Niche Market & Customer Involvement:
Kudler Fine Foods
Why Marketing Matters
Capturing Importance: Shift
From product to co-created solutions & experiences:
don’t presume you can understand me
don’t try to capture me
captivate and engage me!
From promotion to communication within communities:
I want interconnected interactions with
From price to customizable personal value
I am not a cost-to-serve or one of many
There are many vendors to choose from
Why should I choose your company?
From place to choice and convenience
I am here; why are you not?
Time and accessibility are important to me
Customer Feedback Solicitation
For Current Store Locations:
In-store, at POS
Online, via Kudler Website, and Social Media
For Prospected Store Locations:
Low to No-cost Surveys
Near Competitors’ area of business: foot traffic
Near prospected area
Showing Resolve (USP)
Customer “Insight at work” Bulletin Boards (per store)
Can look to have been hand-written/Painted
Can be conveyed on a digital LED screen
Can be communicated Online, per location.
Exceptional products/Customer Opinion-driven Service
Consistently proves level of value place on our customers
Helps KFF maintain relevance in the changing markets
Builds customer camaraderie in/outside of store.
Potential Target Market Niche
Walnut Creek, Ca. / La Jolla, Ca.
Male Population: 46.2% (48.8 %)
Female Population: 53.8% (51.2 %)
Median Income: $76,522 ($84,428)
Avg. P.P. Household: 2.09 2.95
Avg. Home Price: $857,136 $840,951
Positive Affects of Customer Feedback
The 4 P’s
Having the right Product
Product Priced to sell
Product presentation / availability
The 4 C’s
Having a Co-Created product
Cost = Experience / Value
Creation of a winning marketing niche is achieved through targeted customer feedback, having the right message and customer involvement.
Et al (2011) eCampus.Phoenix.edu: Business / Kudler2
Retrieved from: https://ecampus.phoenix.edu/
WCCCBD (2008) WalnutCreek.org: Community Profile / Demographic Information
Retrieved from: http://www.walnut- creek.org/about/community profile/demographic _information.asp
Et al (2009) Rethinking Marketing: Entrepreneurial Imperative
Retrieved from: https://newclassroom3.phoenix.edu/Classroom/#/
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MKT 431 Week 3 Keegan Rodgers Niche Presentation.pptx