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Transcript of TUTTI FRUTTI
COMMUNICATION Journey of Tutti Frutti Tutti Frutti in Vision Awards: -brand of speciality frozen yogurt
-trademark of ILTF,registered in US
distirubutors -brand originated from California
-Largest & well known retailer of self
serve premium frozen yogurt in the
-600 outlets spread more than 40 countries
-first introduced in year 2007. -Naza Tutti Frutti(M) Sdn Bhd-Master
Licence Holder To deliver the best customer experience
& provide the highest quality products
at an affordable price To make high quality frozen
yogurt for people to enjoy all
around the world -first store at Sunway Pyramid in the
year 2009 2011-Most Promoting Entrepreneurship Group Project
:Tutti Frutti GROUP MEMBERS: Ng Wai Kiat 111145 Norisah Mohamed 111161 Yeoh Chee Sean 111237 -Director:Mr. Izham Hakimi Hamdi -under the Naza Group of Company -within 3 months,4 more corporate outlets,2 years = more than 100 outlets -55 outlets in Klang Valley and now have 105 outlets in Malaysia. 2012-Most Promoting Entrepreneurship
-Best Sales Growth
-Best Outlet Growth
-Best Franchise Corporate Social
Responsibility 2.Price -based on franchise prices -In Malaysia,100 grams cost RM 5.30 3.Place -concentrated business and strategic area.
-already have in all state in Malaysia
East Malaysia 4.Promotions -Birthdays Specials = 20%
-Loyalty card = 30% or 50%
-Naza Staff = 10%
-Students = 10% (weekdays)
-Ladies Day = 15%
-Deepavali = 30%
-Happy Hours =20%
-Anniversary Market Segmentation 1.Demographic -current= age group 18-25 years old
-new marketing program = target age 14- 34 years old
-kids(5-13)= school invasion,beach party
-health conscious 2.Psychographic Segementation -lifestyle segmentation
interested in an economical,sweet desert "on-the-go" or in comfortable environment 3.Benefit Segmentation -healthy product-frozen yogurt
vitamin B12 and vitamin C
-the flavours come from Fruits 4.Geographic area -helps a company conduct campaign in target region
-Climate in Malaysia-Hot
-So Tutti Frutti is the best choice for dessert. Method:
PSY School Invasion Objective: to increase customer traffic
Target customers: customers who are willing to make new friends.
Message theme: fun, simple and futuristic.
This event is limited to smartphone users with Facebook accounts. Creative Brief Financial Planning: Estimation of Profit Statement
in Year 2014
Financial Planning: Estimation of Profit Statement in Year 2014
Financial Planning: Estimation of Profit Statement
in Year 2014 Objective:
1) to increase brand awareness among the public,
2) to increase customer traffic and
3) to build brand image.
Target audiences: anyone who loves a sweet treat. Basically, people from all categories of age are invited to this event ranging from health conscious people, elderly and kids.
Message theme: fun and excitement. Creative Brief Yogurtland Objective:
1) to create awareness among the students,
2) to plant in their minds that Tutti Frutti is known for its fresh, healthy, high quality frozen yogurt.
Target customers: primary school students.
The message theme of this event is fun and informative. Creative Brief increase people’s awareness towards Tutti Frutti.
The Objective of New Communication Strategy lacks of marketing communication tools and events in promoting self-serve frozen yogurt.
Tutti Frutti only increases their awareness through official website, Facebook, staff members and in-store promotional materials.
The Problems of Tutti Frutti’s Current Communication Strategy “Tutti Frutti, Totally For You”
The Solution of Tutti Frutti’s Current Communication Strategy April 2014 Stone Your Number Yogurtland Number In The Beach Yogurtland November 2014 September 2014 July 2014 May 2014 February 2014 January 2014 October 2014 December 2013 Action Programs December 2014 August 2014 June 2014 March 2014 Peer Forever (Future) Peer Forever (Present) The frozen yogurt industry is in the growth stage of the Industry Life Cycle.
The health trend is having a big influence on the way society acts
Tutti Frutti is answering the society’s demand.
Tutti Frutti’s competitors within the frozen yogurt industry are Snogurt, Yogen Früz, Moo Cow, Sweet Chills and other frozen yogurt shops. Industry Analysis Five Forces Analysis Tutti Frutti focuses on the art of being healthy.
Tutti Frutti focuses on giving the best customer experience.
Tutti Frutti provides a comfortable ambiance.
Tutti Frutti is a self-service restaurant.
The employees at Tutti Frutti are trained. Company Analysis SWOT Analysis P represents Peer Forever
S represents School Invasion
Y represents Yogurtland Threat of new entrants is moderate
Threat of substitutes is low
Rivalry among existing firms is moderate
Moderate switching cost between Tutti Frutti and other brands
Suppliers to Tutti Frutti pose a low bargaining power 1.Product Marketing Mix T-Shirt PERLIS KEDAH Valentine's Day PENANG QUEENSBAY PERAK PAHANG KELANTAN & TERENGGANU SELANGOR KUALA LUMPUR PUTRAJAYA CONTENTS INVITE BLOGGERS FRIENDSHIPS DAY NEGERI 9 ANNIVERSERY DAY MELAKA JOHOR BHARU DANGA BAY Fresh,healthy,high quality frozen yogurt
more 50 flavours & 50 choices of toppings.
new product-Coffee & Tea
potential benefits COMPETITIVE ANALYSIS Adsvertisement Yogurtland