Bandar Alogbi, David Allen, Christine ClouseBusAdm895 | Spring 2012
Company Background• History   • Froyo Bella was opened in 2010   • One store only so far• Products   • frozen yoghurt in 4...
Main Value Proposition Healthier alternative to ice cream   Fewer calories       low-fat and non-fat varieties   Live ...
Online Marketing Website   Uses flash       Good visually – highly professional appearance       Not mobile friendly  ...
Business Situation Sales increased 4% during the past two years    2010-2011 Customer age is around 40+    Got reduced...
SWOT AnalysisStrengths                                       Weaknesses1)   Excellent location                         1) ...
Competitive Environment Many stores sells alternative products   Major franchise       Dairy Queen       Baskin Robbin...
Competitor benchmarks Kopp’s    Website design: Simple    Info: Complete    Link to social media: Yes    Twitter     ...
Competitor benchmarks Chocolate Factory    Website design: Simple    Info: Complete    Link to social media: No    Tw...
Location Analysis Excellent location    In Bayshore town Center       Annual visitors: 15 million +       Daily Vehicl...
Business Objectives Marketing objectives    Increase awareness    Increase sales Operational objective    Speed up cu...
Baseline Measurements & Goals Facebook   Froyo Bella   Likes   Talked About   Traffic     Today         3          1     ...
Baseline Measurements & Goals  Twitter & FoursquareFroyo Bella   Tweets   Followers   Froyo Bella   Check-ins   Unique Pe...
Baseline Measurements & Goals Pinterest       Froyo Bella     Number of   Followers                       Boards         ...
Strategy Naming Strategy    Awareness    Relationships       Signage and promotion          Heavy traffic       Conv...
Strategy Staffing    Owner computer literacy / English fluency    Manager (Tae Heon)       Competent & capable        ...
Strategy Staffing    Employee       Time       Knowledge       Skills?   Third-party       Expert       “Outsider ...
Strategy Offline   Integration       Branding       Consistent image         Colors         Font         Copy     ...
Tactics
Facebook & Twitter   New flavor posts accompanied by photos   Customer photo uploads   Familiarizing customers with fla...
Foursquare Discounts offered throughout the year with check-in Monitor and address “tips”  Foursquare Specials          ...
Pinterest    Photo repository – all flavors; all topppings    Familiarize customers with flavor and topping combinations...
Yelp Monitor Fill in store info Correct misinformation Address complaints    Apologize    Tell the consumer how you’...
Website Mobile optimized Add more professional photos of FB’s frozen yogurt Finish the site – some pages under construc...
Partnership Opportunities Become more involved in Bayshore events    Pushcart Local school/rec sports teams    discoun...
Budget                                         2011        Jan.-May    Jun-Dec. 2012     2013                             ...
Measure & Report Methods & metrics   Site traffic                 Redemptions       Google analytics            Point...
Analyze & Adapt Data support                Customer awareness    Theories, concepts, ins     Market research     tinc...
Questions?
Upcoming SlideShare
Loading in …5
×

Ba895 slides v6

676 views

Published on

Final

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
676
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Ba895 slides v6

