3. The product is yogurt which was brought to the United States
in the 19th century
Yogurt is basically a form of curdled milk much like sour cream
but has less fat
1947 was the first year that yogurt was introduced with
natural fruit preservatives and artificial sweeteners to make a
sweetened dessert
In 1950 yogurt became huge with health gurus in the United
States
Since the 1950 when people became familiar with yogurt it
has been on store shelves in every major store
Yogurt has vitamins B 12 and B6
Yogurt can be added to cakes, pies and enjoyed plain
4. The market size is 53,642,100
The market has grown 4% in the last 4 years, with the
exception of last year in which it dropped 4%
The competition holds 41, 464,800 of the Market shares
Yo-Spoon holds 23% of the total market
Yo-Spoon hopes to gain back our sales with a new
product and gain back the 4% that was lost in the last
year.
5. Sales
23%
39% Yo Spoon
company B
company C
all other
22%
16%
Total Market Share
6. Case Sales Case Sales For The past 5 years
13,000,000
12,500,000
12,000,000
11,500,000
11,000,000
10,500,000
10,000,000
cy-4 cy-3 cy-2 cy-1 cy cy + 1
7. Yo-Crunch 4 pack 4 oz is $ $2.36, packaging is a
small cup that children can drink and squeeze the
yogurt from the cup
Dannon Dannable Crunchers 4 pack 3.5 oz
$2.36, plastic packaging that children can add
granola pieces to the yogurt
Yoplait Go-gurt 2 oz 8 pack $2.62, packaging are
tubes that children can squeeze the yogurt out
Yo-Spoon 4 pack 4oz containers, $2.10, packaging
is a container with fresh fruit, yogurt and a edible
spoon
8. People who like to stay healthy
Our average customers are people that range from children to
older adults with their incomes that are average based in the
regions that we targeted.
Our potential customers are children that like sweets, which will
eat yogurt as a substitute for unhealthy sweets
Mothers that want their children to substitute unhealthy snacks
for a healthy sweet snack will purchase yogurt for their children over
junk foods
The normal consumer of yogurt would purchase the product
weekly
Consumers that are very health conscious or on the go often and
want their children to snack on a healthier snack that the taste
measures up to the product
Consumers will use these products for school
lunches, snacks, after school snacks, and riding in the car.
In the last 10 years more consumers want more all-natural foods, healthier
foods, convenient, and affordable.
9. Trends over the years Trends over the years
70%
60%
50%
40%
30%
20%
10%
0%
1940-1950 1960-1970 1980-1990 2000-2010 2011-2012
Trends since 1940- 2012
10. New England and Rocky Mountains sales are very
low and are one of the major focuses we hold only
5% of the market in that region
over the past 4 years we have not had a
convenient product for on the go life styles
In the past 4 years we have not had an all natural
product that our consumers are wanting.
The biggest problem that Yo-Spoon faces is
targeting mothers with a kid product, even though
the child may want it we need to convince the
mothers why they should buy it for them
11. 14000
12000
10000
8000
Cy-4
CY-3
6000 CY-2
CY-1
CY-
4000
2000
0
New England Mid East Great Lakes Plains South East South West Rocky Mountain Far West
12. Yo-Spoon has a new marketing plan to
introduce a new way to enjoy yogurt
Yo-Spoon has the opportunity to present
original ideas to our customers such as an edible
spoon
We have an opportunity to increase sales in
the New England and the Rocky Mountain
regions and boost our sales in other regions
with a new product that most people want to
have on a daily basis
Yo-Spoon is the first to introduce a spoon that
is edible
13.
14. » YoSpoon’s target market are all ages of Children
» YoSpoon is targeting moms
15. » 4 oz. cups of yogurt
» Fruit in the cup of packages-
Strawberries, Raspberries and Blueberries
» Spoons- Graham cracker, sugar cookie, Chocolate
chip cookie, Cinnamon and Confetti Cookie
» Flavors- Slammin
Strawberry, strawbanana, Blazin-blueberry, Ravin
raspberry, Verynilla, Slammin Strawberry
cheesecake, and birthday Cakalicious
» Single cups, 32 oz. containers and 4 packs
(multipacks)
17. » TV ads
» Magazines ads with coupon
» Coupons in the Sunday Paper
» Direct Mail
» Facebook
» Website
» Box Tops
» Consumer Contest
18.
