“Fancy a snog?”

DM5502

Branding StrategyAssignment 1Group 25

I‘mRob Baines.

I Frozen Yogurt

I am from N.Y. I was a bank investor.I live in London for 24 yrs.

I want a realhealthy yogurt !! I‘m the SNOG

Founder & owner.

Brainstorming

Methodology

SNOG

Interview Literature Review

Data Analysis

Findings & Recommendation

• 23 different types of companies in UK were listed.

• Website research• Contact by E-mail and phone at first.

• 1 HR face to face interview with Rob• At SOHO SNOG. • Audio / Video / Photo record• 30 questions were made.

methodology

Vision

“…a healthy lifestyle suggestion…” -(Baines,2011)

o Health

o Creativity

o Working with young people

ValuesTouch points

oStores oDigital Media

W

O T

S• Pioneer in the UK

• Vision of the founders

• Healthy & contemporary concept

• Differentiating promotion

• Only summer ‘snacks’

• Yogurt is a trend – short term

• Doubt about ingredients (sweeteners & toppings)

• Growing market

• ‘Girly’ brand image - men?

• “Home away from home”

• Increasing number of lactose intolerant people

• Epidemic related to supplies

SWOT analysis

• “Building emotional connection will be key”-(Branding Strategy Insider, 2008)

• Build on customer experience

• Co-creation with other businesses and consumers

Future of branding

• Internet & social media – be fast and flexible– become a ‘friend’– “one-on-one marketing” -(Branding Strategy

Insider,2010)

• Stay close to brand values

• Be honest

Future of branding

• Expansion in Europe

• Focus on male/unisex branding

• Provide hot snacks for winter time

• Suggestion: create App in order to:o Co-create with consumerso Use one-on-one advertisingo Increase consumptiono Do market research

RecommendationsReferences

Books:

•Aaker, D. (1996) Building Strong Brands. London: Simon & Schuster UK Ltd.

•Gilmore, F. (1999) Brand Warriors. London: HarperCollinsPublishers.

•Gobé, M. (2009) Emotional Branding. New York: Allworth Press.

•Olins, W. (2008) The Brand Handbook. London: Thames & Hudson.

•Borja de Mozota, B., 2003. Design Management. New York: Allworth Press.

References

Websites:

•SNOG official web site. Available at: http://www.ifancyasnog.com (Accessed 25-11-2011)

•Branding Strategy Insider (2008) The Future of Branding. Available at: http://www.brandingstrategyinsider.com/2008/07/the-future-of-b.html (Accessed 08-11-2011).

•Branding Strategy Insider (2010) Top Ten Branding Keys For 2011. Available at: http://www.brandingstrategyinsider.com/2010/12/top-ten-branding-keys-for-2011.html#more (Accessed 08-11-2011).

•Branding Strategy Insider (2011) Four Methods Of Strategic Brand Building. Available at: http://www.brandingstrategyinsider.com/2011/11/four-methods-of-strategic-brand-building.html#more (Accessed 08-11-2011).

•Management Today (2011) Decisions: Pablo Uribe and Rob Baines, Snog. Available at: http://www.managementtoday.co.uk/features/1076930/Decisions-Pablo-Uribe-Rob-Baines-Snog/ (Accessed 08-11-2011)

•The independent Online (2010) Frozen yoghurt: Cooler than ice-cream. Available at :http://www.independent.co.uk/life-style/food-and-drink/features/frozen-yoghurt-cooler-than-icecream-2025753.html (Accessed 11 November 2011 )

•Caterersearch (2009), Is frozen yogurt the new ice-cream. Available at:http://www.caterersearch.com/Articles/28/08/2009/329505/is-frozen-yogurt-the-new-ice-cream.html(Accessed 11 Novermber 2011)

References

Journals:

•Davis, S (1994) Commentary: Securing the Future of Your Brand. Journal of Product & Brand Management, Vol. 3 No. 2, 1994, pp. 42-49

•Lee, M. and Ulgado, F. Consumer evaluations of fastfood services: a cross-national comparison. The Journal of Services Marketing, vol. 11 no. 1 1997, pp. 39-52

“Thank you”

DM5502

Branding StrategyAssignment 1Group 25