Dhannajay Kumar's SWOT and Strategy Report for Tutti Frutti Frozen Yogurt
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Marketing Plan for Tutti futti (frozen Yogurt Brand)
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Dhannajay Kumar's SWOT and Strategy Report for Tutti Frutti Frozen Yogurt
- 2. Content • Introduction • Company Overview • Competitor • SWOT Analysis • Challenges • Strategy • Recommendation & Implementation • Conclusion
- 3. Introduction Frozen Yogurt It is known by the trade names Frogurt and FroY o. It is some kind of frozen dessert. Yogurt and sometimes other dairy products are its ingredients. Frozen yogurt may or may not contain live and active bacteria cultures.
- 4. Introduction Frozen Yogurt VS Ice Cream In comparison to ice cream, frozen yogurt is slightly to much more tart, and because of the use of milk instead of cream, it has lower in fat.
- 5. Introduction History of Frozen Yogurt Frozen yogurt was introduced in New England, north-east USA, in the 1970s as a soft serve dessert by H. P. Hood under the name Frogurt. In 1978, Brigham's, a Boston -based ice cream, candy and sandwich shop chain, under the direction of their VP of Marketing & Manufacturing, Jerry Lavely, a food industry innovator, who later became known as "The Foodmeister", developed and introduced the first packaged frozen yogurt calledHumphreez Yogart. Around this same time, another packaged frozen yogurt product, called "Danny" debuted from Dannon. This variation was a raspberry yogurt product on a stick and covered with dark chocolate.
- 6. Company Background • NAZA SDN BHD is a Master License Holder for Tutti Frutti Frozen Yogurt in Malaysia. • Naza Tutti frutti expanded their production brand in , Singapore , Thailand , Cambodia and Brunei as well. • In April 2012, the number of Tutti frutti has captured 90 overall Branch in Malaysia. • Now, Tutti frutti Malaysia has 42 outlets : 33 in the Klang valley , 2 in Ipoh, 2 in Penang, 1 in Pahang and 3 in Johor. • They want to expand their industry all over the Malaysia like Malacca , Sabah, Negeri sembilan and Sarawak.
- 7. SWOT Analysis Strength Weakness a) versatility b) rooms for innovation c) availability d) healthy product with low fat e) lots of flavor a) low total purchase per customer b) price b) it melts quickly c) taste compared to ice cream d) lack addictive element: coffee, fat, e) weak brand recognition f) low customer retention Opportunity Threat a) demand from college, women and health conscious b) customer indulge in inexpensive luxury during gloomy time c) premium frozen yogurt: creamy, made in house compared to off the shelve d) brand partnership: use limited time marketing campaign in partnership with other lifestyle brand e) health awareness and related campaign a) seasonality based on weather b) Wide variety of competition e) Large selection of product substitution f) Potential price war with competitor
- 8. Competitor Major Competitor Side competitor Substitution competitor
- 9. CHALLENGES
- 10. • Frozen yogurt industry in our opinion has reached the maturity level. • During the maturity stage full employment is reach, size of the business stabilizes and sales increase slowly. Tutti Frutti need to be a leader or leading in the segment frozen yogurt segment and in the same time need to ensure customers expand beyond the existing loyalty based. • Competition becomes intense and pricing strategies are now competitive or promotional pricing. A lot of advertising is made to maintain sales growth. Promotion becomes significantly required and often used in competition
- 11. BRAND • Brand is referring to logo, advertisement, service or product. Brand is a promise between company and its customer. It sums up the past experience goals of good reputation and the virtue of reputation of their customers. • Customer experience is brand experience. • It a promise that is practiced in organization to deliver differentiate service. It is important to do the right thing and deliver your promise, build long term sustainable relationship. • Broad principle that defines brand values and turn into action. It describe the internal behavior which guide decision at all level. • Company need to build relationship by engaging individual customers especially in narrow segments in two-way communications, building long-term relationships by promoting whichever of the company’s products the customer would value most at any given time. • Brand will drive choice and create value (or the perception of value). If the entire products are same, we normally choose the cheapest. It move customer decision beyond price by creating perceptive value which lead to higher margin and better profit.
