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Ba895 slides v6

Christine Clouse
Christine Clouse

Froyo Bella is a frozen yogurt shop that opened in 2010 with one location. It offers 45 flavors of frozen yogurt and 47 toppings. While sales increased 4% over the past two years, the owner lacks experience and English skills. A SWOT analysis identified opportunities to expand the target market and leverage social media. Competitors have more locations, lower prices, and more established social media presences. The marketing plan proposes optimizing Froyo Bella's website, increasing social media engagement through targeted posts, developing a Pinterest presence, monitoring Yelp reviews, and pursuing partnership opportunities. Success will be measured using analytics and redemption data to inform ongoing adaptation of the strategy.

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Bandar Alogbi, David Allen, Christine Clouse BusAdm895 | Spring 2012
Company Background History Froyo Bella was opened in 2010 One store only so far Products frozen yoghurt in 45 flavors 47 toppings including 14 fresh fruits Smoothies & soft drinks plus candy
Main Value Proposition Healthier alternative to ice cream Fewer calories low-fat and non-fat varieties Live active cultures help the digestive system Fresh fruit Fresh fruit every 4 hours
Online Marketing Website Uses flash Good visually highly professional appearance Not mobile friendly Content No info about upcoming flavors availability No social media connecting/sharing tools
Business Situation Sales increased 4% during the past two years 2010-2011 Customer age is around 40+ Got reduced when price lowered Sales volume varies by Season Summer School break
SWOT Analysis Strengths Weaknesses 1) Excellent location 1) Low awareness 2) Healthier product offerings 2) Expensive price 3) Low operating cost 3) Sales seasonality 4) The only frozen yogurt store in the area 4) Only sells desert 5) Can only offer six flavors at a time 6) Owner does not have a business background 7) Owner is not proficient in English or on computers 8) Product cannot be marketed as healthy Opportunities Threats 1) Tapping into new promising market 1) Well known competitors in the area (Young customers) 2) Non-fat image as being not tasty 2) Leverage inexpensive marketing tools 3) Partner with local organizations/ businesses
Competitive Environment Many stores sells alternative products Major franchise Dairy Queen Baskin Robbins Coldstone Local stores Kopps Established: 1950 Three locations Chocolate Factory Established: 1972 Seven locations
Competitor benchmarks Kopps Website design: Simple Info: Complete Link to social media: Yes Twitter Tweets: 1504 Followers: 3211 Following: 63 Tweet: Ads/Flavors Facebook Likes: 1886 Talked about: 11 Content: skeleton
Competitor benchmarks Chocolate Factory Website design: Simple Info: Complete Link to social media: No Twitter Tweets: 96 Followers: 87 Following: 57 Tweet: None since 2010 Facebook Likes: 1424 Talked about: 07 Traffic: 54 Content: Good mix
Location Analysis Excellent location In Bayshore town Center Annual visitors: 15 million + Daily Vehicle traffic: 130,000 Many events and activities held High visibility location Near one of the main entrance Across from Alterra ($1.5 million in sale per month)
Business Objectives Marketing objectives Increase awareness Increase sales Operational objective Speed up customer decision on what to flavor/toppings to choose Current activities 20% mailed coupon through Bayshore Town Center 50% Groupon 3,000 sold Loyalty punch card One free frozen yogurt after ten purchases
Baseline Measurements & Goals Facebook Froyo Bella Likes Talked About Traffic Today 3 1 94 6/30/2012 28 3 200 7/31/2012 53 5 250 8/31/2012 78 7 300 9/30/2012 103 10 350 10/31/2012 128 12 400 11/30/2012 153 15 450 12/31/2012 178 18 500
Baseline Measurements & Goals Twitter & Foursquare Froyo Bella Tweets Followers Froyo Bella Check-ins Unique People Today 1 5 Today 496 354 6/30/2012 5 10 6/30/2012 600 400 7/31/2012 9 15 7/31/2012 700 450 8/31/2012 13 20 8/31/2012 800 500 9/30/2012 17 25 9/30/2012 900 550 10/31/2012 21 30 10/31/2012 1,000 600 11/30/2012 25 35 11/30/2012 1,100 650 12/31/2012 29 40 12/31/2012 1,200 700
Baseline Measurements & Goals Pinterest Froyo Bella Number of Followers Boards Today 0 0 6/30/2012 2 0 7/31/2012 4 2 8/31/2012 5 4 9/30/2012 -- 6 10/31/2012 -- 8 11/30/2012 -- 10 12/31/2012 -- 12
Strategy Naming Strategy Awareness Relationships Signage and promotion Heavy traffic Convenient interaction Menus, table-topper signage QR codes, etc Naming Facebook, Twitter, etc Foursquare, Yelp! Customer benefit
Strategy Staffing Owner computer literacy / English fluency Manager (Tae Heon) Competent & capable Media degree Designed current site Quick, knowledgeable Time constraints
Strategy Staffing Employee Time Knowledge Skills? Third-party Expert Outsider perspective Price
Strategy Offline Integration Branding Consistent image Colors Font Copy Communication Online-offline Offline-online
Tactics
Facebook & Twitter New flavor posts accompanied by photos Customer photo uploads Familiarizing customers with flavor and topping combinations Facebook Content Twitter Post Objective Date Status update: 6/3: New Post: 6/3: New Flavors this Generate repeat 6/3/2012 Flavors this week are xxxxx, week are xxxxx, xxxxxx, and business; engage Week 1 xxxxxx, and xxxxx xxxxx @FroyoBella with customers Post photos of these flavors Include a Twit pics with the above status update. Status update: <insert Post: <insert flavor> Pic of Generate repeat 6/6/2012 flavor> Pic of the Week the Week <twit pic url> business; engage Week 1 Post photo of a customers @FroyoBella with customers sundae creation based on Include a Twit pic one of the new flavors this week.
