Sprig's Marketing Strategy

As for our market segmentation the concentration will be on teens, young adults, and parents. Since teens don’t typically cook a lot we believe that there should be a chance for success in this area because we are offering quality products at a cheap price. The same could be said about the young adults as they could be new into the work force and looking to get the most food for the price and this is something that we will be able to provide for them. With all of this being said our main focus will still be with parents and families. This is because we want to gain customers at a young age and hope to maintain these customers for the period of their entire lives. If our business is able to obtain life-long customers it is sure to be a success and this is what we are looking for with our business.

The concept aims at attracting a niche target market of people living in the city, whose age ranges between 35 and 60 years. Due to the exclusivity and exquisiteness of the concept, a high-income, white-collar market would be favorable. Marketing would be sought through word-of-mouth, actually believed to be the swiftest and most effective.

1. Target a new customer segment that id young and always ready to try something new and exciting.

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New

The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.

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

The old people have very different consuming structures and needs. For example, they prefer golf over vigorous sports such as tennis and hockey. They also like walking, gardening more than young people do. They also need health and pharma cares. This generation has longer life-span, they were at their peak of earning before retirement and have larger discretionary income to spend. The baby boomer market is full of chances that are extremely profitable. The old people are more concern about their health condition, therefore nutritional/dietary consulting, massage, personal training, and fitness instruction such as yoga, tai-chi could be possible opportunities for profits. The baby boomers also have desires to visit and experience new places and lifestyle, they will need specialty tour provider and travel agents; and they might want to improve the quality of their lives, so they will spend money on redecorating houses, buying artworks, indulge in luxuries, interior decorating and high-end interior renovations are all in

Smiggle is an Australian based international stationary company created in 2003. The company offers a unique range of bright and colourful stationary products to customers, offering an alternative and distinct product to the market (smiggle.com.au, 2012). To continue to sell their product and generate a profit Smiggle must continue to engage in the marketing process to generate interest in their product and generate sales. This makes marketing an essential tool to businesses. Acting as a customer’s voice marketing informs the business of the markets wants and needs. In this manner marketing is explicitly linked to customer value, as the organisation must find a sense of need or desire within the customer and then create a product that meet

Kudler fine foods is a store that markets fine foods but needs to bring some focus toward expanding their goods to the public. Improving their business operations will increase store efficiencies and the demand of its customers at a higher volume of purchases. The growth of this organization is significant and growth will coincide with strategic marketing that will expand Kudler Fine foods locally and internationally. Kudler’s current marketing strategy and tactics have limited the company from targeting the right group of areas of consumers to promote goods too. Examining demographics and consumer behaviors

Age discounts are very common anywhere you may go. It is very popular to market by age category in the business world today. For example, going to a restaurant you have the regular menu, kids menu and senior citizens menu. Of course, kids eat less than most so there meals will not be as costly as someone ordering from the regular menu. Then you have the senior citizens menu were their meal will be discounted because they are so up in age and most of the time many are retired so they charged them less.

This marketing plan focuses on the repair of marketing strategies of SAM’S CLUB’s brand image. The main focus is implementing a dynamic data-driven retargeting marketing strategy through data-driving apps to consumers. The company’s message is for consumers to install the Sam’s Club app so that they can successively retarget users in their campaign who most likely to create an account for membership. Sam’s Club will collect data about its consumers attached to the device ID’s, similar to behavior and demographics, to decipher which ones have the greatest potential in becoming high-value users and which ones are most likely to defer. Moreover, with this data, the emphasis will shift to increasing the run-of-the-mill income per user, driving

Trader Joe’s calls their target customer “the educated consumer” and they reach this group by placing stores among well-educated residents (Guth, and Marsh 183-187). They also reach their target audience through formal and informal research such as customer surveys. Another way in which Trader Joe’s reaches its audience is through the Fearless Flyer, Trader Joe’s supermarket newsletter. It is described as being “so effective that Trader Joe’s channels most of its marketing efforts into public relations rather than traditional advertising” (Guth, and Marsh 183-187).

Note: An educated guess can be made that there is an overlap between the 3 target segments. This is a positive from the point of view that we can focus our attention on a niche segment that is affluent, well-informed, health conscious and highly likely to remain loyal.

After segmenting the market there is a need to narrow down to a specific target, this achieved through target marketing, which breaks down the clientele into primary, secondary and tertiary categories (Dibb & Simkin 1996). From the empty seats in the restaurant it could be true that City Grill employs niche marketing to reach its target group. Niche market in simple terms is selecting a small group within a large group. By offering steak as their main delicacy they have specialized in a small group or a niche in the extensive restaurant industry.