By: Kailey Adametz Quentin Humphrey Tony Chen Ming Long Li Evelyn Cho Nicholas Ponce

Selecting the Product

• Original Tart Flavor

• Product and Market development

• More reasonably priced for new and returning costumers

• Make it more available

Situational Analysis: Historical Analysis• Franchise of upscale frozen dessert restaurants headquartered

in Los Angeles, California; founded in 2005• Over 100 stores mostly located in Southern California and New

York City• 2007: expanded with $27.5M investment from Maveron, the

venture fund founded by Starbucks founder• 2009: Opened first overseas branch in Kuwait• A single Pinkberry store receives more than1,500 customers per day and can bring in$250,000 a month

Situational Analysis: Historical Analysis

• Received complaints that their products did not meet the California Department of Food and Agriculture’s definition of frozen yogurt because it does not contain the necessary amount of bacterial cultures per ounce

• Pinkberry altered its dessert recipe to earn the right to be call its product real yogurt and received the Live and Active Cultures Seal from the National Yogurt Association in April 17, 2008

Situational Analysis: Industry Analysis• Pinkberry focuses on a healthy alternative to sugary desserts

such as ice-cream• Pinkberry can be purchased online, order in the story, or get it

delivered• They offer catering and purchasing gift cards• Stamp cards: when you purchase 9 yogurts get the 10th one for

free• Use Pinkcard as a reloadable debit card

Competitor Analysis• At Red Mango you are allowed to self serve and the

yogurt is by pound • Variety of toppings that are also self served

• Debatably cheaper• Pinkberry is not self served and has one set price

• Only toppings that can fit into one cup• Cannot get many flavors at once

Market Research – Red Mango

Red Mango: 7.57

Customer Service 5

Price 8

Variety 10

Cleanliness 8

Rewards Program 5

Environment 7

Convenience 10

Market Research – Pinkberry

Pinkberry: 6.86

Customer Service 10

Price 5

Variety 5

Cleanliness 10

Rewards Programs 5

Environment 7

Convenience 6

Noteworthy Survey Results

Will you continue to go to Pinkberry if they increase their pricings?

Yes 4

No 21

Is Pinkberry easily available in the area you live in?

Yes 5

No 20

Which frozen yogurt store do you prefer?

Red Mango 13/25

Pinkberry 4/25

Consumer Analysis

Elizabeth

30 year old making $68,000 a year

Lives in NYC

Hobbies include yoga and hiking

Objectives• Encourage Brand Switching

• We ultimately want to craft a chain that cannot be imitated with incomparable Brand loyalty from our consumers

• This can be done simply by inspiring brand switching from our competitors with superb brand exhibition on our part

Objectives• Make Consumers aware of our healthy dessert alternative

• We must make our consumers conscious of our treats with concise campaigns

• With alluring advertisements and exceptional placement our team can make the Pinkberry brand the peoples number once choice for nutritious desserts.

• Sustain Brand Awareness• Whether it is new social trends or innovative health developments

we want to stay up to date with our customers and their ever-changing needs.

Strategy

• Pinkberry focuses on branding themselves as real, healthy frozen yogurt

• They market themselves towards health conscious individuals as well as college

students

Strategy against Competition• Due to an increasing amount of frozen yogurt stores

popping up, Pinkberry needs to differentiate themselves from them

Market Penetration

• They can promote eco-friendly packaging, such as in their yogurt cups and to-go

containers

• Encourage health benefits of frozen yogurt in advertisements

Market Development• Pinkberry should not only focus on their target market, but

branch out to all different age groups as satisfying a person’s sweet cravings in a less fattening way

• They should also open stores in new locations• Pinkberry will open up a store on Fulton street near Pace

University and their other competitors such as Red Mango and Strawberry Fields.

Product Development

• Pinkberry is currently providing new products to their consumers

• They offer smoothies, yogurt in a cone, seasonal flavors, and parfaits

Diversification• A line of eco-friendly grocery bags • Souvenirs with Pinkberry’s logo: can-openers, key-chains,

t-shirts, etc.

Product and Pricing Decisions

Targeting original tart flavor

Lower price:

Small - $3.50

Medium - $4.75

Large - $5.50

New location:

Fulton Street

Price and Location Advantages• Current price of small is $5.50 in some stores; lower price

will draw in more of the college student target we are aiming to appeal to

• We are targeting Pace University, so building a nearby Pinkberry is essential; closest requires a subway ride

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