- 12. Product
- 13. Product • Sales continue to increase but at a decreasing rate and the marketplace are approaching saturation with lots of competitors offering similar product. • Prices and profits begin to fall. • Younger generation is significant portion of the client of Tutti Frutti. It is a challege to retaianing younger generation as repeat buyers. They are all about finding their individual identities and brands that make consumer feels empowered and celebrated will gain their loyalty
- 14. PRICING
- 15. PRICING • Instead of asking "how can we realize higher price despite intense competition?", • Ask "how can we create additional customer value and increase customer willingness to pay, despite intense competition?"
- 16. STRATEGY
- 17. STRATEGY • Demand should be created rather than fought over. • The innovation (in product, service, or delivery) must raise and create value for the market, while simultaneously reducing or eliminating features or services that are less valued by the current or future market. • By applying the four actions framework of eliminate, reduce, raise and create, one is able to reconstruct an existing industry offering to pursue differentiation (raise and create new key factors of unprecedented value) while lowering costs (reduce and eliminate key factors that are overdesigned or causing buyers to refuse your offering). • The aim of this strategy is to maximize sale; where we will focus on brand, product, place, pricing, promotion and advertisement.
- 19. • Great Customer Experiences are differentiated by focusing on stimulating planned emotions. • What is the emotion you are trying to evoke in your customers? • People buy emotionally and then justify with logic • Providing your customers with these types of compelling experiences results in increased customer loyalty and superior long-term business results.
- 20. There are two types of Tutti Frutti product types which are tart and creamy. Tutti Frutti hhaass 2299 ttyyppeess ooff ttaarrtt ffllaavvoouurrss,, 3311 ttyyppeess ooff ccrreeaammyy ffllaavvoouurrss aanndd 88 ttyyppeess ooff ssooyy ffllaavvoouurrss.. TTuuttttii FFrruuttttii hhaass vvaarriioouuss ttyyppeess ooff yyoogguurrtt ffllaavvoouurrss.. TTuuttttii FFrruuttttii sshhoouulldd ccoonnttiinnuuee tthhiiss eexxiissttiinngg ssttrraatteeggyy tthhaatt eennaabblleess ttoo ccoonnssuummeerr ttoo ppiicckk tthhee ffllaavvoorr bbaasseedd oonn tthheeiirr pprreeffeerreenncceess.. NNeeww pprroodduucctt AAss tthhee MMaarrkkeettiinngg MMiixx 44 PPrriinncciippllee ssaayyss;; AA pprroodduucctt iiss sseeeenn aass aann iitteemm tthhaatt ssaattiissffiieess wwhhaatt aa ccoonnssuummeerr nneeeeddss oorr wwaannttss.. HHeennccee wwee wwoouulldd lliikkee ttoo ssuuggggeesstt TTuuttttii FFrruuttttii ttoo vveennttuurree iinnttoo nneeww pprroodduucctt wwhhiicchh iiss yyoogguurrtt ccuuppccaakkeess.. CCuuppccaakkeess aarree iinn hhoott ttrreenndd nnoowwaaddaayyss.. MMaannyy ppeeooppllee pprreeffeerr ccuuppccaakkeess oovveerr aa nnoorrmmaall ccaakkee.. HHeennccee tthhiiss wwoouulldd bbee aa ggoooodd ttiimmee ffoorr TTuuttttii FFrruuttttii ttoo ssttaarrtt mmaakkiinngg FFrroozzeenn YYoogguurrtt CCuuppccaakkeess..
