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Yogurt store brief
6th Street yogurt is a brand of frozen yogurt that aims to provide "guilt free indulgence" to consumers. The name refers to 6th street in Austin, Texas, known for its entertainment and temptations. The logo uses pink and white stripes to symbolize temptation and indulgence in a guilt-free way. The brand targets women aged 18-35, children 5-13, youth aged 17-23, and professionals aged 24-45. It aims to be perceived as classy but not pretentious, appealing to a sophisticated, international audience seeking uniqueness, status, freedom from calories, and well-being through a variety of flavor and topping options.
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Yogurt store brief
- 1. 6th Street yogurt BRANDESSENCE: Guilt free Indulgence RATIONALE BEHIND THE NAME: The name 6th street is based on the 6th street in Austin, Texas, which is the famous entertainment district in the city where visitors have multiple temptations to indulge in. LOGO INTERPRETATION OF LOGO: Inspired by the diagonal monotone stripes used in the caution signage on a street, the pink and white stripes which is a symbol of temptation running across our minds similarly run across the signage.. And right at the center of these multiple temptations is the black box of sin...6th street written in white symbolizes purity and naturalness, signifying the meaning of sixth street which is guilt free sin...and the Yogurt again in pink symbolises the place where the temptations turn into indulgence...The swirl in white is the goodness of your indulgence... BRAND PERSONALITY: The brand needs to be perceived as classy, with attitude and wit. While being classy, it should not be pretentious. It’s the smooth talking guy, who has a witty sense of humour. OBJECTIVE: BRAND AWARENESS CONSUMER AFFINITY RELEVANCE AND DIFFERENTIATION OF 6TH STREET V/S COMPETITORS
- 2. IMAGERY OF BRAND: HIGHPROFILE TRENDY COOL SOPHISTICATED INTERNATIONAL FASHIONABLE WITTY HEALTHY FUN EXPRESSING APPEAL OF BRAND: The bespoke eat experience with endless possibilities Trendy ,upmarket, status oriented , Caters to all the tastechocolate,fruit,nuts,dieters, low sweet lovers. Absolute guilt free indulgence….
- 3. TARGET AUDIENCE: Women :18-35 Children: 5-13 Youth : 17-23 Working professionals: 24-45 WOMEN: The group is well affluent and economically balanced.They can be working women or self employed.She likes indulgence and might want to do so by satiating her sweet tooth, but whatever it is she is also very conscious of her diet and its result on her health. She is aware and well versed with international trends and lifestyle. YOUTH: 16-26:The group is optimistic and ambitious with lots of disposable cash. They are passionate about life and yet have carefree demeonar. They are well travelled and ingenious and wish to experiment with the new things and hence it is the uniqueness in any brand or product that attracts them. With the suburban youth going all funky, the SOBO youth is now moving towards the sophistication or Simplicity. (The I phone users) fashion and style are necessary component in their entity. CHILDREN: 72% of buying decision are influenced by childrens. Studying in private schools, they have plenty of disposable cash for their temptations. They have more time for themselves to share with their friends after schools or coachings.
- 4. WORKING PROFESSIONALS: Thegroup is Ambitious and seek stability in life ,are very conscious about social strata and what people perceive about them they want to give 100% at work on weekdays and 100% to family on weekends. PSYCHOGRAPHIC BEHAVIOUR Impulsive Party animal physical orientation USERS: YOUTH-To be seen as a fun loving and a place to hangout . KIDS- Child friendly toppings/flavours and happening ambience. YOUNG ADULT-low calorie, diet conscious. BEHAVIOURAL USER STATUS: first time user- who are aware of desserts and belonging category and looking for new taste and preferences. Regular user- consumers of frozen yogurt. Potential user-should have commenced once in past 15 days can be consumer of cocoberry, yogurtbay,froyo,yoforia or 6th street yogurt.
- 5. BENEFIT: Functional Benefit: Varietyof flavors & unique toppings Emotional benefits: Guilt free indulgence in temptations NEED STATES FUN &ENJOYMENT RELATIONSHIP PERSONAL WELFARE HANGOUT INTIMACY & BONDING INDULGENCE FAMILY EXPRESS OFNPARENTAL PEACE & RELAXATION CELEBRATIONS LOVE MOOD CHANGER KEY EMERGING NEEDS: INDIVIDUALITY Bespoke Choices as per individual preference Unique eat experience for each person STATUS Exclusive Trendy Niche International Show off value
- 6. FREEDOM Freedom from calories Freeto make a distinct choice Freedom WELL BEINGS No guilt over consumption Low fat, good health PRODUCT OFFERING Frozen Yogurt (4 flavours) Waffles Smoothies Toppings (24)
- 7. BRAND PRISM: Fresh &pure Experiencers Path towards indulgence( pink stripes) Innovative Colours: pink(relaxation) white(purity) Updated Fat free fashionable PHYSIQUE PERSONALITY Vigour/health conscious Texas, entertainment city Playfull Expertise Top-notch Heritage Happening youthfulness REFLECTION Affinity Conviviality Pleasure of savouring friendship CULTURE Cosmopolitan Connoisseur Trendy Witty Change driver RELATIONSHIP REFLECTION