19.
20. » Advertising Objective 1:
» Objective: introduce a new product and to
show consumers a brand new way to enjoy
their favorite yogurt with an edible spoon.
» Strategy: Commercials will be run on children
and family oriented stations. Links will also be
put on children’s websites, along with coupons
in various magazines and Sunday papers.
21. » Advertising Objective 2:
» Objective: gain children’s attention by
introducing a good tasting, healthy snack in
replace of unhealthy snacks.
» Strategy: Commercials will run during kids
shows, advertising will be seen in kid’s
magazines. We will be introducing our cow and
his catch phrase will be “It’s Spoooonalicious!”
22. Advertising Objective 3:
» Objective: gain the mother’s attention by
introducing a new healthy, convenient, on-the-
go snack for their children.
» Strategy: There will be advertisements running
in women’s magazines. There will also be
commercials on daytime television, coupons in
the Sunday paper to promote that it is an all-
natural and convenient on-the-go snack.
24. Television: commercials will air on daytime television and
children’s stations
» Good Morning America, between 6-8 A.M., Monday through
Friday in January, February, March, August, and September
» Dr. Phil and Dr. Oz, between 4 and 5 P.M. Monday through
Friday in January, February, March, August, and September.
On the
» 6 o’clock news on ABC, NBC, and CBS,Monday through
Friday in January, February, March, August, and September.
» Dora the Explorer, Bubble guppies, SpongeBob
SquarePants, Calliou, Wizards of Waverly Place, and Phineas
and Ferb from 8 to 11 A.M. on Saturday and Sunday all year
round.
25. » Magazine: advertisements in children’s and
women’s magazines.
» advertisements will have a coupon at the
bottom for $0.50 off.
» Family Circle, Highlights, and Nick Magazine in
February, March, April, May, June, July, and
August.
» Women’s Health and The Healthy Mom’s
Magazine in January,
February, March,
June, July, August,
September, and October.
26.
27.
28.
29.
30.
31. » Website: www.yo-spoon.com
» printable coupons for $0.75 off
» game activities for children to play for free
» Recipes
» Contest information
32.
33. Yo-spoon will partner with Kroger, Giant
Eagle, Wal-Mart, and Meijer and mail
coupons directly to all the customers on
their mailing list once a week.
34.
35.
36. » Coupons will be sent out the first and third Sunday of
every month January- December
» A coupon will also go out every second Sunday of the
same months
» They will be full ad coupons
» Consumers limited to only one coupon per transaction
» They expire two months after coupon is in the ad
37. Save $0.55
Consumer: limit one coupon per item
purchased. Coupon must be presented
to participating retailer at time of
purchase. Consumer must pay all
applicable sales tax.
EXPIRES 03/01/2013
Save $0.55
Save $0.35 When you purchase ANY YoSpoon
multipack or Two YoSpoon 4 oz.
When you purchase ANY containers
ONE YoSpoon single 4 oz. container
Consumer: limit one coupon per item
purchased. Coupon must be presented
to participating retailer at time of
purchase. Consumer must pay all
applicable sales tax.
EXPIRES 03/01/2013
EXPIRES 03/01/2013
38.
39. » The coupon for YoSpoon.com
Save $0.75
On Any TWO
multipack YoSpoon
Yogurt
Consumer: limit one coupon per item
purchased. Coupon must be presented
to participating retailer at time of
purchase. Consumer must pay all
applicable sales tax.
EXPIRES 01/31/2013
41. » YoSpoon yogurt will be placed on the cooler
shelf with the rest of the competing brands of
children’s yogurt
» This will be year round
» YoSpoon will have a separate mini cooler in the
dairy aisle which will be out
o January and February of 2013
o August 1st-October 31st
44. » Saturday is the busiest shopping day of the
week
» January-July; August- October
» Children and parents can sample a one by one
size cup of yogurt and a mini graham cracker
spoon or sugar cookie spoon
» Every month two different flavors to try
45.
