The product is yogurt which was brought to the United Statesin the 19th centuryYogurt is basically a form of curdled milk much like sour creambut has less fat1947 was the first year that yogurt was introduced withnatural fruit preservatives and artificial sweeteners to make asweetened dessertIn 1950 yogurt became huge with health gurus in the UnitedStatesSince the 1950 when people became familiar with yogurt ithas been on store shelves in every major storeYogurt has vitamins B 12 and B6Yogurt can be added to cakes, pies and enjoyed plain
The market size is 53,642,100The market has grown 4% in the last 4 years, with theexception of last year in which it dropped 4%The competition holds 41, 464,800 of the Market sharesYo-Spoon holds 23% of the total marketYo-Spoon hopes to gain back our sales with a newproduct and gain back the 4% that was lost in the lastyear.
Sales 23% 39% Yo Spoon company B company C all other 22% 16%Total Market Share
Case Sales Case Sales For The past 5 years13,000,00012,500,00012,000,00011,500,00011,000,00010,500,00010,000,000 cy-4 cy-3 cy-2 cy-1 cy cy + 1
Yo-Crunch 4 pack 4 oz is $ $2.36, packaging is asmall cup that children can drink and squeeze theyogurt from the cupDannon Dannable Crunchers 4 pack 3.5 oz$2.36, plastic packaging that children can addgranola pieces to the yogurtYoplait Go-gurt 2 oz 8 pack $2.62, packaging aretubes that children can squeeze the yogurt outYo-Spoon 4 pack 4oz containers, $2.10, packagingis a container with fresh fruit, yogurt and a ediblespoon
People who like to stay healthyOur average customers are people that range from children toolder adults with their incomes that are average based in theregions that we targeted.Our potential customers are children that like sweets, which willeat yogurt as a substitute for unhealthy sweetsMothers that want their children to substitute unhealthy snacksfor a healthy sweet snack will purchase yogurt for their children overjunk foodsThe normal consumer of yogurt would purchase the productweeklyConsumers that are very health conscious or on the go often andwant their children to snack on a healthier snack that the tastemeasures up to the productConsumers will use these products for schoollunches, snacks, after school snacks, and riding in the car.In the last 10 years more consumers want more all-natural foods, healthierfoods, convenient, and affordable.
Trends over the years Trends over the years70%60%50%40%30%20%10%0% 1940-1950 1960-1970 1980-1990 2000-2010 2011-2012 Trends since 1940- 2012
New England and Rocky Mountains sales are verylow and are one of the major focuses we hold only5% of the market in that regionover the past 4 years we have not had aconvenient product for on the go life stylesIn the past 4 years we have not had an all naturalproduct that our consumers are wanting.The biggest problem that Yo-Spoon faces istargeting mothers with a kid product, even thoughthe child may want it we need to convince themothers why they should buy it for them
140001200010000 8000 Cy-4 CY-3 6000 CY-2 CY-1 CY- 4000 2000 0 New England Mid East Great Lakes Plains South East South West Rocky Mountain Far West
Yo-Spoon has a new marketing plan tointroduce a new way to enjoy yogurtYo-Spoon has the opportunity to presentoriginal ideas to our customers such as an ediblespoonWe have an opportunity to increase sales inthe New England and the Rocky Mountainregions and boost our sales in other regionswith a new product that most people want tohave on a daily basisYo-Spoon is the first to introduce a spoon thatis edible
» YoSpoon’s target market are all ages of Children» YoSpoon is targeting moms
» 4 oz. cups of yogurt» Fruit in the cup of packages- Strawberries, Raspberries and Blueberries» Spoons- Graham cracker, sugar cookie, Chocolate chip cookie, Cinnamon and Confetti Cookie» Flavors- Slammin Strawberry, strawbanana, Blazin-blueberry, Ravin raspberry, Verynilla, Slammin Strawberry cheesecake, and birthday Cakalicious» Single cups, 32 oz. containers and 4 packs (multipacks)
» Single cups will be $.80» 4 packs will be $2.60
» TV ads» Magazines ads with coupon» Coupons in the Sunday Paper» Direct Mail» Facebook» Website» Box Tops» Consumer Contest
» Advertising Objective 1:» Objective: introduce a new product and to show consumers a brand new way to enjoy their favorite yogurt with an edible spoon.» Strategy: Commercials will be run on children and family oriented stations. Links will also be put on children’s websites, along with coupons in various magazines and Sunday papers.
» Advertising Objective 2:» Objective: gain children’s attention by introducing a good tasting, healthy snack in replace of unhealthy snacks.» Strategy: Commercials will run during kids shows, advertising will be seen in kid’s magazines. We will be introducing our cow and his catch phrase will be “It’s Spoooonalicious!”
