Verified Document

Kudler Fine Foods -- Communication Research Paper

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

Going organic: Growing demand, tougher regulations. But is it better for you? (2009, June 29).

Canadian Broadcasting Company (CBC). Retrieved November 26, 2010 at http://www.cbc.ca/consumer/story/2008/05/07/f-food-organic.html#ixzz16QpIoxhS

Sources used in this document:
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
Cite this Document:
Copy Bibliography Citation

Related Documents

Food Choices Food Politics: Would
Words: 751 Length: 2 Document Type: Essay

S., " unlike the hormones used to speed growth in meat production, which "may be linked to breast cancer in women" (Foreman 2008:2). Most studies have shown little difference between conventionally grown and organic produce, in terms of human health. However, one longitudinal, ten-year study by the University of California, Davis, compared the same strain of tomatoes grown with pesticides on conventional soil "right next to the same strain grown on

Food Journal My Food Journal Can Be
Words: 1509 Length: 4 Document Type: Essay

Food Journal My food journal can be used as an anthropological tool, highlighting a number of different facets of my life. My background is that I am half-Turkish and half-Saudi, but grew up in Paris. So I have been exposed to a number of different types of food. I went through a period where I was unable to cook for myself, since I had no kitchen, but eventually I moved into

Food Inc. After the Current Outbreaks of
Words: 2765 Length: 8 Document Type: Essay

Food Inc. After the current outbreaks of salmonella which brought a scare to those living in the U.S., looking at the documentary Food Inc. has actually been the best thing. This film is known as the expose of the food industry. Directed by Robert Kenner, the documentary was brought to the movie theaters in the U.S. In 2009, and then it hit the DVD stands in 2010. Even though it did

Food History
Words: 593 Length: 2 Document Type: Term Paper

Food History What is now produced and sold as corn on the cob is really a refined variety of the plant genus teosinte, a wild grass grown for millennia in the lands now known as the Americas. Corn, or maize as it was also known, became a key cultural staple of Mesoamerican societies such as the Mayas, Aztecs, and Incas. These cultures viewed corn not only as a food source but

Food Practice for Many Years, I Have
Words: 1447 Length: 4 Document Type: Essay

Food Practice For many years, I have been conscious about what foods I buy and where I buy them. I have been trying to incorporate more organic foods into my diet, and eat as much vegetarian food as possible. However, this exercise encouraged me to pay closer attention to what I buy and why. Many of my food choices are made from habit. I buy broccoli more often than any other

Food Inc. Food, Inc.: How the Industrial
Words: 1607 Length: 4 Document Type: Essay

Food Inc. Food, Inc.: How the Industrial Food is Making us Sicker, Fatter and Poorer -- and What You Can do About It (Karl Weber [editor]) Quotation "When you think of the California economy, you think of high-tech industries like Silicon Valley, you think of Hollywood. You don't think of poor, desperate migrants picking fruits and vegetables with their bare hands" (p. 4). This is interesting because people often associate places with a few

Sign Up for Unlimited Study Help

Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.

Get Started Now