46. » YoSpoon will be putting stickers on the inside
package of the multipacks for children to have
» January, March, May and August-December
47. o What a better way to spend time with your kids?
o Promotion will be on the website and info on the
multipacks of YoSpoon
o Promotion: June 1st- August 31st
o The judges are the YoSpoon kitchen staff
o The winners will be announced on YoSpoon.com
and contacted immediately from someone on the
YoSpoon team!
48. 1st place winners receive a full set of
Rachael Ray pots and pans !
Shipping and handling is paid for by 2nd place winners will receive a
brand new Bunn coffee maker
the winners! HAVE FUN AND GOOD
LUCK!!
49. It’s time to put your aprons on and spoons in your hand and start mixing!
This is a contest for you AND your kids…
All you have to do:
o Come up with your favorite yogurt recipe using YoSpoon yogurt.
o Enter your information below, including the recipe!
o Leave the rest up to the YoSpoon kitchen staff
o Most of all ENJOY and have fun!!
Prizes: 1st place- Rachael Ray pots and pans Runner up- Bunn Coffee Maker
Competition starts NOW and the deadline for your recipe is August 31st, 2013!
*Only ONE entry per household*
*Winner announced on YoSpoon.com and contacted on October 1st, 2013*
Entry Form
Name:_________________________________________
Address:_______________________________________
PO Box:______ State:___________ Zip Code:________
Phone #_______________________________________
Recipe Name:__________________________________
Ingredients:
How to make it:
Click here to see prizes Click here to see recipes
50. The First place winner is: CANDI WILSON from Marion, OHIO!!
She is the winner of the Rachael Ray pots and Pans!
Her Recipe is: Cheesecake With Yogurt Toffee Topping
Ingredients:Crust Congratulations winners and a
1 cup crushed shortbread cookies (about 16-18 cookies)
2 tablespoons butter, melted big thank you to everyone who
Cheesecake
1 cup YoSpoon Lowfat Strawberry Yogurt
participated. The YoSpoon
2 8oz packages of cream cheese, softened team hopes that you enjoyed
1 1/4 cups packed brown sugar
1 15oz can pumpkin puree
this and make sure you check
2/3 cup evaporated milk out the recipes that people sent
2 eggs
1 teaspoon cinnamon in and try them at home!
1/2 teaspoon nutmeg
Topping
2 cups crushed toffee candies
2 cups YoSpoon Lowfat Strawberry Yogurt
4 tablespoons sugar
Directions
Preheat oven to 350°F. In a small bowl, combine crushed cookies and butter. Press into the bottom and 1-inch up the side of an ungreased 9-inch
springform pan. Bake for 6-8 minutes but don't allow it to brown. Cool for 10 minutes. In large mixer bowl beat cream cheese and sugar together
until creamy. Add in yogurt, pumpkin, eggs, evaporated milk and spices. Beat well and pour into the crust. Bake for 60 -65 minutes or until the
edge is set but the center moves slightly. Remove from oven. Top with crushed toffee candies. Combine yogurt and sugar and spread over warm
cheesecake. Bake for 10 minutes. Cool completely in pan and then refrigerate overnight. Drizzle with caramel sauce before serving.
The Runner up winner is: Angela McGuire from Panama City, FL!!
She wins the Bunn Coffee Pot!!
Her recipe is: Chicken Stroganoff
Ingredients
1-12oz package wide egg noodles*
1 tablespoon olive or vegetable oil
1 onion thinly sliced
2 cloves of garlic minced
1/4 cup thinly sliced mushrooms
1 pound boneless skinless chicken breasts, cubed
2 1/2 tablespoons of butter, divided
1/4 cup flour
1 cup chicken stock
2 tablespoons cider vinegar
1/2 cup chopped parsley
2 teaspoons freshly chopped tarragon
1 cup YoSPoon Low Fat Plain Yogurt
Directions
Prepare egg noodles according to package instructions. In a large skillet, heat oil over medium heat. Sauté onion, garlic and mushrooms slightly.
Add chicken pieces and sauté on high until chicken is cooked through, about 6 minutes.
In a separate skillet, over medium heat, melt butter and sprinkle in flour until mixture starts to slightly adhere to the bot tom of the sauté pan.
Quickly add chicken stock and cider vinegar and stir gently. Reduce heat to low and stir in parsley, tarragon, and yogurt. Cover and let simmer on
low for 8-10 minutes.
