This marketing plan aims to introduce a new brand of frozen Greek yogurt to the Singapore market. It analyzes the market opportunity as an unsaturated market with increasing demand for healthy convenient options. However, Greek yogurt faces challenges as a niche product with only selected store availability and lack of brand awareness. The plan outlines an online and offline promotional strategy including social media, articles, sampling events and giveaways to increase revenue, educate consumers and gain market share against competition. Success will be measured by engagement and awareness metrics as well as increasing the Greek yogurt leader position in Singapore.

1. Marketing Plan

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5. • Frozen greek yogurt leader
• Healthier than non-greek
• Healthy Substitution or
conventional ingredients like
cream and oil
• High protein, low sugar, low carbs
and low fat
• “How matters” Culture
• Unsaturated market
• Increasing demand for healthy
convenient options
• Rising middle class and affluent
consumers with increasing
purchasing power.
• Price is higher than non-greek
•Inconvenient to eat on-the-go
• New entrant to Singapore market
• Lack of brand and product awareness
• Only found in selected stores
• Lack of promotional campaign
• Limited variety imported for sale
• Niche Market
• Intense competition in yogurt industry
• Strong Asia brands
• Price sensitive consumers
• Greek yogurt competitor (Fage)

6. $1-$2.90 $3.95 $5.50
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12. Task Qty Cost /unit Subtotal Projected
Income
Internet
-Blog
-Website
-App
-Online Media
Article/Videos
-Social Media
8
1
1
10
3
500
30000
20000
400
NA
4000
30000
20000
4000
NA
1,000,000
Sponsor 3 20000 60000 200,000
PR 1 30000 30000 800,000
Free Sampling NA 20000 20000 120,000
3 day Chobani
Soho Campaign
2 50000 50000 1,800,000
Schools , F&B NA 10000 10000 2,500,000
Promotional
(Giveaway,
Brochures, etc)
NA 25000 25000 60,000
Grand Total NA NA 253,000 6,480,000
The success will be measured
in the following:
• Increase in revenue
• Better health and fitness
educated individuals
•Increase participation in
social media discussions,
shared posts and web visits.
• Increase usage of App
• Increase in product and
brand awareness
• Increase market share in
yogurt category
• Become the Greek Yogurt
leader in Singapore