2018 Marketing Plan

OBJECTIVES

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GOALSenhance brand awareness

increase salesincrease shelf space

increase market sharebecome the leading yogurt brand in all Portland and

surrounding Oregon state stores.

REACHgoes beyond the natural sector

aims for the premium consumer who values:non-GMO,

hormone free, great tasting products to share with the entire family.

MISSION

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Ellenos offers the best tasting and quality Greek yogurt on the market, made from a family recipe perfected over generations of friendly yogurt-making

competition. It is perfectly smooth, perfectly tart, and all of the compotes/toppings are made

in house. It truly is an artisan product.

HOW IS ELLENOS DIFFERENT?What sets Ellenos apart, and truly makes this product premium, is the ethical

and transparent ingredient sourcing. Whenever possible: Whole milk from local farms, local fruits, local honey, and pure love go into Ellenos, making it the best yogurt available on the market.

Ellenos, as a company, is looking to reach the masses, increase brand awareness and sales across multiple channels: natural, conventional, premium.

Ellenos culture is to create great tasting products using family-perfected recipes, share it with the world, and have fun while doing it.

TARGET MARKETS

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DEMOGRAPHICSmostly Females

Age 20-60income over $50kcollege-educated

purchasing for the entire family

WHERE DO WE FIND THEM?downtown Portland area near Pearl District

Beaverton (Bethany, Cedar Mill, Raleigh Hills)Lake Oswego

Tigard/Tualatininner NE Portland

SE Portland (Happy Valley/Sellwood/Woodstock)Hillsboro (Tanasbourne) near Intel and/or Nike

INSPIRATIONS + VALUESTaste-driven

sustainable and ethical ingredient sourcingnon-GMO and hormone-free

quality artisan products made by a family owned and operated company

TARGET MARKETS by CHANNEL

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NATURALAlways on the lookout for the most natural products available while maintaining a taste that her family will be happy to eat. Values non-GMO, hormone free, free of

fillers and additives. Is not afraid of sugar derived from natural sources, but appreciates lower sugar options.

CONVENTIONALLooking for something new for the family that tastes great

The conventional consumer is driven by taste and price-sensitiveEllenos appears more expensive on the shelf at

($3.99 for an 8oz serving broken down by ounce is about $0.49/oz)($5.99 for a 16oz serving broken down is about $0.37/oz)

Average yogurt serving size is 5oz which would be $2.49 or $1.87, respectively. This is comparable to many Greek yogurts on the market with an average price $1.50-2.00.

EXAMPLE: Siggis is $1.59 at WFM for 5.3oz and was recently acquired by French dairy giant Lactalis.

PREMIUMThe Premium consumer is willing to spend more on a product that meets their values

and lifestyle expectations. This consumer wants to know where the milk is from, and a variety of sourcing

information that meets their values.

CONSUMER PROFILE

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PSYCHOGRAPHICNatural and health conscious consumer who values taste over fads like “fat-free” or “sugar-

free”

BEHAVIORALCurrently buys another brand of yogurt, or avoids yogurt due to miss on taste

LACTOSE INTOLERANCEGreek yogurt has less lactose than regular yogurt

PREMIUMThis consumer values family owned and operated business, values taste and sustainability +

artisan products

OTHERGreek Yogurt is a high protein alternative to sour cream

Those looking for an alternative to add to savory dishes will love Ellenos Naturally Unsweetened for culinary applications.

Additionally, Ellenos makes a great dessert option for those who are more health-conscious, but still want a tasty sweet treat.

PRODUCTS + SERVICES

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CURRENT OFFERINGSGreek Yogurt Pre-Packs

NaturalMuesli

MarionberryLemon Curd

MangoPassionfruit (exclusive to WFM)

Pumpkin Pie (seasonal for Fall/Winter)

FULFILLING CUSTOMER NEEDSReal Greek yogurt

Sustainable direct trade

VALUE ADDEDTASTE

Probiotic strains tried and tested over generations to get the right ratio of tart/sweet/creamy

DISTRIBUTION CHANNELS

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CURRENTLY AVAILABLEPortland + Seattle only

RETAILERSWhole Foods MarketNew Seasons Market

ZupansIndependents (small selection)

COMPETITIVE PROFILE

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ELLENOS STRENGTHSUnique from competitors by winning in taste

All of the toppings are made in-house, not purchased from a large wholesaler

COMPETITVE BRANDSSiggisFage

VoskosChobaniNoosa

COMPETITION STRENGTHSFamiliarity

Available at wide variety of retailersLow fat/low sugar options

Price sensitive

COMPETITION WEAKNESSESTaste

Use of gums/stabilizers/fillersLack of sustainability

Owned by big business

RETAILER FOCUS

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WHOLE FOODS MARKETPearl

FremontLaurelhurstHollywoodBridgeport

Tanasbourne

NEW SEASONS MARKET Williams

Arbor LodgeWoodstockCedar Hills

Raleigh HillsSlabtown

Happy ValleyProgress Ridge

ZUPANSSW MacadamW Burnside

BRAND REPRESENTATIVES

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WHO ARE THEY?YoungFresh

Representative of the brandPremium Image (leads active & sustainable lifestyle)

Familiar with our brand, as well as competitors

HOW DO WE FIND THEM?Facebook: BA’s of Portland group

Referrals: Colleagues, friends of colleaguesIn-Person: Personality match found during daily interactions

FOCUS AREAS

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NW PORTLAND: PEARL / ALPHABET DISTRICTBooming high density area with

Target demographic as majority of residents

NE/ N PORTLAND Similar to Pearl

Younger artsy/hipster crowd eager to try new things

INNER SE PORTLANDSellwood + Hawthorne: “Old” Portland

Higher income areaTarget demographic

INNER SW PORTLANDCollege-aged demographic

Eager to try new thingsHealthy + Active professionals with disposable income

SEEDING + INFLUENCER

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LULULEMONPearl District, Washington Square, Bridgeport Village

all near WFM stores for purchase

COREPOWER YOGAPearl District, SE Portland, Bridgeport Village

all near WFM stores for purchase

FOODSERVICE OPPORTUNITIESNew Cascadia Bakery

inner SE PortlandDedicated GF facility

serves bread, bagels, pizza, sandwiches during lunchEllenos would make a nice addition to the breakfast menu

FARMERS MARKETSReach is City-Wide

THANK YOU!