1. How to Improve Brand awareness for Berry Me Frozen yogurt and Cafe
Saeko

2. History of Frozen Yogurt
Originated in New England
1970s “TCBY” and “I can’t Believe It’s Yogurt”
Frozen yogurt manufacturers
The health conscious crowds began to eat up the product, skyrocketing sales to $25 million
The growth continued. By the '90s, the product had reached $330 million in sales
Value of shipments for this industry increased 8% between 2002 and 2007
Frozen yogurt popularity grows despite industry downturn
Saeko

3. Frozen Yogurt and Cafe Locally owned, opened July 1, 2011 on Brady St.
Self-Service frozen yogurt station featuring 10 rotating flavors and over 20 toppings
Frozen yogurt products are kosher
Contain the highest counts of beneficial live natural yogurt cultures
Discounts and pricing:
$0.45 per ounce
Seniors, students, birthday and happy hour discounts
Loyalty Punch Cards
Features beginning in August: Beverages and Desserts
Saeko

4. Frozen Yogurt Competitors
Leon’s Frozen Custard Drive-In
The Northpoint Snack Bar
Cold Spoons
Cold Stone Creamery
Culver’s Frozen Custard
Baskin Robbins
Dairy Queen
Yogurtini
**Note: No frozen yogurt competitors on Brady Street
Saeko

5. Swot Analysis Neighborhood location Competitive pricing Taste testing
Strengths
Weaknesses
Neighborhood location
Taste testing
Discounts
Healthier Choice
Newly rebuilt
Competitive pricing
Limited locations
Low brand awareness
Not family oriented
No outside setting
Jaleicia

6. Swot Analysis (CONT) Neighborhood nearby resources Space for re-design
Opportunities
Threats
Neighborhood nearby resources
Space for re-design
Near by rivalries
Potential entrants
Loss of brand loyalty
Economies of scale
Jaleicia

7. Scope of the Study Important issues for frozen yogurt customers:
Product taste
Product variety
Flavors
Offering of different products
Price
Customizable pricing (pay by the ounce)
Flat rate pricing
Location
Atmosphere

8. How to Measure brand awareness
Is the brand known?
… Surveying Brady St patrons about Berry Me
What are their target market?
Is the actual layout and design of the store appealing?

9. Hypotheses
H1: There is no significant effect of age on overall preference for frozen yogurt.
DV: Overall preference (Q1:Interval)  
IV: Age (Q10: Nominal)
ANOVA
H10: There is no significant effect of overall outside appearance on overall preference for frozen yogurt shops.
DV: Overall preference (Q1: Interval)
IV: Outside presentation (Q2-G: Interval)
Regression
H13: There is no significant effect of brand awareness on future purchases at Berry Me.
DV: Future Purchase (Q9: Nominal)
IV: Brand Awareness (Q7: Nominal)
Chi-Square

10. Questionnaire Pretest
Changes were made:
Addition of “not applicable” to question 8:
If you know of Berry Me, where did you obtain your information?  Choose one.
Interval question 2 (Scale Labeling position change)
Very Not
Important Important
Not Very
Important Important

11. Final QUestionnaire 17 closed response questions
Interval and Nominal questions
to equivalently complete analysis
to simplify questions for respondents
80 people surveyed
Pedestrians on Brady Street, UW-Milwaukee students, citizens of Milwaukee
Sensitive Questions addressed at end
Respondents thanked at end

12. Questionnaire
Q1) Please rate your overall preference for frozen yogurt
Dislike it Very Much Like it Very Much
Q2) How important are the following features
when deciding on what frozen dessert store to visit?
Not Important Important
Variety of Flavors
Attractive Prices
Location
Kid Friendly
Availability of hot beverages
Availability of Coupons/Discounts
Outside presentation

13. Questionnaire (CONT)
Q7) How familiar are you with the frozen yogurt café, Berry Me?
1. I have never heard of it
2. I have heard of it but do not buy their product
3. I have bought their product
4. I buy their product on a regular basis
Q9) How likely would you be to buy frozen yogurt at Berry Me in the next month?
1. Definitely buy
2. Probably Buy
3. Might or Might not buy
4. Probably not buy
5. Definitely not buy

14. Questionnaire Strengths
Multiple questions characterize the purchasing behavior of potential customers.
Provides understanding of aspects customers find important when deciding on frozen dessert stores
Ability to compare familiarity of Brady Street with familiarity of Berry Me
Offers what type of promotion strategy is most critical in obtaining information about Berry Me

15. Questionnaire Weaknesses
How we could have improved:
Measuring importance of Staff Friendliness
Question 2-F, should have combined the two offerings into “pricing incentives” or featured specific questions regarding coupons and discounts.
Addition of question on how likely to purchase frozen yogurt in next month? (Before Q9 – possibility of buying Berry me) Then, ask why they would/would not buy Berry me: interval– categories are the same as Q2
Addition of a question pertaining to how people obtain information about frozen dessert shops in general

16. H1: There is no significant effect of age on
H1: There is no significant effect of age on overall preference for frozen yogurt.
H1: One-way ANOVA: C1 versus C16
Source DF SS MS F P C
Error
Total
S = R-Sq = 1.58% R-Sq(adj) = 0.00%
Individual 95% CIs For Mean Based on
Pooled StDev
Level N Mean StDev
( * )
( * )
( * )
( * )
Pooled StDev = 1.518
Do not reject the Null
Age DOES NOT have an effect on overall frozen yogurt preference

17. H10: There is no significant effect of overall outside appearance on overall preference for frozen yogurt shops.
H10: Regression Analysis: C1 versus C8
 The regression equation is C1 = C8 
Predictor Coef SE Coef T P
Constant C
S = R-Sq = 6.2% R-Sq(adj) = 5.0%
Analysis of Variance
Source DF SS MS F P
Regression
Residual Error
Total
Reject the Null
Overall outside appearance DOES have an effect on overall frozen yogurt preference

18. H13: There is no significant effect of brand awareness on future purchases at Berry Me.
H13: Tabulated statistics: C15, C13
Rows: C15 Columns: C13
Missing All
Missing *
All * 79
Cell Contents: Count
Pearson Chi-Square = , DF = 1, P-Value = 0.001
Likelihood Ratio Chi-Square = , DF = 1, P-Value = 0.001
Reject the Null
Brand awareness DOES effect the likelihood of future purchases.

19. Recommendations Marketing Strategy
Do not cater to specific age group (H1, H8)
Customize experience to women, but not exclusively (H2)
Highlight the variety of flavors offered and the ability to personally create a dish (H3)
Enhance the outside presentation (H8, H10)