Outline for Tasty Hi-Q Chicken Sausage Case (Individual Case Report Due)
I. Define and briefly describe the problem
II. Analyze the situation by doing the following:
A. SWOT analysis of the company and brand
B. Determine/Compare the Pros and Cons of each possible marketing communication tactic under consideration including the Buzz campaign. For the Buzz campaign, figure out a way to quantitatively analyze the buzz results (e.g. calculate a “cost per buzz hit” and compare it to the cost to reach one person with one exposure using magazine advertising).
C. Determine/Compare the Pros and Cons of a Push-Dominant versus a Pull-Dominant promotion strategy for Tasty Hi-Q chicken sausage.
D. Use any other type of analysis you find helpful. For example, determine the contribution per package of the chicken sausage and use it to determine how many packages would need to be sold to breakeven on the various marketing communication expenditures using the formula: Breakeven $ = Cost / Unit Contribution expressed as a percentage
III. Recommend a solution that shows the tactics you would use and the allocation of the $200,000 promotion budget.
FORMAT:
2-pages maximum, single-spaced Times Roman 11-point font with 1-inch margins
Appendix allowed
No cover page; put your name in upper left corner
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