- 21. TTooppppiinnggss TTuuttttii FFrruuttttii ooffffeerrss aarroouunndd 4433 ttyyppeess ooff ttooppppiinngg wwhhiicchh iinncclluuddeess mmiixx jjeellllyy,, ccooccoo bbaallllss,, ppeeaacchh,, mmaarrsshhmmaallllooww,, cchhooccoollaattee cchhiipp,, ccooookkiieess,, cchhooccoollaattee mmiillkk,, ccoorrnnffllaakkeess,, ddrraaggoonn ffrruuiitt,, kkiiwwii aanndd mmaannyy mmoorree.. TTuuttttii FFrruuttttii sshhoouulldd eexxpplloorree aanndd ccoommee uupp wwiitthh mmoorree ttooppppiinnggss ffoorr ccoonnssuummeerrss’’ cchhooiiccee.. WWee aarree llooookkiinngg aatt eexxppaannddiinngg tthhee ccuurrrreenntt ttaarrggeett mmaarrkkeett ttoo ccaatteerr aaggee ggrroouupp 2255--3355.. BByy ccoommiinngg uupp wwiitthh nneeww ttooppppiinngg ffllaavvoouurrss tthhaatt aaggee ggrroouupp 2255--3355 ccoonnssuummeerrss wwoouulldd pprreeffeerr,, TTuuttttii FFrruuttttii ccoouulldd aattttrraacctt mmoorree ppeeooppllee aatt tthhee ssaammee ttiimmee tthhiiss ccrreeaatteess vvaalluuee ffoorr lloonngg tteerrmm ssuussttaaiinnaabbiilliittyy.. SSuuggggeessttiioonn ooff ttooppppiinnggss ffoorr aaggee ggrroouupp 2255 –– 3355 wwoouulldd bbee aass lliisstteedd bbeellooww:: ii.. FFrreesshh bblluueebbeerrrriieess iiii.. TTooaasstteedd ccooccoonnuutt iiiiii.. GGrraannoollaa iivv.. PPeeppppeerrmmiinntt vv.. GGrreeeenn tteeaa vvii.. CCooffffeeee vviiii.. NNaacchhooss vviiiiii.. SSuunnfflloowweerr sseeeeddss SSuuggggeessttiioonnss ooff ttooppppiinnggss aallll aaggee ggrroouuppss wwoouulldd bbee aass lliisstteedd bbeellooww:: ii.. KKiitt--KKaatt iiii.. HHoonneeyy ssttaarrss iiiiii.. PPeeaannuutt bbuutttteerr iivv.. BBrroowwnniieess vv.. HHoonneeyy vvii.. CChheeeessee sspprriinnkklleess vviiii.. CChheeeesseeccaakkee ppiieecceess vviiiiii.. MMaannddaarriinn oorraannggeess iixx.. HHoorrlliicckkss ttaabblleettss
- 22. Health ffooccuusseedd pprroodduucctt SSuuggaarr ffrreeee ooppttiioonn AA ssttuuddyy ddoonnee bbyy tthhee MMiinniissttrryy ooff HHeeaalltthh llaasstt yyeeaarr rreevveeaalleedd tthhaatt oonnee oouutt ooff ffiivvee ppeeooppllee aabboovvee tthhee aaggee ooff 3300 ssuuffffeerr ffrroomm ddiiaabbeetteess.. MMaallaayyssiiaa hhaass tthhee hhiigghheesstt rraattee ooff ddiiaabbeetteess iinn tthhee rreeggiioonn.. BByy 22002200,, iitt iiss pprreeddiicctteedd tthhaatt tthheerree wwiillll bbee 44..55 mmiilllliioonn ddiiaabbeettiiccss iinn MMaallaayyssiiaa aabboovvee tthhee aaggee ooff 1188.. TTuuttttii FFrruuttttii ccaann ccoommee uupp wwiitthh aa ssppeecciiaall aarreeaa ffoorr oorrggaanniiccaallllyy pprroodduucceedd yyoogguurrtt iinn aallll ffllaavvoouurrss aanndd oorrggaanniicc ffrruuiitt aanndd ootthheerr ttooppppiinnggss.. TThhiiss wwoouulldd iinnccrreeaassee tthhee ccoonnssuummiinngg rraattee iinn cchhiillddrreenn.. PPaarreennttss nnoowwaaddaayyss ggiivvee iimmppoorrttaannccee ttoo tthheeiirr kkiiddss’’ hheeaalltthh.. BByy ccoommiinngg wwiitthh tthhiiss,, tthhee wwiillll bbee iinnccrreeaassee ssaalleess aammoonngg tthhee kkiiddss aaggee ggrroouupp.. VVoolluummee aanndd ssiizzee TTuuttttii FFrruuttttii sshhoouulldd ccoonnssiiddeerr iinnccrreeaassiinngg tthhee ssiizzee ooff sseerrvviinngg ssppoooonn ffoorr tthhee eeaassee ooff ccoonnssuummeerrss.. IItt wwoouulldd bbee ggoooodd iiff TTuuttttii FFrruuttttii ccoouulldd ccoommee uupp wwiitthh llaarrggee ppoott ffoorr ffaammiilliieess.. WWee hhaavvee ffaammiillyy ppaacckkaaggee iinn mmoosstt ooff tthhee ffaasstt ffoooodd.. BByy ccoommiinngg uupp wwiitthh aa llaarrggee ppoott,, ffaammiilliieess wwoouulldd ccoonnssiiddeerr bbuuyyiinngg iinn llaarrggee qquuaannttiittyy eessppeecciiaallllyy ffoorr ffaammiillyy ggaatthheerriinnggss..
