...1. Target Market (Frozen Yogurt) 2. Early Mover (Pinkberry) 3. Early Mover (Yogurtland) 4. Late Mover (Start Up Independent Frozen Yogurt Stores) 5. Late Mover (Robot Frozen Yogurt Kiosk) Frozen yogurt was first introduced in the 1970’s. While frozen yogurt gained popularity with the help of TCBY, it soon lost its prominence in the 1980’s. With the invention of live probiotic powder based mixes by John Wudel, Pinkberry came in to the frozen yogurt market with it’s tart like flavor in 2005. Starting with one store in California, Pinkberry launched additional stores in California and New York within a year. In 2007, Pinkberry went nationwide to sweep the market showing that Pinkberry is the lion consuming the gazelle, the frozen yogurt market. Following Pinkberry’s move, Yogurtland entered the frozen yogurt market with a different offer in 2006. At a less expensive price point compared to Pinkberry, Yogurtland offered a self serve format. Pinkberry had offered pricing by serving size small, medium, and large. Yogurtland also developed 150 different and customized flavors to differentiate themselves. By 2012, Yogurtland had over 200 locations globally. Following Pinkberry, Yogurtland acted as a hyena in the frozen yogurt market. Watching Pinkberry and Yogurtland’s success, independent frozen yogurt stores emerged in the market. Mom and pop and start-ups quickly flooded the market throughout the nation. These stores were the vultures trying to pick at the remaining frozen...
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...Workshop #4 Berry, Berry Ambitious MBA 454 Marketing Strategies BSA 529 June 13, 2011 Dr. Ehsan Salek Berry, Berry Ambitious Frozen yogurt is hot again, but with a more gourmet tone. Chains, including Pinkberry and Red Mango, are battling in L.A. and looking to expand. The story of Pinkberry’s success is really about the chain's image as a design brand. The fro-yo shops position themselves as coffeehouses, a place to experience frozen yogurt in an inviting atmosphere and linger a while. The frozen yogurt of the 1980s tapped into the fitness craze, a low fat yet still sweet substitute for ice cream. Pinkberry Korean-style yogurt comes in two flavors: plain and green tea. It is rather like Greek yogurt with a hint of lemon. The fresh, tangy, strangely satisfying flavor grows on you. With only two products, minimum staff training, a playfully modern store design and regular customers, Pinkberry franchises seem to be licenses to print money. The snack, with only 25 calories a portion, served with fresh fruit or crunchy toppings like Oreo cookies or Cap’n Crunch. Pinkberry yogurt is one of those American franchise ideas (think soup, coffee, and juice bars) that seem so obvious, you want to kick yourself for not having bought in at the beginning. The growth of the franchise has been explosive, from one Los Angeles store in January 2005 to 16 today, plus three in New York (five more by the end of summer) and, soon, six in London. It has...
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...Becoming a National Brand Bettina Chen Lisa Yee Eythan Familier Robbie Paolini 1 Memo to the CEO: Executive Summary • Pinkberry needs to take advantage of its first mover status • Expansion of the firm is possible due to the product’s higher quality • Can use the following strategies • Establish Pinkberry as a national brand by controlled franchising • Advertise with a focus on health and flavor • Target health-conscious individuals as well as young crowds • Maintain simplicity of menu choices • Maintain upscale status of locations • Hire young motivated people • Provide opportunities of advancement to employees of the company Market and Competitive Analysis The overall market The current level of health awareness in the United States has led to a steady increase in the number of yogurt restaurants in Southern California. This has occurred despite the fact that Southern California already experienced one frozen yogurt boom-and-bust cycle in the 1980s and '90s. With consumers seeking healthy alternatives for frozen dessert, frozen yogurt sales grew 12 percent in 2007 alone1. According to the U.S. Market for Ice Cream and Related Frozen Desserts, the U.S. market for frozen desserts is set to grow by more than $4 billion by 2012, with frozen yogurts attaining the 2 strongest growth. This represents an 18 percent increase over the next five years, from the market's 2007 value of $23.3 billion across...
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...Improving Second cups Cafe of the future includes an open-concept of the bar, new partnerships, and menus. With Second Cups Loyalty program customers receive a free drink once 50 dollars is spent in stores additionally, they’re able to pay through the app while managing points. With expanding Second Cup one of the first partnerships of many is with Pinkberry. Pinkberry is a worldwide frozen yogurt company that has...
