PolYo aims to provide healthy yogurt products and a relaxing environment for PolyU students and staff. It plans to open a store near the popular Lawn Cafe to take advantage of high foot traffic. The target customer segment is PolyU students and teachers aged 18-30. Pricing will be cost-based with discounts for students. Promotional strategies include email, workshops, banners and a website/Facebook page. The goal is to achieve 10% profit within 12 months.

1. PolYo

2. Online
Presentation
Made by
Chan Hei Tung Melody 11091496D
Chui Chi Hung Ada 111093448D
Siu Ching Ting Emma 11084627D
Tam Mei Yan Yankie 11298543D

3. Introduction
PolYo has the objectives
- To encourage and provide a healthy eating
habit in PolyU campus
-To provide yogurt product in a relatively
reasonable price in PolyU
-To provide a relaxing, comfortable
environment for students and staff
-To create a sense of belongings between
customers and staff by hiring PolyU students
-To achieve 10% profit at the end of
financial period (ie.12 months)

4. External Environment Demographic Analysis Opportunities:
 Over 176 programmes
focusing on Polyu  Located close to the high density of office premises 
gain a high customer flow
Population size and density  The main consumers of yogurt product children to young
29,193 students adults
3,554 staff  Students love to buy snacks and afternoon tea during
breaks of lessons
Ethnic:
26,087 are Hong Kong locals Threats:
3,906 come from Mainland Macau and Taiwan  Full-time under-graduate students’ income mainly come
241 of them are international from pocket money from parents
Age:  May not able to afford relatively expensive frozen yogurt
Average age of full-time students is 22  Our product will set a generally acceptable price in
Average age of part-time students is 31 order to generate repeating customers
Gender:
Gender ratio of full-time students is 0.9 male to 1 female
Gender ration of part-time students is 1.3 male to 1 female

5. External Environment Economical Analysis
1. Hong Kong is facing imported inflation
2. Depreciation of US dollars
3. Overall consumer prices increase 6.1 %
Threats:
 Imported inflation → the consumer’s purchasing power ↓
 Continuous increasing in consumer price consequently →
production cost ↑ →profit↓

6. External Environment Political Analysis
1. A set of safety standards and food hygiene code
2. Implementation of the minimum wage law
Threats:
 Application of licenses are complicated
 Cost on safety storage of food is high
 The status can be withdrawn and delisted once we fail to meet
requirements

7. External Environment Social Cultural Analysis
1. Health beliefs and appearance concerns affect eating habits
2. Purchase low fat, low carbohydrate and low calories food
3. Product life cycle is short which usually lasts for 3-4 years
Opportunity:
 Yogurt is rich in proteins, calcium and potassium
 act as a substitute to ice-cream as desert or light
snack
Threats:
 Keen competition
 Trend will fade quickly

8. External Environment Technological Analysis
1. Point of sales systems is popular in the selling process
2. Advancement of food processing offer more variety of products to
customers
Opportunity:
• making yogurt drinks and cake with different flavors
• creating new product  providing greater variety of choice
to customers
Threat:
• bacteria growth --coliform bacteria
• caused by improper maintenance and unclean machine

9. External Environment Natural Analysis
1. Greenhouse effect  temperature↑
2. Summer -longer , Winter- shorter
Opportunity:
↑ people cold dessert or drinks
Threats:
 Winter time still exists low season time for our business
 Using paper or disposable plastic–
environmental unfriendly

10. External Environment Suppliers Analysis
Machines used for making yogurt and the ingredients are
easy to be found
• Opportunity:
• directly order from the manufacturer in China
• the retail shop in Hong Kong
• the bargaining power of the suppliers decreases
• price of machine and ingredients can be lower
• Threats:
• food safety problem in mainland China
• Seasonal supply of fresh fruits frustrated purchasing cost

11. External Environment Competitors Analysis
Product form competition:
Tutti Frutti
Holy Cow

12. External Environment Competitors Analysis
Product food category:
LibCafe
Caffé HABITU
Lawn Café

13. External Environment Competitors Analysis
General competitor:

14. Segmentation Targeting
We choose demographic Approach: Our target customers profile
• Age
• life cycle
Age: 18-30
• family size
• Gender Life cycle: adult, single or married
• Income Income: $3000 or above
• Occupation Occupation: students and teacher
• Education Education: college or above
• religion
• race
• nationality

15. Positioning Theatre
Expensive
Lounge南北
小廚
Physical: LibCafe
Super- Tutti Frutti
sandwich
• Unique  get their own Extensive Holly Cow
Minimum
choice Service Service
• Personnel  well-trained PolYo
Canteens
staff from PolyU students
and familiar faces
Less expensive
• Image cheap price ,
healthy dessert and
environmentally friendly

16. 4Ps Products
Frozen Yogurt
4 flavors :
Toppings:

17. 4Ps Products
Others
Drinks:
• Fruit juice
• Smoothies
• Coffee
• Milk Tea
• Lemon Tea
Desserts:
• Pancake
(with 3 toppings and 100g yogurt)
• Waffle
(with 3 toppings and 100g yogurt)

18. Price
Cost-based pricing
4Ps
• Common approach in the restaurant industry
• Set markup to around 2.5 times of food cost for most
of products
Product pricing strategies
1) Product-bundle pricing
+ = reduce price
2) Discount pricing in winter
3) Segment pricing---- Polyu students can enjoy 10% discount

19. 4Ps Place
•Direct distribution
•Easier for us to control the number of products
•Minimize the risk of dairy products turning deteriorate during the distribution
•More interaction with customers
Location:
 Located near the Lawn Café
 Specious allow us to place some outdoor seats
 Indoor area inside is about 250 sqft with 20 seats
 Quiet , comfortable environment
 With the help of Lawn Café (located at the lawn) is popularity↑ flowing population passing
through the lawn

20. 4Ps Place

21. 4Ps Promotion
Promotional tools:
 Advertising
 Sales promotion
 Direct marketing
Strategies:
1. E-mail and school newsletters
2. Workshops
3. Banners, flyers, the free-trail service , in-class promotion
4. Winter programme / Festival decoration
5. Official website and setup a Facebook Page

22. Milestones

24. 2000000
1500000
1000000
500000
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