Special Events Proposal the Main Term Paper

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Demand for the product

After having conducted a study among the potential customers and having identified the target audience, Kudler Fine Food came to the conclusion that there was a great demand for healthy products among those interviewed. 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.

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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 their promotional campaign towards the end of the working week and the beginning of the week-end, more precisely, on Friday evening, any Kudler customer could buy the Far East Salad and only pay 60% of its usual retail price.

They believed this would be the most suitable promotional strategy even more when the following weekend California would celebrate labor day. 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......

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