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Kudler Fine Foods Marketing Research

Essay by   •  September 18, 2011  •  Case Study  •  972 Words (4 Pages)  •  3,316 Views

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Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area, serving three locations La Jolla, Del Mar and Encinitas. Each store has approximately 8,000 square feet of retail space located in fashionable shopping centers. Kudler Fine Foods has the very best domestic and imported fare at every location. Each location has a fine selection of: Bakery and Pastry Products, Fresh Produce, Fresh Meat & Seafood, Condiments and Packaged Foods, and Cheese and Specialty Dairy Products (Kudler Virtual Organization 2006).

The marketing strategy of Kudler Fine Foods is offering the highest quality and largest variety at the most reasonable price. Kudler is a Fine Foods store, so their focus needs to be more about how fine their products are and less about how inexpensive they are. Shoppers in this high end target market are concerned less with price and more with quality and rarity of the products. As part of Kudler Fine Foods' marketing strategy, classes and information are offered to introduce their customers, who may not be so familiar with fine foods, to the world of specialty foods and wine. These classes will make the store seem welcoming to customers of all backgrounds and take the hesitancy out of the minds of their customers, current and potential alike.

Kudler Fine Foods is on the right track for growth with their plans to implement a frequent shopper program, and their current offering of wine appreciation classes. A frequent shopper program will reward loyal customers and draw in a whole new customer base that is wanting to earn while they shop and receive a discount based on their membership. The wine appreciation classes are a great idea to entice customers who are not familiar with wines as well as further the education of those already interested in the world of wine. In addition to these tactics, further service, strategies and tactics can be implemented which will promote the grow Kudler Fine Foods. Potential new marketing strategies include gourmet cooking classes, entries in fine foods magazines and inclusion of the company advertisement in the local newspaper.

Kudler Fine Foods can use these additional marketing tactics to improve their market research. The frequent shopper program cards can be used to track user buying habits with the ability to compare these habits with the demographics of the customer who is using the card. In order to sign up for the card, demographic and psychographic information would be required. In addition, when signing up for the wine appreciation classes and gourmet cooking classes, customers will list their demographic and psychographic information. This information will be very helpful in how Kudler Fine Foods advertises their classes and additionally how they promote their stores.

The gourmet cooking classes will show customers how to use the products sold in Kudler Fine Foods to create wonderful home cooked meals. In addition to helping sell more fine foods, these classes will bring



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