Kudler Catering & Marketing
Essay Preview: Kudler Catering & Marketing
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UOP- MBA502
Kudler Marketing
Bunko night changed forever in the chic southern California suburb, after the neighborhood Bunko committee chair hired Kudler Fine Foods catering division to present a specialty cooking party at their monthly game. While the group played the first couple of rounds, the Kudler catering team was finishing preparations of exquisite delicacies and pouring small glasses of a variety of imported wines. Kudler catering services delicately cut aromatic cubes of imported cheeses shaped like the Bunko dice, and proffered samplings of bakery treats as well as tempting bottled sauces to use as dips for the finger sandwiches. For the winners, a selection of Kudler Fine Foods pre-packaged delectables presented in Longaberger baskets, with the high-ticket item being a DVD player recorder with a bonus, a specially prepared Kudler Fine Foods Best of the Chefs DVD. The night was a huge success for the Kudler Fine Foods catering department, as many of the players signed up for their own future catering parties. A number of the neighbors were anxious to visit this new store and purchase some of the tasty sauces to add to their own recipes as well as taste some of the other fares offered at Kudler Fine Foods. This Bunko party was only one of several tactics devised to meet the strategic objectives of the marketing division at Kudler Fine Foods. The marketing mix is a vital key to the success of growing Kudler Fine Foods.
The American Marketing Association states that marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (MarketingPower, Inc., 2007). Kudlers catering division easily created value and managed customer relations at the Bunko party by proper research into the type of fare to offer, mostly small treats in finger foods and adding special personalization touches such as the dice shaped cheeses. Adding communication as to what exactly Kudler Fine Foods offered, and being a local establishment, easy to navigate for the neighborhood. According to lajolla.com (2005), “La Jolla is one of the most affluent communities in the United States”, just the type of consumer Kudler Fine Foods is interested in cultivating, “high-profit new customers” University of Phoenix, 2005, Objectives, para 1). Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin, Hartley, Berkowitz, & Rudelius. 2006, p. 206). The Kudler marketing division previously budgeted for market research in the form of secondary sources of data such as market size, trends, and benchmarking of services. Primary sources included annual surveys of the Kudler customers, and a database to track customer orders. Kudler is in the process of hyping their technology in order to track “customer purchase behavior” (University of Phoenix, Historical Data, para 1). Reviewing data collected, Kudler can increase loyalty and profitability with a marketing mix.
The main tactics of a marketing mix include product, pricing, promotions and place. Kerin (et al, 2006) alludes to place as “A means of getting the product into the consumers hands”. The Bunko party certainly placed the product in the hands of the customer. However, the Kudler website suggests that place lies in the physical presence of the actual stores (University of Phoenix, Tactics, para. 4). By holding in-store cooking parties, the place is obvious by putting the products in full view of the customers. To enhance the product side, Kudler is offering a frequent purchase program, which allows them to adjust the shelf offerings. As a customer centric company, Kudler requires a minimum of a 5% margin, but feels additional margin is justified, by the value added services. Kudler promotes additional services focusing on customers needs and desires. Not all companies can be all things, and Kudler is truly customer service oriented. “True competition between products and services in the marketplace ensures that we consumers can find value from the best products, the lowest prices, or exceptional service” (Kerin, et al.)
Kudlers designed its cooking classes to be financially self supportive while attracting new customers and increasing the time spent in the store for consumer spending. Introducing high margin products into the recipes of the prepared dishes, encourages consumers to increase purchases of these specialty items, generating more revenue for the Kudler Fine Foods. The catering division would also use these tactics, as well as setting premium costs for in-home parties and services. Pricing is acceptably higher for these customized services especially within the affluent communities. Benchmarking against other local catering services, Kudler provides additional value added techniques, and encourages additional revenues for providing celebrity events to the average shopper, which is always a draw.
Other ways to draw customers included in the marketing and sales objectives for Kudler Fine Foods are direct mailing and word of mouth. By promoting the company in print ads and direct mailings, increases brand recognition of Kudler Fine Foods. Awarding prizes and other incentives to customers who bring a friend to these events are another marketing promotion to increase customers, and revenue. Another way to promote Kudlers catering services would be to offer an organic mix of products, and introducing health benefits to consumers. Sally Errey provides a recipe for Moist