Add 1/2 tablespoon of butter to egg noodles and let melt (optional). Toss noodles, spoon stroganoff mixture over noodles, and serve.
51. » YoSpoon is teaming up with General Mills to
help schools earn money
» Kids can collect Box Tops that are worth $0.10
each on the YoSpoon multipacks
» Best part YoSpoon is doubling box tops, so
there will be two on each
» Kids and parents cut them off and take them to
school
» If the school collects 250,000 of them they will
receive art supplies
52. » Box tops will have a four year expiration date
» This promotion is all year!
• Supplies:
» Construction Paper colored pencils
• Glue Markers
• Glitter Scissors and Much more!
• Paint
• Crayons
• Glitter pens
• Clay
• Pencils
• Pens
53. »A three night Bahamian
Disney Cruise
»Motorized scooter with
helmet and pads
»Xbox 360’s
54. » Three nights
» Promotion: March1st- June 1st
» This is an all-inclusive trip, Taxes paid by the consumer
» Fill out a index card large or small with 4 UPC codes and
receipts for proof of purchase (No copy UPC’s accepted)- Tell
one reason you love YoSpoon
» The drawing will be on July 1st – by the VP
» The promotion will display on packages and on YoSpoon.com
» The trip expires one year from date of winning
55. »
Go to YoSpoon.com for more
details on the Disney Cruise
This cointains 4:
2-Smashin Strawberry
with fresh strawberries
4 and graham cracker
multipacks
spoon
2- Cheesecake with
fresh strawberries and
graham cracker spoon
IT’S SPOOONALICIOUS
56. Click here for more pictures and cruise info Click here for more information on how to win
When consumers go to YoSpoon.com this is what they will see!
57. E
N
J
O
Be Pampered
Y
Click here for lists of activities
This is what consumers will see when they click on “Click here for more cruise
details”
58. Family Activities – Disney Cruise Line
With an almost endless array of Disney-themed entertainment you won't find anywhere else, Disney ships
boast activities that bring the family together in unique and unforgettable ways.
Deck parties: Celebrate your dream Disney vacation with your family alongside some favorite
Disney Characters, and enjoy the only fireworks display at sea.
Live Shows: Enjoy original Broadway-caliber musicals or relive some of Disney's greatest movie
moments live onstage.
Character Greetings: Meet and greet your favorite Disney Characters at autograph sessions,
appearances at deck parties and kids clubs, and surprise encounters throughout your cruise.
Dining: Savor the culinary delights of 3 delightfully themed restaurants—with child-friendly
menus—your entire family will love.
Pools: 2 distinctive Disney pools include one designed exclusively for families and one with a
twisting slide.
Movies: Catch a classic flick or a first-run release (some in Disney Digital 3-D) in the beautiful
Buena Vista Theatre and on deck under the stars.
59. How to win the 3 night Bahamian Disney Cruise:
Collect four UPC codes from the YoSpoon multipacks
Keep all receipts for proof of purchase
Fill out an index card with your name, phone number, address and email address
Tell us one reason you love YoSpoon so much
Mail in the card and the UPC codes and receipts too:
YoSpoon
766 Yogurt St.
Spoon, Ohio 43761
Enter as many times as you want
This is for a family of four needing a nice, relaxing getaway!
Dates of Promotion- March 1st-June 1st, 2013
The drawing will be held on July 1st, 2013, the winner will be contacted immediately!
NO COPIES OF A UPC WILL BE ACCEPTED
Winners responsible for taxes and port; Trip good for only one year after winner announced
This is what consumers will see when they click “more info to win”
60. From!!! Marion, Ohio
Thanks to everyone for participating on this great Promotion, and
again Congratulations to Jo Ann Cluff for winning the Disney
Cruise for her and her family. Please keep watching for another
big give away that YoSpoon will have!!!
61. » Sweepstakes starts on January 1st- February 28th
» YoSpoon will give five scooters with the helmet
and pads away
» Consumers get to enter as many times as they
want
» There will be promotional info on the multipacks
for the scooter
» Consumers get a code on the inside package and
need to go to YoSpoon.com to enter in code and
then their name, phone number, address and
email!
» No repeat codes accepted; good in all eight
regions
62.
63. Win a free
Motorized Scooter
with helmet and
Pads!
