Marketing Essay

Case overview: Matt Monkiewicz as the director of marketing for Kayem Foods, Inc., is faced with a challenged problem about a small but fast-growing product, Al Fresco chicken sausage. Matt Monkiewicz had implemented “buzz” marketing campaign in 2004. In a very short time, Al Fresco has become the brand leader in its market niche. However, it was unclear whether this result because of the buzz marketing or other marketing activities. Due to some retail executives are unwilling to purchase Al Fresco’s chicken sausage because of the buzz campaign, therefore, Mr. Monkiewicz has to decide whether to continue the buzz campaign or implement other marketing activities for Al Fresco’s 2006 fiscal year with limited time and limited budget
Introduction: Kayem Foods, Inc., is a meat processor, manufactures and markets meat products, and is a medium-sized, held privately and controlled by family. It provides hot dogs, chicken sausages, franks, and roast beef, as well as delicatessen meats, such as hams, corn beef, pastrami, and loaves. Kayem Foods, Inc. was founded in 1909 and is based in Chelsea, Massachusetts. In addition, Kayem’s primarily trading area is New England and parts of the Mid-Atlantic area. Kayem sells a large number of meat products such as bologna, salami, sausage, hot dogs, and hams. Nevertheless, the top-selling production is hot dogs. On the side, the company owns several different brands that include Kayem, Genoa, McKenzie, Al Fresco, and so on. Kayem is the most famous brand among all of these.
Situation Analysis: According to the research, it is noted that competition is pretty high in the industry; Kayem Foods Inc. was number three with 3 percent market share, Al Fresco alone had a 5.3 percent share in New England. Because the chicken sausage category is small, it is not easy to obtain many specifics about competition. Purchasing power is moderate to high, due to the fact of low switching cost and ease of access to the product. Consumers can be...