- 23. BBaasseedd oonn oouurr ssuurrvveeyy:: 4455%% lliikkee ttoo eeaatt ffrroozzeenn yyoogguurrtt wwiitthh wwaaffffllee 3300%% lliikkee ttoo eeaatt ffrroozzeenn yyoogguurrtt wwiitthh ccaakkeess 3300%% lliikkee ttoo eeaatt ffrroozzeenn yyoogguurrtt wwiitthh ssccoonneess 4400%% lliikkee ttoo eeaatt ffrroozzeenn yyoogguurrtt wwiitthh ssmmooootthhiieess
- 25. Tutti Frutti has around 114400 oouuttlleettss aaccrroossss MMaallaayyssiiaa.. IItt hhaass eexxppaannddeedd iittss bbuussiinneessss iinn KKllaanngg VVaalllleeyy,, NNoorrtthheerrnn,, SSoouutthheerrnn,, EEaasstt CCooaasstt aanndd EEaasstt MMaallaayyssiiaa.. BBaasseedd oonn oouurr ssuurrvveeyy,, TTuuttttii FFrruuttttii sshhoouulldd eexxppaanndd tthheeiirr oouuttlleettss iinn ffeeww mmoorree ppllaacceess.. WWee hhaavvee ppiicckkeedd aa ppllaaccee wwhheerree iitt wwoouulldd ggeenneerraattee ggoooodd ssaalleess aanndd pprrooffiitt ffoorr TTuuttttii FFrruuttttii iiff iitt ooppeennss tthhee oouuttlleett iinn JJeellaappaanngg,, PPeerraakk.. JJeellaappaanngg iiss aa ttoowwnn iinn KKiinnttaa ddiissttrriicctt,, PPeerraakk,, MMaallaayyssiiaa.. IItt iiss aa nnoorrtthheerrnn ssuubbuurrbb ooff IIppoohh,, tthhee ssttaattee ccaappiittaall.. IItt iiss aallssoo tthhee ssiittee ooff tthhee iinnffaammoouuss JJeellaappaanngg ttoollll ppllaazzaa ooff tthhee NNoorrtthh--SSoouutthh EExxpprreesssswwaayy.. WWee hhaavvee cchhoosseenn tthhiiss ppllaaccee aass iitt iiss ddeevveellooppiinngg ttrreemmeennddoouussllyy aanndd iitt’’ss aa mmoonneeyy--ssppiinnnneerr ffoorr TTuuttttii FFrruuttttii.. BBaasseedd oonn oouurr ssuurrvveeyy,, tthhee bbiiggggeesstt MMYYDDIINN wwhhoolleessaallee hhyyppeerrmmaarrkkeett wwaass nneewwllyy ooppeenneedd iinn JJeellaappaanngg.. AAss ppeerr oouurr ssuurrvveeyy 5555%% ooff ppeeooppllee wwoouulldd pprreeffeerr iiff TTuuttttii FFrruuttttii iiss iinn aa sshhooppppiinngg mmaallll.. HHeennccee,, MMYYDDIINN iinn JJeellaappaanngg wwoouulldd bbee aa bbiizzaarrrree cchhooiiccee.. TToowwnnsshhiipp wwiitthh wwoorrkkiinngg,, sshhooppppiinngg,, rreeccrreeaattiioonnaall ffaacciilliittiieess,, aa cceennttrree ooff aaddmmiinniissttrraattiioonn,, ccoommmmeerrcciiaall,, ccoorrppoorraattee,, ttoouurriissmm aaccttiivviittiieess aanndd qquuaalliittyy lliivviinngg ssuuppppoorrtteedd bbyy iinntteeggrraatteedd IICCTT.. PPooppuullaattiioonn ssuurrrroouunnddiinngg BBMMRR iiss mmoorree tthhaann 110000,,000000 ppeeooppllee.. EExxiissttiinngg ggoovveerrnnmmeenntt iinnssttiittuuttiioonnss bbeeiinngg llooccaatteedd aatt BBMMRR ssuucchh aass:: KKeemmeenntteerriiaann HHaall EEhhwwaall DDaallaamm NNeeggeerrii ((KKHHEEDDNN)) JJaabbaattaann AAuuddiitt NNeeggeerrii PPeerraakk JJaabbaattaann PPeerrhhuuttaannaann NNeeggeerrii PPeerraakk FFuuttuurree pprroojjeeccttss aarree:: SSuurruuhhaannjjaayyaa PPeenncceeggaahh RRaassuuaahh MMaallaayyssiiaa ((SSPPRRMM)) BBOOMMBBAA MMAARRAA CCoommpplleexx YYaayyaassaann PPeerraakk JJaabbaattaann AArrkkiibb JJaabbaattaann KKeettuuaa PPeennggaarraahh TTaannaahh && GGaalliiaann ((JJKKPPTTGG))
- 27. Important aspect for Tutti Frutti because it is very much relates to product positioning. Differentiated Pricing Strategy : Allows to adjust pricing based on various situations or circumstances. Price variations: - Discounts for a particular age group of people (student vs income earner) to coupons or rebates for a purchase. - Allows to determine if this strategy is a possibility to gain market competitiveness. Tutti frutti can leverage on unique selling proposition and sell the product at a higher price since the target market (income earner) is not “price-sensitive”. Tutti Frutti’s pricing strategy should focus on quality in which consumer to label the product as “product-quality”. - Reflect its special trait and satisfy the consumers in return for value of money consumer are paying. Allowing consumer to choose their own price is an innovation & perfect price strategy. Tutti Frutti should continue this existing strategy that enables to charge price based on quantity preferred by consumer.