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...Pinkberry drives in-store product launch trial via mobile advertising Frozen yogurt chain Pinkberry launched a location-based ad campaign that served up mobile coupons to lure nearby consumers into stores in April. The ads ran within the Pandora iPhone app with creative that showed consumers how many miles away they were from a Pinkberry location. When clicked on, a landing page presented an offer for $1 off of a greek yogurt product. The landing page also included directions and a click-to-call option. The coupon was redeemable by showing a screen grab of the ad at the point-of-sale. As marketers increasingly look to make mobile ads more contextual and relevant to consumers, location and targeted data has been one of the biggest growth areas in the industry this year. In Pinkberry’s case, consumers are more inclined to interact with the banner ad since it ties together an offer with a specific location. • When consumers tap on the mobile ad, a landing page is brought up with four tabs that run across the top of the page – home, map, details and call. • The homepage of the ad shows the offer, which runs through April 30. Consumers can save the coupon by taking a screenshot of the ad to show at the point-of-sale. • Under the maps tab, consumers can view the address and directions to the nearest Pinkberry store. • Additional information about the product is under the details tab, and consumers can choose to call the local store via the ad. • Tying a coupon to...
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...With the growth in the frozen treat business the market is becoming saturated, but Orange Leaf Frozen Yogurt has found the right pieces of the puzzle to allow rapid growth in this crowded market. Founded in 2008, in Oklahoma City, Orange leaf Frozen Yogurt has quickly expanded to 225 locations, with plans in place to open up 125, within 35 states (Orange Leaf, 2). In 2011 Orange Leaf turned into an international company, by opening their first outlet in Australia (Ruggless, 1). Orange leaf has a variety to choose from. Each store has sixteen different flavors ranging from unusual flavors such as coconut and lemon, to your traditional flavors, such as vanilla and chocolate (Quintanilla, 1). You also have the option to swirl select flavors as well. This may seem like a low option of flavors, but they are switched out often with different flavors to change it up for their customers. After you make your own bowl of frozen yogurt from the machines, you have the options of choosing from fifty-two different toppings (Quintanilla, 1). Some of the options you have when it comes to toppings are fruit topping, chocolate candies, nuts, gummy candies, and many more (Quintanilla, 1). Orange Leaf Frozen yogurt is without a doubt a business to consumer product. Let us define exactly what it mean to be a business to consumer is. According to Investopedia business to consumer are transactions that happen directly between a company and a consumer, where the consumer is the end user...
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...Cherry’s Yogurt 118 Addison Drive, Tampa, FL 1-800-419-2837 cherrys@cherrysyogurt.com Table of Contents I. Executive Summary 04 II. General Company Description 05 2.1 Overview 05 2.2 Legal Description 05 2.3 Company Concept/History 05 2.4 Current Status 05 2.5 Vision & Mission Statement 06 III. Products and Services 07 3.1 Product Description 07 3.2 Service Description 07 IV. Marketing Plan 08 4.1 Industry Overview 08 4.1.1 Marketing Size 09 4.1.2 Target Market 10 4.1.3 Marketing Objectives 10 4.2 Products/Services 12 4.2.1 Pricing Strategy 12 4.2.2 Promotion Strategy 12 4.2.3 Distribution/Placement Strategy 13 4.3 Competitor Analysis 13 4.4 SWOT Analysis 14 4.5 TOWS Strategy Development 15 4.6 Forward Strategy & Future Outlook 16 V. Operational Plan 17 5.1 Production 17 5.2 Location 17 5.3 Inventories 17 5.4 Suppliers 17 5.5 Exit Strategies 17 VI. Management and Organization 18 6.1 Company Structure & Ownership 18 6.2 Core Management Personnel 18 6.3 Roles & Responsibilities 18 6.4 Salary Structure 18 6.5 Key Success...
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...THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT POLICY Voluntary - Public Date: 6/10/2013 GAIN Report Number: IN3056 India Post: New Delhi India’s Quick Service Restaurant Sector Growing Report Categories: Retail Foods Food Service - Hotel Restaurant Institutional Promotion Opportunities Approved By: David Williams Prepared By: Priya Jashnani Report Highlights: The first foreign quick service and casual dining restaurant brands entered the Indian market nearly 20 years ago. At the time, Indians rarely ate out and many wondered how the restaurants would overcome supply chain challenges and opposition to foreign investment. There are now an estimated 43 foreign restaurant brands operating 1,900 outlets across India. The number of home-grown chains is also rising as Indian firms adopt franchising or chain models to meet growing consumer demand for the dining-out experience. The rising number of restaurants does not present a significant opportunity for imported food products given relatively high tariffs and import restrictions on key products, but restaurants are introducing new cuisines and changing consumer tastes and preferences, a trend that could result in long-term opportunities for exporters. This report provides an estimated census of foreign and domestic casual and quick service restaurant brands operating in India. Things Have Changed Over the Past 20 Years...
