Chapter Two

Snogurt Frozen Yogurt

CHAPTER TWO:Project Profile

Chapter Two: Project Profile

2.1 Product Name

2.2 Product Classification

Snogurt is a freshly-made daily frozen yogurt targeted at health-conscious consumers and is a

non-durable product.

2.3 Product Characteristics

Type: Frozen yogurt

Packaging : The consumer takes the frozen yogurt from the dispensing

machine into a pink paper cup, decorated with the brand’s

name, logo and tagline.

Price range: RM 4.90 per 100g

Unit of sale: RM 0.49 Per 10g

Storage: Frozen yogurts are stored inside their own respective dispensing

machine. The dispensing machines are washed and rinsed

twice a day (before opening and before closing) to ensure

the cleanliness of their products. Frozen yogurts are also

made daily to guarantee the freshness of their products.

6


2.4 Product Range

Snogurt has a number of eighteen frozen yogurt flavours but only eight of them are served

in every outlet. Moreover, they also have a variety of toppings. Below are the frozen yogurt

flavours that are available at Snogurt:

7


8


9


Toppings are dived into two, fresh/wet toppings and dry toppings. Keep note that not all

toppings are available at the outlets.

Fresh/Wet Toppings

Nata Decoco – Various Flavours

Tropical Fruits

Mix Fruits

Strawberry Coating Juice Balls

Passion Fruit Coating Juice Balls

Mango Coating Juice Balls

Green Tea Jelly

Color Jelly

Longan

Lychee

Rambutan with Pineapple

Peaches

Mango

Autumn Royal Grapes

Crimson Grapes

Kiwi

Banana

Strawberry

Dry Toppings

Watermelon Gummy

String Gummy

Sultanas / Golden Raisins

Sour Jelly

Jelly Beans

10


Chocolate Love-letter Rolls

Strawberry Love-letter Rolls

Almond Nuts

M&Ms

Mochi

Marshamallows

Oreos

Corn Flakes

Honey Star

KoKo Crunch

Hundreds and Thousands

Chocolate Rice

Almond Flakes

Hershey Toppings – Chocolate / Strawberry

2.5 Distribution

Snogurt products are distributed directly to the outlets available in Malaysia; therefore the

mode of distribution is direct. Since the products are only available for purchase at the brand

outlets and are unavailable at major supermarket and hypermarkets, its scope of distribution is

exclusive.

2.6 Product Life Cycle

11


2.7 The Brand

Snogurt is a frozen yogurt brand established locally, with a few outlets in Klang Valley

and in the southern regions such as Johor Bahru and Kluang. The Snogurt franchise aims to be

the No. 1 leader in the healthy froyo segment of frozen yogurt market in Malaysia by 2013. The

brand’s value; The Healthier Froyo. More Delicious. More Fun., reflects their brand and will

motivate them and extend to everything from selecting outlet locations, renovating outlets,

producing the product, serving the consumers, daily operation of the outlets.

After extensive taste research over many years, Snogurt now has the most natural tasting

range of flavors including local favorites like Shy Lychee, Pineapple Delight and Dewvy Melon.

At this moment, Snogurt offers 18 top flavours and 25 top toppings and operates the self-serve

concept. Consumers have total freedom of choice and will have fun creative their own Froyo.

All Snogurt’s great tasting products are made fresh with the premium yogurt imported

from Italy and other highest quality ingredients. Snogurt frozen yogurt is made from real nonfat

milk and nonfat yogurt that make Snogurt the healthier frozen yogurt compared with other

brands. Snogurt sells their frozen yogurt at RM 4.90 / 100g.

12


2.8 Brand Image and Implication

The brand is currently growing as of now. However, the brand isn’t getting closer to its

peak as little has been done to re-in force the brand image and positioning. The introduction of

Snogurt in 2010 was considered successful as sales sky-rocketed due to consumer’s curiosity of

the new brand, but ultimately curiosity was not enough to position the Snogurt brand in the

minds of consumers for long, which is largely due to the absence of an intensive all-year round

advertising strategy.

With only small capacity of loyal consumers at hand, Snogurt’s brand image of selling

healthy, made on the spot frozen yogurt needs to be implicated intensively in the minds of

consumers as their purchasing decisions are not just affected by the product, but the images and

identifications associated with the product itself.

2.9 Strength and Weakness

Strengths

The frozen yogurts are made daily for freshness

Packed with calcium and vitamins

99% fat free and very low on calories

Offering 18 flavours

Consumers have total freedom of choice and will have fun creating their own froyo

Premium yogurts imported from Italy and other high quality ingredients

Taste more natural

13


Weaknesses

The frozen yogurt product is unavailable at major hypermarkets and supermarkets,

depending heavily on its outlets to sell.

Limited number of flavors; which result in most stores having similar flavors.

Lack of promotion and advertising activities.

2.10 Advantages and Disadvantages

Advantages

Freshness and quality is assured as the products are made daily and their machines are

washed twice a day.

High calcium and nutritional content aids in digestion, helps build strong bones and

strengthen the body’s immune system.

Does not cause obesity or deteriorates health even with daily consumption

Lactose intolerant individuals are able to consume the product to the yogurt breaking

down the lactose in milk.

Product is gluten-free

Disadvantages

Consumers may dislike the natural taste of the flavours without any addition of sugar or

preservatives to enhance the taste.

Negative perception of frozen yogurt in regards to taste is still strong with the lack of

advertising strategies such as using customer’s testimonial of the frozen yogurt to erase it.

14


2.11 Unique Selling Proposition (USP)

Snogurt is the healthiest yogurt in terms of low fat, low sugar & low calories while packed with probiotics, vitamins, calcium and other beneficial ingredients.

2.12 Promotional History and Advertising Schedule

I was not able to attain much information on their promotion strategy. However, I was only

able to get their latest and current promotions;

2012 – Free Flow of Frozen Yogurt @ Snogurt – RM 45 for 2 people and RM 80

for 4 people. Customers are allowed to dine-in for 3 hours maximum.

2012 – Happy Hour – Receive 20% discount for a cup of Snogurt frozen yogurt;

Monday to Friday, 3pm to 6pm.

2012 - Saturday and Sunday – 15% discount for all kids under 12 years old.

2012 – Wednesday Ladies Night – 15% discount from 5pm to 10pm for female

consumers.

2012 – Let’s Party at Snogurt – RM 40 per pax (minimum 20 pax), 2 hours free

flow of Yogurt and 1.5kg of Birthday cake or RM 40 per pax (minimum 40), 3

hours free flow of Yogurt and 3kg birthday cake.

2012 - Froyo Decoration Contest - a chance for consumers to win prizes such as

an iPad by simply purchasing a frozen yogurt from Snogurt and decorate it with

toppings creatively. Consumers must ‘like’ Snogurt’s facebook fanpage and

upload the photo there. Photo with the most likes wins.

15


2.13 Positioning Statement

Snogurt frozen yogurt not only has the lowest calories per 100g, but they’re freshly made daily, 99% fat free, packed with calcium and vitamins; it is the healthier choice for guilt-free indulgence for the health-conscious.

16

Documents

Chapter Two