  1. 1. Bandar Alogbi, David Allen, Christine ClouseBusAdm895 | Spring 2012
  2. 2. Company Background• History • Froyo Bella was opened in 2010 • One store only so far• Products • frozen yoghurt in 45 flavors • 47 toppings including 14 fresh fruits • Smoothies & soft drinks plus candy
  3. 3. Main Value Proposition Healthier alternative to ice cream  Fewer calories  low-fat and non-fat varieties  Live active cultures  help the digestive system  Fresh fruit  Fresh fruit every 4 hours
  4. 4. Online Marketing Website  Uses flash  Good visually – highly professional appearance  Not mobile friendly  Content  No info about upcoming flavors availability  No social media connecting/sharing tools
  5. 5. Business Situation Sales increased 4% during the past two years  2010-2011 Customer age is around 40+  Got reduced when price lowered Sales volume varies by Season  Summer  School break
  6. 6. SWOT AnalysisStrengths Weaknesses1) Excellent location 1) Low awareness2) Healthier product offerings 2) Expensive price3) Low operating cost 3) Sales seasonality4) The only frozen yogurt store in the area 4) Only sells desert 5) Can only offer six flavors at a time 6) Owner does not have a business background 7) Owner is not proficient in English or on computers 8) Product cannot be marketed as healthyOpportunities Threats1) Tapping into new promising market 1) Well known competitors in the area (Young customers) 2) Non-fat image as being not tasty2) Leverage inexpensive marketing tools3) Partner with local organizations/ businesses
  7. 7. Competitive Environment Many stores sells alternative products  Major franchise  Dairy Queen  Baskin Robbins  Coldstone  Local stores  Kopp’s  Established: 1950  Three locations  Chocolate Factory  Established: 1972  Seven locations
  8. 8. Competitor benchmarks Kopp’s  Website design: Simple  Info: Complete  Link to social media: Yes  Twitter  Tweets: 1504  Followers: 3211  Following: 63  Tweet: Ads/Flavors  Facebook  Likes: 1886  Talked about: 11  Content: skeleton
  9. 9. Competitor benchmarks Chocolate Factory  Website design: Simple  Info: Complete  Link to social media: No  Twitter  Tweets: 96  Followers: 87  Following: 57  Tweet: None since 2010  Facebook  Likes: 1424  Talked about: 07  Traffic: 54  Content: Good mix
  10. 10. Location Analysis Excellent location  In Bayshore town Center  Annual visitors: 15 million +  Daily Vehicle traffic: 130,000  Many events and activities held  High visibility location  Near one of the main entrance  Across from Alterra ($1.5 million in sale per month)
  11. 11. Business Objectives Marketing objectives  Increase awareness  Increase sales Operational objective  Speed up customer decision on what to flavor/toppings to choose Current activities  20% mailed coupon through Bayshore Town Center  50% Groupon  3,000 sold  Loyalty punch card  One free frozen yogurt after ten purchases
  12. 12. Baseline Measurements & Goals Facebook Froyo Bella Likes Talked About Traffic Today 3 1 94 6/30/2012 28 3 200 7/31/2012 53 5 250 8/31/2012 78 7 300 9/30/2012 103 10 350 10/31/2012 128 12 400 11/30/2012 153 15 450 12/31/2012 178 18 500
  13. 13. Baseline Measurements & Goals  Twitter & FoursquareFroyo Bella Tweets Followers Froyo Bella Check-ins Unique People Today 1 5 Today 496 354 6/30/2012 5 10 6/30/2012 600 400 7/31/2012 9 15 7/31/2012 700 450 8/31/2012 13 20 8/31/2012 800 500 9/30/2012 17 25 9/30/2012 900 550 10/31/2012 21 30 10/31/2012 1,000 600 11/30/2012 25 35 11/30/2012 1,100 650 12/31/2012 29 40 12/31/2012 1,200 700
  14. 14. Baseline Measurements & Goals Pinterest Froyo Bella Number of Followers Boards Today 0 0 6/30/2012 2 0 7/31/2012 4 2 8/31/2012 5 4 9/30/2012 -- 6 10/31/2012 -- 8 11/30/2012 -- 10 12/31/2012 -- 12
  15. 15. Strategy Naming Strategy  Awareness  Relationships  Signage and promotion  Heavy traffic  Convenient interaction  Menus, table-topper signage  QR codes, etc…  Naming  Facebook, Twitter, etc…  Foursquare, Yelp!  Customer benefit
  16. 16. Strategy Staffing  Owner computer literacy / English fluency  Manager (Tae Heon)  Competent & capable  Media degree  Designed current site  Quick, knowledgeable  Time constraints
  17. 17. Strategy Staffing  Employee  Time  Knowledge  Skills?  Third-party  Expert  “Outsider perspective”  Price
  18. 18. Strategy Offline  Integration  Branding  Consistent image  Colors  Font  Copy  Communication  Online-offline  Offline-online
  19. 19. Tactics