- 29. • T-shirts are one of best way ttoo pprroommoottee bbuussiinneessss.. • BBaasseedd oonn rreesseeaarrcchh,, ccoolloorr hhaass aa ppoowweerrffuull eeffffeecctt,, wwiitthhoouutt eevveenn ssaayyiinngg aa wwoorrdd,, aann uunnddeerrssttaannddiinngg ooff mmeeaanniinnggss ooff ccoolloorr ggiivveess vvaalluuaabbllee iinnssiigghhtt aanndd aabbllee ggeett tthhee bbeesstt mmaarrkkeettiinngg aanndd pprroommoottiioonnaall rreessppoonnssee.. • RReedd wwhhiicchh ggiivveess ppoossiittiivvee mmeeaanniinnggss ssuucchh aass aaccttiioonn,, ppaassssiioonn,, ppoowweerr aanndd eenneerrggyy,, BBllaacckk rreepprreesseenntt eelleeggaannccee && qquuaalliittyy.. WWhhiittee rreepprreesseenntt nneeww bbeeggiinnnniinnggss,, eeffffiicciieennccyy,, eeqquuaalliittyy aanndd ffaaiirrnneessss.. T-Shirts to T-Shirts to Promote Tutti Frutti Promote Tutti Frutti
- 30. Increase sponsorships of major national events such as sporting events to increase its public profile and continue to take part in Corporate Social Responsibility (CSR) events. By sponsoring events, it will enhance Tutti Frutti’s corporate image. Good way for private business entity to give back to society. Enhance website to not just include information about product & features but also to be used for interactive marketing and facilitate 2-way communications with customers. For the examples, the website can include link to social media, interactive chatting service and alert customers via emails, SMSs and even Twitter. Tutti Frutti had make the right decision in employing Website and it’s time for the company to re-vamps its website. Link within website plays important part in making remarkable consumer online experiences. Based on our checks on the current website, strategic development of relevant and suitable link is needed. For example links & use of colour font within the site is not very clear. Event Marketing & Event Marketing & Sponsorship Sponsorship Social Media : Interactive Marketing via Email, SMS, Social Media : Interactive Marketing via Email, SMS, Facebook alerts Facebook alerts Optimisations & Standardization of Optimisations & Standardization of Web Site Web Site
- 31. Affiliate networks or partners who can assist in helping with the branding by established affliction with various Government agencies, banks, private organization and education institutions. Ensure greater knowledge share and best practise among companies. Good networking & partnership, will allow in building excellent client relationship. Customer loyalty is essential which can give customers motivation to make frequent visit. For example, adding games/ quizzes to Tutti Frutti frozen yogurt business by having customers try the most flavor combinations or have a flavor suggestion contest. Customer referrals are a highly valuable marketing tool. For example, friend is recommending a product to another friend Tutti Frutti should offer special rates for student via schools groups, individual groups who are studying in various higher education intuitions. For example, host “happy hour” with discounted frozen yogurts or free yogurt for student with every purchase. Established Affiliation Established Affiliation Customer Loyalty Customer Loyalty Special rates for Special rates for University student University student
