Kudler Fine Foods is an establishment that offers a variety of fresh food products. The grocer is a specialty food store that offers bakery and pastry products, fresh produce, fresh meat and seafood, condiments and packaged food, and cheese and specialty dairy products. The company offers a variety of food products which are used in the context of gourmet cooking. There is a need for the company to offer other types of food products which are more conducive to a customer who doesn’t have the time to cook the gourmet meal. By introducing a new line of prepared fresh meals, the customer can take home the meal to eat it for dinner that night or at another point during the week. Too Fresh to Go meals will encompass the spirit of Kudler Fine Foods while providing a healthy, time-saving alternative for current customers. Too Fresh to Go will be positioned in the front of the store for convenience and will include everything a customer needs for a meal, including the appropriate packaging should the dish need to be warmed up to serve. These meals will be balanced, low-fat, and of the highest quality. For instance, a freshly prepared chicken dish, complimented by a leaf lettuce salad and couscous is one of the offerings. These offering will range from various meat and fish dishes to vegetarian meals. This new product line can help the company achieve sales growth and profitability by leveraging the existing product base and customer target market. From a foreign perspective, Too Fresh to Go can attract customers into the store for a fresh alternative for to-go food. Kudler Fine Foods and the introduction of Too Fresh to Go is a natural extension of the gourmet grocery store’s current product offerings. Kudler will also add to a customer’s convenience factor as well as appeal to those customers who may be hesitant to shop at a gourmet store if he or she is not a gourmet cook. These meals will fill a niche in the market whereby more working families are looking for healthy alternatives throughout the week to feed their families and do not want to turn to fast food. Whereas there are a variety of food preparation companies and local delivery companies, the pricing of these products prices them out of the market for some families. By extended this product offering at the grocery store, Kudler already has their target audience that would benefit from this type of product. In addition, Kudler already offers wine tasting classes and this product offering goes hand-in-hand with the nature of excellent customer service Kudler provides. Product positioning From a positioning perspective, the launch of Too Fresh to Go will be placed in the front of the store to add convenience to shoppers who do not have the time, as one of the key concepts of Too Fresh to Go is for working families who simply do not have the time to cook a gourmet meal each night. This section will be small at first in both locations, domestic and foreign, and will feature samples and a customer service specialist to answer any questions, nutritional and otherwise. The packaging will be bright and vibrant, but most importantly, this packaging will be able to be placed in the
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