Executive Summary This Executive Summary will provide an overview of a detailed marketing

strategy designed to increase Yogurtlands same-store sales, promote greater consumer awareness of the Yogurtland brand and provide an economical marketing program to assist Yogurtland in these two objectives. This marketing program has been developed around Yogurtlands Mission Statement To bring people together for the most flavorful, natural and fun frozen yogurt experience while promoting a healthy lifestyle. This integrated campaign will help create and promote Yogurtlands live and active culture (where customers can have a fun, healthy and flavorful experience). The campaign will help communicate to consumers that Yogurtland is a place Where You Rule! The following pages contain a Situation Analysis, SWOT analysis, Critical issues, Demographics, Psychographics, Marketing Objectives & Strategies, Implementation Plan and Financial Projections.

Production
Frozen yogurt usually consists of milk solids, some kind of sweetener, milk fat, yogurt culture, coloring, and flavoring.Milk fat comprises about 0.5-6% of the yogurt. Added in quantities inversely proportional to the amount of milk solids, the milk fat lends richness to the yogurt. Milk solids account for 8-14% of the yogurt's volume, providing lactose for sweetness and proteins for smoothness and increased resistance to melting. Cane or beet sugar provides 15-17% of the yogurt's ingredients. In addition to adding sweetness, the sugar increases the volume of solid ingredients in the yogurt, improving body and texture. Animal gelatins and vegetable additives (guar gum, carrageenan, etc.) stabilize the yogurt, reducing crystallization and increasing the temperature at which the yogurt will melt. This stabilization ensures that the frozen yogurt maintains a smooth consistency regardless of handling or temperature change. Frozen yogurt can be made in an ice cream machine; however, major companies often use assembly lines specifically dedicated to frozen yogurt production. The milk products and gelatin are combined and homogenized. At 32 C, the yogurt culture is added. The mix remains at this temperature until it sets and is ready for cooling. After that, the mix is cooled to 0 to 4 C. Once it has reached the desired temperature and viscosity, the yogurt is allowed to sit in aging tanks for up to four hours. Sweeteners, colorings and flavorings are then mixed in, and the yogurt mixture is cooled to -6 to -2 C. To create extra volume and smooth consistency, air is incorporated into the yogurt as the mixture is agitated. When a sufficient amount of air has been incorporated into the product, the yogurt is rapidly frozen to prevent the formation of large ice crystals, and stored in a cold place to be shipped.

Uses
Frozen yogurt has come to be used much like ice cream, and is served in a wide variety of flavors and styles. Many companies allow customers the option of adding various toppings, or ordering their frozen yogurt in cups or in cones. Certain sellers offer sugar-free varieties. Frozen yogurt made by chains such as Yogiberry, Blush Yogurt, Pinkberry, Red Mango, Cherry on Top, and Yogen Frz is tarter and closer to the original recipe, whereas other companies like TCBY and I Can't Believe It's Yogurt focus on making their frozen yogurt taste like ice cream.

SWOT Analysis
Strengths 1. Segment Leader 2. Good Reputation Among Customers 3. Lower Cost Provider ($0.30/oz) 4. Quality & Consistency of Product 5. Loyal Core Customer Base 6. Product seen as a healthier snack or dessert choice

Weaknesses

1. Marketing Strategy 2. Weak Brand Recognition 3. Low Customer Retention 4. Low Ticket Prices (Total Purchase Per Customer) Opportunities 1. Moving Into New Markets 2. Shifts In Consumer Taste & Desire For Frozen Yogurt 3. Change In Local Population 4. Brand Partnerships

Threats

1. Becoming a fad (like the 1980s) 2. Shifts In Consumer Taste & Desire For Frozen Yogurt 3. Wide Varity of Direct Competition (other Frozen Yogurt Stores) 4. Large Selection of Product Substitution 5. Potential Price Wars With Competitors

Critical Issues
Yogurtland faces several threats (or what well call critical issues). First and foremost is the amount of competition Yogurtland is faced with in the frozen yogurt market. Since Yogurtland opened its doors in 2004, the number of frozen yogurt competitors have been increasing. Some of Yogurtlands primary competitors include: Cherry On Top, Go Bananas, Americas Cup, Pink Berry, Tutti Fruitti and Nubi Yogur, (to name a few). The frozen yogurt consumer based is deluded by the number of options they have. Two solutions to this problem is to attract more consumers from the competition and to create new frozen yogurt consumers who are loyal to the Yogurtland brand. Yogurtland needs a focused marketing program that promotes differentiation. But how do you make the Yogurtland brand standout with so many competing brands in the same industry? That is what our proposed marketing program will address by promoting Yogurtland as a unique brand and as a unique experience for the consumer. The following pages will review Yogurtlands demographics and psychographics and focus on a marketing solution to differentiate Yogurtland from the competition.

Situation Analysis
Yogurtland is the self serve frozen yogurt brand in Pakista. Yogurtland firmly believes that its purpose is to bring people together for the most flavorful, natural, and fun frozen yogurt experience while promoting a healthy lifestyle. Yogurtland currently has a 5 locations throughout Paksitan. Yogurtland is also expanding into other markets as well. Yogurtland is expected to have approximately 25 locations by this time next year. Yogurtland is a Local brand. Brand rights are held by Yogurtland, who then grants the privilege to utilize the brand, techniques and trademark while distributing the product (Yogurtland frozen yogurt). In return Yogurtland receives a percentage of the franchisees gross sales. The average start-up cost for a new franchised store location is approximately Rs 500,000 which includes a store and full training and support for the staff. On average any given store grosses nearly Rs 1,200,000 in sales annually and each store stands to profit an average anywhere from Rs 150,000 to Rs 200,000 annually.