Advertising Objective 3:» Objective: gain the mother’s attention by introducing a new healthy, convenient, on-the- go snack for their children.» Strategy: There will be advertisements running in women’s magazines. There will also be commercials on daytime television, coupons in the Sunday paper to promote that it is an all- natural and convenient on-the-go snack.
Television: commercials will air on daytime television andchildren’s stations» Good Morning America, between 6-8 A.M., Monday through Friday in January, February, March, August, and September» Dr. Phil and Dr. Oz, between 4 and 5 P.M. Monday through Friday in January, February, March, August, and September. On the» 6 o’clock news on ABC, NBC, and CBS,Monday through Friday in January, February, March, August, and September.» Dora the Explorer, Bubble guppies, SpongeBob SquarePants, Calliou, Wizards of Waverly Place, and Phineas and Ferb from 8 to 11 A.M. on Saturday and Sunday all year round.
» Magazine: advertisements in children’s and women’s magazines.» advertisements will have a coupon at the bottom for $0.50 off.» Family Circle, Highlights, and Nick Magazine in February, March, April, May, June, July, and August.» Women’s Health and The Healthy Mom’s Magazine in January, February, March, June, July, August,September, and October.
» Website: www.yo-spoon.com» printable coupons for $0.75 off» game activities for children to play for free» Recipes» Contest information
Yo-spoon will partner with Kroger, GiantEagle, Wal-Mart, and Meijer and mailcoupons directly to all the customers ontheir mailing list once a week.
» Coupons will be sent out the first and third Sunday of every month January- December» A coupon will also go out every second Sunday of the same months» They will be full ad coupons» Consumers limited to only one coupon per transaction» They expire two months after coupon is in the ad
Save $0.55 Consumer: limit one coupon per item purchased. Coupon must be presented to participating retailer at time of purchase. Consumer must pay all applicable sales tax. EXPIRES 03/01/2013 Save $0.55Save $0.35 When you purchase ANY YoSpoon multipack or Two YoSpoon 4 oz. When you purchase ANY containersONE YoSpoon single 4 oz. container Consumer: limit one coupon per item purchased. Coupon must be presented to participating retailer at time of purchase. Consumer must pay all applicable sales tax. EXPIRES 03/01/2013 EXPIRES 03/01/2013
» The coupon for YoSpoon.com Save $0.75 On Any TWO multipack YoSpoon Yogurt Consumer: limit one coupon per item purchased. Coupon must be presented to participating retailer at time of purchase. Consumer must pay all applicable sales tax. EXPIRES 01/31/2013
» YoSpoon yogurt will be placed on the cooler shelf with the rest of the competing brands of children’s yogurt» This will be year round» YoSpoon will have a separate mini cooler in the dairy aisle which will be outo January and February of 2013o August 1st-October 31st
» Saturday is the busiest shopping day of the week» January-July; August- October» Children and parents can sample a one by one size cup of yogurt and a mini graham cracker spoon or sugar cookie spoon» Every month two different flavors to try
» YoSpoon will be putting stickers on the inside package of the multipacks for children to have» January, March, May and August-December
o What a better way to spend time with your kids?o Promotion will be on the website and info on the multipacks of YoSpoono Promotion: June 1st- August 31sto The judges are the YoSpoon kitchen staffo The winners will be announced on YoSpoon.com and contacted immediately from someone on the YoSpoon team!
1st place winners receive a full set ofRachael Ray pots and pans !Shipping and handling is paid for by 2nd place winners will receive a brand new Bunn coffee makerthe winners! HAVE FUN AND GOODLUCK!!
