By: Kailey AdametzQuentin Humphrey Tony ChenMing Long Li Evelyn ChoNicholas 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 than 1,500 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 10 th 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 Service5 Price8 Variety10 Cleanliness 8 Rewards Program5 Environment7 Convenience10

Market Research – Pinkberry Pinkberry: 6.86 Customer Service10 Price5 Variety5 Cleanliness10 Rewards Programs5 Environment7 Convenience6

Noteworthy Survey Results Will you continue to go to Pinkberry if they increase their pricings? Yes4 No21 Is Pinkberry easily available in the area you live in? Yes5 No20 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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