The target audience stated that they were constantly searching for new healthy food products on the market and believed the combination between health and Asian ingredients to be a much desired one.
The company thought it would be most cautious if during the first month they only produced half the requested quantity of salad and further on, based on the selling of the first month import more ingredients and place more salad on the market.
Competitive products on the market
According to the studies conducted by the marketing department at Kudler, the company found out that the most important competitors on the market would be "Sinjan's Kitchen" and "Indidam," but both competitors had weaknesses Kudler could easily overcome. The first, Sinjan's Kitchen, offered customers high quality products at very expensive prices but the location of the restaurant was in an area outside town, therefore hard to reach. The second, Indidam, had a good location of the store, but a rather low quality of the products served.
Given the central location of Kudler's stores, its high quality products and rather low prices, especially when compared with the prices at Sinjan's Kitchen, Kudler's Far East Salad could rapidly become a strong and powerful competitor and even gain monopoly over the Asian food producers in California.
5. Sales promotion
To promote their salad and increase sales, Kudler would offer discounts on several occasions, such as birthday of the customers or groups of clients, fidelity bonuses, free delivery for an order above a mentioned limit, free additional products, such as water or juice, organize contests with special prizes, 30% discounts a day of the week.
After having discussed all these possibilities of promoting the salad, Kudler employees voted in favor of a day a week in which consumers could buy the salad at lower prices.
6. The special event to maximize the effectiveness of the selected sales promotion
The marketing department at Kudler believed it would be best if they focused...
Two major characteristics led the marketing department to reach the conclusion that the discounts strategy would be most efficient in that particular weekend. First of all, most inhabitants of California would be free from work those days and would go out to celebrate. This would assure Kudler with a greater number of customers than usual. Secondly, considering that people would be celebrating labor day, some of the restaurants and catering industries would be closed, therefore, even more customers for Kudler on that particular weekend.
7. Conclusions
Given the successes registered so far by Kudler, the rapid extent of the three stores across California, the work on the forth one and the online service available, I can only imagine that the next success they will encounter will be due to the Far East Salad. With all the help from their skilled personnel, their experience, hard work and opportunities of the external environment, Kudler's Asian Salad will become a highly appreciated and desired product.
Bibliography
Kudler Fine Foods Proposal, uploaded on August the 1st 2005
http://www.*****/term-papers/63026.html, last visited on July the 7th 2006
Far East Salad, posted on August the 7th 1998
http://www.recipes.eu.com/recipe1191.html, last visited on July the 7th 2006
About Kudler Fine Foods, uploaded in September 2005 http://encyclopedia.thefreedictionary.com/about+kudler+fine+foods, last visited on July 7th 2006
Kudler Fine Foods Proposal, Background and Business Application Proposal, posted on September 3rd, 2003
http://www.slashdoc.com/documents/94220,last visited on July 7th 2006
