Yogurt DIY

1. Yogurt DIY The Marketing Plan of Big Dream Yogurt Maker Big Dream Yogurt Maker LLC 2009

2. Description and ownership of proposed business • Founded in the year 2009, Big Dream Yogurt Maker LLC is a manufacturer specialized in producing yogurt maker. Located in Huangpu, Zhongshan, it benefits from the area’s well-constructed supply chain which allows us to get everything we need in producing our products. What’s more, it is not far from the port of Zhongshan hence we have advantages distributing our products. Being a Limited Liability Company, we have fewer restrictions on running our company and more flexibility in developing it. We have a P&D team of experienced designers designing our product, which have always received universal appreciation. According to our feedbacks, the yogurt makers we make are of good quality, easy to operate and safe to use. Up to date, we have proudly produced eight different models of yogurt makers, all of which have passed compulsory 3C certification implemented by the government and their intellectual property right is protected.

3. Contents • Research • Assessment of the business environment • Economic environment • Industry environment • Global environment • Market segmentation • Marketing plan • Target market • Product characteristics • Pricing • Distribution • Promotion

4. Research • Holiday Gifts • Cooperate with some expensive home appliances and expand consumer product familiarity • Internet sales are booming, but there are service problems • Chilled yogurt drink will cause gastrointestinal discomfort, while the homemade yogurt are fresh and delicious nutrition and good for your skin • Easy to use, suitable for office workers

5. Economic environment • Nowadays, yogurt is available in many different varieties, from plain to low fat, indulgent to organic, premium to functional. The key trends prevalent in this sector are a move to natural, organic and free from artificial additives and preservatives. • Another trend is the inclusion of seeds, oats grains and superfruits in or with the yogurt to make it a tempting on-the-go treat. Exotic flavours, functional benefit and convenience are proving as important to consumers as its naturalness.

6. Industry environment • 小熊、日创、苏美、统一、荣事达、东菱、SKG等牌子，主要以小熊、日创为竞争对手。 • “技术先进、营养丰富……口味多变、百吃不厌…… • 除了能让消费者品尝美味，还能让消费者亲身体验到劳动的乐趣…… • ”酸奶机刚上市时，吸引了众多消费者争相购买。“酸奶机功能跟电饭煲差不多……口味太单一了，喝几次就弄腻了……清洁起来很麻烦…… • ”然而，销售一段时间后，酸奶机受到消费者的一致“抵制”。 • 专家指出，根本原因是酸奶机没有行业标准，从而导致其产品质量难以保证。 •  现状：酸奶机市场受“冷遇” • 尽管有较多竞争对手，但酸奶机市场还没真正开发出来，我们能根据问题来改良和提高。我们可以由酸奶的好处入手，然后到自制酸奶的好处，再而引出在家制作酸奶，我们的酸奶机出场了。这比直接宣传酸奶机的优点更易被消费者接受。针对上面提到的问题我们也可以有针对性地解决。这些问题的存在，可能就是提供给我们产品的一个契机。

7. Global environment • The yogurt market has seen some very strong growth since 2003, with further growth predicted by 2012. According to Zenith International, yogurt is expected to rise from 11m tones in 2003 to 16m tones in 2012 across more than 70 countries worldwide, which is equivalent to a 38% rise in consumption. • On average, consumption is rising by about 2.5% each year. Much of this growth has been driven by the functionality probiotics provide yogurts. • West Europe is the most developed region, accounting for 43% of consumption in 2003. Dynamic growth is predicted in the Middle East, Asia Pacific and North American. The success of North America has been in part due to Dannon’s activities in promoting yogurt and the Americans fully embracing this, while in other in other countries such as in West Europe, this has been a well-established functional sector. • Interestingly, the Middle East is an important region predominantly due to the fact that Iran has the biggest market of yogurt in the world. It’s called ‘Cost’ and there are several types that Iranians eat with their lunch and dinner as a dessert. There’s also a type of drinking yogurt called ‘Dough’, and while much of this has traditionally been homemade, there’s a move towards industrialization of this very traditional product. This goes to show how yogurt can vary between countries and regions and its traditional roots.

