Marketing the Pita Pit

Business 120-60

December 13, 2011

Final Case Study: Marketing the Pita Pit College Avenue

Summary: How to introduce and market new frozen yogurt product line that is being offered in a different set up than a typical self-serve yogurt shop competitor. Pita Pit yogurt consist of fruit and other toppings blended into a California Tart base. As a result, the yogurt, received good reviews in the introduction stage of its product life cycle. However, the Pita Pit management has insufficient time to effectively market the product and build demand. Consequently, I have been assigned by California Small Business Development Center (SBDC) to provide marketing techniques and the best way to promote their new yogurt product in the marketing environment successfully.

Only a small percentage of products succeed when launched into market. The promoting efforts, starting with marketing strategy straight through to the post-promotion assessment have a direct effect on a product’s success.

Competition Assessment:

Marketing a new product starts with the assessment of the competitive landscape, a products potential threats and possible hindrances. The promotion strategies of similar products along, with possible substitutes, affect how marketers choose to promote their product. A strategy has to be invented that will make their products stand out amongst a se of others. All of which are equipped with their own branded promotional mix. Barriers are also analyzed, which can be any advertising regulations, legal or budgetary constraints that would prohibit a firm from launching or promoting their new product.

Targeted Customer:

No matter how versatile a product is it shouldn’t be promoted towards too many types of customers, lest marketers dilute their promotion efforts. It behooves the marketers to focus on one demographic more than any other segmentation, and examine the best way to reach that particular customer base.

Promotion Message:

One of the key...