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Kudler Fine Foods has become a leader in the gourmet food sales industry. Their mission to offer the best foodstuff, wines and cheeses from around the world has resulted in great success. Kudler is now focusing on expanding its services. They have now found an interest in catering. Catering will allow their customers to enjoy delicious, prepared gourmet meals for any occasion.
Management at Kudler has studied purchases and activities from their customers. Cooking parties are offered in the store for loyal customers and their friends. Frequent shoppers of Kudler are also provided with high end gifts items with their reward point system. These programs were designed to increase revenue, track purchase behavior and reward their loyal customers. This available information may become very valuable to Kudler marketing management. Activity from this information may be analyzed to successfully market these additional services for Kudler customers. These people have shown their desire and interest in the foods Kudler has to offer and therefore has become their target market (Kerin 1, 2006).
Kudler’s marketing department must develop a marketing program for their new service. This new catering service will include a price for complete meal preparation. This new service can also be promoted through their developed advertising routes. This advertising will allow for Kudler customers to be aware of their new catering services which will enable purchasers to enjoy fully prepared gourmet meals at home. This marketing mix includes all the controllable factors management will be able to adjust for promoting their new program (Kerin 1, 2006). ...