Kudler Communications Plan

Consumer communication; the mars is constantly working to improve its consumer communication and was pioneer to launch nutrition information on its label (Mars

convey the information to the sales and marketing division to provide an opportunity to plan future marketing strategy. The ability for Kudler Fine Food to expand its business is part of the successful implementation plan with the potential of adding software and hardware as the need arises.

Although Kudler Fine Foods has chosen two very specific markets to target, a more thorough understanding of those target markets is needed to deliver what they want. One of KFF’s target markets is gourmands. KFF’s research focus in this area has been primarily on the supply side: Kathy monitors what products the competition is offering, what products are advertised in gourmet magazines, and what products are shown at gourmet conventions and websites. To discover what gourmands want, KFF also needs to research the demand side. Mining on-line blogs and gourmet food forums are two ways KFF can increase its understanding of what gourmands want. Customer surveys, such as the ones KFF currently uses in-store, can also be revised and used both in-store and on-line. Specific areas to be researched include:

Kudler Fine Foods website needs a redesign. The website has no real good information other than directions to their stores, and while this information includes maps, it lacks store hours. Based on designs of other food stores like AJ’s Fine Foods (AJ's Fine Foods, 2012) , Sprouts Farmers Market (Sprouts Farmers Market, 2012) and Whole Foods (Whole Foods Market, 2012) , the website is lacking in many areas that would lead customers from website to brick and mortar store. One of the key areas of the current site that needs to be addressed is the very

“Kudler Fine Foods is a local upscale specialty food store located in the San Diego metropolitan area” (Kudler Fine Foods, 2011) that needs to enhance its marketing

Kudler Foods specializes in providing unique and high quality ingredients for the gourmet chef. In an effort to increase profits, the company is interested in adding catering to its service offerings. The success of the catering service offering is dependent on the creation of an appropriate and effective marketing campaign. The market campaign chosen must step up to the plate and make this happen. Things could go as planned but it's highly based on

First things first; the team must determine how it would like to bring the network to each one of the Kudler Fine Foods locations. Currently, Kudler Fine Foods is

Kudler needs additional market research in the control, monitoring, feedback to evaluate the plan. The marketing strategy will prove success if the company finds new ways for consumers to think of Kudler first when it comes to gourmet and fine foods. Kudler’s products have to stand apart from its competitors to appeal to people. The right price, placement and promotions for the gourmet grocery store will give the stores an advantage over its competition.

However, customers may request cooking classes be held in their homes, for a price. By holding cooking classes in customers’ homes, the company hopes to encourage consumer loyalty as well as word-of-mouth advertising. As the word of the cooking classes makes the rounds through the city, Kudler’s fame will increase, as well as the company’s revenues.

The goal of Kudler Fine Foods is expansion and growth while increasing profit and the current book of business. By doing the extra research and implementing a risk management program before opening a new location will increase the success of all three current locations and ensure the success of any future locations. It will also help Kudler organize and develop other facets of the business like the website. A little extra work goes along way and with the risk management plan in place and a new location market analysis model being used Kudler Fine Foods should be able to grow and meet all the organizations goals.

“Marketing communication is an ever changing field. New theories, new techniques, cultural changes and technological advances all combine to create a dynamic environment within which marketers try to ensure that their messages get through to their target audiences” (Blythe, 2006, p.2). Fill (2005) argues that marketing communications is the way in which organisations reach their target audiences or it is an “audience-centred activity” (Fill, 2005, p.9).

Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.

The main purpose of health promotion is to heighten people’s motivation to strive for optimal health, while assisting them in making lifestyle modifications that will help them advance their wellbeing to an ideal state. Modifications of the unfavorable way of living can be enabled through a

McDonald’s can use the power of social media to interact with its consumers to understand their grievances. Perhaps the negative publicity that the company has received is due to lack of proper interaction with the customers (Selcke, 2012). Through social media such as Facebook and Twitter, the company can enlighten the public on the quantity of calories that is present in every food item. Millions of McDonald’s customers can be reached via Facebook and Twitter. The company should use its Facebook pages to apologize for any bad decisions, set the record straight, and even seek advice from its consumers to enhance positive publicity (Selcke, 2012).

To ensure an effective marketing campaign an Integrated Marketing Strategy must be developed to communicate the brand and work collectively with various tactics to deliver a seamless message to consumers that stand out amongst competition. The objective is to make certain all elements of the marketing communication including, public relations, advertising, online communication, direct marketing, social media, and sales promotions are a collaboration of a unified campaign to effectively promote a product, rather than each tactic working independently, and would not have a maximize effectiveness. Csikósová (2014).