Running head: PRODUCT LAUNCH PLAN 1

Product Launch Plan
MKT571
October 31, 2011















PRODUCT LAUNCH PLAN 2

Kudler Fine Foods has opened two locations, one being France and the other Sweden.
The idea is to introduce a reIined aIIordable product, which is based on customers wants and
needs in higher quality Ioods. Kudler Fine Foods will oIIer both locations high quality,
aIIordable, unique gourmet Ioods and wines. Kudler has done research in France and Sweden
and came to the conclusion that there is a need Ior a gourmet grocery market, specializing in Iine
wines, Iresh Ioods and imported cheeses at a reasonable price. Once the doors are opened Ior
both locations, Kudler`s main objective is to make a lasting impression on their domestic and
international countries.
In order Ior this to take place, the marketing team will discuss various marketing
concepts to help launch a successIul product and service. This paper will explain the product
description, product positioning, targeting, market needs, market growth, SWOT analysis,
competition, objectives and pricing. Finally, it will discuss marketing communication (public
relations), distribution strategy Ior locations, budget inIormation, and marketing research.
Product Description
Kudler strives to provide the Ireshest quality products to customers. France and Sweden`s
locations are designed to make customers shopping experiences as easy as possible. Kudler Fine
Foods will specialize in Iresh meats; seaIood`s, produces, Iine wines, and imported cheeses
(Bodison, Grandison, Vazquez-Nieves & Washington, 2011).
The stores will oIIer gourmet products and Iriendly customer service Iorm knowledgeable
and skilled associates. This will deIinitely show our uniqueness, which will push Kudler ahead oI
the competition. Kudler`s products will be based on:
PRODUCT LAUNCH PLAN 3

1. A variety oI Iresh meats and seaIood`s Iorm all over the world. II customers are looking
Ior a certain type oI meat or certain type oI Iish; Kudler is sure to have it.
2. Kudler will carry all your produce needs. OIIering the basic apples and oranges as well as
those exotic and unique Iruits.
3. Quality dairy products that consist oI imported cheeses Irom all over the world. II a
customer cannot Iind it, Kudler will have ordered and shipped Iree oI charge.
4. An exquisite selection oI wines that Iit any customers` budget. Customers unsure about a
wine selection, Kudler will have a wine steward to assist with that, making every
experience a pleasant one to remember.
Product Positioning
Product positioning Ior Kudler is showing how its products Iit into the market. According
to Kotler and Keller (2007), 'Positioning is the act oI designing the company`s oIIering and
image to a distinctive place in the mind oI the target market¨ (p. 155). Positioning is what the
consumers think about Kudler`s products value, Ieatures, and how they as consumers will
beneIit. Kudler has developed a product positioning strategy that consists oI the Iollowing:
What the Market Needs
Kudler did extensive research and is aware that supermarkets in France and Sweden oIIer
the customers almost the same items. Kudler believes that product positioning consists oI getting
speciIic goods and services Ior a market, and getting them noticed based on the role they will
play in a consumer`s market.
Look at Resources
PRODUCT LAUNCH PLAN 4

It is important that Kudler looks at both locations to see what is available Ior the product
positioning. Kudler Fine Foods would never stretch shop beyond what can be handled. Kudler is
aware that products and services already exist but not as unique as what they are oIIering. With
that being said, Kudler will Iocus on their strengths; high quality products at aIIordable prices, a
strong vision oI the Iuture end state goals, and a strong rock solid staII who also embodies the
vision oI Kudler Fine Foods (Bodison, Grandison, Vazquez-Nieves & Washington, 2011).
Incorporate Branding
Kudler has developed the best set oI products and services, but still believes in out-reach
events. This consists oI taste testing and Iree samples, doing this will give Kudler a look at what
consumer`s think oI their products.
Utilizing Staff
Many companies make the mistake oI disregarding the great ideas that exist at diIIerent
levels within the company. Kudler is all about listening to staII because in-house talent needs to
play a part in product positioning. The staII is the people who see the customers daily and they
are aware oI their wants and needs. By playing the company`s strengths, doing research and
creating initiatives this will encourage and help Kudler`s product positioning.
Targeting
Targeting the right people Ior Kudler is a very important part oI launching the stores
products and services. However, how Kudler will target consumers is just as important. Kudler
Ior both locations France and Sweden are targeting restaurant owners, cheIs, people who do not
know how to cook, people who love to cook, kids, parents and people who want an exquisite and
unique taste oI Ioods, as well as Iantastic customer service. Kudler is aware that technology
PRODUCT LAUNCH PLAN 5

plays a tremendous part in how you target consumers. With that being said, France and Sweden
has one oI the most developed internet and broadband markets in the EU (Internet World Swat,
2000-2010). This inIormation is what Kudler will use to target their consumers as well as
advertisement and promotions.
Market Needs
Market Potential and Market Growth
Company SWOT (France and Sweden)
Competition
Marketing Objectives/Marketing Strategy
The time to market can be a key element in deciding iI a new business, product service
introduction succeeds or Iails. It inIorms consumers that you're either receptive to their needs or
behind the times on staying ahead oI the competition. It declares that you are a leader or simply a
Iollower. However, in spite oI the vital temperament oI new product introduction, so Iew
businesses are really victorious in their eIIorts.
In an eIIort to avoid a product launch Iailure, Kudler has to have a clear marketing
objective and marketing strategy. Marketing objectives identiIy what you want to achieve with
your marketing actions. Kudler`s marketing objectives in France and Sweden should be based on
understanding their strengths and weaknesses, and the business environment they operate in.
More importantly, Kudler`s marketing objectives should be connected to their overall business
strategy.
When setting objectives it is very important to ensure that your objectives are; speciIic,
measurable, achievable, and realistic and time speciIic, or SMART Ior short. (www.
toolkit.smallbiz.nsw.gov) Kudler must successIully administer their marketing activities and be
PRODUCT LAUNCH PLAN 6

