Chicken of the Sea Case Study

1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the
response hierarchy model this is most likely to be applicable in the purchase of this product.
a. For a product such as canned/packaged tuna, I feel like the consumer decision making process
would be fairly fast and easy. The first step, problem recognition, would probably consist of
wanting to buy fish but not wanting it to perish fast. I don’t think there would be much
consideration in searching for information, but if there is any at all, I feel like it would be looking
for coupons to see which brand is having promotions. Once in the store, a consumer can still
evaluate alternative options by looking at the prices of other brands and other in-store promotions.
After that, the consumer will make a purchase decision and eventually make a post-purchase
evaluation once they consume it. In regard to which hierarchy model coincides with COSI, I think
it would be the hierarchy of effects because consumers would probably base their purchase
decisions on brand-related factors. Consumers usually already know of the various brands due to
their loyalty and preferences over the years, so this leads them to purchasing one brand over the
other. 

2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for
a company such as Chicken of the Sea International. How might the company use the various IMC tools as
part of its marketing program?

a. Other than traditional print and television ads and promotions, COSI has used their website to
effectively engage in integrated marketing communications. Their website provides consumers
with things such as nutritional facts, product descriptions, games, and even recipes. Along with
this they also have a loyalty program in which members get additional information, promotions,
etc. The website already allows COSI to continuously build customer loyalty and retention, but
they can add to this by possibly partnering with other brands to create multi-brand recipes to
feature on their website. Aside from the website, COSI could expand into the social media and
other internet spaces to appeal to younger markets, as they tried to do with Jessica Simpson.

3. Discuss how Chicken of the Sea’s marketing personnel and advertising agency might evaluate the
appropriateness of using Jessica Simpson as a spokesperson for the company and whether she is a good fit
for the brand.

a. COSI had much to consider when thinking about retaining Jessica Simpson as one of their
spokespeople. They believed that she would allow them to target younger markets because of her
 popularity as a singer and reality tv star, but her ditzy personality was thought to be off-putting to
older markets that they were already targeting. Since the brand was already well established, the
cost of possibly losing the older markets was not enough to retain her just to secure the younger
markets.

4. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for
the company. Can the company afford to hire her and spend the money on TV advertising to use her
effectively?

a. Pros include her tremendous popularity at the time, her high Q ratings with teens, and her
association with the brand already because of the fish faux pas. The biggest con was her ditzy,
blond image not fitting well with COSI’s brand image. This was seen as a threat to COSI’s main
market of 25-54 year old women because they would not take her seriously. I do not think that the
company could have afforded to hire her because she would cost an estimated $1 million to sign,
plus the additional costs of securing airtime – since she would be best utilized on screen rather
than in radio or print. These costs would have to be covered by taking away from other forms of
promotion, which would have resulted in huge monetary and opportunity losses for the company.

b. her popularity meant that it cost more to retain her,

5. What would you do if you were Don George? Would you recommend that the company hire Simpson as a
spokesperson? Why or why not?

a. If I were Don George, I would not recommend that COSI hire Simpson as a spokesperson.
Although the thought of bringing in a new market is enticing, it would mean neglecting the target
market that was bringing in the most revenue. This does not seem like a smart trade off to me,
especially considering that Simpson appealed to teens, who do not usually do the grocery
shopping. Instead, I would have suggested an advertising campaign parodying the fish faux pas,
with maybe one cameo, but no more than that. I would have done this to capitalize on the
opportunity without the long-term commitment and the possibility of the scene getting overplayed.
I think this approach would have seized the opportunity without tarnished their already established
brand image and reputation.

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 Exhibit 1
Performer Q Ratings for Jessica Simpson
SUMMER 2003 PERFORMER Q

JESSICA SIMPSON CATEGORY 07 SAMPLE 2

ONE OF
MY TOTAL
FAVORIT VERY GOO FAIR/PO FAMILI Q
ES GOOD D OR AR SCORE
TOTAL SAMPLE 6 8 19 16 48 12

6 - 11 YEARS 9 7 10 7 33 27
12 - 17 YEARS 16 12 29 15 72 23
18 - 34 YEARS 7 15 24 30 76 9
35 - 49 YEARS 5 6 21 17 49 10
50 AND OVER 1 3 11 6 21 7
18 - 49 YEARS 6 11 23 23 63 9
18 YEARS AND OVER 4 8 18 17 47 9
25 - 54 YEARS 5 8 21 20 54 9

TOTAL MALES
6 AND OVER 5 8 17 15 45 12
18 - 34 YEARS 7 16 24 25 72 10
35 - 49 YEARS 5 5 21 19 50 10
50 AND OVER 2 3 9 5 19 12
18 - 49 YEARS 6 11 22 22 61 10
18 YEARS AND OVER 5 8 18 16 46 10
25 - 54 YEARS 5 8 21 19 53 10

