Qoola is a Vancouver-based frozen yogurt company with 4 locations. They conducted primary and secondary research to help improve their marketing strategies and determine their position in the industry. Their research found that Qoola has low brand awareness, with only 15% of people who heard of Qoola ranking it as the first frozen yogurt company that comes to mind. They also found ineffective use of social media has contributed to the low brand awareness. While customers perceive Qoola as young, trendy, and healthy, increasing advertising spending and focusing social media efforts can help improve their brand awareness within the industry.

1. QOOLA
Yogurt+Fruit
Pre sen ted by:
A g ath a, C laudia, C ryst a l, Je n n ie & Jo y

2. Background
Vancouver based frozen yogurt operation
4 Locations (Richmond, Burnaby, Victoria,
Coquitlam)
Healthy, Sustainable and Trendy

3. Research Objectives
Provide data to help Qoola tailor its marketing
campaigns
Promote Qoola by increasing awareness through
social media
Determine Qoola’s position in the industry

4. Primary Issue
Qoola’s current business strategy is unsuccessful
in increasing brand awareness

5. Hypotheses
H1) Qoola has low brand awareness
H2) There is low brand awareness due to
ineffective use of social media
H3) Customers perceive Qoola as a young,
trendy, healthy and sustainable brand

6. Hypotheses
H1) Qoola has low brand awareness
Let A- People who have heard of Qoola before
Let B- People who choose Qoola as the first
Froyo company that comes to mind
H0- There is no association between A & B
Ha- There is an association between A & B

7. Method
Primary Data:
Online Surveys
50 Respondents
Secondary Data:
Analyze industry trends and data
Andrew: Manager at Aberdeen Centre

8. Secondary Research Results
Trend in B.C.- Increase in small businesses,
specifically limited food services
Lifestyle of BC Households- Enjoy going out,
eating and spend more on food than any other
province in Canada

9. Primary Research Results
H1) Qoola has low brand awareness
Among people who have heard of Qoola before, only
15% ranked it as the first frozen yogurt company that
comes to mind, while 50% choose Yogen Fruz

10. Primary Research Results
H1) Qoola has low brand awareness
Chi Square Value < Critical Value
with df=4, level of significance =
0.05
1.724<9.888 therefore accept null
hypothesis
There is no association between A &
B-> There is low brand awareness
of Qoola

11. Primary Research Results
H2) There is low brand awareness due to
ineffective use of social media
Majority heard of Qoola by
Mouth
Only 25% chose social media->
ineffective use
Social media has higher impact
than Printed Media, TV and
Radio

12. Primary Research Results
H3) Customers perceive Qoola as a young,
trendy, healthy and sustainable brand

13. Primary Research Results
H3) Customers perceive Qoola as a young,
trendy, healthy and sustainable brand

14. Primary Research Results
H3) Customers perceive Qoola as a young,
trendy, healthy and sustainable brand

15. Limitations
Small sample size
skewed towards younger demographic
Secondary factors (experience, customer service,
location, ambiance)
nature of online surveys

16. Recommendation
Concentrate on Social Media channels
Increase advertising spending, position itself
within the industry before preaching about
sustainability
Reduce other menu offerings
Partnerships and licensing agreements (to
increase brand awareness

17. Thank You!