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Thecompany prooesses and markets a variety of seafood items under the Chicken of the Sea brand name including canned tuna, salmon, sardines, mackerel, crab, and clam products. However, the company began usingthe Chicken of the Sea trademark and brand name as a way to describe the taste of its tuna to consumers.
VanCamp was the first company to can "light" tuna. So consume s would know to expect a mild-flavored white fish- that tastedsimilar to chicken the company marketed it under the brand name Chicken of the Sea.
It wassuch a success that the company eventually adopted the product name. The company operated under the Van Camp Seafood Company name until when itwas purchased by Ralston Purina, a producer ofprocessed foods, pet food, and livestock and poultry feeds.
|jessica simpson + chicken of the sea by Louis Ortega on Prezi||Sunday - 11th March, Assignment Topic:|
In Ralston sold its Van Camp division to P. Mantrust, an Indonesian corporation that wanted to execute a fullyintegrated approach to supplying canned tuna to the U. However, due to high interest rates in Indonesia and its overly leveraged structure, P. Mantrust experienced cash flow difficulties and the primary creditor, ThePrudential Life Insurance Company of America, became the majority owner.
In the company was purchased by an investment group known as Tri-Union Seafoods and the name of the company was changed to Chicken of the Sea International.
In the investment group sold the company to Thai Union International, Inc. The Chicken of the Sea name is well known and has a high level of brand equity amongconsumers. The brand's identity is strongly related to the Chicken of the Sea metmaid who is one of the best known brand icons in the world.
She first appeared on the Chicken of the Sea label in the early s and has sy,rnbolized quality for the brand for more than 50 years.
The mermaid was the focal point for the brand'sadvertising formany years and the recognition of her is still very strong today.
The catchy jingle that was developed in the early s continues to be used in the company's advertising: Chrcken of the Seal" Chicken of the Sea changed the look of its famous mermaidicon in to make her appear more contemporary. Consumer research had indicated that the mermaid icon was "getting a little tired" and needed to be updated.
Qualitative and quantitative research was used to guide this process and ensure that the tratts and characteristics consumers associated with the mermaid werecaptured in the newimage.
These included attributes such as being trustworthy, magical, altractive, friendly,approachable, contemporary and fitting with the Chicken of the Sea brand. COSI launched a new web srte www.
The web site includes an easy-to-use recipe generator, product information,resources on health and nutritron, as well as games and educational content. The site also contains the Mermaid Store, where consumers can shop for everything frorn T-shirts to watches to sporting goods featuring the classic mermaid1ogo.
The web site has become an important part of Chicken of the Sea's integrated marketing communications program as the company uses other forms of media to drive consumers to thesite and engagethem in the brand. For example, company used its web site as part of its U. Synchronized Swim team sponsorship promotion.
Consumers could enter a recipe contest online and register to win a trip to the summer Olympics. Club members receive special offers, health tips and articles, new product updates, and an informative e-newsletter. They also can communicate with other club members to share inforrnation and ideas such as new recipes.
The industry is dominated by three major brands including StarKist which has approximately a 40 percent market share, Bumble Bee with a 24 percent share and Chicken of the Seawrth 18percentof themarket. There is a considerable amount of brand loyalty in the categoryhave surveys have shown that 44 percent of consumers are loyal to a particular brand of tuna.
The primary target consumer for tuna rs femaies between the ages of In recent years there had been aconsiderable amount of product innovation in the tuna category.Subscribe now and save, give a gift subscription or get help with an existing subscription. Get up to the minute entertainment news, celebrity interviews, celeb videos, photos, movies, TV, music news and pop culture on grupobittia.com After being taken down twice by Blogger within a single week, we got the message: It’s Time To Go.
Gates of Vienna has moved to a new address. Get the latest breaking news across the U.S. on grupobittia.com Discuss how Chicken of the Sea’s marketing personnel and advertising agency might have evaluated the appropriateness of using Jessica Simpson as a spokesperson for the company and whether she was a good fit for the brand.
Chicken of the Sea International The Jessica Simpson Spokesperson Decision _____ This case was written by Professor George E. Belch and Michael A. Belch.