able to establish how victorious they have been and whether they have conveyed the exact
beneIits required to meet consumer demand.
Kudler`s objective is to increase their overall bottom line by successIully increasing their
presence. In order to achieve this, Kudler will take the necessary steps in France and Sweden
using the SMART approach. Kudler needs to be precise in their eIIorts. So Kudler needs to have
an understanding oI current consumer preIerences in the targeted segments and target each
product oIIered such as high quality Ioods, cheeses and Iine wines. Objective is measurable
because Kudler`s current market share is 15° in France and 0° in Sweden. Kudler will establish
a target oI 30° market share in France and 10° to start in Sweden. Market share will be
determined by the overall value oI sales in terms oI dollars. This is possible by making certain
that the Kudler`s personnel are Iully involved in the development and implementation oI the
strategy, every employee needs to be hands on. Kudler`s market share will be achieved within
12 months and success will be tracked regularly. These objectives are practical as the marketing
resources are in place and Kudler has to set a time speciIic goal.
Kudler`s marketing strategies are determined by the activities they must complete in
order to achieve their marketing objectives. Kudler will have to decide their target market and
actually develop strategies (product, price, promotion, and place) to support how Kudler`s
market position. Kudler has diIIerent marketing strategies Ior France and Sweden. Kudler will
work to expand in France while trying to establish its presence in Sweden through its marketing
strategies. Both strategies will entail the business and marketing objective.
Kudler needs a game plan through which its marketing objectives can be achieved. The
target audience should be consumers interested in a high quality Ioods, wine and cheeses. The
PRODUCT LAUNCH PLAN 7

promotion oI Kudler will include TV and radio ads, social media outlets (e.g. Facebook and
Twitter), and Iood conventions. Kudler`s location will be critical, thereIore it is important to do
the market research to Iind out where the key areas. Being that they will be competing with local
markets, specialty grocery stores, convenience stores, and hypermarkets in Sweden, it is key that
their location is convenient. In France and Sweden, market base pricing strategies require intense
research. As such, it is necessary to position the prices in between lower-priced mass markets in
both France and Sweden, and those Irom the priciest producers. This marketing strategy holds
true Ior both Kudler`s domestic and international markets. The strength oI this strategy is its
intrinsic support oI the company`s marketing objectives.
Pricing
Kudler must consider cost when determining the price strategy oI both domestically and
internationally. Kudler is subject to diverse market Iorces thus, an increase in the price oI any oI
the essential oIIering can impact product costs and proIits. Some companies may choose to alter
their prices iI they judge that doing so will increase proIits; to do so will depend on how
responsive demand Ior their products is to changes in price´(MacCoille, 2009, p. 287). Prices are
driven by several Iactors that include premium pricing, economy pricing, price skimming,
psychological pricing, penetration pricing, geographical pricing, product line pricing, product
bundle pricing, optional product pricing, promotional pricing, value pricing, and captive product
pricing (Marketing Teacher Ltd., 2010). Kudler must Iocus on geographical pricing because
variations oI price in diIIerent parts oI the world exist.



PRODUCT LAUNCH PLAN 8

Marketing Communication (including Public Relations)
In today`s marketplace, market communication includes social media, sponsoships,
display, radio and TV ads. Communication pieces can vary Irom religion to culture or Irom
location to diIIerence tastes. When a potential customer key enters high quality or Iine Ioods,
cheese and Iine or imported wines into any search engine, Kudler needs to be at the beginning oI
the search results listing. Utilizing publications and Iree advertisements on these social sites such
as Facebook, Twitter and etc, reach more people than they could ever imagine. Kudler will have
the power oI word oI mouth within these channels as well. Health clubs, gyms, parks and other
avenues Irequented by the target market will be places Kudler will place ads that cater to this
market.. Assessing each oI these areas will help the company to build a plan that maximizes
proIits in both France and Sweden.
Distribution Strategy (France and Sweden Market entry)
Financial Information (a budget showing product launch expenses and a unit forecast by
quarter for 3 years)
Marketing Research Conducted for the Plan









PRODUCT LAUNCH PLAN 9

Reference
Bodison, L.J., Grandison, E., Vazquez-Nieves, J. & Washington, S. (2011, October 3). Week two
class paper |Msg. 1|. Message posted to University oI Phoenix learning team Iorum,
MKT/571
Kotler, P., & Keller, K.L. (2007). A Framework for Marketing Management (3rd ed.). Retrieved
Irom The University oI Phoenix eBook Collection database.
Internet World Stats. (2000 - 2010). Retrieved Irom http://www.internetworldstats.com/eu/Ir.htm
David G. BlanchIlower & Conall MacCoille, 2009. "The Iormation oI inIlation expectations: an
empirical analysis Ior the UK," NBER Working Papers 15388, National Bureau oI Economic
Research, Inc.
Marketing Teacher Ltd (2010) Promotion. Available at:
http://www.marketingteacher.com/Lessons/lesson¸promotion.htm (Accessed: 30nd October
2011)

PRODUCT LAUNCH PLAN 10

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