...Running head: PRODUCT LAUNCH PLAN Communications Plan MKT571/Marketing June 26th, 2011 Dr. Shirley McLaughlin A marketing plan helps make marketing efforts easier for a product launch. A successful plan incorporates important elements. Kudler Fine Foods (KFF) latest product, organic olive is available domestically and internationally. The success of KFF’s product launch relies on many substantial parts. Therefore, team A will develop a product launch plan for both domestic and international markets addressing factors such as: product description, product positioning, targeting, market needs, market growth, SWOT analysis, competition, marketing objectives/ strategies, pricing, marketing communication, distribution strategies, financial information, and marketing research. Product Description Organic Olive Oil is defined as oil which is made from the fruit of an olive tree. There are various versions of the oil that was created. Some of the versions of olive oil are extra virgin, virgin, ordinary virgin, and refined just to name a few. There are a lot of different countries where the oil is created, marketed and sold. Each oil is given a harvest date. The harvest date is created because with some of the oils are created; the oil sits for years prior to it being bottled for distribution to be sold. In a lot of cases, the oil is actually old, even though it is being marketed as a new one. Organic Olive Oil is produced from Olive crops that have been grown naturally without...
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...Kudler Fine Foods Product Launch Kudler Fine Foods Product Launch Plan Introduction Kudler Fine Foods offers a variety of gourmet products including fine cheese, wines, and spirits. Kudler believes adding a premium gourmet chocolate line is beneficial to Kudler’s well-established theme; offering different types of chocolate, made with organic and nonorganic ingredients. This new product has an attractive price range for the customer’s demand. Kudler’s domestic and international expansion is highlighted in this product launch plan identifying the product description and positioning. It also provides information on targeting, market needs, and market potential and market growth. A domestic and international SWOT analysis is provided and market research indentifying the competition, the marketing objectives and strategies, pricing, marketing communication, and distribution strategies. For this launch plan, a budget and the marketing research strategy is also included. Product Description Chocolate is a luxurious treat. For many decades, it has been given as gifts to express love and affection for another person. Kudler enters the moderate market of fine gourmet chocolates. This new product is comprised of dark chocolate, milk chocolate, and white chocolates, assorted truffles and biscuits. The types of chocolate Kudler offers include: • Handmade chocolate: chocolates using spices, herbs, fruit flavors, coffees and tea flavorings including nuts and dried...
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...Kudl Kudler Wines Product Launch Plan MKT 571 Kudler Wines Product Launch Plan Developing strategies in relation to any application of marketing suggest a marketer’s ability to comprehend and align business practices with the need of the consumer and business simultaneously. Strategies present challenges whether domestic or international markets are the emphasis. The ability to set customary prices, have market presence, encouraging advertisements and publicity, understand the competition, develop accurate communication, a complete SWOT analysis including domestic and international markets, and customizing the target market, present boundless opportunity that consumers appreciate and market recognition. At each stage of strategy implementation, the prospect for marketers to research and comprehend the select target markets yields a profit scenario. As Kudler Fine Foods establishes the company’s presence in Italy, the home market and France, signifying the secondary market, it is essential to create strategies concerning logistics from a business perspective rather than an industry adapted or suggested alternative. It is imperative that Kudler Fine Foods marketing agents such as intermediaries are advised of the product and able to communicate successfully in each demographic. Kudler Fine Foods use of intermediaries suggests that entering international markets allows “superior efficiency in making goods widely available and accessible to target markets”...
