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Happy Yogurt

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by

Chelsea Honer

on 18 May 2010

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Transcript of Happy Yogurt

History and Background Target Market Positioning 6. Create Buzz Marketing
7. Website Additions
8. Emphasize Boba Tea
9. Build a Greater Facebook Fan Base
10. Advertise in the Student Discount Handbook Recommendations: Competitive Analysis Recommendation 1:
Recommendation 3:
More Focused Product Line Recommendation 6:
Create Buzz-Marketing Recommendation 5:
Student Organizations Recommendation 4:
Battalion Advertisements Recommendation 2:
Store Layout 120 operating hours per week
Competitors average 84-90 88% get yogurt in afternoon or evening
Annual utility savings of $800


TOTAL COST: $23 for window decal
Only counter seating Uninviting Add seven tables Creates 20 additional seats Food preparation layout

TOTAL COST: $2,519.16 Menu diversity confusing to customer

Reduce number of menu items


TOTAL COST: $108.50 1. Set Store Hours
2. Change Store Layout
3. More Focused Product Line
4. Battalion Advertisements
5. Sponsor Student Organizations Relies on word-of-mouth advertising
Buddha costume
Costumed employee


TOTAL COST: $864 Profit shares are tax deductible
Student organizations can advertise
on campus
Sponsor events

TOTAL COST: $50 40% of students are likely to respond
to newspaper ads

65% of students have never seen any ads for Happy Yogurt

Weekly coupon

TOTAL COST: $220 SWOT Analysis Chelsea Honer Aly Kiel Amanda Johns Jennifer Joyce College students

Northgate area

Virtually recession proof
Strengths Weaknesses Opportunities Threats Location
Customer Service
Boba tea Visible food preparation
Too much variety
Inconsistent hours Popularity of frozen yogurt
Connect with more students Student population fluctuation
Market saturation in Bryan/College Station TOTAL COST $4,879.66 Questions? Perceptual Map Current Store Layout Recommended Store Layout Texas A&M Quidditch Team Product: Frozen yogurt:
- Vanilla, Strawberry, Chocolate
Toppings frequently vary
- M&Ms, sprinkles, Reese's etc.
Food items:
- Asian cuisine
Boba tea
Price: $3.00 Place:
Church Ave on Northgate
Promotion:
Relies on word-of-mouth
Social networking websites:Facebook Set Store Hours Recommendations and Costs: 1. Set Store Hours....................................$23.00
2. Change Store Layout.............................$2,519.16
3. More Focused Product Line.........................$108.50
4. Battalion Advertisements..........................$220.00
5. Sponsor Student Organizations......................$50.00 6. Create Buzz Marketing..............................$864.00
7. Website Additions..................................$100.00
8. Emphasize Boba Tea.................................$100.00
9. Build a Greater Facebook Fan Base..................$100.00
10. Advertise in the Student Discount Handbook........$795.00
Full transcript