Go to Market Strategy for an international frozen yogurt brand in india

Frozen Yogurt is a 300 crore market in India growing at a CAGR of 70-75%.

Considering the lower awareness levels and high disposable income required to taste this premium global brand, we would like to introduce Sweet-o-Chill in only three markets- Bangalore, Mumbai, Hyderabad.

Apart from being the corporate hubs of the country, these markets are not cluttered with frozen yogurt brands, hence Sweet-O-Chill can be one of the first movers in these markets and be present as a healthy sweet option.

Source: Business Standard

Competition Mapping

Cocoberry is the first entrant in the market and has maximum number of stores and market share (95%). Hence, the prime marketing objective for Sweet-o-Chill should be to increase its market share.

Every competitor apart from selling frozen yogurts is also selling products which are not considered to be healthy options, hence, Sweet-o-Chill can distinctly position itself as a health conscious brand.

The penetration of frozen yogurts is skewed towards northern markets of India, hence it will be a good idea to enter into less cluttered markets of the south.

TARGET AUDIENCE/GROUP

Sweet-o-Chill will be positioned at a premium price

The price cap would be as follows:

Sweet-o-Chill would advertise in CITY Editions of newspapers(Hyderabad Times, Bangalore Times)

Radio:- Advertising on Popular Radio Channels in Bangalore, Hyderabad,Mumbai. Spreading Awareness about healthy food options

OOH:-Advertising on selected OOH media in and around the store.

Digital Screens: Advertising on TV screens (LIVE media) in:- airport lounges- Gyms (Gold’s Gyms, etc.),- Premium malls (Orion ,GVKOne, Palladium,etc.) - In Flight Advertising(enrouting Bangalore, Hyderabad,Mumbai) - In Flight Magazines- Tray Table Branding- On Beverage Glasses

Articles will be written by food critics and published into leading publications (newspapers and its supplements, lifestyle magazines, etc.)

It will be featured on popular food blogs like ‘Chef at Large’ and also reviewed on the food websites like ‘Zomato’.

The dieticians will talk about Sweet-o-Chill in their articles in health magazines and other magazines like ‘Men’s Health’, ‘Women’s Health’ ,etc. which will create a positive word of mouth for our product.

Digital: The influencers on Twitter and food bloggers will write their reviews and comments on Sweet-o-Chill and will create conversations around it.

Events: Regular Celebrity Spotting at Sweet-o-Chill stores to generate footfalls.

Advertising on Zomato/Burpp: Roadblocks will be put up during the launch. Regular advertising will also be done on these websites.

Website: It will mention brand proposition, flavors

available in the store and the store locations.

We will use Search Engine Optimization and bid on keywords like ‘Dahi’, ‘yogurts’, ‘health food options in india’ and ‘sweets’ for our market locations (i.e. Bangalore , Mumbai , Hyderabad).

This activity will increase our brand visibility and hence brand recall.

FB Page: A page will be created on Facebook which will give updates on store locations and updates on healthy eating benefits.

Twitter Handle: @sweetochill. It will give regular updates on the new flavors, new outlets opening up and how frozen yogurt is a substitute to ice creams User experiences with Sweet-o-Chill will also be shared on this space.

Paid Tweets/Celebrity Tweets : Using influencers or celebrities who have huge following on twitter to tweet about Sweet-O-Chill to create positive conversations

An FB Contest (Spread your Sweetness!) will be run during the launch of Sweet-o-Chill where consumers will be asked to prepare a sweet recipe using yogurts and ask their friends to like it. The one with maximum likes will win discount coupons. It will be run on the FB page of Sweet-o-Chill.

The purpose of sampling is to make the consumer experience this new and healthy ‘sweet’ product available in the market.

It will also be sampled to food bloggers and chefs and dieticians, which will be our lead to the PR activities.

It will be carried out in the following places:- In Flight- 5 star Hotel Buffets- Corporate Events- Holiday resorts- Cafeterias of Corporate Offices

The product will be available at corporate cafeterias well as Sweet-o-Chill exclusive stores in the targeted markets.

The product will also be sold through its exclusive kiosks, which will be installed in the cafeterias of the corporate offices of our markets.

Collaboration with SUBWAY to sell Sweet-O-Chill frozen yoghurts.

Every Sweet-O-Chill store would be launched by a Celebrity(eg:- Bipasha basu, John Abrahim,Virat Kohli) to generate footfalls

Roadblocks on websites like zoamto or burpp during the week of the launch.

Celebrity tweets about Sweet-O-Chill product experience

Press Coverage : Media coverage in almost all newspapers of that city where sweet-o-chill has been launched.

Heavy Focus on Visual Merchandizing for the stores

Same Look and feel for the stores across the country

Sweet-o-Meter : It will be installed at Sweet-o-Chill kiosks as well as stores, which will determine the amount of calorie intake with each sweet product that you eat. This will be compared with the calorie intake by Sweet-o-Chill frozen yogurts.

Sweet-o-Chill Club : Members of this health club will win Loyalty Points and get discounts on the next purchases. Special offers for Sweet-o-Chill Club Members on their Anniversaries/Birthdays