Impact of a marketing campaign on Long Term Customer Loyalty: Case of Kudler Fine Foods
Introduction
Kudler Fine Foods (2014) confirms that Kathy Kudler established Kudler Fine Foods (KFF), a gourmet food shop, in 1998. Kudler Fine Foods stocks a wide variety of the freshest ingredients as well as all gourmet cook tools. The store provides convenience of one stop shopping with reasonable prices. Kudler Fine Foods is committed to satisfying its customers. The accomplishments of the first store led to the expansion of the business to three stores in a period of five years. This research will focus on helping KFF make the choice for improving its sales performance (Boone & Kurtz, 2014).
The second and third stores have lower sales compared to the first store. The stores are located in a competitive environment and may be the main reason that the sales are lower.
Objectives of the Study
- Identify the best marketing strategy that KFF can use to improve its sales.
Research Questions
- Can KFF improve sales?
- What the best marketing strategy that KFF can use to improve its sales?
Purpose of the Study
Kudler Fine Foods wants to create a marketing campaign that improves and maintains long term customer’s loyalty. This study wants to ensure that this is the best strategy that the business can engage in to increase sales (Kudler Fine Foods, 2014).
Methodology
The research will use secondary sources, such as books, journals, magazines, and the Internet to collect all the necessary data. The study will take 30 days and the results will be analyzed in tables, graphs, and theoretical form.
Conclusion and Recommendations
KFF needs to improve its sales and profits to maintain financial stability and avoid borrowing money from banks. The company should not continue with expansion strategy so that it can concentrate on the performance of the existing stores. KFF already offers high quality products that satisfy its customers. The company should focus its resources on improving and maintaining long term customer loyalty because it is the first step toward profitability. The choice to use marketing campaign is good because it helps build strong customer relationships and trust. An effective marketing campaign should increase awareness of the gourmet food shop locations and its offers to massive numbers of customers. It should attract customers by matching the conveyed message with customer needs and values of the target market. KFF should ensure that the employees deliver the promises made during the marketing campaign.
References
Boone, L. & Kurtz, D. (2014). Contemporary marketing. New York, NY: Cengage Learning.
Kudler Fine Foods. (2014). Welcome to Kudler Fine Foods. Kudler Fine Foods. Retrieved on 22 March 2014 from http://kudlerfinefoods.info/