Foursquare Discounts offered throughout the year with check-in Monitor and address tips Foursquare Specials Objective Date Special: Check in 6/10-6/16 to Attract new and repeat business; 6/10-6/16 get 20% off a <list this weeks help deplete stock of this weeks Month 1 new flavors> frozen yogurt flavors sundae! Special: Check in 7/8-7/14 to Attract new and repeat business; 7/8-7/14 get 20% off a <list this weeks help deplete stock of this weeks Month 2 new flavors> frozen yogurt flavors sundae! Special: Check in 9/2-9/8 for Attract new and repeat business; 9/2-9/8 our Back to School special: get help deplete stock of this weeks Month 4 20% off any flavor frozen yogurt flavors sundae!
Pinterest Photo repository all flavors; all topppings Familiarize customers with flavor and topping combinations Pinterest Content Objective Date Build a board showing photos of all 45 flavors. Engage with customers online 6/4 6/15 Build a board showing photos of all toppings. Engage with customers online 6/18 6/29 Build a board showing the most popular flavor & Engage with customers online; 7/2 7/6 topping combinations streamline ordering process Build a board of things related to frozen yogurt Engage with customers online 7/9 7/13 (i.e. dairy images, cows, fresh yogurt, etc.) Build a board of things related to frozen yogurt Engage with customers online 7/16 7/27 (i.e. how consumers can make their own frozen yogurt treats at home) Build a board that shows settings in which frozen Engage with customers online 7/30 8/10 yogurt is served (i.e. in famous settings, actors/celebrities eating FY, served at a wedding, etc.)
Yelp Monitor Fill in store info Correct misinformation Address complaints Apologize Tell the consumer how youve fixed the problem
Website Mobile optimized Add more professional photos of FBs frozen yogurt Finish the site some pages under construction Add flavor forecast/calendar Add social sharing icons
Partnership Opportunities Become more involved in Bayshore events Pushcart Local school/rec sports teams discount on game day Board Game Barrister Hosts board game events weekly Proximity = right next door Discount to iPic movie goers after the show Present receipt/ticket stub
Budget 2011 Jan.-May Jun-Dec. 2012 2013 2012 Annual Revenue $3,240,000 $1,350,000 $1,937,000 $3,372,000 Annual Revenue From Marketing Plan -- -- $47,000 $52,000 Annual Costs Less Marketing Expenses $936,000 $405,000 $581,100 $1,011,600 Annual Marketing Expenses ? ? $23,500 $26,000 Professional Photos -- -- $500 N/A Changes to Website -- -- No Charge N/A Consulting Services For: -- -- $23,000 $26,000 Facebook Page Development -- -- $3,000 N/A Facebook Ads -- -- $3,000 $4,000 Posting, Monitoring Responding -- -- $5,000 $7,500 Twitter Page Development -- -- $500 N/A Posting, Monitoring Responding -- -- $5,000 $7,500 Pinterest Acct/Board Development -- -- $2,000 N/A Monitoring, Re-Pinning -- -- $1,333 $2,333 Foursquare Acct. Development -- -- $500 N/A Specials, Monitoring, Responding -- -- $1,333 $2,333 Yelp Acct, Monitoring, Responding -- -- $1,333 $2,333
Measure & Report Methods & metrics Site traffic Redemptions Google analytics Point-of-sale system Incoming traffic Cashier Content drivers Consumer desires Social media Likes / followers vs. visits Relevant content Customer feedback Operations
Analyze & Adapt Data support Customer awareness Theories, concepts, ins Market research tincts Costly Benchmarking Data interpretation Right now Useful information Feasibility Targeting Staffing Review Budget Monthly & annually Adapt Breadth
Questions?

