...Marketing Research Nick Thakurani July 29, 2012 MKT/421 Mrs. Stephanie Burns Kudler Fine Foods is a high-end specialty food store located in the San Diego metropolitan area. The have three locations: La Jolla, Del Mar and Encinitas. All these locations are beautifully designed boasting an 8000 square feet space in fashionable shopping centers. Kudler Fine Foods is currently looking into improving and possibly expanding operations by introducing aggressive marketing strategies and tactics. In this paper I will evaluate Kudler’s marketing strategies and emphasize on the important of marketing research. I will also speak about additional marketing strategies Kudler can perform to maximize results, while highlighting the importance of competitive intelligence in regards to the development of Kudler’s marketing strategy and tactics. Marketing research is extremely important and will help Kudler Fine Food’s create long term business plans, launch new proposals and products and most importantly expand into new markets. “Marketing Research is the process of assessing the viability of a new product or service through techniques such as surveys, product testing and focus groups. Market research allows a company to discover who their target market is and what these consumers think about a product or service before it becomes available to the public.” Having a successful marketing research team will be very important to Kudler Fine Foods. Kudler already has some...
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...launching a new product according low income consumers in NE Brazil. Unilever Didn’t knew the low income consumers segment well or had firsthand experience of the kind of Marketing strategy that would work for this segment. Q: 2 what is the SWOT analysis of case? STRENGHTS 1. 170million consumers. 2. High market share. 3. Power of unillever brand in NE. WEAKNESS 1. Price of products very high which are not approach of Ne consumers. 2. Promtion problems. OPPORTUNITY 1. Good market structure. 2. Expected high growth in soap product. THREATS 1. High using soap in NE market. 2. Economic situation. Q: 3 what are marketing strategies for this case? Firstly, include betterment in product PRODUCT 1. Product with an attractive design. 2. Make the product between OMO and CAMPERIO. PRICE 1. Change the price of OMO. 2. Reduce the cost of other products for introduce a new one. 3. Set normal price not too low it will increase competition. PLACE 1. Easy availability of product. 2. Effeciency in distribution. PROMTION 1. Not focused on TV commercial because in the NE most people didn’t have the TV. 2. Direct marketing will be beneficial. Q; 4 what would you do and why if you are in position of Robert and Laercio? I want introduce the new product for the low income consumers. Because no other way to Grow. Introduce OMO, MINERVA and CAMPERIO products very successfully. Now the time, is introducing a new product...
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...2008 | 98 | $988.82 | $10.09 | $5.05 | 2009 | 80 | $897.58 | $11.22 | $4.82 | 2010 | 48 | $803.3 | $16.74 | $7.03 | 2011 | 37 | $421.8 | $11.4 | $4.21 | Percentage diary Sales by customer age group Age group | 2007 | 2008 | 2009 | 2010 | 2011 | <30 | 32% | 29% | 16% | 11% | 6% | 31-50 | 40% | 40% | 51% | 52% | 61% | >51 | 28% | 31% | 33% | 37% | 33% | 1. What further information would you need to analyse information on market and business needs to identify marketing opportunities? Good information is the foundation for good marketing, in order to identify marketing opportunities three main sources of information will be needed. Firstly, an organisation’s own record of their performance, in this case is the daily sales report. Secondly, specially commissioned market research conducted by the organisation itself, in this case is the percentage diary sales by customer age group. In additional, information from research organisations will be needed to identify marketing opportunities. Further information can be get from research organisations including comparative market information, competitor performance, customer requirements, legal requirements, ethical...