TOTAL FEMALES
6 AND OVER 6 8 20 17 51 12
18 - 34 YEARS 6 14 24 35 80 8
35 - 49 YEARS 5 7 22 15 49 10
50 AND OVER 1 3 13 7 24 4
18 - 49 YEARS 5 11 23 25 64 9
18 YEARS AND OVER 4 8 19 18 48 8
25 - 54 YEARS 4 8 21 22 55 8
HOUSEHOLD INCOME
UNDER $20,000 6 10 13 17 46 13
$20,000 - $39,999 6 7 19 18 50 13
$40,000 - $59,999 5 7 20 18 50 10
$60,000 AND OVER 6 9 20 13 47 12
$75,000 AND OVER 5 8 20 13 46 11
EDUCATION (ADULT)
HIGH SCHOOL GRADUATE
OR LESS 4 7 16 15 41 9
SOME COLLEGE/DEGREE 5 9 21 19 54 9
OCCUPATION (ADULT)
WHITE COLLAR 4 10 21 16 51 7
BLUE COLLAR 5 6 19 22 52 10
RACE
NON-BLACK 5 8 19 16 48 11
BLACK 10 9 16 13 48 20
ETHNICITY
HISPANIC 11 12 21 15 58 19
COUNTY SIZE
A 7 9 19 16 50 13
B 6 8 21 17 52 11
C&D 5 7 15 15 42 11
REGION
NORTH EAST 5 10 20 16 51 10
NORTH CENTRAL 6 6 18 15 46 12
SOUTH 7 9 17 16 49 14
FAR WEST 4 7 20 17 48 9

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 Exhibit 2
Performer Q Ratings for Female Musical Performers
SUMMER 2003 PERFORMER Q

CATEGORY AVERAGE FOR PERFORMER TYPE 07: FEMALE MUSICAL PERFORMERS

ONE OF
MY TOTAL
FAVORITE VERY FAIR/POO FAMILIA Q
S GOOD GOOD R R SCORE

TOTAL SAMPLE 9 11 17 17 54 15

6 - 11 YEARS 8 5 7 5 25 30
12 - 17 YEARS 11 10 13 17 51 20
18 - 34 YEARS 9 13 21 23 66 13
35 - 49 YEARS 9 12 21 19 61 13
50 AND OVER 8 10 17 15 49 14
18 - 49 YEARS 9 12 21 21 63 13
18 YEARS AND OVER 9 11 19 19 58 14
25 - 54 YEARS 9 12 21 20 62 13

TOTAL MALES
6 AND OVER 8 10 16 17 52 15
18 - 34 YEARS 9 12 20 23 64 13
35 - 49 YEARS 9 12 20 20 60 14
50 AND OVER 7 10 16 14 47 13
18 - 49 YEARS 9 12 20 21 62 14
18 YEARS AND OVER 8 11 18 19 57 14
25 - 54 YEARS 8 11 20 21 61 13

TOTAL FEMALES
6 AND OVER 10 11 18 18 57 16
18 - 34 YEARS 10 13 22 24 68 13
35 - 49 YEARS 9 13 22 19 62 12
50 AND OVER 9 10 17 15 51 14
18 - 49 YEARS 9 13 22 21 65 13
18 YEARS AND OVER 9 12 20 19 60 14
25 - 54 YEARS 9 13 22 20 63 13
HOUSEHOLD INCOME
UNDER $20,000 11 11 15 15 52 20
$20,000 - $39,999 10 10 18 18 56 17
$40,000 - $59,999 8 10 18 19 54 13
$60,000 AND OVER 8 11 18 17 54 13
$75,000 AND OVER 7 11 18 17 54 12
EDUCATION (ADULT)
HIGH SCHOOL GRADUATE OR
LESS 10 11 18 18 56 15
SOME COLLEGE/DEGREE 8 12 21 20 60 12
OCCUPATION (ADULT)
WHITE COLLAR 8 12 20 20 61 12
BLUE COLLAR 9 11 19 19 59 14
RACE
NON-BLACK 8 10 18 18 54 13
BLACK 17 13 16 15 61 26
ETHNICITY
HISPANIC 12 12 17 17 58 19
COUNTY SIZE
A 9 11 18 17 56 16
B 9 11 18 18 56 15
C&D 8 10 16 16 50 15
REGION
NORTH EAST 8 11 20 18 57 14
NORTH CENTRAL 8 10 18 17 53 13
SOUTH 10 11 17 18 55 17
FAR WEST 9 10 17 17 52 15