Customer Analysis: Yogurtland makes their customers their top priority; they compare the treatment of their customers to visiting guests in their home. The customer is the foundation of Yogurtland. While some companies focus only on costs, margins, and profits, Yogurtland focus on these things and the total satisfaction of every customer. The Yogurtland customer is in charge. They are allowed to be the architect of their frozen yogurt creation. 3 Yogurtland has adopted a new tagline, You Rule, which encapsulating their belief that You, the consumer, Rule everything while you are in their stores. You rule your whole experience, you rule how much frozen yogurt you purchase, you rule what flavor(s) you have, you rule how many toppings you have, you rule what kind of toppings you have. Ultimately, you create the rules when building your Yogurtland experience. The tagline of You Rule, is to help make each visit a personal experience for each customer, to make the idea of visiting Yogurtland a fun activity that is in your control. Though there are many other frozen yogurt stores in the market today, Yogurtland feels that it differentiates itself from its competitors on many levels. Some distinguishing factors would be its premium yogurt, which is made in-house, or its highly skilled, service-oriented staff. Or its contemporary and attractively decorated stores. Or its vast selection of flavors and toppings. Yogurtland currently offers its customers the choice of 16 flavors of frozen yogurt (both in sweet and tart flavors) and 32 toppings, (both fresh and dry). Toppings range from nuts to fruit to cereal to candy. Yogurtlands biggest differentiating factor lies in its premium yogurt base. Unlike most frozen yogurt chains (which utilize an off-the-shelf yogurt base), Yogurtland creates all flavors and bases in-house. This gives Yogurtland the ability to control the quality, consistency and flavor of their yogurt allowing them to stand-out from the competition. Since Yogurtland has control over what flavors are used, they are able to offer unique flavors like Taro (a tropical Asian starchy vegetable), Green Tea and a flavor called Tart (which is more of a true plain tart 4 yogurt flavor compared to other various exotic fruit flavors). In addition to the exotic flavors , Yogurtland also offer the more traditional flavors like cookies & cream, vanilla, peanut butter, and chocolate (to name a few). All of Yogurtlands frozen yogurts meet state and national standards. Yogurtlands core customer base is 18 to 39 year old woman (primarily women with children). Yogurtland also has a strong customer-base in teenager and young adults (both male and female). On any given weekend in the evening there is a large population of high school and college aged kids hanging out at Yogurtland. Part of this is due to the fact that Yogurtland offers later hours of business then most other frozen yogurt shops. Since Yogurtland is a franchised brand, they offer two styles of store fronts The first is a turnkey store option and the second is a franchisee designed store option where the franchisee is allowed to change the layout of the store (within specified guidelines). All Yogurtland stores are very contemporary in style with bold classic colors, the primary color of the brand. The store is green with accents of yellow, red, blue, pink, orange and white. The stores are not designed to provide visiting patrons with a comfortable and relaxed environment, but rather to provide an on-the-go

contemporary feel. The stores have a minimal, almost sterile feel with many hard surface providing the store with hard and edgy designs. The stores has a flow. First welcoming the consumer to start at the back of the store with the cups and follow a designated path to the yogurt machines. The customers are then lead to topping choices and finally to the cashier. The flow of traffic is guided by the placement of tall glass dividers between the seating area and 5 flows through a step-by-step process. The see through glass dividers retain the openness of the room while providing barriers to guide the consumers. Yogurtland currently has a somewhat disjointed feel to their marketing program. Most of the marketing takes place at a local level and consists of banners and signs on corners of shopping centers to gain recognition for each location. Currently most of the new business that Yogurtland receives is via word-of-mouth advertising from their loyal customers. The feel you get from the standard Yogurtland customer is that Yogurtland has a sort of cult-like following (you are either in the know or youre not). Yogurtlands currently using a limited-time marketing campaign in partnership with TokiDoki, a Japanese-inspired lifestyle brand with comical characters like Coco Bella, Mozzarella, and Sandy. Through this partnership, Yogurtland has been authorized to print the TokiDoki characters on their cups and have the characters faces added to the end of their spoons. Since this is a limited-time offer ( and the future relationship between Yogurtland and TokiDoki is unknown) we have chosen not utilize TokiDoki as part of our advertising campaign. As you will see the program we have developed works with or without future TokiDoki campaigns. Yogurtland has had tremendous growth since its inception in 2004. Yogurtland needs to build on its current success and market the brand in new and creative ways in order to remain fresh in the consumers eyes. Yogurtland must also attract new customers on a regular basis to continue its phenomenal growth in sales and locations. The following is an analysis of Yogurtlands current Strengths, Weaknesses, Opportunities and Threats (SWOT):

Demographics
Yogurtlands current customer base consists primarily of women between the ages of 18 and 34. targeted will include single men and women with no children between the ages 14 -34. This secondary target market includes teenagers and college students with lower discretionary income who are looking for a place to hang out with their friends while enjoying frozen yogurt. This target market will primarily visit a Yogurtland in the evenings after dinner.

Lahore:

Population Male Female

6318745 persons 3328502 (52.68 %) 2990243 ( 47.32 %

Islamabad

Population Male Female

805235 persons 434239 (53.93%) 370996 (46.07 %)

This is an over all over view of the population of Lahore and Islamabad acording to govt census.Which is not indicating the population strength of children.We are hoping to cover atleast 50% population of this total population.