Kudler Revised Launching in the Australian market represents a number of different challenges for Kudler Fine Foods. The company is based in Seoul, where it caters to the ex-pat market, including a large proportion of Australians. This convinced the company that it could take its concept to Australia. There are differences, however, including the nature of the customer base, the best means of reaching them and the messages that need to be sent. Each of these differences will reflect in the marketing communications plan for the company. The campaign will include an understanding of the current situation, a set of strategic objectives, a strategy, tactics, actions and controls (BSA Marketing, 2010).

The current situation is that Kudler has run a successful Western-style gourmet shop in Seoul, where the customer base in nearly an even split between Western ex-pats and local Koreans. The store's selection is predominantly Western gourmet goods, many of which are difficult to obtain in South Korea. By contrast, competition in the Australian gourmet grocer market is intense and the company does not have a brand name. Although the company believes it has the product line and operational expertise to succeed in the Australian market, the marketing communications plan will be completely different there.

The overall strategy is to introduce the Kudler brand and concept to Australia, beginning with Sydney. The company wants to position as a differentiated producer, in part through its message and in part...

The tactics will include an advertising campaign, choice of location, pricing strategy, promotion and public relations.
There are a number of specific actions associated with these tactics. The first is to define the target market. The target market is going to be nearly a reverse of that in Seoul -- marketing primarily to wealthy Australians with a high level of food appreciation first and foremost, with a secondary target market of ex-pat Koreans, who will appreciate the Korean luxury foods and who may know the name from the famous Seoul location. The second specific action will be with respect to advertising. In the domestic market, this advertising focuses on SMS, Internet and social media outlets, a function of Korea being one of the most wired countries in the world (Flandreau, 2010). In Australia, this technique will be utilized, but there will also need to be more emphasis on print advertising. In particular, newspapers will be utilized, such as the Sydney Morning Herald and the Australian, as these will allow Kudler to reach a broad market. Reaching a broad market is important for a store launch, because it emphasizes reaching a large audience, creating brand awareness in the process. This tactic is relatively costly compared with the marketing program in Korea, but is necessary to build the brand. As brand recognition in the Sydney market grows, Kudler will be able to de-emphasize print advertising and focus on electronic methods…