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...Level 3 unit 3-M1 Compare marketing techniques used in marketing products in two organisations In this assignment I will compare marketing techniques used in marketing products in McDonalds and Maxfactor. I will outline the similarities and differences of the way the two organisations use marketing techniques. My chosen products are: McDonald’s McFlurry Ice-cream and Maxfactor ‘masterpiece’ mascara. Technique | McDonald’s McFlurry Ice-cream | Maxfactor ‘Masterpiece’ mascara | Similarities | Differences | Market Penetration | McDonalds focuses on selling its ice-cream in the same and to the same customers by using methods such as BOGOF or offering a free one with a large meal. McDonalds also promotes its product by giving out ice-cream discount flyers to its customers. | Maxfactor focuses on selling ‘masterpiece’ mascaras to existing markets and uses methods such as advertising the product in a manner that will attract their chosen markets audience. Maxfactor promoted its product by demonstrating the effect of the mascara and free tutorials for its customers. | Both McDonalds and Maxfactor focus on selling their product to an existing market and both use promotion methods. | The differences is that McDonalds uses marketing penetration by giving out offers and discounts whereas Maxfactor can’t afford to do that with the ‘masterpiece’ mascara and therefore uses advertising to encourage the customers to buy the new product. | MarketingDevelopment | McDonalds has used...
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...The New-Product Development Process Because introducing new products on a consistent basis is important to the future success of many organizations, marketers in charge of product decisions often follow set procedures for bringing products to market To create successful new products, a company must understand its consumers, markets, and competitors and develop products that deliver superior value to customers. Figure 1: major stages in new-product development Idea generation Idea screening Marketing strategy developmentt Concept Development and testing Commercialization Test marketing Product Development Business analysis 1. Idea Generation New- product development starts with the idea generation- the systematic search for new product ideas. Because introducing new products on a consistent basis is important to the future success of many organizations, marketers in charge of product decisions often follow set procedures for bringing products to market. The major sources of new product idea include internal resource and external resource such as customers, competitors, distributors and the supplier. Internal idea sources Using internal resource, the company can find the ideas through formal research and development. It can pick the brains of its executive’s specialists, engineers, manufacturing staff, and sales people. Some companies have developed successful “entrepreneurial” programs that encourage employees to think up and developed product idea. ...
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... it is paramount to every marketing success to develop marketing communication objectives. Now, having said this, what are BK's marketing communication objectives? Before discussing BK's communication objectives behind its marketing campaigns, let us point some significant terms that are mainly considered as major promotion tools, "advertising", "sales promotion" and "public relations". From the origin of these terms, we can define what marketing communication involves. First, introducing the product or service and pushing it forward, then encouraging the purchase of this product or service, building good relations with the company's public by obtaining favorable publicity, and finally building up a good corporate image and a profitable customer relationship. In our case, since marketing communication is the most visible element of the marketing campaign and apparently the most crucial one, BK and after awarding the management of its marketing campaigns to Crispin, has given these marketing elements a vast significance in an attempt to achieve its objectives. These objectives are derived from the marketing objectives that are usually stated in terms of sales percentage, profitability and market share. Sales percentage: increasing sales by targeting a larger consumer segment and consequently achieving profitability. Market share: increasing and improving brand image for its consumers. http://www.graffittistudio.com/img/advertising.jpg Marketing communication objectives should...
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...Food Marketing APEC 4451 Fall Semester 2010 New Product Development Process Targeting and Segmentation Dennis J. Degeneffe The Food Industry Center University of Minnesota Why Introduce New Products? • The Case For Introducing New Products – – – “Organic Growth” - Shareholder value Competitive Position Capacity Utilization • The Case Against Introducing New Products – – Risk – the odds against success • High Odds of Failure* • High Cost of Failure “Cannibalization” of existing business. • Therefore introducing new products is a risky business! New Product Development Process • A systematized approach for the development of new products to manage risk. • A general approach that is followed by most major consumer goods companies. – Includes the infusion of creativity… – … and the rigor of evaluative decision points – or “Stage Gates” New Product Development Process Overall Process is made up of 8 stages. Opportunity Identification Idea Generation Concept Development Concept Concept Testing Product Development Positioning Development STM Confirmation Advertising Testing Test Test Marketing Commercialization New Product Development Process … Some are “developmental” sages, and some are “evaluative” stages. Opportunity Identification Idea Generation Concept Development Concept Testing* Product Development Positioning Development STM Confirmation Advertising Testing Test Marketing* Commercialization *”Stage Gates” ...
