chapter two
DESCRIPTION
Project ProfileTRANSCRIPT
Snogurt Frozen Yogurt
CHAPTER TWO:Project Profile
Chapter Two: Project Profile
2.1 Product Name
2.2 Product Classification
Snogurt is a freshly-made daily frozen yogurt targeted at health-conscious consumers and is a
non-durable product.
2.3 Product Characteristics
Type: Frozen yogurt
Packaging : The consumer takes the frozen yogurt from the dispensing
machine into a pink paper cup, decorated with the brand’s
name, logo and tagline.
Price range: RM 4.90 per 100g
Unit of sale: RM 0.49 Per 10g
Storage: Frozen yogurts are stored inside their own respective dispensing
machine. The dispensing machines are washed and rinsed
twice a day (before opening and before closing) to ensure
the cleanliness of their products. Frozen yogurts are also
made daily to guarantee the freshness of their products.
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2.4 Product Range
Snogurt has a number of eighteen frozen yogurt flavours but only eight of them are served
in every outlet. Moreover, they also have a variety of toppings. Below are the frozen yogurt
flavours that are available at Snogurt:
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Toppings are dived into two, fresh/wet toppings and dry toppings. Keep note that not all
toppings are available at the outlets.
Fresh/Wet Toppings
Nata Decoco – Various Flavours
Tropical Fruits
Mix Fruits
Strawberry Coating Juice Balls
Passion Fruit Coating Juice Balls
Mango Coating Juice Balls
Green Tea Jelly
Color Jelly
Longan
Lychee
Rambutan with Pineapple
Peaches
Mango
Autumn Royal Grapes
Crimson Grapes
Kiwi
Banana
Strawberry
Dry Toppings
Watermelon Gummy
String Gummy
Sultanas / Golden Raisins
Sour Jelly
Jelly Beans
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Chocolate Love-letter Rolls
Strawberry Love-letter Rolls
Almond Nuts
M&Ms
Mochi
Marshamallows
Oreos
Corn Flakes
Honey Star
KoKo Crunch
Hundreds and Thousands
Chocolate Rice
Almond Flakes
Hershey Toppings – Chocolate / Strawberry
2.5 Distribution
Snogurt products are distributed directly to the outlets available in Malaysia; therefore the
mode of distribution is direct. Since the products are only available for purchase at the brand
outlets and are unavailable at major supermarket and hypermarkets, its scope of distribution is
exclusive.
2.6 Product Life Cycle
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Chapter Two: Project Profile
2.7 The Brand
Snogurt is a frozen yogurt brand established locally, with a few outlets in Klang Valley
and in the southern regions such as Johor Bahru and Kluang. The Snogurt franchise aims to be
the No. 1 leader in the healthy froyo segment of frozen yogurt market in Malaysia by 2013. The
brand’s value; The Healthier Froyo. More Delicious. More Fun., reflects their brand and will
motivate them and extend to everything from selecting outlet locations, renovating outlets,
producing the product, serving the consumers, daily operation of the outlets.
After extensive taste research over many years, Snogurt now has the most natural tasting
range of flavors including local favorites like Shy Lychee, Pineapple Delight and Dewvy Melon.
At this moment, Snogurt offers 18 top flavours and 25 top toppings and operates the self-serve
concept. Consumers have total freedom of choice and will have fun creative their own Froyo.
All Snogurt’s great tasting products are made fresh with the premium yogurt imported
from Italy and other highest quality ingredients. Snogurt frozen yogurt is made from real nonfat
milk and nonfat yogurt that make Snogurt the healthier frozen yogurt compared with other
brands. Snogurt sells their frozen yogurt at RM 4.90 / 100g.
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2.8 Brand Image and Implication
The brand is currently growing as of now. However, the brand isn’t getting closer to its
peak as little has been done to re-in force the brand image and positioning. The introduction of
Snogurt in 2010 was considered successful as sales sky-rocketed due to consumer’s curiosity of
the new brand, but ultimately curiosity was not enough to position the Snogurt brand in the
minds of consumers for long, which is largely due to the absence of an intensive all-year round
advertising strategy.
With only small capacity of loyal consumers at hand, Snogurt’s brand image of selling
healthy, made on the spot frozen yogurt needs to be implicated intensively in the minds of
consumers as their purchasing decisions are not just affected by the product, but the images and
identifications associated with the product itself.
2.9 Strength and Weakness
Strengths
The frozen yogurts are made daily for freshness
Packed with calcium and vitamins
99% fat free and very low on calories
Offering 18 flavours
Consumers have total freedom of choice and will have fun creating their own froyo
Premium yogurts imported from Italy and other high quality ingredients
Taste more natural
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Weaknesses
The frozen yogurt product is unavailable at major hypermarkets and supermarkets,
depending heavily on its outlets to sell.
Limited number of flavors; which result in most stores having similar flavors.
Lack of promotion and advertising activities.
2.10 Advantages and Disadvantages
Advantages
Freshness and quality is assured as the products are made daily and their machines are
washed twice a day.
High calcium and nutritional content aids in digestion, helps build strong bones and
strengthen the body’s immune system.
Does not cause obesity or deteriorates health even with daily consumption
Lactose intolerant individuals are able to consume the product to the yogurt breaking
down the lactose in milk.
Product is gluten-free
Disadvantages
Consumers may dislike the natural taste of the flavours without any addition of sugar or
preservatives to enhance the taste.
Negative perception of frozen yogurt in regards to taste is still strong with the lack of
advertising strategies such as using customer’s testimonial of the frozen yogurt to erase it.
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2.11 Unique Selling Proposition (USP)
Snogurt is the healthiest yogurt in terms of low fat, low sugar & low calories while packed with probiotics, vitamins, calcium and other beneficial ingredients.
2.12 Promotional History and Advertising Schedule
I was not able to attain much information on their promotion strategy. However, I was only
able to get their latest and current promotions;
2012 – Free Flow of Frozen Yogurt @ Snogurt – RM 45 for 2 people and RM 80
for 4 people. Customers are allowed to dine-in for 3 hours maximum.
2012 – Happy Hour – Receive 20% discount for a cup of Snogurt frozen yogurt;
Monday to Friday, 3pm to 6pm.
2012 - Saturday and Sunday – 15% discount for all kids under 12 years old.
2012 – Wednesday Ladies Night – 15% discount from 5pm to 10pm for female
consumers.
2012 – Let’s Party at Snogurt – RM 40 per pax (minimum 20 pax), 2 hours free
flow of Yogurt and 1.5kg of Birthday cake or RM 40 per pax (minimum 40), 3
hours free flow of Yogurt and 3kg birthday cake.
2012 - Froyo Decoration Contest - a chance for consumers to win prizes such as
an iPad by simply purchasing a frozen yogurt from Snogurt and decorate it with
toppings creatively. Consumers must ‘like’ Snogurt’s facebook fanpage and
upload the photo there. Photo with the most likes wins.
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2.13 Positioning Statement
Snogurt frozen yogurt not only has the lowest calories per 100g, but they’re freshly made daily, 99% fat free, packed with calcium and vitamins; it is the healthier choice for guilt-free indulgence for the health-conscious.
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