- 32. • In line with Tutti Frutti’s vision and mission, the company should emphasis on marketing plan to further promote and strengthen its brand in the mind of customer in the market. As we have outlined & recommended, in today's highly competitive environment, T Tutti Frutti has to strategically reflect the best fit marketing strategies in order to retain competitive advantages in the rapidly changing business environment. • Tutti Frutti should consider adding a new product which is the Frozen Yogurt cupcakes as the current trend is there plus the increase in cupcakes demand is very high in Malaysia. • Tutti Frutti to sustain it should explore and come up with more toppings which are preferable by Malaysians especially venturing into organic yogurts flavours and organic fruit toppings to encourage parents to introduce Tutti Frutti to their kids. • Though Tutti Frutti has around 140 outlets across Malaysia, we propose a good place for Tutti Frutti to open their outlet, which is Bandar Meru Raya in Jelapang which is booming. • The implementation of the marketing plan needs everyone’s cooperation & participation from Tutti Frutti management to staffs. This in return helps Tutti Frutti’s to further promote its brand and strengthening its position in the market. • We believe the Marketing Plan that we have developed for Tutti Frutti, could further expand and enable it to build its business by continuing to broaden its customer service. The marketing plan should always be referred as guidance by Tutti Frutti throughout the period of the plan.
- 33. Marketing Strategy • Product consistency: In my opinion they should focus on their premium product, Rather than introducing too many variety of topping, they should focus on their highest selling premium product. They should improve the quality and presentation of their high selling product. • Email Marketing :The can use email marketing. They need to increase their communication between their exiting and loyal customers. They can develop an email, direct mail, and text messaging subscriber base. They can introduce competition with attractive prize through social media and Email marketing. • Customer Experience: Tutti Frutti offers good customer experience. But the can improve the outlook of their store. Customers always look for great ambience and good customer service. Tutti Frutti store look dull with their white colour ambience. In my opinion, they should use more bright colour like red and black. They can also introduce some quality music in their store
- 34. Marketing Strategy • Viral Marketing: Word of mouth is best way to reach new customers. Tutti frutti can focus on viral marketing. They can invite local celebrities (Movie start, sports star or other famous personality) to their store. Attachment with celebrities or famous personality will attract new customers • Introducing Drive- through service: Drive- through service provide a very good option to customers who are busy. Drive-through service for frozen yogurt is already famous in USA. Many frozen yogurt company are using Drive- through. Tutti frutti can introduce Drive-through service to their restaurant which near to big supermarket. This can attract new customers to this new approach. This will also create more awareness about Tutti frutti brand among new customers
- 35. Conclusion • Emphasis on marketing plan to further promote and strengthen its brand in the mind of customer in the market • The implementation of the marketing plan needs everyone’s cooperation & participation from Tutti Frutti management to staffs.
- 36. References • http://behalal.org/home/pakistan-us-frozen- yogurt-company-to-open-100-tutti-frutti- outlets-by-the-end-of-2013/ • http://www.tuttifruttimalaysia.com.my/ • http://en.wikipedia.org/wiki/Tutti_Frutti_Fro zen_Yogurt • http://thestar.com.my/metro/story.asp? file=/2012/4/18/metrobiz/11111991&sec= metrobiz
- 37. Q & A