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...Product Launch Plan Kudler Fine Foods stores are approximately 8,000 square feet of retail space, which carries the very best domestic and imported fare at every location (Kudler Fine Foods, 2013). Kudler Fine Foods offers the finest selection of bakery and pastry products, fresh produce, fresh meats and seafood, condiments and packaged foods, and cheese and specialty dairy products (Kudler Fine Foods, 2013). Kudler Fine Foods is creating a product launch plan to open two new stores in two different countries. Kudler Fine Foods is planning to opening new businesses in St. Lucas and Australia. Creating a product launch plan several things need to be kept in mind. First set of topics to identify would be the product description, product positioning, targeting, and market needs. The second set of topics would be market potential and growth, company SWOT analysis for both countries, the competition, marketing objectives, marketing strategy, and pricing. The third set of topics would be marketing communication (including public relations), distribution strategy for both domestic and international market entry, financial information, and marketing research conducted for the plan. Product Description Kudler Fine Foods is recognized worldwide as simply the leader of producing quality gourmet foods. More companies are competing with and striving to be like the Kudler Fine Foods daily. Kudler Fine Foods brings a new experience to areas he or she will not be able to purchase at a local...
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... Marketing Research Analysis: Kudler Fine Foods In marketing we learn the various variables that companies use to market and strategize products or a message to a large base of individuals. The difference between selling a product and advertising a product is the amount of research that goes into determining who will buy the product. The most unique component about marketing is the target demographics such as age groups, gender, culture, ethnicity, and various other target audiences are the areas a marketing strategy would have to consider to be effective. With Kudler Fine foods you come to found that you have an organization that has adopted a simple motto, which has reflected in its overall success, which is “Provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (University of Phoenix, 2008). As we have seen the Kudler Fine Food organization has branch into a three location in the California area. With a successful marketing strategy the Kudler Fine Food business with see a substantial increase in its business and expansion to more individuals informed of their business or products. Importance of Marketing Research Marketing research is the key component that needs to be addressed, prior to a major launch of the marketing initiative. A formulated strategy that analyze the issue, acquire specific...
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...Statement…………………………………………………..7 Generic Strategy…………………………………………………….7 Grand Strategies…………………………………………………….7 Long Term Objectives………………………………………………8 Shot Term Objectives……………………………………………...10 Contingency Plans…………………………………………………10 Critical to Success Factors…………………………………………11 Environmental Scan and Summary………………………………..12 Internal Analysis…………………………………………………...13 External Analysis…………………………………………………..14 Value Chain Analysis……………………………………………...16 SWOT Analysis……………………………………………………20 Resource Based Analysis…………………………………………..21 PEST Analysis……………………………………………………..22 Conclusion…………………………………………………………25 List of Appendixes………………………………………………...26 References…………………………………………………………27 Executive Summary This paper examines the current state of the organization, Kudler Fine Foods (KFF) by considering its background, financial status, operations, original and future vision and mission statements as stated by the owner, Kathy Kudler. It expands upon the owner’s desire to continue growth by creating and suggesting a new vision for the organization that continues to build on the organization’s original set of values and mission. The internal and external environments are examines. A new generic strategy and new grand strategies are presented and supported by long and short term objectives, and contingency plans and critical success factors are identified to mitigate unforeseen issues that may occur. The leadership at KFF wishes for continued growth and expansion and this must be completed in a manner...
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...Kudler Fine Foods Kudler Fine Foods People have a passion in their lives that encourages them to follow their dreams. Kathy Kudler’s followed her passion for gourmet cooking and opened Kudler Fine Foods in 1998. Kudler Fine Foods is on the way up by an increasing presence in Encinitas, La Jolla, and Del Mar. These outlets offer a wide selection ranging from seafood to meats and alcoholic drinks to bakery products. The products offered are both imported and domestics. Kudler is trying to increase her sales by expanding her sales. “To provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment,” (Kudler Fine Foods, 2011, p2) is the mission of Kudler Fine Foods. To promote the newly offered services Kudler will use marketing strategies. Importance of Marketing Research When planning to launch new products or services it is vital to use marketing research. Marketing research entails information collection regarding current competitors, future customers, and existing marketing conditions. This information will help Kudler to have an understanding of the target market. The target market can include age, gender, location, and income group. The base of the information will refine the marketing plan. This will produce minimum error and offer high profit chances. Throughout the lifecycle of the product the information collection should continue. This will allow the company to manage the product appropriately, judge...