It’s time to put your aprons on and spoons in your hand and start mixing! This is a contest for you AND your kids…All you have to do: o Come up with your favorite yogurt recipe using YoSpoon yogurt. o Enter your information below, including the recipe! o Leave the rest up to the YoSpoon kitchen staff o Most of all ENJOY and have fun!! Prizes: 1st place- Rachael Ray pots and pans Runner up- Bunn Coffee Maker Competition starts NOW and the deadline for your recipe is August 31st, 2013! *Only ONE entry per household* *Winner announced on YoSpoon.com and contacted on October 1st, 2013* Entry Form Name:_________________________________________ Address:_______________________________________ PO Box:______ State:___________ Zip Code:________ Phone #_______________________________________ Recipe Name:__________________________________ Ingredients: How to make it: Click here to see prizes Click here to see recipes
The First place winner is: CANDI WILSON from Marion, OHIO!! She is the winner of the Rachael Ray pots and Pans! Her Recipe is: Cheesecake With Yogurt Toffee ToppingIngredients:Crust Congratulations winners and a1 cup crushed shortbread cookies (about 16-18 cookies)2 tablespoons butter, melted big thank you to everyone whoCheesecake1 cup YoSpoon Lowfat Strawberry Yogurt participated. The YoSpoon2 8oz packages of cream cheese, softened team hopes that you enjoyed1 1/4 cups packed brown sugar1 15oz can pumpkin puree this and make sure you check2/3 cup evaporated milk out the recipes that people sent2 eggs1 teaspoon cinnamon in and try them at home!1/2 teaspoon nutmegTopping2 cups crushed toffee candies2 cups YoSpoon Lowfat Strawberry Yogurt4 tablespoons sugarDirectionsPreheat oven to 350°F. In a small bowl, combine crushed cookies and butter. Press into the bottom and 1-inch up the side of an ungreased 9-inchspringform pan. Bake for 6-8 minutes but dont allow it to brown. Cool for 10 minutes. In large mixer bowl beat cream cheese and sugar togetheruntil creamy. Add in yogurt, pumpkin, eggs, evaporated milk and spices. Beat well and pour into the crust. Bake for 60 -65 minutes or until theedge is set but the center moves slightly. Remove from oven. Top with crushed toffee candies. Combine yogurt and sugar and spread over warmcheesecake. Bake for 10 minutes. Cool completely in pan and then refrigerate overnight. Drizzle with caramel sauce before serving.The Runner up winner is: Angela McGuire from Panama City, FL!!She wins the Bunn Coffee Pot!!Her recipe is: Chicken StroganoffIngredients1-12oz package wide egg noodles*1 tablespoon olive or vegetable oil1 onion thinly sliced2 cloves of garlic minced1/4 cup thinly sliced mushrooms1 pound boneless skinless chicken breasts, cubed2 1/2 tablespoons of butter, divided1/4 cup flour1 cup chicken stock2 tablespoons cider vinegar1/2 cup chopped parsley2 teaspoons freshly chopped tarragon1 cup YoSPoon Low Fat Plain YogurtDirectionsPrepare egg noodles according to package instructions. In a large skillet, heat oil over medium heat. Sauté onion, garlic and mushrooms slightly.Add chicken pieces and sauté on high until chicken is cooked through, about 6 minutes.In a separate skillet, over medium heat, melt butter and sprinkle in flour until mixture starts to slightly adhere to the bot tom of the sauté pan.Quickly add chicken stock and cider vinegar and stir gently. Reduce heat to low and stir in parsley, tarragon, and yogurt. Cover and let simmer onlow for 8-10 minutes.Add 1/2 tablespoon of butter to egg noodles and let melt (optional). Toss noodles, spoon stroganoff mixture over noodles, and serve.
» YoSpoon is teaming up with General Mills to help schools earn money» Kids can collect Box Tops that are worth $0.10 each on the YoSpoon multipacks» Best part YoSpoon is doubling box tops, so there will be two on each» Kids and parents cut them off and take them to school» If the school collects 250,000 of them they will receive art supplies
» Box tops will have a four year expiration date» This promotion is all year!• Supplies:» Construction Paper colored pencils• Glue Markers• Glitter Scissors and Much more!• Paint• Crayons• Glitter pens• Clay• Pencils• Pens
»A three night Bahamian Disney Cruise»Motorized scooter with helmet and pads»Xbox 360’s
» Three nights» Promotion: March1st- June 1st» This is an all-inclusive trip, Taxes paid by the consumer» Fill out a index card large or small with 4 UPC codes and receipts for proof of purchase (No copy UPC’s accepted)- Tell one reason you love YoSpoon» The drawing will be on July 1st – by the VP» The promotion will display on packages and on YoSpoon.com» The trip expires one year from date of winning
» Go to YoSpoon.com for more details on the Disney Cruise This cointains 4: 2-Smashin Strawberry with fresh strawberries 4 and graham cracker multipacks spoon 2- Cheesecake with fresh strawberries and graham cracker spoon IT’S SPOOONALICIOUS
Click here for more pictures and cruise info Click here for more information on how to win When consumers go to YoSpoon.com this is what they will see!
E N J O Be Pampered Y Click here for lists of activitiesThis is what consumers will see when they click on “Click here for more cruisedetails”
Family Activities – Disney Cruise LineWith an almost endless array of Disney-themed entertainment you wont find anywhere else, Disney shipsboast activities that bring the family together in unique and unforgettable ways. Deck parties: Celebrate your dream Disney vacation with your family alongside some favorite Disney Characters, and enjoy the only fireworks display at sea. Live Shows: Enjoy original Broadway-caliber musicals or relive some of Disneys greatest movie moments live onstage. Character Greetings: Meet and greet your favorite Disney Characters at autograph sessions, appearances at deck parties and kids clubs, and surprise encounters throughout your cruise. Dining: Savor the culinary delights of 3 delightfully themed restaurants—with child-friendly menus—your entire family will love. Pools: 2 distinctive Disney pools include one designed exclusively for families and one with a twisting slide. Movies: Catch a classic flick or a first-run release (some in Disney Digital 3-D) in the beautiful Buena Vista Theatre and on deck under the stars.
