Kudler Special Events Proposal

Essay by njg429University, Bachelor'sB+, January 2008

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IntroductionAssuming the position of an Integrated Marketing Communications (IMC) consultant for Kudler Fine Foods, a strategy itself that evaluates the role of different disciplines and combines them to act as a whole to optimize the impact of persuasive communication will be implemented along with a special type of sales promotion which will be used to concentrate on the Kudler brand for customers that need or want the gourmet food items they provide.

Kudler Fine FoodsKudler Fine Foods is a Southern Californian specialty gourmet food store founded by Kathy Kudler in 1998 in La Jolla, California. Its primary market is the San Diego, metropolitan area and it currently operates three stores within that general area. Kudler is based on the premise that there is a market willing to pay a premium for quality gourmet food and wine items and is committed to providing customers with the finest selection of the very best.

Sales PromotionConsumer sales promotions are designed to do one or more of the following; increase trial and repurchase, increase the frequency or quantity of purchase, counter competitive offers, and building customer databases. One or a few of these sales promotions can be specifically geared to reinforce brand image and strengthen brand relationships (Duncan, 2004). Kudler Fine Foods can also utilize sale promotion along with advertising to create awareness and interest, for instance; giving samples of different brands daily in every other isle so that consumers can actually sample the items. Additionally, on Saturdays, sampling gourmet wines with cheeses that compliment each other have been popular in the past and make adult customers aware on the wine and cheese selection at the store.

Special EventBesides various sales promotions each week; special events are important. Kudler Foods, a leader of development of their private label brand products for almost 10 years...