Pride EntertainmentPresents:

“Can’t wait to be King”

Team: Borland, Jimmy Cortez, Ariel Garcia, Madelyn Le, Tri Martinez, Carlos Morales, Renee

Executive Summary and Transmittal

TO : Charlotte Lucich, Director of Marketing for Yogurtland FROM: Pride Entertainment; Jimmy Borland, Ariel Cortez, Madelyn Garcia, Tri Le, Carlos Martinez, Renee Morales DATE: Monday, March 10, 2014SUBJECT: Developing a Promotional Package for Yogurtland

With the recent success that Yogurtland has gained with campaigns, advertisements, and a clear mindset of who they are, we at Pride Entertainment, come to add on to the already innovated style of work. Our assignment was to develop a ten-week promotional package for Yogurtland based around the theme “Blast to the Past” that should target females from ages 18-34. This campaign must include 10 themed flavors, a flavor calendar, point-of-purchase with local store marketing, a social media plan, a mobile app loyalty program, international recognition, reinforcement of the “get real” slogan and a partnership, all within a reasonable budget.

Since we were asked to base our theme around “Blast to the Past”, we looked at our target demographic, we targeted a time where they were growing up, and we decided to choose a certain movie sure to hit a nostalgic sentiment in the majority of females, ages 18-34. That movie is, The Lion King (1994). Through a partnership with Disney, we focused on their most successful animated movie and decided that, not only is this a blast to the past campaign but this year also happens to mark The Lion King’s 20th Anniversary. We took advantage of that and came up with a campaign that will not only get Yogurtland worldwide recognition, but also allow the frozen yogurt fanatics an amazing opportunity to participate in a sweepstakes through Yogurtland, to win a trip to see The Lion King on Broadway and/or Disneyworld. Our campaign is entitled, “Can’t Wait to be King”.

Our goal is to maximize Yogurtland’s profit without maximizing expenses. With our Sweepstakes making it so that customers must be frequently in the store, that alone is creating customer loyalty. During this ten-week campaign, ten new flavors will be introduced that will directly relate to characters from The Lion King as well as be made from all natural food that comes from throughout the world. The interactive technology in the store will allow them to share their own delicious and healthy creations with the world, via our hashtag #FreshGrub which is our take on the “get real” slogan of Yogurtland. Finally our mobile application will allow customers to enter a sweepstakes each time they purchase a certain flavor, while doing so, they are also collecting a series of The Lion King spoons to have as their own nostalgic piece as well as scratchers and coupons as a customer reward incentive.

We here at Pride Entertainment extend our gratitude and want to thank you for letting us have the opportunity to work on this assignment. If you have any questions about this proposal, please do not hesitate to contact us.

Without any further introduction, please allow this proposal to find you well.Table of Contents Page

Assignment Objectives 1

Flavors 2

Flavor Calendar 5

POP 6

Local Marketing/Promotions/Social Media App/Website 7

Sweepstakes and Contests 8

Promotional/Creative Kit 9

Budget 10

Conclusion 11

Assignment Objectives

The mission of Yogurtland on their own is to be innovative and let the customers be empowered. Frozen yogurt fans know that Yogurtland produces real flavors, real ingredients, and real in-store experiences.

Yogurtland has come to us with a number of assignment objectives that we have analyzed, hypothesized and ultimately come up with solutions and recommendations.

The assignment objectives are as followed:

1. Develop a promotional package for Yogurtland based around the theme “Blast to the Past” (this title can be renamed)

-The time frame: Ten-week promotion -Core Demo: 18-34 year old females who seek excitement, adventure and

trying new flavors.

2. Include a clear concept for the promotion that is communicated through the following areas:

-10 themed flavors while reinforcing the “get real” message-Flavor Calendar -In-store POP -Local Store Marketing to increase traffic/frequency-Social Media Plan-Mobile App and Loyalty Program-Website (increase engagement on social sites) -Alternative Media/Partnerships

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Flavors

Our ten flavors combine the most important characters from The Lion King with the freshest ingredients found from various parts of the world to create a flavorful, innovative and fun frozen yogurt!

We’ll begin by explaining to you, in chronological order, what the new flavors will be weekly.

Week 1: 5/18/14 – 5/24/14Character: Mufasa Flavor Name: Pride Rocky Road In The Lion King, Mufasa is the original king and resides in Pride Rock. What better homage to Mufasa then names his flavor, Pride Rocky Road. Ingredients: Delicious Chocolate from Switzerland and Vanilla from the Vanilla Beans of Dubai blended in together to make a perfect spin on the original “Rocky Road”.

Week 2: 5/25/14 – 5/31/14Character: Simba as a Cub Flavor Name: Simba’s Sunrise As a cub, Simba is playful and always ready for an adventure. His bright personality makes for an adventurous and delicious mix of flavors. Ingredients: Acai Berries from the Acai Palms located in the Brazilian Amazon,Blueberries from France and Pomegranates from California.

