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Another important factor for Italy is the fact that, although the food and beverage market is shrinking, certain geographic areas in the country are experiencing a lack of this service. This can be used to perpetuate the public perception of scarcity, which can then be mitigated by Kudler's products. In creating a communications strategy for Italy, the two main factors to focus on are therefore nice markets, specific brands and specific geographic areas where the perception of scarcity can be used to sell products (Aruvian 2010).
Advertising and Promotion Programs
Three distinct channels that can be used by marketers for maximum effect include the sales channel, the product channel, and the service channel (Kwik 2009). Specifically, what
Kudler needs to do in its target countries is to differentiate its products in the target markets. In Canada, for example, it needs to specifically differentiate its wines. Although there is an underserved market in Canada, Kudler needs to make its products unique in order to encourage purchases. In Italy, on the other hand, differentiation can be specifically achieved by means of branding for niche markets.
Another good promotion strategy is to promote Kudler's image in the Canadian and Italian markets. A Canadian promotion program might, for example, include Kudler's commitment to creating organic wine products, while in Italy this image can be promoted by adhering to excellence in its unique products for certain markets. Innovation should form part of such a strategy, as branding is the key to success in this market. These commitments to high quality should be combined with reasonable pricing strategies to promote Kudler as a provider of high quality products that cares...
This can be used not only in promoting the product, but also in investigating the target markets. Kudler can for example obtain market specific information to help it effectively promote its product in the target market.
Conclusion
Kudler Find Foods has great potential to expand both domestically and in foreign markets. By means of technological innovation, the company can obtain information as well as communicate with potential buyers on a level that has never been possible before. By differentiation and effective pricing strategies, the company's products can become a global success.
References
Alvin, E. (2010). Italy may run out of grocery stores. Accessed 5 December 2010. http://ffog.net/italy-may-run-out-of-grocery-stores-in-2016-20105742.html
Aruvian, R. (2010). Food retail industry in Italy. Accessed 5 December 2010. http://www.reportlinker.com/p0199296/Food-Retail-Industry-in-Italy-PEST-Framework-Analysis.html
Datamonitor. (2010). Food and Grocery Sales via Key Retail Formats in Italy to 2013. http://www.just-drinks.com/market-research/food-and-grocery-sales-via-key-retail-formats-in-italy-to-2013_id91649.aspx
Kwik, H. (2009). Channel strategy. http://responsiblemarketing.com/blog/2009/10/27/channel-strategy-new-product-marketin
Canadian Broadcasting Company (CBC). Retrieved November 26, 2010 at http://www.cbc.ca/consumer/story/2008/05/07/f-food-organic.html#ixzz16QpIoxhS
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