Post on 13-Nov-2014
description
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Red Mango and White Hat
Micro Market
Analysis
Trinoma Ayala Mall, Quezon City
+Micro Market Analysis: White Hat
LOCAL CREATION - our group introducing a totally new product into the Philippines.
Found the BEST suppliers in Italy for our yogurt.
Italian Gelato expert to help us develop our recipe because we wanted our product to be authentic.
Came up with a perfectly smooth, creamy frozen yogurt with a slight tangy sourness, confirmed to have LIVE ACTIVE CULTURES, and authentically Italian.
98% FAT-FRE. And came with 21 topping bar to choose from.
Toppings include FRESH fruit, healthy premium cereals, nuts & crunchies, fun toppings, and the occasional surprise toppings (think homemade!).
Also offering fresh fruit juices.
+LOCATION :
15 branches in Metro Manila and 5 provincial outlets
Near Establishments
TRINOMA BRANCH
+Location :
15 branches in Metro Manila and 5 provincial outlets
TRINOMA BRANCH
+MENU
+MENU : Toppings Selection
+MENU
+Micro Market Analysis : Red Mango
Originally from Korea
American Franchise brought to the Philippines in January 2008 by Sherika Tanmantiong and Kelvin Gaisano
Dependent on flavors and recipes provided by parent company
With flexibility to choose which ones to carry locally
Starbucks of the Frozen Yogurt world.
Beyond frozen yogurt with toppings concoctions, they have waffles and other beverages as offerings.
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TRINOMA BRANCH
Location : 6 branches in Metro Manila and 1 in Cebu
+Location : 6 branches
in Metro Manila and 1 in Cebu3rd floor Wellness Zone
+MENU
+MENU
+ FEATURED PRODUCT
+SURVEY FORM
+MARKET SURVEY
Customer Contact
+MARKET SURVEY
Repeat Business
+MARKET SURVEY
Customer’s Competition Awareness
+MARKET SURVEY
Establishment Value Proposition
+MARKET SURVEY
Customer Information
+MARKET SURVEY
Customer Information
+PTM Competitive Advantage : Price
PRODUCT
YOGURT
PhP90.00 (40z) – 3 size differentiation
PhP85.00 (4oz) – 4 size differentiation
1 Topping PhP20 PhP20
2 Toppings PhP35 PhP30
3 Toppings PhP45 PhP40
+PTM Competitive Advantage : Price
PRODUCT
WAFFLE NOT AVAILABLE PHP125 WITH YOGURT
JUICES PhP85 PhP20
COFFEE PhP65 PHP75
TEA NOT AVAILABLE PhP75
+PTM Competitive Advantage : Process
Product
YOGURT Multiple Toppings Selection
Multiple Toppings Selection
WAFFLE NOT AVAILABLE Waffle Maker
JUICES Bottled Red Mango Blenders
COFFEE Coffee Machine(Barista)
Coffee Machine(Barista)
TEA NOT AVAILABLE TEA BAG
+PTM Competitive Advantage : Packaging
Yogurt Cup Sizes Regular & Large Small, Medium, Large and Family
Juice Bottled Plastic
+PTM Competitive Advantage : Promotion
MEDIA
NEWSPAPER YES YES
MAGAZINE YES YES
RADIO
TV YES
SOCIAL MEDIA YES YES
+PTM Competitive Advantage : People
Human Resource
Staff 3 4
Team Leader N/A 1
+PTM Competitive Advantage : Placement
MEDIA
MALL LOCATION NEAR ELEVATOR NEAR ELEVATOR
MALL AREASPORTS AND APPAREL SECTION
GYM, TOY STORE AND WELLNESS SERVICES
REACHONE SITE TWO SITES
SPACE
50 sqm (estimated) 50 sqm (estimated)
8 tables, 32 seats, 2 couches
9 tables; 22 seats
+PTM Competitive Advantage : Placement
Location
Philippines 20 7
Worldwide 150 stores worldwide, with stores in the USA,
South Africa, Singapore, Indonesia,
Thailand and the Philippines.
+PTM Competitive Advantage : Product Placement
MEDIA WHITE HATE RED MANGO
CELEBRITY ENDORSEMENT
MIRIAM QUIAMBAO; ATENEO EAGLES
89.9 DJs
EVENTS SPORTS AND APPAREL SECTION
GYM, TOY STORE AND WELLNESS SERVICES
CSR AHON, CHARITY NONE KNOWN
+CONCLUSIONS
CUSTOMER
AGE 21 TO 30 AGE GROUP
EDUCATIONAL ATTAINMENT COLLEGE GRADUATES
OCCUPATION STUDENTS, EMPLOYEES EMPLOYEES, HOUSEWIVES
GENDER 50/50 MALE TO FEMALE RATIO
BRAND LOYALTY HIGH HIGH
TAKE OUT MORE SIT DOWN MORE TAKE-OUT
+CONCLUSIONS
ELEMENT
PRODUCTYOGURT WITH TOPPINGS
ITALIAN KOREAN
POSITION HEALTHY, DELICIOUS, PREMIUM, CLEAN
DIVERSIFICATION LESS MORE
PRICE NARROW RANGE
PROMOTION SAME MEDIA, ENDORSEMENTS
PLACEMENT LOCATION, AREA,
+CONCLUSIONS
8 P’sPRODUCT
PRICE
PROMOTION
PLACEMENT (PHL)
PROCESS
PEOPLE
PHYSICAL ENVIRONMENT
PACKAGING
TOTAL 20 21
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Submitted by:Bacalla, Castrence, Condino, Galamgam, Kho
The End