Kudler Fine Foods is a Southern Californian specialty epicurean provender store. It has currently three locations with the plan to open the 4th location in the near future. The stores offer the finest food and the scoop ingredients to upscale customers in order to provide a cardinal stop shopping for an excusive home cooked meal. Kudler Fine Foods has experienced a significant growth and is now focused on expanding the operate through its new marketing strategies.
The new marketing strategies argon based on three different publicitys: Expanding Services, Frequent Shopper Program, and change magnitude Efficiency. The Expanding Services is an idea, where Kudler Food provides cooking classes to mostly existing customers with the book of instructions of celebrity chefs to boost the sales of the high margin foods and beverages. It is not clear that these cooking classes would be free of charge for the customers or how much the charge would be. Even though, our survey shows that the customer joy regarding the price of the merchandise to the received value is highly dissatisfactory, Kudler food feels that their customers are not price dependent. In 2003 and 2004, more than 52% and 60% of the customers felt that they paid more for the merchandise that it was worth. Consequently, get-up-and-go the high margin merchandise through sales promotion might not be the best option for the company.
As the stores target market is defined as a high-end clientele, who is free and able to spend spear carrier amount of money for epicurean gastronomic pleasures, additional market research is needed to sort out that this target market in the stores demographic area, would see the extra spending as an equivalent value received for their money. fair because the stores adjacent area has affluent demographic characteristic, it does not guess that this population would indulge itself with...
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