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Kudler Fine Foods is a local upscale specialty food store located in California The three stores located in La Jolla Del Mar and Encinitas and are approximately 16000 square feet each Getting the most out of each square foot of the three stores will be the focus of Kudlers marketing campaign The current plan is focusing on several areas Research development and rollout of new programs Cooking Classes Frequent buyer points program Supplier relations program Before beginning this plan Kudler will need to perform research Marketing research is the process of defining a marketing problem and opportunity systematically collecting and analyzing information and recommending actions Kerin Hartley Berkowitz Rudelius 2006 p 206 Kudler will need to perform marketing research to develop the companys marketing strategy and tactics Kudler strategic objectives are to expand services introduce a frequent shopper program and to increase efficiency Kudler offers parties in the store These parties show customers how to prepare food by renowned chefs and even Kathy Kudler the companys owner The purpose of the parties is to pull customers into the store and have these customers purchase the food used to prepare the dishes in the party The company will need to research the effectiveness of the parties The company will offer a frequent shopper program in an effort to increase revenue The frequent shopper program is a marketing and sales promotion tool These programs are used to encourage repeat purchases by acknowledging the purchases made by a consumer Kerin et al 2006 p517 Retailers collect data on the purchases of each time a customer uses the card at the checkout Retailers are protective of their customer data and many are cautious in sharing that information with manufacturers The data is shared for analysis and third-party analytic firms play an important role for this Retailers do not provide the identities of their consumers and the manufacturers analyze general purchase data without identifying the individual consumers identity Retailers
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