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Ba895 slides v6

  • 1. Bandar Alogbi, David Allen, Christine Clouse BusAdm895 | Spring 2012
  • 2. Company Background History Froyo Bella was opened in 2010 One store only so far Products frozen yoghurt in 45 flavors 47 toppings including 14 fresh fruits Smoothies & soft drinks plus candy
  • 3. Main Value Proposition Healthier alternative to ice cream Fewer calories low-fat and non-fat varieties Live active cultures help the digestive system Fresh fruit Fresh fruit every 4 hours
  • 4. Online Marketing Website Uses flash Good visually highly professional appearance Not mobile friendly Content No info about upcoming flavors availability No social media connecting/sharing tools
  • 5. Business Situation Sales increased 4% during the past two years 2010-2011 Customer age is around 40+ Got reduced when price lowered Sales volume varies by Season Summer School break
  • 6. SWOT Analysis Strengths Weaknesses 1) Excellent location 1) Low awareness 2) Healthier product offerings 2) Expensive price 3) Low operating cost 3) Sales seasonality 4) The only frozen yogurt store in the area 4) Only sells desert 5) Can only offer six flavors at a time 6) Owner does not have a business background 7) Owner is not proficient in English or on computers 8) Product cannot be marketed as healthy Opportunities Threats 1) Tapping into new promising market 1) Well known competitors in the area (Young customers) 2) Non-fat image as being not tasty 2) Leverage inexpensive marketing tools 3) Partner with local organizations/ businesses
  • 7. Competitive Environment Many stores sells alternative products Major franchise Dairy Queen Baskin Robbins Coldstone Local stores Kopps Established: 1950 Three locations Chocolate Factory Established: 1972 Seven locations
  • 8. Competitor benchmarks Kopps Website design: Simple Info: Complete Link to social media: Yes Twitter Tweets: 1504 Followers: 3211 Following: 63 Tweet: Ads/Flavors Facebook Likes: 1886 Talked about: 11 Content: skeleton
  • 9. Competitor benchmarks Chocolate Factory Website design: Simple Info: Complete Link to social media: No Twitter Tweets: 96 Followers: 87 Following: 57 Tweet: None since 2010 Facebook Likes: 1424 Talked about: 07 Traffic: 54 Content: Good mix
  • 10. Location Analysis Excellent location In Bayshore town Center Annual visitors: 15 million + Daily Vehicle traffic: 130,000 Many events and activities held High visibility location Near one of the main entrance Across from Alterra ($1.5 million in sale per month)
  • 11. Business Objectives Marketing objectives Increase awareness Increase sales Operational objective Speed up customer decision on what to flavor/toppings to choose Current activities 20% mailed coupon through Bayshore Town Center 50% Groupon 3,000 sold Loyalty punch card One free frozen yogurt after ten purchases
  • 12. Baseline Measurements & Goals Facebook Froyo Bella Likes Talked About Traffic Today 3 1 94 6/30/2012 28 3 200 7/31/2012 53 5 250 8/31/2012 78 7 300 9/30/2012 103 10 350 10/31/2012 128 12 400 11/30/2012 153 15 450 12/31/2012 178 18 500
  • 13. Baseline Measurements & Goals Twitter & Foursquare Froyo Bella Tweets Followers Froyo Bella Check-ins Unique People Today 1 5 Today 496 354 6/30/2012 5 10 6/30/2012 600 400 7/31/2012 9 15 7/31/2012 700 450 8/31/2012 13 20 8/31/2012 800 500 9/30/2012 17 25 9/30/2012 900 550 10/31/2012 21 30 10/31/2012 1,000 600 11/30/2012 25 35 11/30/2012 1,100 650 12/31/2012 29 40 12/31/2012 1,200 700
  • 14. Baseline Measurements & Goals Pinterest Froyo Bella Number of Followers Boards Today 0 0 6/30/2012 2 0 7/31/2012 4 2 8/31/2012 5 4 9/30/2012 -- 6 10/31/2012 -- 8 11/30/2012 -- 10 12/31/2012 -- 12
  • 15. Strategy Naming Strategy Awareness Relationships Signage and promotion Heavy traffic Convenient interaction Menus, table-topper signage QR codes, etc Naming Facebook, Twitter, etc Foursquare, Yelp! Customer benefit
  • 16. Strategy Staffing Owner computer literacy / English fluency Manager (Tae Heon) Competent & capable Media degree Designed current site Quick, knowledgeable Time constraints
  • 17. Strategy Staffing Employee Time Knowledge Skills? Third-party Expert Outsider perspective Price
  • 18. Strategy Offline Integration Branding Consistent image Colors Font Copy Communication Online-offline Offline-online
  • 20. Facebook & Twitter New flavor posts accompanied by photos Customer photo uploads Familiarizing customers with flavor and topping combinations Facebook Content Twitter Post Objective Date Status update: 6/3: New Post: 6/3: New Flavors this Generate repeat 6/3/2012 Flavors this week are xxxxx, week are xxxxx, xxxxxx, and business; engage Week 1 xxxxxx, and xxxxx xxxxx @FroyoBella with customers Post photos of these flavors Include a Twit pics with the above status update. Status update: <insert Post: <insert flavor> Pic of Generate repeat 6/6/2012 flavor> Pic of the Week the Week <twit pic url> business; engage Week 1 Post photo of a customers @FroyoBella with customers sundae creation based on Include a Twit pic one of the new flavors this week.
