The firm needs more attention to a solid marketing effort including a website design and website launch and it needs to find alternate means of financing beyond its current sources. In 2003 and 2004, more than 52% and 60% of the customers felt that they paid more for the merchandise that the merchandise was worth. Kudler Fine Foods will employee a generic strategy of focus. Kudler Fine Foods will serve their niche market that is the gourmet chef and people that appreciate and are willing to pay for high quality, specialty, organic and locally grown foods. “A firm pursuing a focus strategy is willing to service isolated geographic areas; to satisfy the needs of customers with special financing, inventory, or servicing problems; or to tailor the product to the somewhat unique demands of the small- to medium-sized customer” (Pearce and Robinson, 2009, p.205).
This marketing initiative will track the customer’s buying habits and allow Kudler to target to specific customers. Looking at the current information technologies databases, Kudler foods has a system that tracks internal sales data but wants to enhance the system so they can track the demographic information and buying trends of each customer (Kudler Virtual Organization, 2010). Strategies and Tactics The company, Kudler Fine Foods, must insure that all marketing initiatives align with the company’s mission statement. When selling gourmet foods, it is more important to have the highest quality foods and customer service than it is to have low prices. Kudler must stay focused on this aspect at all times when developing new tactic and strategies as not to succumb to the pressures of the discount shopper.
There is a fee of $4.95 for this service. In some markets, delivery service is available. For the purposes of this marketing plan the focus is on the at-store pick-up option only. Lowes Foods introduced a new rewards program in October 2009 and named it Fresh Rewards. This program not only allows Fresh Reward customers to take advantage of weekly sale prices, but also gives customers Fresh Rewards Cash that can be redeemed for groceries.
Just as the other marketing mix components there are questions that must be answered in order to determine pricing for a product. One question is what Kudler’s price should be in comparison to its competitors. Kudler Fine Foods has to decide whether they should be lower, higher, provide more bang for the buck or offer exclusive services at expensive prices. The standard that Kudler Fine Foods has for its other promotions is for them to be self-funding. I think it is essential that the catering service also have that standard.
For Promotions, the sales and marketing department need to work together, since a good promotion of a new or existing product will bring more revenues to Kudler Fine Foods. Sales department has to come up with a group of strategic objectives that will help target the financial goals of the company as well as sales. By doing a good marketing program towards the cooking class parties that the company holds, that will bring more customers that will purchase the same products use in the party and will look around to other options that the store gives them. Now with Place Kathy already tested the waters by opening two other stores in 2000 and in 2003, and even though is a good idea for her to keep expanding, is also important and healthy for the company that she improve the actual stores like is mentioned, that way the company is better known and eventually the same customers in other regions will request the opening of a new store in their area that they will
5/2/13 BSA/310 Frequent Shopper Program Kudler Fine Foods created a frequent shopper program which gives customers incentives to continue shopping there. Their rewards are determined by how much is spent on groceries and how frequent purchases are made. “Frequent Shopper Program proves the ability to gather data for marketing programs and run promotions for the loyal customers.” (Frequent Shopper). Web based advertising would allow for major cost reduction and provide helpful and effective consumer awareness about said products. In order for Kudler Fine Foods to develop a functioning frequent shopper program, it must track and monitor consumers shopping behavior.
Healthy eating is a trend currently sweeping through the world. By determining if most of the potential and current clients eat healthy, the company will want to market products that promote healthy eating. This information is obtainable through food websites by tracking what surfers view what type of recipes and information. This way Kudler will target specific ads to specific customers. Using the Consumer Decision-Making Process The consumer decision-making process plays a major role in the purchases that consumers make.
This responsibility also needs to be the leading factor in the lawsuits that are being filed against fast food companies because of childhood obesity. We are all aware of the health risks associated with eating these kind of meals and although children are left with little choice at times as to what to prepare themselves for breakfast, lunch or dinner, there are healthier alternatives for preparing meals which are also cheaper to purchase than fast food. With all the information available on the Internet, brochures at fast food restaurants and other nutrition tips at these establishments we need to hold ourselves responsible for our health and stop blaming the fast food
Let’s face it, big food companies are not going to lower their portion sizes, but that doesn’t mean you have to finish the whole plate. In “It’s portion Distortion that Makes America Fat” by Shannon Brownlee, she discusses how portion sizes have grown over the years. For example, “McDonald’s introduced its large size fries (large being a relative term, since at 3.5 ounces the 72 `large’ was smaller than a medium serving today).” This portion of text displays how consumers should be careful about how much they eat. In addition, “eating less is a matter of individual responsibility. “ Therefore, consumers are accountable for what and how much they eat, and are the only ones to blame for being
Executive Summary Consumer attitudes over the past couple of decades has seen a shift in focus to healthy eating and weight loss; societal changes has also resulted in many people having less time to prepare nutritious meals, but having the desire to look after themselves. This shift in attitude and desire has seen rapid growth and competition in the food manufacturing industry, in particular frozen meals which offer solutions to consumers, such as calorie control, convenience and nutrition. This report will look at two major players in the food manufacturing industry; Weight Watchers and McCain Healthy Choice, analysis of their marketing mix in particular the positioning of their product to their target market, pricing, distribution