Week 3: 6/1/14 – 6/7/14Character: Zazu Flavor Name: Hornbillberry Tarte This feisty yet nervous red-billed hornbill bird has often been confused with the Toucan bird by Lion King viewers. Hornbillberry Tarte gives Zazu the recognition he needs, as well as have the tasty red colored fruits that resemble his beak in his frozen yogurt. Ingredients: The Scandinavian Lingonberries but from Alaska and Cranberries from France.

Week 4: 6/8/14 – 6/14/14Character: Sarabi Flavor Name: Sarabi Sorbet As the Queen of Pride Rock, the wife of Mufasa, and the mother of Simba, Sarabi can be described just like her Sorbet Yogurt could be described, sweet but strong.Ingredients: Bananas from Ecuador, Kiwis from New Zealand and Strawberries from France.

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Week 5: 6/15/14 – 6/21/14Character: Nala Flavor Name: LemoNala Nala is the playful, spirited and spunky best friend (and future wife) of Simba. She appears as a slender cream-colored lioness, making her yogurt flavor just as cream-colored and spirited as she is! Ingredients: Lemons from Mexico, Honey from China, Mangos from India, and Oranges from Brazil.

Week 6: 6/22/14 – 6/28/14Character: PumbaaFlavor Name: Pumbaa Pudding Pumbaa is a kind but tough character that cares deeply about Timon and absolutely loves eating bugs that he finds in the earth’s dirt and under rocks. This Mississippi Mud Pie inspired Pudding flavor is the perfect “Grub” for anyone with a Pumbaa-loving side. Ingredients: This pudding-flavored yogurt will taste just like a Mississippi Mud Pie: Chocolate, Sugar, Butter, Milk, and Cream. The toppings can represent the bugs that Pumbaa would usually find.

Week 7: 6/29/14 – 7/5/14Character: Timon Flavor Name: Hakuna Matata Pumbaa’s sidekick and best friend, Timon has a mantra that explains exactly who he is. Hakuna Matata means no worries. With that problem free philosophy, anyone is guaranteed not to find a worry in this delicious assortment of fruit flavors. Ingredients: Starfruits (Carambola) from Malaysia, Nectarines and Peaches from China, and Strawberries from France.

Week 8: 7/6/14 – 7/12/14Character: RafikiFlavor Name: Kola-Nut Coffee Cream Rafiki is Swahili for friend. In The Lion King, Rafiki is that and more to the adult Simba. Instead of breaking a Kola-Nut over a friend’s head like he did, why not try this Kola-Nut Coffee Cream that will awake the mature Mandrill in you. Ingredients: Coffee Beans from Colombia and Kola-Nuts from Africa.

Week 9: 7/13/14 – 7/19/14Character: Scar Flavor Name: Guava Greatness Without a Villian, there would be no Hero. What greater villain than the one who sees himself as the greatest? Scar prides himself on his poised elegance, intelligence, and wrath. Feel the wrath of the tart flavored yogurt that is, Guava Greatness. Ingredients: Guavas and Papayas from Mexico, Cantaloupe from California and Sugar Cane from Brazil

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Week 10: 7/20/14 – 7/26/14Character: Simba the King Flavor Name: King’s Cup As an adult, Simba gets to rejoice in finally taking down Scar and reuniting with his now Queen, Nala. The King’s Cup is the perfect treat to show off your pride! Ingredients: Coconut from the Philippines, Dragonfruits from Southeast Asia, Mangos from Brazil, and Passionfruits from Peru.

The following poster displays “Simba’s Sunrise”. This poster will be put at all participating Yogurtland locations as part of the Point of Purchase and In-Store Marketing.

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The Flavor Calendar for “Can’t Wait to Be King”

Week Character Flavor Introduction Date1 Mufasa Pride Rocky Road 5/18/14 – 7/26/142 Simba the Cub Simba’s Sunrise 5/25/14 – 7/26/143 Zazu Hornbillberry Tarte 6/1/14 – 7/26/144 Sarabi Sarabi Sorbet 6/8/14 – 7/26/145 Nala LemoNala 6/15/14 – 7/26/146 Pumbaa Pumbaa Pudding 6/22/14 – 7/26/147 Timon Hakuna Matata 6/29/14 – 7/26/148 Rafiki Kola-Nut Coffee Cream 7/6/14 – 7/26/149 Scar Guava Greatness 7/13/14 – 7/26/1410 Simba the King King’s Cup 7/20/14 – 7/26/14

Since there are ten weeks in the “Can’t Wait to be King” campaign, we have divided up the ten flavors into those ten weeks accordingly. Each week a new flavor will be introduced on its own. However instead of only having one flavor last one week, they will instead be building up as the weeks progress.

For example, Week One will be the introduction of Mufusa’s Pride Rocky Road; that means that the first seven days will be dedicated to that flavor, until the campaign his May 25, 2014. On that date, we will introduce Simba the Cub’s Simba Sunrise. During that week we will be selling both Pride Rocky Road and Simba’s Sunrise. This pattern continues to grow until the tenth and final week, which starts on July 20, 2014 where all ten flavors will be offered for one whole week until the end of the campaign, which is July 26, 2014.

Point of Purchase

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During the ten-week promotional campaign celebrating the 20th Anniversary of The Lion king, we will be introducing different strategies in order to increase the point of purchase of every Yogurtland location.