  • 21. Foursquare Discounts offered throughout the year with check-in Monitor and address tips Foursquare Specials Objective Date Special: Check in 6/10-6/16 to Attract new and repeat business; 6/10-6/16 get 20% off a <list this weeks help deplete stock of this weeks Month 1 new flavors> frozen yogurt flavors sundae! Special: Check in 7/8-7/14 to Attract new and repeat business; 7/8-7/14 get 20% off a <list this weeks help deplete stock of this weeks Month 2 new flavors> frozen yogurt flavors sundae! Special: Check in 9/2-9/8 for Attract new and repeat business; 9/2-9/8 our Back to School special: get help deplete stock of this weeks Month 4 20% off any flavor frozen yogurt flavors sundae!
  • 22. Pinterest Photo repository all flavors; all topppings Familiarize customers with flavor and topping combinations Pinterest Content Objective Date Build a board showing photos of all 45 flavors. Engage with customers online 6/4 6/15 Build a board showing photos of all toppings. Engage with customers online 6/18 6/29 Build a board showing the most popular flavor & Engage with customers online; 7/2 7/6 topping combinations streamline ordering process Build a board of things related to frozen yogurt Engage with customers online 7/9 7/13 (i.e. dairy images, cows, fresh yogurt, etc.) Build a board of things related to frozen yogurt Engage with customers online 7/16 7/27 (i.e. how consumers can make their own frozen yogurt treats at home) Build a board that shows settings in which frozen Engage with customers online 7/30 8/10 yogurt is served (i.e. in famous settings, actors/celebrities eating FY, served at a wedding, etc.)
  • 23. Yelp Monitor Fill in store info Correct misinformation Address complaints Apologize Tell the consumer how youve fixed the problem
  • 24. Website Mobile optimized Add more professional photos of FBs frozen yogurt Finish the site some pages under construction Add flavor forecast/calendar Add social sharing icons
  • 25. Partnership Opportunities Become more involved in Bayshore events Pushcart Local school/rec sports teams discount on game day Board Game Barrister Hosts board game events weekly Proximity = right next door Discount to iPic movie goers after the show Present receipt/ticket stub
  • 26. Budget 2011 Jan.-May Jun-Dec. 2012 2013 2012 Annual Revenue $3,240,000 $1,350,000 $1,937,000 $3,372,000 Annual Revenue From Marketing Plan -- -- $47,000 $52,000 Annual Costs Less Marketing Expenses $936,000 $405,000 $581,100 $1,011,600 Annual Marketing Expenses ? ? $23,500 $26,000 Professional Photos -- -- $500 N/A Changes to Website -- -- No Charge N/A Consulting Services For: -- -- $23,000 $26,000 Facebook Page Development -- -- $3,000 N/A Facebook Ads -- -- $3,000 $4,000 Posting, Monitoring Responding -- -- $5,000 $7,500 Twitter Page Development -- -- $500 N/A Posting, Monitoring Responding -- -- $5,000 $7,500 Pinterest Acct/Board Development -- -- $2,000 N/A Monitoring, Re-Pinning -- -- $1,333 $2,333 Foursquare Acct. Development -- -- $500 N/A Specials, Monitoring, Responding -- -- $1,333 $2,333 Yelp Acct, Monitoring, Responding -- -- $1,333 $2,333
  • 27. Measure & Report Methods & metrics Site traffic Redemptions Google analytics Point-of-sale system Incoming traffic Cashier Content drivers Consumer desires Social media Likes / followers vs. visits Relevant content Customer feedback Operations
  • 28. Analyze & Adapt Data support Customer awareness Theories, concepts, ins Market research tincts Costly Benchmarking Data interpretation Right now Useful information Feasibility Targeting Staffing Review Budget Monthly & annually Adapt Breadth