Product Launch

Product description

To be competitive, Kudler Fine Foods will have to develop a superior line of superior organically grown food. To do this Kudler Fine Foods will not only have to develop a product line but will need to appeal to the emerging, young Indian and Chinese population. This population may or may not have traditional dietary wants and needs. From our research, it has been determined that a traditional diet will be our best opportunity to penetrate and compete with Globaz Marketing.

Our organic product offerings need to be home grown. Part of our marketing appeal will be that our products are locally grown by our Indian and Chinese citizens. Target marketing is leading to marketing program tailored to the needs and wants of local customer groups. Kraft Foods, for example, helps supermarket chains identify the cheese assortment and shelf positioning based on the demographics and neighborhoods.

Local marketing reflects a growing trend toward grassroots marketing, concentrating on getting as close and personally relevant to individual customer as possible. A large part of grassroots marketing is experiential marketing, which promotes an offering by connecting it with unique and interesting experiences." The idea is not to sell something, but to demonstrate how a brand can enrich a customer's life" (Kotler& Keller, 2007).

Kudler Foods is well known, and a lot of the products that the company offers would be some of the choices that the consumers would choose from. In Indian they make several different dishes and it has been said that they are special dishes. The reason being is due to the different herbs and spices that they use in them. One of the dishes that they have grown to love and that is the Masala dish. This particular dish is also known all over the world as well. The Indian cooking is unique due to its huge variety, special ingredients and numerous cooking styles. A lot of the recipes that they use came about around the Vedic times. In Indian they have a lot of different festivities that have a lot to do with their style of cooking as well.

Some of the ingredients that they use to fix their meals consist of rice, whole-wheat flour, pulses, Bengal gram, pigeon pea, black gram and green gram. Kudler Fine Foods does offer a lot of the products that they use in Indian to prepare their meals. The company would need to do its research and she what companies do sell international and go from there. By doing this the company will be able to see their marketing plans and the different products that they offer. The other thing would be for Kudler Fine Foods to invest in selling more organic products as well.

Product positioning

Targeting

Market needs

Market potential and market growth

India is currently the fourth largest economy in world with growing job market of 10 to 15 million new jobs projected for 2011 (Aim Group, 2011). India currently has a population 1.21 billion which represent about 17.31% of the world's total population. It is projected that by 2030, India will become the most populated country in the world surpassing China. Much of India's population is young with over 50% of the population being under 25 and 65% under the age of 35 (India Online Pages, 2011). With this great increase in population, the food demand is greater than ever. India imports fruit and vegetables from China as well as the USA. However much of India's food is also grown organically with a steady increase of 40% annually due to the need from the growing population (Food Industry India, 2007). Organic farming is popular because it creates jobs in India and is picking up pace as the Indian government is driving an organic movement through training programs. Companies like Quiznos have taken noticed expended into India and even open their first restaurant on August 26th 2011. Quiznos has plans for 10 more by the end of the year (Food Industry India, 2011). Factors like these make India an ideal market for Kudler to enter. The Indian market has job growth, population growth, and a strong demand for food, and a government movement for organic foods.

Company SWOT analysis

India

Strengths

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