Yogurt Dispensers

For this category we plan on following two approaches depending of the availability of each location.-The first approach is to give Yogurtland a more innovative and dynamic perspective. We want to incorporate the usage of mini screens on top of each dispenser that will showcase an animation of the character of the week with their respective flavor. -The second approach is to continue following the more basic approach by just having a print flyer showcasing the flavor. The character of the week will be incorporated in the print. Not only using the character as an Add-on to the flavor flyer but instead incorporate the character within it to show some type of interaction with the ingredients.

Cup Station

The theme of The Lion King will have a substantial presence in each Yogurtland location. In most Yogurtland locations, the cup station is one of the simplest parts of the location. Therefore we will incorporate the Lion King theme in that area by using different tools.

-Poster and frames that will portray one of the most memorable scenes of the Lion King

-The usage of Lion King theme cups

Twitter and Instagram Live Stream

Having a Twitter and Instagram live stream in all locations will allow the customers to share their fresh grub creations and learn new combinations to other customers as well. Yogurtland customers will use the hash tag #FreshGrub

- #FreshGrub is inspired by the famous food Timon and Pumbaa

would eatThe implementation of this strategy is one of the tools on how we plan to increase the traffic to our social media channels and to create interaction among our customers.

Local Store Marketing

The local store marketing will be composed of three strategies.-Promotional parties at participating Yogurtland locations.

*This strategy would allow the store to make a relationship with their costumers. In these parties, Yogurtland will be able to promote the new flavors and received direct feedback from the costumers.We will have special Lion King characters appearances, prizes, sampling of the new flavors and free yogurt.

-Free 5oz. Yogurt Coupons*The customer will automatically receive free 5 oz. of yogurt when they collect the two sets of five spoons. The coupon will be remediable by using the Yogurtland app at the moment of purchase or by providing a print copy of the coupon found in their Yogurtland website account.

-“The King Scratchers”*The King Scratchers will be used as a consumer appreciation tool. Each customer will receive a “The King Scratcher” when they pay at the counter. The scratchers will be used as a way to say ‘thank you’ to our loyal customers that prefer Yogurtland rather than the competition.*The distribution of the prizes within the scratchers will be the following:

-60% of the scratchers will say: “please try again”-20% of the scratchers will say: “20% off on your next Fresh grub”-10% of the scratchers will say: Entry code for Broadway show”-10% of the scratchers will say “free 3 oz of fresh grub”

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Sweepstakes and Contests

We will be offering our customers a chance to win a trip to go see the Lion King on Broadway. This trip will include a family pack of four tickets, including paid: air fair and hotel. The show will take place on Saturday August 16th, in Washington, DC. To enter this contest the customers must input a code that is located in the back of the spoons into the Yogurtland app or website. Using their account information, they will log in and a spoon leaderboard will show the spoons the customer has in their collection. Every spoon the customer inputs, gives them one chance to participate into the drawing to win. The only way the customers can participate in this contest is by submitting the spoons into the website/app. This will force the customers to use social media, which will generate more traffic. At the end of the 10-week period, those who have collected all 10 spoons will earn 10 opportunities to get entered into the drawing.

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We also will be offering another contest that includes a chance to win a trip for four to Walt Disney World Resort in Orland, Florida. The trip includes a 7-day stay at the Disney hotel as well as paid air fair. The trip will begin August 3rd and end August 9th. To enter this contest, customers must submit five spoons in a row, and they automatically will receive a chance to be entered into the drawing. Being that there are 10 spoons, our avid customers could earn two opportunities to win a chance to take an adventure at Disney World.

The Creative/Promotional Kit

The Creative or Promotional Kit for The Lion King’s “Can’t Wait to be King” will consist of the following:

A stuffed Nala toy A customized Lion King Yogurtland Cup A cup full of Gummy Worms that resembles “Fresh Grub”

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A coupon A scratcher

Budget

When it comes to running a ten-week campaign that includes incentives, sweepstakes, and prizes, an investment of a little less than $42,622.25 will be actionable. We have allocated and distributed the money as shown on the following table. This way is the most affordable way to give the customer’s 5 chances to win a grand prize as well as making it profitable for Yogurtland.

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Conclusion and Recommendations

Our ten-week campaign, “Can’t Wait to be King” which consists of The Lion King as our blast from the past theme, has the ability, if implemented, to be a success.

With the guidelines provided, Pride Entertainment has put forth an idea that is so subtle, so simple, and so applicable to Yogurtland’s want. In the duration of ten weeks, we can have ten new flavors that all reinforce the “get real” message, a ten-week flavor calendar, an in-store point of purchase unlike many, and creative local store marketing. Our social

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media plan will be able be able to connect Yogurtland with its customers more frequently and the coupons and scratchers will add to the customer loyalty.

Overall, having The Lion King as our theme is very strategic in the sense that, yes, we are focusing on our target market of 18-34 year old females; but we are doing more than that. We are reaching younger children and teens that were once unfamiliar with this movie, but that have sat down with their grandparents to bond over The Lion King. It is nostalgia for some and something new and exciting for others. The same can be said for Yogurtland. It brings not only the original target market to Yogurtland, but also many more.

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