Read the components of the Star Kist Tuna Request for Proposal, and answer the following questions: 1.
Question:
Read the components of the Star Kist Tuna Request for Proposal, and answer the following questions:
1. Who is Charlie’s new grandson/daughter and what is his/her name? What does this person look like?
2. Describe the new brand extension (what is a brand extension? It’s using the brand name to extend the product into a new, related field. Coke has spawned Diet Coke, Cherry Coke, Coke Zero, etc. Star Kist also has tear-off pouch bags of tuna in addition to its regular cans of tuna). What is a new, logical brand extension that could be offered by retailers catering “mobile” customers?
3. Who would you select as a new retail partner to sell your products?
4. What kind of display would you develop inside a new retail partner’s store to attract attention? Describe the display.
5. What new slogan would you develop to accompany this new retail expansion and what social media would you use to drive consumers into this retail partner’s stores?
6. Describe a related contest or sweepstakes (the difference between a contest and a sweepstakes is that the former requires you do something to try to win and the latter – the sweepstakes is pure luck; place your card in the bowl to win a free lunch) that could be utilized in conjunction with Charlie’s 55 th Anniversary. Who could you bring in as partners or providers of winnings (airline, hotel, cruise line, etc.?) for the sweepstakes or contest?