Kayem Foods, Inc.

Kayem Foods, Inc.
Dustin Washer
Problem
Over its lifetime, Kayem Foods transformed from a small, northeastern meat-processing company into a multi-million dollar company. Even though, over the past few years, it has been very(prenominal) successful, Kayems profit margins have been diminishing. To offset this problem, it introduced Al Fresco, which consisted generally of gourmet chicken sausage. To spread the word about Al Frescos chicken sausage, in 2004, Mr. Monkiewicz implemented bombinate merchandising. During this marketing campaign, Al Fresco became the number-one brand in its deferral market. However, it is unclear if the roll campaign or the other marketing activities the firm implemented was the reason why this occurred. This is a problem, since Monkiewicz only if has two weeks to decide which marketing activities he should implement for Al Frescos 2006 fiscal year. Should he stick with the buzz campaign or go with more traditional marketing activities, which include, magazine announce, consumer promotions, and trade advertisement? With a peculiar(a) budget, $185,000, and limited time, Monkiewicz must decide which marketing activities will best take in Al Fresco as a whole.

Analysis
The first secondary that Monkiewicz could choose is to implement a nonher buzz marketing campaign.



This is beguiling since the cost would be no greater than $75,000. The excess of the advertising budget could be allocated elsewhere. Another advantage to this type of advertising is that it is considered word-of-mouth advertising. According to reports, this type of advertising delivered by a friend or acquaintance is much more likely than mass media advertising, which would work in Al Frescos favor. Also, if received well, word-of-mouth advertising usually spreads quickly, which means it could be the best bang for the buck. However, a buzz campaign does not have the reach that traditional advertising, like magazines, has. Buzz campaigns only reach the people that are chosen by the BzzAgents,...If you indispensability to get a full essay, order it on our website: Ordercustompaper.com



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