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...launching a product i.e. Tablet. Table of contents: * Understanding consumer behaviour * Advantages * Disadvantages * Conclusion * Appendix Understanding consumer behaviour Studying consumer behaviour helps a company to set up its goals and marketing strategies. To understand a consumer’s psychology in order to improve an organisation’s marketing tactics is essential; it helps firms and organisations to study the behaviours, choices and needs clients make to consume a product or service. Hawkins (2007, pg.22) stated, “The consumer decision process intervenes between the marketing strategy and the outcomes. That is, the outcomes of the firms marketing strategy is determined by its interaction with the consumer decision process. The firm can only succeed if consumers see a need that its product can solve, become aware of the product and its capabilities, decide that it is the best available solution, proceed to buy it and become satisfied with the result of the purchase.” Marketers use a number of ways to analyse consumer behaviour including behavioural, emotional and cognitive. Solomon (2013, pg. 3) concluded that various factors influence consumers to make choices to buy products including their friends, social media, society and culture. Kumar (2009, pg. 181) proposed that it is very important to keep the values, beliefs and morals of customers in mind. Especially, while introducing gadgets like mobile phones, laptops and tablets, it is vital if the product is more...
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...iApple Computer, Inc.: Maintaining the Music Business While Introducing iPhone and Apple TV INTRODUCTION According to Apple Computer's 2007 10-K Annual Report, "The Company is committed to bringing the best personal computing, portable digital music and mobile communication experience to students, educators, creative professionals, businesses, government agencies, and consumers through its innovative hardware, software, peripherals, services, and Internet offerings." The company's 2005 Mission Statement reads: Apple Computer is committed to protecting the environment, health and safety of our employees, customers and the global communities where we operate. We recognize that by integrating sound environmental, health and safety management practices into all aspects of our business, we can offer technologically innovative products and services while conserving and enhancing resources for future generations. Apple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services. In recognition of current market trends, Steve Jobs has claimed that he wants to transform the company by making the Mac the hub of the consumers’ digital lifestyle. Despite Apple Computer's recent successes, the company is facing an ever-changing competitive environment on multiple fronts. 1. What are the key strategic challenges facing Apple Computer? 2. What are some of the dimensions...
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...Marketing Environment Analysis for India We would see on what is the marketing Environment analysis with the PESTAL ANALYSIS, which stands for Political, Economic, Social, Technological, Legal and Environment, all areas affecting a business. * POLITICAL: The capital market of India is very vulnerable. This is because of its democracy way and also the extremely unbalanced growth and rampant corruption. India has been politically instable in the past but it is a little politically stable nowadays. The political instability of the country has a very strong impact on the capital market. The share market of India changes as the political changes took place. This is clearly seen in the Hindus and Muslims crisis between 2003 and 2004. The capital market of India is too weak and is based on speculations. The political stability of the country is very important for the stability and growth of capital market in India. The political imbalance or balance of the country is the major factor in deciding the capital market of India. The political factors include: 1. employment laws 2. tax policy 3. trade restrictions and tariffs 4. political stability * ECONOMICAL: The economical measures taken by the government of India has a very strong relationship with the capital market. Whenever the annual budget is announced the capital market goes up and down with the economical policies of the government .If the policies are supportive to the companies then the...
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...Marketing Plan: Phase I Kelly Addis, Jillian Caldwell, Kristen Kobyluck, Jaclyn Portugal, & Honey Spoon MKT/421 April 24, 2011 Matt Rosenberg Marketing Plan: Phase I During week two, Learning Team B will take a thorough look at the Olive Garden Italian Restaurant chain. Team B has decided that a new appetizer item should be added to the restaurant menu. The appetizer item being considered is cheese filled breadsticks served with Marinara sauce. The team will begin this marketing plan by giving an overview of the Olive Garden Restaurant, along with a detailed description of the new menu item being considered. They will also explain why marketing plays an important role in the restaurants success. A SWOTT analysis will be given to introduce all the strengths, weaknesses, opportunities, threats, and trends that should be considered prior to introducing this new appetizer to their menu. Finally, a marketing research approach will be decided upon and used to develop the marketing strategy and tactics for this new appetizer item. Olive Garden Restaurant General Mills originally created the Olive Garden restaurants in 1982. In June of 1995, General Mills moved the Olive Garden division to its newly developed Darden Restaurants, Inc. Olive Garden has quickly become the largest casual dining restaurant company in the world. Olive Garden uses Italy as its basis of inspiration and attempts to focus on hospitality and a pleasing dining experience. In 1999...
