Yoyo Frozen Yoghurt Marketin Research

YOYO Frozen Yoghurt

Executive Summary

RISEBA students Jekaterina Proņina, Laura Zviedre, Anna Simonjan Matīss Pļuskis and Anrijs Plūme are preparing marketing research for YOYO Frozen Yoghurt with a purpose to examine how the target audience perceives the product, whether they know that it is natural and are they able to distinguish ice-cream from frozen yoghurt.

Background

YOYO Frozen Yoghurt is Latvian enterprise which started to operate in the year 2011. YOYO is a cafe which sells natural frozen yoghurt with different types of supplements, such as fruits, candies, sweet sauces and chocolate. Enterprise’s main suppliers are local dairy product company „Daugava” and processor of fruits and vegetables „Spilva”. Product range has been expanded with hot and cold drinks and in the nearest future company is planning to offer hot waffles as well. At the moment company has grown to four cafes located in Riga, where the most popular one appears to be located on Barona Street. Following the expansion - company is facing two major marketing problems- customers do not know the difference between ice-cream and frozen yoghurt and the unawareness of YOYO’s natural ingredients.

References:

Rihards Graudiņš, Menedžeris

http://yoyofrozenyoghurt.com/

https://www.facebook.com/YOYOLatvia

https://www.draugiem.lv/yoyo/

https://twitter.com/YoYo_Latvia

http://www.perkamkopa.lv/lv/product/4359/YoYo-Frozen-Yoghurt-saldejums

Problem definition

The main problem of YoYo cafe is the general consumers’ unawareness of how natural are the products that are being sold by YoYo. People lack the knowledge about the ingredients naturality and they are simply being misled by all these colors of the products and design of the cafe. Moreover, major problem is that the people are not able to distinguish the difference between ice-cream and frozen yoghurt. Thus, the main task is to change and educate people’s mindset and stereotypes of frozen yoghurt’s substance....