How to win the 3 night Bahamian Disney Cruise: Collect four UPC codes from the YoSpoon multipacks Keep all receipts for proof of purchase Fill out an index card with your name, phone number, address and email address Tell us one reason you love YoSpoon so much Mail in the card and the UPC codes and receipts too: YoSpoon 766 Yogurt St. Spoon, Ohio 43761 Enter as many times as you want This is for a family of four needing a nice, relaxing getaway! Dates of Promotion- March 1st-June 1st, 2013 The drawing will be held on July 1st, 2013, the winner will be contacted immediately! NO COPIES OF A UPC WILL BE ACCEPTED Winners responsible for taxes and port; Trip good for only one year after winner announcedThis is what consumers will see when they click “more info to win”
From!!! Marion, OhioThanks to everyone for participating on this great Promotion, andagain Congratulations to Jo Ann Cluff for winning the DisneyCruise for her and her family. Please keep watching for anotherbig give away that YoSpoon will have!!!
» Sweepstakes starts on January 1st- February 28th» YoSpoon will give five scooters with the helmet and pads away» Consumers get to enter as many times as they want» There will be promotional info on the multipacks for the scooter» Consumers get a code on the inside package and need to go to YoSpoon.com to enter in code and then their name, phone number, address and email!» No repeat codes accepted; good in all eight regions
Win a free Motorized Scooter with helmet and Pads! *Look inside for Details Contained with 4 packages of: 2- Smashing Strawberry with Strawberry’s and Graham Cracker Spoon 2- Blazin Blueberry with Blueberries and sugar cookie spoon CrackerIt’s SPOOONALICIOUS Spoon
YBR154XZW This is your chance to win a motorized scooter, a helmet and Pads. You have until February 28, 2013, and enter as many times as you want! You need to go to YoSpoon.com and enter the code shown above. This is the code that enters you to win the scooter, helmet and pads. Go to YoSpoon.com for more information Only one code per entryThis is what the inside of the package will look like
The deadline to get codes entered is February 28, 2013!!Enter as many times as you want just fill out the form below and hit submit!Drawing is on March 2nd, 2013!! Winners will be contacted by phone and Email AND Enter Code Name____________________________________ Address__________________________________ Phone Number____________________________ Email____________________________________ SUBMIT Only one code per entry, NO double code will be accepted
» YoSpoon will be giving away five Xbox’s during the months of June 1st- August 1st» Consumers can see this promotion on the outside package of multipacks and on YoSpoon.com» Consumers need to fill out an index card with their Name, phone number, address and a UPC code from the package» Send them too: YoSpoon > 766 Yogurt St. > Spoon, Ohio 43761» They can enter as many times as they want» No Copies of UPC accepted
Your Chance to win a free XBOX 360!! Details inside Contained with Four Packages of: 2- Birthday Cakalischous with fresh Strawberries and a graham cracker spoon 2- Ravin Raspberry with fresh raspberries and a chocolate spoonIT’S SPOOONALICIOUS!!
THIS IS EASYFASTFUNIT IS FREE o Fill out an index card with your name, Phone number and Address o Put the UPC code from your package on the index card o Mail it to: YoSpoon 766 Yogurt St. Spoon, Ohio 43761 o Send in as many as you want Deadline is August 1st, 2013!! WINNERS WILL BE ANNOUNCED ON AUGUST 3RD, 2013! They will be contacted and posted on YoSpoon.com No copies of UPC codes will be accepted
Thank you to everyone that sent in cards to try to win! Andcongratulations again to all the winners! Stay tuned for thenext sweepstakes from your favorite yogurt team YoSpoon!
Schedule of Activities Advertising J F M A M J J A S O N DCustomer Magazines Family Circle * * * * * * * Highlights * * * * * * * Nick * * * * * * * Women’s Health * * * * * * * * The Healthy Mom * * * * * * * *Television Good Morning America * * * * * Dr. Phil/Dr. Oz * * * * * ABC/CBS/NBC * * * * * Dora the Explorer * * * * * * * * * * * * Spongebob Squarepants * * * * * * * * * * * * Calilou * * * * * * * * * * * * Wizards of Waverly Place * * * * * * * * * * * * Phineas and Ferb * * * * * * * * * * * * Bubble Guppies * * * * * * * * * * * *Internet * * * * * * * * * * * *Direct Mail * * * * * * * * * * * *
Budget Summary Advertising45% Television $3,054,06025% Consumer Magazines $1,696,70010% Direct Mail $678,68020% Website $1,357,360100% Total Advertising Budget $6,786,800 Sales Promotion40% Coupons $1,809,80010% Consumer Games $452,45015% Consumer Contest $678,6755% Sweepstakes $226,23010% Store Displays $452,45020% Free Samples $904,900100% Total Sales Promotion Budget $4,524,500 Grand Total $11,312,300