Kudler Fine Foods -- Communication

Kudler Fine Foods -- Communication Plan Established in 1998, Kudler Fine Foods is the culmination of Kathy Kudler's vision to establish her own gourmet food store. She started the store in reaction the relatively limited choice of fine foods in her area. So successful was her venture, that Kathy was able to open a second and third store in her area. To increase the perceived expertise of her personnel, Kathy hired specialists to advise and assist clients with their culinary needs.

In addition, Kudler Fine Foods has been concerned with constructing an image that adheres to organic foods. This has created a customer base of health and food conscious people, all concerned with purchasing only the best that Kudler has to offer. Because of the increasing success of the store, possibilities of international expansion have been investigated. Particularly, Canada and Italy were considered as good candidates for Kudler Fine Foods.

When expanding, certain factors need to be taken into account, including specific national factors in the target country, politics, and the market demand for specialized foods and drinks. Marketing Communications Plan Canada When constructing a marketing communications plan for Canada, one specific factor that must be taken into account is the country's strict standards concerning organic food and wine.

One factor that is important in this regard is the fact that the concept of "organic" is, more often than not, flexible in the collective minds of territories, countries, and even individuals. The Canadian Food Inspection Agency put national standards for organic food in place on June 30, 2009. According to these standards, any food products certified as organic must have 95% organic content, even to the extent of having the variation of the word "organic" displayed anywhere on the product.

In addition, natural fertilizers must be used to grow the product (Going organic, 2009, CBC). This is something that must be kept in mind before a U.S. food company can expand into Canada. In addition, these factors must also be incorporated into the communication plan for marketing the product in the country. What Kudler can use in its market strategy, is the fact that there has been an increase in Canadian demand for organic wines. Kudler can therefore focus on its organic wine products when creating a communications strategy.

This focus can then be used as a vehicle for the sale of its food products as well. In Italy, an additional challenge is the fact of cultural resistance to the food product, as Italian food an wine merchants take particular pride in their products. Even more than Canada, this can therefore be a somewhat difficult market to enter. Indeed, the Italian grocery market has seen an emphasis in food and beverage sales over other products (Datamonitor 2010).

What is important here is to focus not so much on the collective food and/or wine market, but rather upon identifying niche markets. These can then be used to promote Kudler's products by means of branding and marketing (Alvin 2010). 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 about affordability as well. Technology.