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MicroMarket Analysis
- 1. + Red Mango and White Hat Trinoma Ayala Mall, Quezon City
- 2. + Micro Market Analysis: White Hat LOCAL CREATION - our group introducing a totally new product into the Philippines. Found the BEST suppliers in Italy for our yogurt. Italian Gelato expert to help us develop our recipe because we wanted our product to be authentic. Came up with a perfectly smooth, creamy frozen yogurt with a slight tangy sourness, confirmed to have LIVE ACTIVE CULTURES, and authentically Italian. 98% FAT-FRE. And came with 21 topping bar to choose from. Toppings include FRESH fruit, healthy premium cereals, nuts &crunchies, fun toppings, and the occasional surprise toppings (think homemade!). Also offering fresh fruit juices.
- 3. + LOCATION : 15 branches in Metro Manila and 5 provincial outlets Near Establishments TRINOMA BRANCH
- 4. + Location : 15 branches in Metro Manila and 5 provincial outlets TRINOMA BRANCH
- 5. + MENU
- 6. + MENU : Toppings Selection
- 7. + MENU
- 8. + Micro Market Analysis : Red Mango Originally from Korea American Franchise brought to the Philippines in January 2008 by SherikaTanmantiong and Kelvin Gaisano Dependent on flavors and recipes provided by parent company With flexibility to choose which ones to carry locally Starbucks of the Frozen Yogurt world. Beyond frozen yogurt with toppings concoctions, they have waffles and other beverages as offerings.
- 9. + Location : 6 branches in Metro Manila and 1 in Cebu TRINOMA BRANCH
- 10. + Location : 6 branches in Metro Manila and 1 in Cebu
- 11. + MENU
- 12. + MENU
- 13. + FEATURED PRODUCT
- 14. + SURVEY FORM
- 15. + MARKET SURVEY Customer Contact
- 16. + MARKET SURVEY Repeat Business
- 21. + PTM Competitive Advantage : Price PRODUCT YOGURT PhP90.00 (40z) – PhP85.00 (4oz) – 3 size 4 size differentiation differentiation 1 Topping PhP20 PhP20 2 Toppings PhP35 PhP30 3 Toppings PhP45 PhP40
- 22. + PTM Competitive Advantage : Price PRODUCT WAFFLE NOT AVAILABLE PHP125 WITH YOGURT JUICES PhP85 PhP20 COFFEE PhP65 PHP75 TEA NOT AVAILABLE PhP75
- 23. + PTM Competitive Advantage : Process Product YOGURT Multiple Toppings Multiple Toppings Selection Selection WAFFLE NOT AVAILABLE Waffle Maker JUICES Bottled Red Mango Blenders COFFEE Coffee Machine Coffee Machine (Barista) (Barista) TEA NOT AVAILABLE TEA BAG
- 24. + PTM Competitive Advantage : Packaging Yogurt Cup Sizes Regular & Large Small, Medium, Large and Family Juice Bottled Plastic
- 25. + PTM Competitive Advantage : Promotion MEDIA NEWSPAPER YES YES MAGAZINE YES YES RADIO TV YES SOCIAL MEDIA YES YES
- 26. + PTM Competitive Advantage : People Human Resource Staff 3 4 Team Leader N/A 1
- 27. + PTM Competitive Advantage : Placement MEDIA MALL LOCATION NEAR ESCALATOR NEAR ESCALATOR SPORTS AND GYM, TOY STORE MALL AREA APPAREL SECTION AND WELLNESS SERVICES ONE SITE TWO SITES REACH 50sqm (estimated) 50sqm (estimated) SPACE 8 tables, 32 seats, 2 9 tables; 22 seats couches
- 28. + PTM Competitive Advantage : Placement Location Philippines 20 7 Worldwide 150 stores worldwide, with stores in the USA, South Africa, Singapore, Indonesia, Thailand and the Philippines.
- 29. + PTM Competitive Advantage : Product Placement MEDIA WHITE HATE RED MANGO CELEBRITY MIRIAM QUIAMBAO; 89.9 DJs ENDORSEMENT ATENEO EAGLES EVENTS YES YES CSR AHON, OTHER NONE KNOWN CHARITIES
- 30. + CONCLUSIONS CUSTOMER AGE 21 TO 30 AGE GROUP EDUCATIONAL COLLEGE GRADUATES ATTAINMENT STUDENTS, EMPLOYEES, OCCUPATION EMPLOYEES HOUSEWIVES GENDER 50/50 MALE TO FEMALE RATIO BRAND LOYALTY HIGH HIGH TAKE OUT MORE SIT DOWN MORE TAKE-OUT
- 31. + CONCLUSIONS ELEMENT YOGURT WITH TOPPINGS PRODUCT ITALIAN KOREAN HEALTHY, DELICIOUS, PREMIUM, CLEAN POSITION DIVERSIFICATION LESS MORE PRICE NARROW RANGE PROMOTION SAME MEDIA, ENDORSEMENTS PLACEMENT LOCATION, AREA,
- 32. + CONCLUSIONS 8 P’s PRODUCT PRICE PROMOTION PLACEMENT (PHL) PROCESS PEOPLE PHYSICAL ENVIRONMENT PACKAGING TOTAL 20 21
- 33. + The End Submitted by: Bacalla, Castrence, Condino, Galamgam, Kho