  20. 20. Facebook & Twitter  New flavor posts accompanied by photos  Customer photo uploads  Familiarizing customers with flavor and topping combinationsFacebook Content Twitter Post Objective Date Status update: “6/3: New Post: “6/3: New Flavors this Generate repeat 6/3/2012 Flavors this week are xxxxx, week are xxxxx, xxxxxx, and business; engage Week 1 xxxxxx, and xxxxx” xxxxx @FroyoBella” with customers Post photos of these flavors Include a Twit pics with the above status update. Status update: “<insert Post: “<insert flavor> Pic of Generate repeat 6/6/2012 flavor> Pic of the Week” the Week <twit pic url> business; engage Week 1 Post photo of a customer’s @FroyoBella with customers sundae creation based on Include a Twit pic one of the new flavors this week.
  21. 21. Foursquare Discounts offered throughout the year with check-in Monitor and address “tips” Foursquare Specials Objective Date Special: “Check in 6/10-6/16 to Attract new and repeat business; 6/10-6/16 get 20% off a <list this weeks’ help deplete stock of this weeks’ Month 1 new flavors> frozen yogurt flavors sundae!” Special: “Check in 7/8-7/14 to Attract new and repeat business; 7/8-7/14 get 20% off a <list this weeks’ help deplete stock of this weeks’ Month 2 new flavors> frozen yogurt flavors sundae!” Special: “Check in 9/2-9/8 for Attract new and repeat business; 9/2-9/8 our Back to School special: get help deplete stock of this weeks’ Month 4 20% off any flavor frozen yogurt flavors sundae!”
  22. 22. Pinterest  Photo repository – all flavors; all topppings  Familiarize customers with flavor and topping combinationsPinterest Content Objective Date Build a board showing photos of all 45 flavors. Engage with customers online 6/4 – 6/15 Build a board showing photos of all toppings. Engage with customers online 6/18 – 6/29 Build a board showing the most popular flavor & Engage with customers online; 7/2 – 7/6 topping combinations streamline ordering process Build a board of things related to frozen yogurt Engage with customers online 7/9 – 7/13 (i.e. dairy images, cows, fresh yogurt, etc.) Build a board of things related to frozen yogurt Engage with customers online 7/16 – 7/27 (i.e. how consumers can make their own frozen yogurt treats at home) Build a board that shows settings in which frozen Engage with customers online 7/30 – 8/10 yogurt is served (i.e. in famous settings, actors/celebrities eating FY, served at a wedding, etc.)
  23. 23. Yelp Monitor Fill in store info Correct misinformation Address complaints  Apologize  Tell the consumer how you’ve fixed the problem
  24. 24. Website Mobile optimized Add more professional photos of FB’s frozen yogurt Finish the site – some pages under construction Add flavor forecast/calendar Add social sharing icons
  25. 25. Partnership Opportunities Become more involved in Bayshore events  Pushcart Local school/rec sports teams  discount on game day Board Game Barrister  Hosts board game events weekly  Proximity = right next door Discount to iPic movie goers after the show  Present receipt/ticket stub
  26. 26. Budget 2011 Jan.-May Jun-Dec. 2012 2013 2012Annual Revenue $3,240,000 $1,350,000 $1,937,000 $3,372,000Annual Revenue From Marketing Plan -- -- $47,000 $52,000Annual Costs Less Marketing Expenses $936,000 $405,000 $581,100 $1,011,600Annual Marketing Expenses ? ? $23,500 $26,000 Professional Photos -- -- $500 N/A Changes to Website -- -- No Charge N/A Consulting Services For: -- -- $23,000 $26,000 Facebook Page Development -- -- $3,000 N/A Facebook Ads -- -- $3,000 $4,000 Posting, Monitoring Responding -- -- $5,000 $7,500 Twitter Page Development -- -- $500 N/A Posting, Monitoring Responding -- -- $5,000 $7,500 Pinterest Acct/Board Development -- -- $2,000 N/A Monitoring, Re-Pinning -- -- $1,333 $2,333 Foursquare Acct. Development -- -- $500 N/A Specials, Monitoring, Responding -- -- $1,333 $2,333 Yelp Acct, Monitoring, Responding -- -- $1,333 $2,333
  27. 27. Measure & Report Methods & metrics  Site traffic  Redemptions  Google analytics  Point-of-sale system  Incoming traffic  Cashier  Content drivers  Consumer desires  Social media  Likes / followers vs. visits  Relevant content  Customer feedback  Operations
  28. 28. Analyze & Adapt Data support  Customer awareness  Theories, concepts, ins  Market research tincts  Costly  Benchmarking Data interpretation  Right now  Useful information  Feasibility  Targeting  Staffing Review  Budget  Monthly & annually  Adapt  Breadth
  29. 29. Questions?

×