Yogen Fruz Proposal

OVERVIEW:

1. Introduction:

Along with the continuing changes in drinking and eating habits in Asia-Pacific, consumers concern more about healthier drinks and food. Yoghurt has benefited from this tendency and has gained a valuable image among Asia-Pacific nations in both the retail and foodservice channels since 2010 (). Adapting this trend, Yogen Fruz recognized a great opportunity to establish their business in Vietnam market, based on the relentless development of dessert industry including frozen yogurt and ice cream. Launched in 1986 by two young brothers in Toronto, Canada. Yogen Fruz now has become a world leader in the frozen yogurt category, having more than 1,200 locations over 35 countries ().

2. Thesis statement:

The purpose of this paper is to clarify several problems and opportunities that Yogen Fruz might face regarding to their expansion in Vietnam market, provided that the following issues of marketing opportunity, franchising and service quality could be solved.

PROBLEM IDENTIFICATION:

Although yoghurt is positioned as a healthy product, its main claims are that it strengthens bones, aids digestion and promotes weight management with low suger amount, not many people know that and they still prefer ice cream (). Similar to Yogen Fruz and other yogurt shops in Vietnam, they do not really utilize strong marketing tools to emphasize the health factors in their product. To maintain sales and compete strongly, Yogen Fruz need to attract consumers more with promotion and advertising tools and acknowledge them about the health issues.

Another considerable problem for Yogen Fruz is the price because of the differences in the payment method. Whereas the other yogurt stores in Vietnam usually calculate the price per gram; Yogen Fruz always evaluate by size (Small, Medium & Large cup respectively 55,000, 75,000 and 110,000 VND). Prices vary depending on the type of yogurt the customers choose. For instance, in the Top It product...