*Look inside for
Details
Contained with
4 packages of:
2- Smashing
Strawberry with
Strawberry’s
and Graham
Cracker Spoon
2- Blazin
Blueberry with
Blueberries and
sugar cookie
spoon Cracker
It’s SPOOONALICIOUS Spoon
64. YBR154XZW
This is your chance to win a motorized
scooter, a helmet and Pads.
You have until February 28, 2013, and enter as
many times as you want!
You need to go to YoSpoon.com and enter the
code shown above. This is the code that enters
you to win the scooter, helmet and pads.
Go to YoSpoon.com for more information
Only one code per entry
This is what the inside of the package will look like
65. The deadline to get codes entered is February 28, 2013!!
Enter as many times as you want just fill out the form below and hit submit!
Drawing is on March 2nd, 2013!! Winners will be contacted by phone and Email
AND
Enter Code
Name____________________________________
Address__________________________________
Phone Number____________________________
Email____________________________________
SUBMIT
Only one code per entry, NO double code will be accepted
66.
67. » YoSpoon will be giving away five Xbox’s during the
months of June 1st- August 1st
» Consumers can see this promotion on the outside
package of multipacks and on YoSpoon.com
» Consumers need to fill out an index card with their
Name, phone number, address and a UPC code
from the package
» Send them too: YoSpoon
> 766 Yogurt St.
> Spoon, Ohio 43761
» They can enter as many times as they want
» No Copies of UPC accepted
68.
69. Your
Chance
to win
a free
XBOX
360!!
Details
inside Contained with Four
Packages of:
2- Birthday Cakalischous
with fresh Strawberries
and a graham cracker
spoon
2- Ravin Raspberry with
fresh raspberries and a
chocolate spoon
IT’S SPOOONALICIOUS!!
70.
71. THIS IS EASY
FAST
FUN
IT IS FREE
o Fill out an index card with your name, Phone number and Address
o Put the UPC code from your package on the index card
o Mail it to:
YoSpoon
766 Yogurt St.
Spoon, Ohio 43761
o Send in as many as you want
Deadline is August 1st, 2013!!
WINNERS WILL BE ANNOUNCED ON AUGUST 3RD, 2013! They will be contacted and posted on
YoSpoon.com
No copies of UPC codes
will be accepted
72. Thank you to everyone that sent in cards to try to win! And
congratulations again to all the winners! Stay tuned for the
next sweepstakes from your favorite yogurt team YoSpoon!
73. Sales Promotion
J F M A M J J A S O N D
Coupons
Website * * * * * * * * * * * *
On package * * * * * * * * * * * *
Newspapers * * * * * * * * * * * *
Store Displays * * * * *
Samples * * * * * * * * * *
Consumer Contests
Stickers * * * * * * * *
Food Competition * * *
Consumer Games * * * * * * * * * * * *
Sweepstakes
Disney Cruise * * * *
Scooters * *
X-box * * *
74. Schedule of Activities
Advertising
J F M A M J J A S O N D
Customer Magazines
Family Circle * * * * * * *
Highlights * * * * * * *
Nick * * * * * * *
Women’s Health * * * * * * * *
The Healthy Mom * * * * * * * *
Television
Good Morning America * * * * *
Dr. Phil/Dr. Oz * * * * *
ABC/CBS/NBC * * * * *
Dora the Explorer * * * * * * * * * * * *
Spongebob Squarepants * * * * * * * * * * * *
Calilou * * * * * * * * * * * *
Wizards of Waverly Place * * * * * * * * * * * *
Phineas and Ferb * * * * * * * * * * * *
Bubble Guppies * * * * * * * * * * * *
Internet * * * * * * * * * * * *
Direct Mail * * * * * * * * * * * *
75. Budget Summary
Advertising
45% Television $3,054,060
25% Consumer Magazines $1,696,700
10% Direct Mail $678,680
20% Website $1,357,360
100% Total Advertising Budget $6,786,800
Sales Promotion
40% Coupons $1,809,800
10% Consumer Games $452,450
15% Consumer Contest $678,675
5% Sweepstakes $226,230
10% Store Displays $452,450
20% Free Samples $904,900
100% Total Sales Promotion Budget $4,524,500
Grand Total $11,312,300