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...The Role of Online Social Media in Brand-Consumer Engagement: An Exploratory Study Abstract Submitted to the Direct/Interactive Marketing Research Summit Proceedings August 31, 2012 Andrew J. Rohm Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, arohm1@lmu.edu George R. Milne Professor, Marketing Department, Isenberg School of Management, University of Massachusetts Amherst, Amherst, MA, milne@isenberg.umass.edu Velitchka Kaltcheva Associate Professor, Marketing Department, College of Business Administration, Loyola Marymount University, Los Angeles, CA, velitchka.kaltcheva@lmu.edu Researchers have noted the importance of generating more effective brand-consumer engagement with respect to increased profits, customer satisfaction, and customer loyalty (Palmatier et al. 2006). Customer engagement is defined as active interactions with a firm, with prospects and with other customers (Kumar et al. 2010). We focus on engagement because consumers’ interactions with brands are now more similar to a multi-party conversation than to a brand-dictated monologue (Deighton and Kornfeld 2009; Hennig-Thurau et al. 2010). Social media platforms including Facebook and Twitter have become integral elements for companies and brands seeking to develop intimate online customer relationships; conversely, they provide consumers an online “soapbox” with which to publish and disseminate personal evaluations...
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...Prof. Bodoh-Creed Anth 338 – Section 1 February 27, 2012 On an ordinary Saturday afternoon, my sister and I made our way to 1st St. and Central Ave. from a failed attempt at another left-to-be-unnamed cultural epicenter, which was a very disappointing trip. Little Tokyo proved to be quite the opposite, as I was able to ascertain a much deeper understanding of the Japanese culture because of it, and at the same time was able to reflect on the differences and similarities of my Filipino heritage. From what I was able to gather, the Japanese and Filipino cultures have quite a few significant differences, but have more similarities than I originally anticipated. As the name would suggest, Little Tokyo is fairly little, with its borders spanning a radius of only a few blocks. Walking from one end of the town to the other took no more than five minutes. That afternoon, we started our trip right in the middle of all the activity, into the mouth of a little alley known as the Japanese Village Plaza. People were walking in and out of cosmetic stores, bakeries, bars, gift shops, a brightly lit Sanrio store, cafes, a market, and a number of restaurants serving sushi, shabu shabu, ramen, even Korean barbeque. Many of these shops were playing traditional Japanese music, and interestingly, almost all of the employees that worked in these shops were women. The same could be said about the restaurants, as many of the servers were also women. The chefs on the other hand were all men...
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...[pic] Howard Schultz Erika Alfano Yasmyn Oramas MAN3240 Howard Schultz is a very well defined, intellect, knowledgeable man. Howards Schultz was born in Brooklyn, New York on July 19,1953. Schultz graduated from Northern Michigan University with a bachelor’s degree in communications. He was elected as one of the “World’s 50 Great Leaders”, you will know more about why he is during this paper. Howard Schultz is best known as the chairman and CEO of Starbucks and a former owner of the Seattle Super Sonics. Howard Schultz began his career very quickly. It all started after he graduated from college, he was working as a salesman for Hammarplast, a business that sold European coffee makers. As Schultz made his way through the company he noticed they were selling more to a company in Seattle. So, Schultz went to Seattle to see whom they were selling to and once when he walked through the doors of Starbucks he knew he needed to work there, Schultz he said “I can’t explain it. But I knew I was in a special place, and the product kind of spoke to me.” Drawn to Seattle and its extraordinary coffee culture, Howard moved from his native New York and joined Starbucks, in 1982, as director of operations and marketing when Starbucks had only four stores. In 1983, he travelled to Milan, Italy, he saw that there were so many coffee bars, that he came with the idea of coffee drinks. Schultz said, “I saw something. Not only the romance of coffee, but a sense of community. And...
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...thomas a . meyer How Great companies Get Started in terrible times Innovate! Innovate! How Great Companies Get Started in Terrible Times THOMAS A. MEYER John Wiley & Sons, Inc. Copyright © 2010 by Thomas A. Meyer. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose...
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...Rajeev Batra, Aaron Ahuvia, & Richard P. Bagozzi Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self–brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the firstorder and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. Keywords: brand management, brand attachment, brand loyalty, brand relationships, brand commitment lthough for decades researchers have studied how consumers form “like–dislike”...
