Marketing Research Essay

1153 words - 5 pages

Marketing Research
Kudler Fine Food’s is an upscale gourmet food store located in the San Diego metropolitan area and has three locations. Each store is stocked with the finest bakery, meats, produce, cheese and dairy products, and many domestic and imported wines (Kudler Fine Foods). This composition will discuss the importance of marketing research in the development of Kudler Fine Foods marketing strategy and tactics, and will identify the areas where additional market research is needed. The author of this paper will also analyze the importance of competitive intelligence and analysis in regards to the development of Kudler Fine Food’s marketing strategy and tactics.
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2009). Kudler plans to increase their revenues by offering a loyalty points program called “Frequent Shopper Program” and by offering parties to their current patron’s demonstrations on how to prepare specialty foods. The loyalty points program will provide customers points from purchases, which the customer can redeem for high-end gift items, airline upgrades, or other specialty foods (Kudler Fine Foods. 2009).
Kudler Fine Foods has both programs in place; however, they are unsure what the customers want. To determine the most effect method to attract more business, Kudler should survey their regular patrons and ask for feedback regarding what the customer’s desire and want. Each survey should be on the products or services Kudler would want to introduce. Kudler should also have a questionnaire for customers to express products or services they would like to see incorporated. Customers would be able to state which vendors they want to see demonstrations on how to prepare foods, or demonstrations on how to use specialty items.
The purpose of the parties is to draw in consumers, to train under world-renowned chefs, local celebrities, other food experts, and even Kathy Kudler herself. The students of the demonstrations will also be invited to exclusive, upscale events not open to the public. The anticipated outcomes will increase the customer purchase rate of high margin food and beverage items as well as to make an evening at Kudler Fine Foods part of their social network. Prior to rolling out this program, additional research is needed to determine how many people would attend the classes, dates, times, if patrons or vendors are interested, and types of meals or specialty foods they would like to see prepared (e.g., appetizers, dinners, desserts).
Kudler’s overall marketing budget indicates that there is sufficient money being allocated for marketing communications, such as radio, newspaper, television advertising, public relations, events, and sponsorships. The author of this paper suggests that Kudler must determine which areas would be most effective to promote their store. For example, during which time would the customer be most interested in watching a gourmet food store commercial? The most ideal times would be during peak times and during popular shows. Airing the commercials on television networks, such as dedicated food network, women’s television channels, and home and garden network would be the most effective. Another example would be during which event Kudler would be most effective in participating in, such as restaurant trade shows on a local and national level.
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