Group Report of Group 1, Micro Market Analysis on two (2) Fro-Yo establishments

1. +
Red Mango and White Hat
Trinoma Ayala Mall, Quezon City

2. +
Micro Market Analysis: White Hat
 LOCAL CREATION - our group introducing a totally new product
into the Philippines.
 Found the BEST suppliers in Italy for our yogurt.
 Italian Gelato expert to help us develop our recipe because we
wanted our product to be authentic.
 Came up with a perfectly smooth, creamy frozen yogurt with a
slight tangy sourness, confirmed to have LIVE ACTIVE
CULTURES, and authentically Italian.
 98% FAT-FRE. And came with 21 topping bar to choose from.
 Toppings include FRESH fruit, healthy premium cereals, nuts
&crunchies, fun toppings, and the occasional surprise toppings
(think homemade!).
 Also offering fresh fruit juices.

3. +
LOCATION :
15 branches in Metro Manila and
5 provincial outlets
Near
Establishments
TRINOMA BRANCH

4. +
Location :
15 branches in Metro Manila and
5 provincial outlets
TRINOMA BRANCH

5. +
MENU

6. +
MENU : Toppings Selection

7. +
MENU

8. +
Micro Market Analysis : Red Mango
 Originally from Korea
 American Franchise brought to the Philippines in January 2008
by SherikaTanmantiong and Kelvin Gaisano
 Dependent on flavors and recipes provided by parent company
 With flexibility to choose which ones to carry locally
 Starbucks of the Frozen Yogurt world.
 Beyond frozen yogurt with toppings concoctions, they have
waffles and other beverages as offerings.

9. +
Location : 6 branches in
Metro Manila and 1 in Cebu
TRINOMA BRANCH

10. +
Location : 6 branches in
Metro Manila and 1 in Cebu

11. +
MENU

12. +
MENU

13. + FEATURED
PRODUCT

14. +
SURVEY FORM

15. +
MARKET SURVEY
Customer Contact

16. +
MARKET SURVEY
Repeat Business

17. +
MARKET
SURVEY
Customer’s Competition
Awareness

18. +
MARKET
SURVEY
Establishment Value
Proposition

19. +
MARKET
SURVEY
Customer Information

20. +
MARKET
SURVEY
Customer Information

21. +
PTM Competitive Advantage :
Price
PRODUCT
YOGURT PhP90.00 (40z) – PhP85.00 (4oz) –
3 size 4 size
differentiation differentiation
1 Topping PhP20 PhP20
2 Toppings PhP35 PhP30
3 Toppings PhP45 PhP40

22. +
PTM Competitive Advantage :
Price
PRODUCT
WAFFLE NOT AVAILABLE PHP125 WITH
YOGURT
JUICES PhP85 PhP20
COFFEE PhP65 PHP75
TEA NOT AVAILABLE PhP75

23. +
PTM Competitive Advantage :
Process
Product
YOGURT Multiple Toppings Multiple Toppings
Selection Selection
WAFFLE NOT AVAILABLE Waffle Maker
JUICES Bottled Red Mango Blenders
COFFEE Coffee Machine Coffee Machine
(Barista) (Barista)
TEA NOT AVAILABLE TEA BAG

24. +
PTM Competitive Advantage :
Packaging
Yogurt Cup Sizes Regular & Large Small, Medium,
Large and Family
Juice Bottled Plastic

25. +
PTM Competitive Advantage :
Promotion
MEDIA
NEWSPAPER YES YES
MAGAZINE YES YES
RADIO
TV YES
SOCIAL MEDIA YES YES

26. +
PTM Competitive Advantage :
People
Human Resource
Staff 3 4
Team Leader N/A 1

27. +
PTM Competitive Advantage :
Placement
MEDIA
MALL LOCATION NEAR ESCALATOR NEAR ESCALATOR
SPORTS AND GYM, TOY STORE
MALL AREA APPAREL SECTION AND WELLNESS
SERVICES
ONE SITE TWO SITES
REACH
50sqm (estimated) 50sqm (estimated)
SPACE
8 tables, 32 seats, 2 9 tables; 22 seats
couches

28. +
PTM Competitive Advantage :
Placement
Location
Philippines 20 7
Worldwide 150 stores worldwide,
with stores in the USA,
South Africa, Singapore,
Indonesia, Thailand and
the Philippines.

29. +
PTM Competitive Advantage :
Product Placement
MEDIA WHITE HATE RED MANGO
CELEBRITY MIRIAM QUIAMBAO; 89.9 DJs
ENDORSEMENT ATENEO EAGLES
EVENTS YES YES
CSR AHON, OTHER NONE KNOWN
CHARITIES

30. + CONCLUSIONS
CUSTOMER
AGE 21 TO 30 AGE GROUP
EDUCATIONAL
COLLEGE GRADUATES
ATTAINMENT
STUDENTS, EMPLOYEES,
OCCUPATION
EMPLOYEES HOUSEWIVES
GENDER 50/50 MALE TO FEMALE RATIO
BRAND LOYALTY HIGH HIGH
TAKE OUT MORE SIT DOWN MORE TAKE-OUT

31. + CONCLUSIONS
ELEMENT
YOGURT WITH TOPPINGS
PRODUCT
ITALIAN KOREAN
HEALTHY, DELICIOUS, PREMIUM, CLEAN
POSITION
DIVERSIFICATION LESS MORE
PRICE NARROW RANGE
PROMOTION SAME MEDIA, ENDORSEMENTS
PLACEMENT LOCATION, AREA,

32. +
CONCLUSIONS
8 P’s
PRODUCT
PRICE
PROMOTION
PLACEMENT (PHL)
PROCESS
PEOPLE
PHYSICAL
ENVIRONMENT
PACKAGING
TOTAL 20 21

33. +
The End
Submitted by:
Bacalla, Castrence, Condino, Galamgam, Kho