The paper "Consumer Behavior and The Second Yogurt War" is a wonderful example of a Marketing Assignment. Product: The product is Delamere Frozen Yogurt. First, yogurt is produced after subjecting milk into the fermentation process by the use of probiotic cultures. The resultant of fermentation is lactic acid, which then acts on milk protein to give s smooth texture. During the preparation of the yogurt, milk is first heated to 175F then cooled to 112F. Thereafter, bacterial cultures are added and maintained at low temperatures for about seven hours.
This product can be mixed with natural fruits as toppings. It is important to note that yogurt has the ability to meet the nutritional requirements of both young and old people. The product is not only sufficient with vitamin B12 and B6 but is also rich in protein, calcium, and riboflavin. Moreover, bacterial cultures curbs diarrhea-related illness hence highly recommended. This product is available in 350 and 125 g packs. Target market: Yogurt market in the United States is growing very fast and it is supported by the fact that people are resorting to healthy eating while working or moving.
At the same time, nutritionists have been on the frontline advising people against taking fast foods during their meals. In research by Best (2011), statistics done by the Euromonitor indicate that each person in the US consumed GBP 13.90 of yogurt in 2010. However, this rate was lower as compared to Europe, which recorded a higher GBP per person (Jones, 2010). The reason behind this is that Americans were accustomed to breakfast cereals that are considered sweet and are heavily advertised on TV.
The other reason behind this high usage of breakfast cereals is the marketing that deploys colorful shapes, sweet fruity and chocolate flavors in addition to the attractive packaging. Whilst Americans are in love with sweet flavors, the tart yogurt flavor has contributed to GBP 13.90 per capita consumption. Nonetheless, this has recently changed with an increase in sales by about 9% in 2010 and a market worth of US$6.5bn up from $4.56 in the past 5 years (Best). This change is motivated by a tendency towards healthy food. Pretested profile of consumers: Consumers of yogurt are mainly in all cities and towns in the United States.
Those who are traveling and the working category, often consume this product. Primary school and college students who attend classes throughout the day are also targeted, customers. In terms of age, women aged between 18 and 34 for the target for YOYO yogurt business. This primary category is usually accompanied by their children and earns an income of approximately $40,000 p. a. The secondary category is single men and women aged 12-34 whose income is low and always look for a place to enjoy a chilled yogurt.
Based on income levels, three classes have been identified. The three classes are the upper, middle, and lower class earning an income of over $100000, $50,000-75,000, and 0-25,000 respectively. 35% of the target customers are married, 45% single, and 20% are other groups. In terms of psychographics, customers are classified into two groups. The first one is a group attracted by sweet desserts while relaxing. Some people enjoy taking the product as opposed to any other drink when they are just relaxing.
In addition, this group will value sitting with friends or family members and enjoy frozen yogurt. Mobile yogurt and outlets at a specific location will serve well this group. The second psychographic group is people who are conscious of what they eat. In relation to this, U.S. has been in the forefront encouraging consumers to be sensitive of what they eat. There is a possibility that the second group would reject fattening snacks and go for frozen yogurt given its nutritional value. Diabetic, women and people working on their weights are usually advised to consume yogurt owing to its richness of taste and nutrients.
Marketing strategy for this second group will concentrate on healthy aspects of frozen yogurt such that it becomes easy for the consumer to differentiate ice cream from frozen yogurt.
Best, Dean. 2011, Category Crunch: The “Emerging Market” of US Yogurt- part 1. just- food.com. 18 May 2011. http://www.just-food.com/analysis/the-emerging-market- of-us-yoghurt-part-1_id115228.aspx.
Jones, David., Brad, Dorfman., 2010. Danone: U.S. yogurt consumption to double. reuters.com. Mar 16, 2010. http://www.reuters.com/article/2010/03/16/us-food- summit-danone-idUSTRE62E5LX20100316.
Maze, Jonathan, 2009. “The Second Yogurt War”, Franchise Times, June-July 2009.
PRWEB. 2012. Frozen Yogurt Still Hot! IBISWorld Introduces New Report on Frozen Yogurt Stores. prweb.com. 15 March, 2012. http://www.prweb.com/releases/2011/10/prweb8866384.htm.