Kudler Fine Foods

Introduction

Kudler Fine Foods a rising gourmet specialty food store chain who plans to increase client dependability by presenting extra high scope services, leveraging the firm’s better understanding of customer acquisition patterns, and providing more efficient operations. Fresh consumers will be acquired through social system marketing and word of mouth.” (University of Phoenix, 2007) This essay will discuss the value of the marketplace study presented to KFF, the expected market join manufactured goods, place, price and promotion that must be used to release the new catering service, the tools to sustain the new procedure and lastly the role that organic manufacture will take part in the upcoming catering service.

Relative Value of Market Research

By understanding the value of market research one must first realize the function of the marketing study as proposed by Callingham and Baker (2002):

One of the major reasons for conducting a marketplace study intend to forecast the effect of forthcoming procedures, is by choice, a new service or a trademark launch. (p300) h

KFF is launching an advertising campaign based on market place research and effective communication. The marketplace research attempt will focus on market range, services benchmarking and food marketing. Ms. Kudler’s previous experience in marketing makes her the reasonable option to take the marketplace efforts for KFF. She will lead with a marketing team to identify “the marketing opportunity, formulating possible questions, selecting a model to follow, putting together and analyzing the statistics and the outcome of their research study” (Kerin, Hartley, Berkowitz and Rudelius, 2005, p. 614).

Factors of the Marketing Mix

There are “four basics factors in the marketing agenda intended to please consumer requirements are product quality, price, promotion, and place.” (Kerin, Hartley, Berkowitz and Rudelius, 2005, p. 24) The four P’s that set the marketing mix they “are controllable factors because they are within the control of the marketing department in the business structure.” (Kerin, Hartley, Berkowitz and Rudelius, 2005, p. 14) The corporation will use the marketplace research information to produce a marketing mix to achieve the corporative goals “to increase consumer allegiance by offering added high-margin services, introducing the firm’s better understanding of customer purchase patterns, and providing more well-planned operations.” (University of Phoenix, 2007) Ms. Kudler as the advertising authority understands that “The role of the marketing mix is to facilitate develop a package that will not only assure the consumers’ requirements within the aim markets, but at the same time may improve the organization’s final outcome” (Doyle, 2004, p. 380). For KFF marketing mix to be successful, the marketing team needs to be aware of the manufactured goods that they are selling. While KFF is a retail gourmet food store, their yearly development plan is based on the goal of increasing consumer trustworthiness by offering new high-end services like catering, frequent buyer programs and cooking classes.

Product offering

As mentioned in Kudler Fine Foods 2007 marketing and sales plan the merchandise offering will be subject to change based on information collected by the frequent buyer program. “The frequent buyer program will give us important figures on consumer purchase patterns. Information from the frequent buyer program will also be used to follow what menu products and catering services are most accepted within Kudler’s consumers. Parallel to the cooking classes given by world famous chefs, catered events are projected to be fashionable, feature distinctive menu items and KFF goods that may produce rumors within the target crowd. KFF’s existing customers already know that stores only offer the top quality gourmet food available. By KFF introducing local organic goods and technology (like internet marketing) to sustain new services will let all stores to regulate the product offering not only on display but also in its catering menu. Store catered events with top quality gourmet food and organic produce may have a positive feedback on consumers’ familiarity of the company’s intentions. Other element of the marketing mix that Ms. Kudler marketing team may have to deal with is pricing policies.

Pricing

Kudler Fine Foods consist of three facilities from which they will lead the catering services. As the service became popular within the customers, KFC may think about expanding their stores to incorporate kitchens and culinary equipment required to sustain the service. As Kudler Fine Foods continues to develop their exclusive line of products, they may keep the catering services in their stores. The reasons are that all stores will take steps in order to become the sole provider for raw material; storehouse should let employees to support catering service while interacting with customers.

Promotion and advertising

To advertise its new catering service KFF has a number of options such as Kudler Web page, TV commercials, internet links from suppliers, newspaper and magazines ads, word of mouth, regular mail and in store advertisements. Kudler marketing will concentrate on three advertising tools. The catering service may be promote through two direct mailing pieces the first piece will be sent to all current customers and a second part that will not only publicize the catering service but also supply information on all product and services on stock. This letter will be mail to high-wages zip codes in hopes of attracting new customers.

“A customer’s purchases are often predisposed by the opinions, views or behaviors of others. Two aspects of personal influence are important to marketing: opinion leadership and word-of-mouth action.” (Kerin, Hartley, Berkowitz and Rudelius, 2005, p. 134) The opinion leadership marketing model was used by Daimler Chrysler Corporation when he “invited influential society leaders and corporate executives to test its new cars” (Kerin, Hartley, Berkowitz and Rudelius, 2005, p. 134). KFF may use leaders marketing advice to promote it new catering service. They can achieve this by asset an in house catering event and inviting their most reliable customers. Other options would be to hold a contest and select regular buyers to win catering