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...Brand Love 品牌熱愛 運用基礎理論方向，作者調查品牌熱愛最初與結果。定義品牌熱愛研究需要建立在瞭解消費者如何體驗這個過程，他們指導兩項關於消費者對於品牌熱愛類型之質化研究去發掘不同元素(面貌)。爾後，對於調查資料他們運用結構方程式模型去發掘這些元素如何被模組化作為初階和高階結構模型。高階模型產生出七種主要元素: 自我品牌整合Self-brand integration, 熱情導向行為 passion-driven behaviors, 正面情緒連結postitive emotional connection, 長期關係long-term relationship, 正面態度價值positive overall attitude valence, 態度確認和信心(強度)attitude certainty and confidence (strength) and 期待分離困境anticipated separation distress。除了這七種熱愛品牌主要元素本身，類型還包括品質信念(quality belief)作為品牌熱愛和品牌忠誠度，口碑傳播，負面消息阻力結果等為前提。兩者初階和高階熱愛的模型較好預測忠誠度，口碑傳播和阻力和提供比整體總結品牌熱愛測量來的好。作者結論包括理論和管理意涵。 雖然好幾世紀研究家都在研究消費者對於品牌喜歡和不喜歡的態度，業界(practitioners)和學術界過去幾年可以看到蓬勃發展於品牌熱愛! 在業界之間，Robert’s書"Lovemark"表示對於此主題增加以及Bauer, Heinrich和Albrecht (2009) 紀載熱愛概念持續被使用於廣告當中。學術界在品牌熱愛上面或者相關結構是真實存在的(for reviews, see Albert and Park, 2005) 發現這和正面口碑行銷和品牌熱愛有關(Carroll and Ahu-via 2006; Fournier 1998, Thomason, MacInnis and Park 2005) 會增加消費者願意付溢價商品(Thomson, MacInnis and Park 2005) 和原諒品牌失敗結果。 在消費者研究當中，Shimp and Madden(1988) 採用Strnberg’s(1986) 心理學中的三角三關係的愛和 Ahuvia (1993) 表現第一個實證研究。Fournier (1998) 包括愛是消費者和品牌關係中最核心元素和 Ahuvia, Batra, and Bagozzi (2009), Carroll and Ahuvia( 2006) and Albert, Merunka 和 Valette-Florence(2008) 明確地研究品牌熱愛。和與工作跨越自我品牌連結，消費者與品牌 連結，自我辨識建立，消費者與物品結合力和品牌群聚和參考團體。 雖然這個關注建議品牌熱愛對於市場主題很重要，但是很少認同品牌熱愛是什麼。有很多品牌熱愛定義建議這關注無所不在從1~11面向隨著不同研究概念。這些不同意論點堅持於大筆測量中因為當我們討論次要，大部分市場研究都忽略探勘性工作需要早期研究階段至主要結構的界線和內容。取而代之，早期工作主要替代大量心理學術於人際間愛和接觸為了品牌熱愛基礎探勘研究。 在心裡學術，對於不同人與人愛(浪漫，同情，利他主義) 大量存在，許多提到影響(affection)，接觸(attachment)，親密(intimancy)，照顧(caring)，強烈渴望(intense...
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...Perdido Street Station (Bas-Lag 01) By China Miéville "...and Lublamai no longer thought of screaming but only of watching as those dark markings rolled and boiled in perfect symetry across the wings like clouds in a night sky above, in water below." Prologue Part One: Commissions Chapter One Chapter Two Chapter Three Chapter Four Chapter Five Part Two:Physiognomies of Flight Chapter Six Chapter Seven Chapter Eight Chapter Nine Chapter Ten Chapter Eleven Chapter Twelve Chapter Thirteen Chapter Fourteen Chapter Fifteen Chapter Sixteen Chapter Seventeen Part Three: Metamorphoses Chapter Eighteen Chapter Nineteen Chapter Twenty Chapter Twenty-One Chapter Twenty-Two Chapter Twenty-Three Chapter Twenty-Four Chapter Twenty-Five Chapter Twenty-Six Part Four: A Plague of Nightmares Chapter Twenty-Seven Chapter Twenty-Eight Chapter Twenty-Nine Chapter Thirty Chapter Thirty-One Chapter Thirty-Two Chapter Thirty-Three Part Five: Councils Chapter Thirty-Four Chapter Thirty-Five Chapter Thirty-Six Chapter Thirty-Seven Chapter Thirty-Eight Chapter Thirty-Nine Chapter Forty Chapter Forty-One Part Six: The Glasshouse Chapter Forty-Two Chapter Forty-Three Chapter Forty-Four Chapter Forty-Five Part Seven: Crisis Chapter Forty-Six Chapter Forty-Seven Chapter Forty-Eight Chapter Forty-Nine Chapter Fifty Chapter Fifty-One Part Eight: Judgement Chapter Fifty-Two "I even gave up, for a while, stopping by the window of the room to look out at the lights...
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