Kirkland Tuna Essay

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Kirkland Signature White Albacore Tuna: Marketing Plan About Costco and Kirkland Costco Wholesale Corp (Costco) is a membership warehouse club. Customers must pay for the opportunity to shop at Costco. They are an international chain that prides itself on providing members with the highest quality at the best prices. They also offer their members a no-risk shopping experience. Kirkland is Costco’s house brand. Kirkland products are “designed to be of equal or better quality than national brands…” (Costco, 2010). Costco offers a rotating variety of products and limits that amount of products that every warehouse offers at any given time. According an study of Information resources Inc, a Chicago based marketing research firm, nearly 80% of US shoppers exhibit positive attitudes toward private label products. Therefore, no wonder Costco has created nearly 15 years ago its private label brand: Kirkland Signature™ with the idea of creating a “signature’ line of products. There are several reasons to develop Kirkland Signature line of products ( Costco Connection ): Develop popular items with wide appeal to expand sales volume Control the quality of the product Drive down prices on national brands Control the packaging Achieve pallet efficiencies The working rule for all Kirkland products is that all of them must be equal or better quality than the national brands, and must offer a savings to Costco member ( Costco Connection ):Actually, around 10% (equals to around 300) of the products offered by Costco are Kirkland signature branded. The line of products offered include housewares, luggage, pet food and bedding, baby wipes, diapers, baby formula, apparel, wine, snacks, etc. All Kirkland Signature™ products are guaranteed to be of equal or better quality than name brands. Mission

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