8. Marketing Plan

9. Target market • Yogurt consumption has become deeply rooted concepts of health, especially in the city, to children, adolescents, young adult women, old and sick pregnant special populations. • Yogurt consumption-oriented taste, nutrition, in addition, consumers increasingly concerned about the function of milk, green milk, especially after the SARS. • About taste, and special effects. Such as young women needing skin care beauty prefer refreshing fragrance of aloe yogurt drink; elder people will choose the high-calcium milk; the youth likes fruit yogurt, patients and pregnant women wil selecte the nutritious yogurt effects,

10. Target market • Family users • Put emphasis on fresh, healthy, green, nutrition and good taste • Female-led households； • Families with infants, young children and the elderly family • Fashion crowd • Young white-collar workers, young people • Puesuing for fashion, personality, novelty • The concept of DIY yogurt is the attraction

11. Products and pricing Before we made a decision on what we are going to produce and what price we should set, we have do some research and discussion. According to research, we can know that yogurt machine is still at the introduction stage of its life cycle. However, people are negative on those yogurt machines introduced before because of their various operating problems. Therefore, we can set a little higher to make maximum profits, that is, skimming strategy. Then we can take the loss leader pricing strategy to appeal customers in the promotion.

12. Place In order to save operational costs and enlarge our market coverage, we apply different channels of distribution including wholesaler, retailers and agents and brokers. Retailers • Store retailing Department stores, supermarkets, specialty stores. • Non-store retailing Virtual stores, mail-order houses.

13. Promotion • When we firstly put our product on the market, we plan to use the promotion mix to strengthen our product image and build our product loyalty among customers. • So we will spend some money on advertising our new products and carry out a plan of personal selling. • What’s more, we will apply some methods to increase the popularity of our product, including distributing coupons, presenting in the trade shows.

14. Promotion personal selling • we will train and send promoters to different supermarkets to sell our products personally. By presenting the samples to the customers, we can let them have a better understanding of our product’s advantages. • We will also send some promoters to some residential area to do on-the-spot displays and distribute some coupons of our new product, letting the passengers( mainly housewives and female commuters ) to experience how to use the Yogurt machine.

15. Promotion Advertising Our target market is housewives and business women, so we put our advertisement mainly at newspaper、magazine and outdoor advertisement. Newspaper: (target at housewives) Daily newspaper: put a brief advertisement at the health columnspecific newspaper: newspaper specialize at health, family care, etc. Magazine: (target at business women ＆ housewives separately) business women: advertisement at specialist magazines. Outdoor/ transposition: to inform passengers with our new products by billboards, posters and transposition ads which have high visibility and repeated exposure.

16. Financial plan • ★To be waited

17. Summary • Our company, the Big Dream Yogurt Maker LLC is a limited liability company is specialized in producing yogurt makers. We have location advantage as well as technological superiority. Our products’ intellectual right is protected. • According to our business environment, we have chance to grip a firm foothold in the yogurt maker market. First we look at the economic environment, 2011 will be the first year of the “the 12th 5year plan(十二五规划)”, and the Chinese level of consumption will probably soar. People like housewives, business ladies. Etc. will have more money to spend on things that they think will rise their quality of life. Yogurt maker will be a good choice. Then let’s take a look at the industry environment, although we have competitors like Bear, Rikon, Sumei, the market is not well constructed yet. On the basis of our research, a lot of things can be improved and we might catch an opportunity in solving these problems. For instance, we can make an easy-operating yogurt maker with fewer problems, which will outweigh the products at present. We can also find chances to develop in global market. The global environment of yogurt maker is comparatively good. The demand of yogurt keeps rising and home-made yogurt will certainly be popular. We can bring our products to the Middle East, the biggest market of yogurt in the world.

18. Summary • As just mentioned, we target our market on housewives and business ladies. After taking consideration of the life cycle of yogurt maker and present market, we choose skimming strategy and loss leader pricing strategy in determining the product price. It will range from 60~230 yuan. Due to the fact that we are not a big company, our distribution mainly lies in agents and brokers at the first. • To make our product more popular and to gain wider market coverage, advertisement is necessary. We will adopt newspaper, magazine and TV commercial as our promotion approach.

19. Description and ownership of proposed business Eileen • Assessment of the business environment Curry • Marketing plan Iris • Summary Tommi • Presentation Ford

20. Thanks for your attention!