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...Importance of Marketing How the consumer perceives a product or business attributes to the downfall or the success of that business. Developing a solid business and marketing plan ensures the success of the business. The Edwards regal cinema business is a small but reputable organization. When introducing a new product to the consumer following the four P’s of marketing has to be put into play. Product, place, price, and promotion are the areas to be addressed by the marketing team. Introducing the dining experience as an addition to going to the theater to see a movie is a good idea, especially for families. The regal theaters have prime locations, which is important. The accessibility of the theaters will ensure that sells will increase. Prices are always negotiable because prices set can always be off set with coupons for families to eat a meal and enjoy a movie for a discounted price. By offering coupons the consumer will feel better about spending his or her hard- earned money. Affordable entertainment is important with the economy as it is. Discounts and coupons will draw people to the Regal Theaters even more than the competitive theaters. Flooding the market with introductory coupons upon opening the new feature will ensure a good return starting off, and using television commercials, radio, Internet, and flyers will also. The most important aspect of a good marketing plan is to get information to the consumer about the product or service that is offered...
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...Kudler Fine Foods - Marketing Research Name MKT/421 Instructor Kudler Fine Foods - Marketing Research for Kathy Kudler founded Kudler Fine Foods out of her own desire to have gourmet foods, which she loves to cook. Kudler Fine Foods is an upscale gourmet food market, offering a vast selection of the freshest and finest ingredients and products. Kudler can offer these items at a reasonable price and the stores have trained employees to assist their customers with item selections. Market Research Marketing research is defined as the gathering, analyzing, and interpreting of information about a market. Research is conducted on a product or service to be offered for sale in that market based on past, present, and potential customers. It analyzes the characteristics, spending habits, location, and needs of the target market, the industry, and the competition the business will face (Entrepreneur Media, Inc., 2011). After a visit to the Kudler website, it has been determined that further research is needed to determine a new course of action for the organization. The surveys currently offered at the store provide some information, but they do not give enough information to adequately chart a new marketing plan. This means that further research must be conducted to determine the organizations appropriate course of action. Defining the marketing problem. At the present it seems that not enough information has been gathered to analyze the marketing problem. Kudlers needs...
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...Assignment 2: Advertisements to Compare Segmented Beauty VS Luxury Fashion By: Jasmine Rutledge Dr. Kevin Tullis Marketing 506 11/14/14 Segmented Beauty Products VS Luxury Fashion Line Introduction The potential of product sales is highly reliant upon the understanding of consumer behavior. Because the actions, feelings and outlooks of consumers play such an essential component to product sales, it becomes imperative that the desired message of any product’s marketing strategy is communicated with the most effective approach, catering to the thoughts, needs and interests of the targeted consumer group. This assignment will analyze the advertisement of a new line of segmented beauty products and compare it to the advertisement of a highly recognized luxury fashion brand. Upon identifying the overall intent of the advertisements, the targeted consumer group will be identified, appropriate communications channels will be selected and potential risk factors will be addressed. Comparison of Message & Customer Groups In Chapter 4, there is an advertisement introducing a new line of lotion and cosmetic products. Though beauty products can easily be appealing to diversified groups of women, the products being introduced in Exhibit 4-7 have a distinct approach in that they have embraced specific sub-cultures and developed a product that caters to their particular desires. There are several subcultures throughout the United States with African-Americans (blacks), Hispanics, and...
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