Case Study: Kudler Fine Foods

On June 14th, Kudler Fine Foods will launch its first vegan cupcake. The new addition is a variation of sprinkles’ best selling chocolate cake with cream cheese frosting, and strawberry cake with authentic organic strawberries. The cupcake chain is substituting coconut oil and vegan cream cheese for dairy and egg ingredients. Customers with a sweet tooth can find the cupcake chain domestically in cities like La Jolla California, Del Mar California, and Encinitas California. Customers can also find the cupcake chain internationally in Canada and Paris, France. Through extensive research Kudlers marketing team has compiled a strategic marketing and communications plan to aid in a successful product launch for both domestic and international markets. This paper will elaborate on the opportunities for this product, which are most often upon various segments of the target market. Additionally, in this paper the subject to identify is the product description, positions, target audience, SWOT analysis, market potential, growth, strategies and, objectives. This paper will also cover the
The vegan cupcakes are baked fresh, and sold fresh, excess product or product not sold at the close of business will be donated to local food banks and shelters. Kudler believes strongly in being active in the community and giving back. The vegan cupcakes retail for $1.25 – 2.75, depending on the type and size of the cupcake. Any purchase of 6, 12 or 24 cupcakes qualifies for a discount. Weekly specials offering deep discounts on the “cupcake of the week” will help bring in customers and samples will encourage them to buy cupcakes and try new flavors. The frequent shopper program already offered by Kudler will expand to include the new cupcake line. Points can be earned that can be used in the store toward purchases and specials that include a free