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.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 oven or microwave, offering customers further convenience when looking to heat up the meal to serve to their families. As Kudler offers a wide variety of gourmet wine and cheese, Kudler could also conveniently arrange wine parings or other products in the same section as ‘Too Fresh to Go’ to also introduce other already established product offerings that would compliment a meal. For instance, Kudler could pair a red wine that is on special for the week with a red meat dish or white wine with a vegetarian dish. This would increase sales for both Too Fresh to Go and other products offered by Kudler.From the targeting perspective, Kudler’s
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