Trimona Yogurt PR Proposal
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This proposal includes a full analysis of the Trimona Yogurt brand as well as strategies that the company could take advantage of moving forward. It was produced in the Fall 2014 Public Relations class at Ithaca College.
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Trimona Yogurt PR Proposal
- 3. Agenda • Situation Analysis • Objectives • Target Audience • Strategies • Tactics • Timetable • Measurement & Evaluation • Budget • Conclusion
- 4. Situation Analysis: Current • Pride in Ingredients • Free from preservatives and artificial flavors • Mostly present on the East coast • Publicity • Tactics • Main Goals
- 7. Large variety of yogurt Multiple flavors 6 oz. size yogurt Kefir, a lactose-free beverage Flavors: fig, honey and pomegranate Sixteen flavors • 100 calorie options • Mostly 6 oz. options • Vanilla is the only flavor available in 32 oz. containers Competitors Greek Gods Yoplait Greek
- 8. Competitors Brown Cow Maple Hill Creamery Non-fat yogurt line Non-GMO 0% fat line Cream Top line Smooth & Creamy Fruit on the Bottom Preserves naturally occurring sweet cream Multiple flavors 6 oz. and 32 oz. Organic yogurt 100% grass fed cows Not strained No colors or preservatives Flavor varieties Creamline whole milk yogurt 6 oz. options
- 9. Chobani Dannon Oikos Non-fat, traditional, and greek yogurt dips Strained Single serve,4-pack and 32 oz. options Frozen greek yogurt Pint size Fruit on the bottom, blended, simply 100, flip, oat, indulgent, kids and snack cups Variety of flavors Gluten free Non-fat milk from local cows Non-GMO fed cows Competitors
- 10. Made with all natural ingredients Also used in recipes Competitors Fage #1 Yogurt in Greece Strained No Sweeteners, thickeners, preservatives, powered milk, powdered cream or powdered protein is added.
- 11. SWO T
- 12. Objectives 1. Increase Traffic on Social Media 1. Facebook “likes,” Twitter followers – 50% 2. Create Instagram - 500 followers 2. Increase Awareness & Educate Consumers 3. Increase Sales Locations Nationwide 4. Increase Revenue by 5% in 12 months
- 14. Strategies • Motivate People to try Trimona yogurt • Reach out and develop relationships with industry- related media and health companies • Enhance brand image through social media • Inform consumers about culture and process behind Trimona yogurt
- 15. Tactics Team up with Events
- 16. Tactics Enhance/Create Social Media Platforms
- 17. Tactics Recipe Contest - Highlights Trimona as an ingredient - Advertised through social media - Motivate consumers to try and experiment with Trimona - Vote for favorites through social media and website - Top recipes featured on website and in showcases - Best recipe wins yogurt for a year and tour of the factory with new flavor testing - Benefits both customer and Trimona
- 18. Tactics Revamp Website - More visually appealing - Wix.Com - New features - Online Store - Comments Section - Links to social media
- 19. Tactics Advertise & Hire Intern 1. Social Media -Create Instagram -Post Consistently -Increase Followers . Website Design & Management -Focus on Visual Appeal -Post Photos -Keep information up to date 3. Events -AppleFest Green Festival -Health & Wellness Expo -Showcases/free sampling
- 20. Tactics Radio Interviews Inform consumer about Trimona Focus on health, food and organic sources An Organic Conversation California Good Food California The Beyond Organic Show California Crop to Cuisine Colorado Sirius XM “Doctor Radio Blog Talk Radio Online
- 21. Tactics Magazine, Newspaper, Website Articles Magazines Websites Women’s Health Natural Health Fitness Magazine Men’s Fitness Health.com Well and Good Huffington Post Newspapers New York Times: Health news Ithaca Times Los Angeles Times: Health
- 22. Tactics • Social Media to inform consumers about benefits • College and grocery store demonstrations, taste tests, education Bulgarian Appreciation Month
- 23. Tactics • Flavor reveal • Survey results reveal consumer’s tastes • Feedback card or website submission section to gauge consumer’s flavor preferences Social Media Reveal & Contest
- 24. Recipe Competition Local Events Advertisements Intern Website Revamp Pintrest Instagram Twitter Facebook Bulgarian Appreciation Month Collegiate Showcases Reveal Countdown Timetable
- 25. Measurement & Evaluation 1. Social Media Attention 2. Website Traffic 3. Sales Increase 4. Buzz Generated 5. Feedback Cards 6. Sales Locations
- 26. Thank You
Editor's Notes
- Hello everyone, and happy Friday.Today we are here present the public relations proposal and campaign that we have created for Trimona Yogurt. We would first like to thank Mr Valev for coming up here today, we’re really looking forward to showing you our plan. For those of you who don’t know Mr valev is the CEO and founder of Trimona Yogurt (he also is a chef!). His passion and ambition for this company root from his Bulgarian nationality. We had the opportunity to speak with mr valev a few weeks ago via skype, but this is our first time meeting him face to face. So Mr. valev, thank you for joining us and for allowing us to work with Trimona. Lets get started
- We are Spark PR, a public relations firm based out of Ithaca, NY. With the guidance and expertise from Arhlene Flowers, we are innovative, detail oriented, result-driven and passionate about the work for our client. Our team consists of 6 members, myself, Marissa Hermann, [everyone introduces themselves]. We will have a chance for questions at the end, so please don’t be shy! We have had a lot of fun working on this campaign, we hope you enjoy it!
- One of the first steps we took while creating this campaign was to creating SWOT analysis, formulating the Strengths, Weaknesses, Opportunities and Threats for the brand. This enables us to see where there is room for the company to grow, and what may be tying the company down. Starting with strengths: trimona yogurt is a very unique product. Bulgarian yogurt is not yet popular, so little competition in the US bulgarian yogurt market exists. This product is healthy, organic, full of protein, has a tremendously long shelf like of 12 days, is gluten and lactose free, and can be used in many recipes because of its flavor and consistency. All media regarding trimona has been positive, including being a finalist in Martha Stewarts American Made Competition. Weaknesses: Trimona is only offered in one flavor and like I mentioned before, is not a well known product. Many people don’t know what bulgarian yogurt is or why it is so special. As a strength we mentioned that Trimona is a great product to use in recipes, but we also had to note that the product typically isn’t eaten alone (Mr Valev encourages customers to mix in anything from fruits and berries to vegetables and spices). The Opportunities for Trimona are huge. Mr valev mentioned creating trimona in new flavors, which is a great opportunity for trimona. They do currently use Twitter and Facebook platforms, but there is great growth opportunity in areas such as pinterest or instagram. There is an expanding growth for organic, gluten free and dairy free foods. The biggest opporunity is that trimona and very versatile (sweet, savory spicy).. You can add trimona everywhere! A few threats we found for trimona were big brand competitors with more time and resources to spend on campaigns and marketing, other bigger brands with more flavors of yogurt. As of now, trimona is only sold at locations in the northeast at organic stores such as whole foods and green star, limiting their possible audience. This swot really helped us to create the rest of our campaign.