edf40wrjww2CF_PaperMaster:Desc
“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.” (Marketing Overview, 2008) To ensure that Kudler Fine Foods continues to grow they have set certain programs into motion. Kudler is looking at expanding the services they offer and starting a frequent shopper program. Kudler will also look at increasing the efficiency of their store’s operation.
One of the new services will be to have special guest chef’s come in and provide a cooking class. Customers would be able to come in and watch a live demonstration and then be able to get tips and tricks from the chef. To help make it seem more fun Kudler will also offer drawings during the demonstration for items available in the store. Kudler is also looking at hosting live demonstrations at customers’ homes if they wish.
Kudler is also looking to create a unique “Frequent Shopper Program” or loyalty rewards program. This program would not be on normal day to day purchases as others offer. Kudler’s program will work like some of the finer hotels and such. They will offer rewards such as higher end staples, upgrades to first class on certain airlines, or possibly other specialty food items. Kudler will also take the information from this program and try to “create a more intimate relationship with their customers” (Historical Sales Data, 2008) by creating a tracking system that tracks behavior over time and not by item.
Kudler’s marketing budget is slotted to include new initiatives, marketing communications and marketing research. New incentives will i ...