Another important factor for Italy is the fact that, although the food and beverage market is shrinking, certain geographic areas in the country are experiencing a lack of this service. This can be used to perpetuate the public perception of scarcity, which can then be mitigated by Kudler's products. In creating a communications strategy for Italy, the two main factors to focus on are therefore nice markets, specific brands and specific geographic areas where the perception of scarcity can be used to sell products (Aruvian 2010).

Advertising and Promotion Programs

Three distinct channels that can be used by marketers for maximum effect include the sales channel, the product channel, and the service channel (Kwik 2009). Specifically, what

Kudler needs to do in its target countries is to differentiate its products in the target markets. In Canada, for example, it needs to specifically differentiate its wines. Although there is an underserved...
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