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...Kudler Fine Foods Thomas Wolfe, John McDuffie, Lindsey Laumand MKT/571 November 8, 2012 Vanessa Easter Kudler Fine Foods San Diego is known for its nice weather; relax atmosphere, and great amusement parks that attracts millions of tourist each year. Kudler Fine Foods is also known in San Diego for its gourmet items such as: bakery, produce, meats and seafood, and cheese and dairy and wine. Kudler strives to provide their customers with the finest and freshest products that are available in the market. Kudler Fine Food was founded by Kathy Kudler in June of 1998 (The website of Kudler Fine Foods (2012). Katy’s desire of offering customers with one stop shop and fresh ingredients became a reality with the opening of the first store in La Jolla California an upscale seaside community located just north of San Diego. The La Jolla store was an overnight success for Kudler,. Kudler open a second store in Del Mar California a beach town that is located in San Diego. Kudler latest store was open in 2003 in Encinitas California a costal beach town that is located in the costal are of San Diego. Success for business owners does not come without a market plan. Kudler recognized a need for the communities of La Jolla, Del Mar, and Encinitas and was able to deliverable products to the communities that meet their needs. Kudler understanding of a market analysis aids Kudler Fine Foods in expanding to 3 stores in five years. A market analysis is usually followed by a market...
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...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 impressive marketing strategies in place...
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...implementing a new quality plan for a new product or service. Quality can be described as the maker or breaker for almost all business. After all customers focus more on quality and customer service more than anything else including price. In this paper, I will discuss Kudler’s quality strategies and strategic plan as well as identify and examine the process of improvement. Furthermore I will also talk about Kudler’s tools and techniques along with the significance of competitive intelligence as it relates to their organization. The History of the Company Kudler Fine Foods is an upscale specialty food store founded by Kathy Kudler in June 1998. The business offers their customers a wide selection of both imported and domestic products from bakery, meat and seafood, to produce, cheese and dairy products, not to mention their extensive assortment of wines. Presently, Kudler Fine Foods has store locations in La Jolla, Del Mar, and Encinitas, California. “Kudler’s mission is to provide their customers with the finest selected foodstuff, wines, and related needs in an unparalleled consumer environment” (Apollo Group 2008). A few years after opening, Kudler Fine Foods quickly began to experience substantial growth. Therefore, the company is currently concentrating their efforts on expansion of their services, improving the efficiency of their operations, and increasing their consumer buying cycle. In order to accomplish these plans, they must first identify the...
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...Kudler Fine Foods Lisa L. D'Annunzio MKT/421 Marketing April 20, 2011 Judith Longmeyer, MBA Kudler Fine Foods Kudler Fine Foods is an upscale gourmet food market. Kudler specializes in fine bakery products, meats and seafood, produce, cheese and dairy, and wines. The company wants to expand with a new location. With the expansion, Kudler needs to focus on the marketing strategy and incorporate additional marketing research. Competitive intelligence and analysis helps Kudler redefine the marketing strategy. Importance of Marketing Research According Kerin, et. al. (2009), “Marketing research is the process of defining a marketing problem and opportunity, systemically collecting and analyzing information and recommending actions” (Marketing, 2009, p. 199). Marketing research helps create long-term business plans, launch new products or services, and expand into new markets. Market research determines what the consumer desires in the store and the ranking against competitors. Kudler identifies the market share through research. Marketing research involves five steps. The five steps are defining the problem, develop the research plan, collect relevant information by specifying, develop findings, and take marketing actions (Longmeyer, 2011). Using the five steps of market research identifies the weaknesses and strengths in the expansion development. Additional Market Research For Kudler to remain competitive, they need additional market research in business...
