+

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.

+

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

+

Submitted by:Bacalla, Castrence, Condino, Galamgam, Kho

The End