By: Noorazlin AniOmar ThabitDiana Daud

Azizah Wahid

BUSINESS PLAN:MOO COW FROZEN YOGURT

Company's Background

• Moo Cow Frozen Yogurt is a Malaysian company opened its first location in Hartamas Shopping Centre in December 25, 2010

Opening Branches

Hartamas Shopping

Centre

The Gardens

Mall

Bangsar Telawi

Sunway Pyramid

The Curve

1 Utama

Gurney Paragon

Wangsa Walk

Ikano Power Centre

Publika

Suria KLCCParadigm

Great Eastern

Mall

Company's Background

Vision and Mission

• Vision: “To create awareness of the healthy lifestyle

with foods (frozen yogurt)”.

• Mission:“To provide the choice of the customer by using

healthy lifestyle”.`

PEST Analysis

PEST Analysis

• Politics• Economy• Social• Technology

SWOT Analysis

• Competition• Promote healthylifestyle• New Choisces for Customers• Growing Markets for Yogurt

• Low Recognition• High Franchising Cost• Duplicate Shop

Appearance

• 3 Flavor Strategy• 24 hours Fresh• Quality• Nutrient Fact

S W

TO

Competition

Marketing StrategyValue Proposition: •The place includes company activities that make the product available to the target consumers. We will be located next to Subway food chain and Fitness Time gym center as well as Diet Center and selected theme parks. The reason is all these companies share the same target market yet providing different products and services.

Marketing Strategy• Low cost with frozen Yogurt, It’s the amount

of money that customers are willing to pay for the product. Therefore, it will be sold for 15 Riyals per cup being affordable to middle class and high class customers and cost saving next to Pinkberry’s price which is 25 Riyals per cup.

Marketing Strategy• Nutrient fact - The dessert is not only

delicious, it is also low in calories and high in calcium and protein. In fact, it contains a higher content of calcium per 100g when compared to milk and cheese.  Moo Cow is the most impressive frozen yogurt in terms of calcium content, with a whopping 844.3mg of calcium per 100g serving.

Marketing Objectives• To gain 30% market share for Frozen Yogurt by May

2013.• Specific - need to understand the latest preferences of

customers in the identified segments and appropriately target each stationary item such as flavor, size and topping of frozen yogurt to maximize sales volumes

• Measurable - current market share is 20%, will set a target of 30% market share, meaning we need an extra 10%, market share amounts can be established based by monitoring the overall value of sales in terms of dollars

Marketing Objectives• Achievable - ensuring technical competency and commitment

of all personnel involved in the development and implementation of strategy. This can range from having an experienced and knowledgeable marketing team to capable sales staff. Access to funding is also necessary for the acquisition of extra stock to fulfill increased demand.

• Realistic - the objective is realistic as the marketing resources are in place to conduct the segmenting and targeting exercise and access to the extra stock required

• Time Specific - the increase in market share is to be achieved within 12 months, a regular progress update will be taken every month to track level of success

Advertising

Advertising

Advertising

Advertising

Advertising

CREATIVE STRATEGY• Making the Creative Strategy

Maintaining the existing brand décor that resembles a barn with the • sounds of cow mooing in the background will inject a creative • ambience to the local market.

By developing a catchy campaign slogan, will make people • remember the brand i.e. “Mooooooo” will be a memorable identity • of Moo Cow Frozen Yogurt to the local consumers.

The message is a healthy lifestyle and the slogan would be • “pleasure without guilt”

CREATIVE STRATEGY Pictures of the frozen yogurt will be printed in flyers and spread • around the area where the branch is located.

Create videos on Youtube where it focus on the products • attractive appeal. •   Photography being popular among youngsters, hence we will • make a photography competition through the Instagram • application. •   By customizing Moo Cow Frozen Yogurt flavour to the local • needs could catch the attention of the local consumers. It also • creates more options for the public where it promotes a better • healthy lifestyle.

Placing advertisements in most of the top magazines in the • Kingdom’s will create awareness to the public i.e. Al-Majallah, • Al-Yamamah and Sayidati.

Advertising through national festivals, events and sweepstakes • drawings that occur usually in malls and shopping centres