through the fish faux pas. It is that well-known scene I would take advantage of on with Simpson as official representative. I would create an advertising campaign playing that scene with Jessica Simpson as the attractive image who now sees that Chicken of the Sea is the brand of canned tuna to purchase above all other brands. I would not, however, use Jessica Simpson as a new mermaid sign for the brand. I believe there should be a strong separation and that the mermaid icon would still be used on all brand goods although Jessica Simpson is used in a different line of ads. This way the company keeps its long tradition of having the mermaid and keeps anyone who has become familiar to recognizing and purchasing Chicken of the Sea products with the mermaid. Simpson would stimulate a new market that would improve its awareness and interest in Chicken of the Sea through Simpson specially. Sales would rise in the new market range although can still hold the long-time viewers of females 25-54 years old. The younger viewers are more aware to television and regognize Simpson’s fame. She will earn sales by being in the market in throughout its communication. The older market would be more likely be aware to different