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...Marketing Research for Kudler Fine Foods Joyce Liupaogo MKT/421 - Marketing April 9, 2012 Gregory Rankin Marketing Research for Kudler Fine Foods Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, or fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. “Marketing research finds the characteristics of target markets and plays an important part in an organization’s strategy of expansion (Kotler & Keller, 2012).” Kudler Fine Foods is an upscale specialty food store. Its mission is to provide customers the finest in selected foodstuffs, wines, and related needs in an unparallel consumer environment. “Kudler Fine Foods has experienced significant growth and is now focused on expanding the services, improving the efficiency of its operations and increasing the consumer purchase cycle as a means to increasing the loyalty and profitability of its consumers (Apollo Group Inc., 2011).” Marketing research is important to Kudler Fine Foods since they are expanding their services. Marketing research will help develop a plan for Kudler Fine Foods’ expansion and help them identify their strengths and weaknesses. In addition,...
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...Marketing Research Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area. They sell almost anything such as bakery and pastry products, fresh produce, seafood, meats and cheese and specialty dairy products. Their mission is offer a delightful and pleasing shopping outing to their customers coupled with their experienced, helpful staff. In this paper we will discuss the importance of marketing strategy and tactics while identifying the areas where additional market research is needed. Also, analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics. The Importance of Marketing Research Marketing research is a type of business study that gathers records and analyzes data about consumers, competitors and the market. Marketing research can help create a business plan, launch a new product or service, expand into new markets, fine tune existing products and services. Businesses use market research to configure which parts of the population will purchase their products based on variables such as age, gender, location and income level. Marketing research finds the characteristics of target markets and plays an important part in an organizations strategy of expansion. Marketing research is important Kudler Fine Foods. Since the founder, Kathy Kudler, was the Vice President of Marketing for a large defense contractor, she is aware of the importance...
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...STRATEGY Marketing Strategy For Kudler Fine Foods Jennifer F. Benner MMPBL/502 – Rick Johnson University of Phoenix March 10, 2011 Marketing Strategy For Kudler Fine Foods Kudler Fine Foods, an upscale specialty grocer, is considering adding catering services to the existing services offered by the stores. Analyzing the current market is essential to the success of the catering services. Marketing is the management of customer relationships by creating, communicating, and delivering value to customers in a way that benefits the company [ (Kerin, Hartley, Berkowitz, & Rudelius, 2006) ]. Kudler will need to determine the customer needs, create a program to meet these needs, and communicate this program to the customers in order to be successful. This paper will consider the marketing mix for Kudler, the products that should be chosen, the appropriate pricing for these products, and how to promote the new products. The success of this new venture also depends on the relationship with local growers and this paper will establish the benefits of marrying these growers with the catering services. Market Research Marketing research is the process by which an organization defines a market problem or opportunity, collects and analyzes data, and recommends a future course of action [ (Kerin, Hartley, Berkowitz, & Rudelius, 2006) ]. In an attempt to gain insight into the opinions of Kudler’s customers, Kathy Kudler conducted surveys in 2009 and 2010...
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...Communications Plan Danisha Howard, LaMeka Calhoun, Amy Saal, Jameka Styles, Dareth Stover MKT/571 April 29, 2013 Dr. Armando Salas-Amaro Team C is looking to implement a communications plan for our product launch. We plan to include both your domestic and international markets information to back our decision for the plan. In this paper we will discuss the following: factors involved in developing and managing an effective marketing communications plan, advertising and promotion programs for the new products, technology trends, and finally compare and contrast the marketing communication strategies for both your domestic and international markets. Developing and Managing an Effective Marketing Communications Plan Kudler Fine Foods is attempting to enter the international customer market in China and United Kingdom and an effective integrated marketing communication plan is essential for the success of the company. Because of globalization and increased competition in the international market, it is vital that Kudler Fine Foods concentrate their efforts on the targeted consumers’ satisfaction with their product. The integrated marketing communication plan will have to inform, communicate, entice, grow, and retain their customer base in the United States, China, and the United Kingdom. Marketing communications allow companies the ability to inform, persuade, and remind consumers about the products and brands that they sell. The voice of the brand can establish...
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