Marketing Plan for Red Mango ®
Table of Contents
1. Executive Summary
2. Situation Analysis
a. Description of organization and product or service
b. Industry analysis
i. industry overview
ii. environmental analysis
iii. five forces analysis
c. Competitor analysis (with table)
d. Company analysis
e. SWOT analysis (with table)
f. Key issues statement
3. Marketing Goals (Objectives)
4. Marketing Strategy
a. Target market description
b. Points of difference
c. Positioning statement
5. Marketing Program
a. Product strategy (with table)
b. Price strategy
c. Distribution (place) strategy
d. Marketing communications (promotion) strategy
6. Financial Projections
a. Sales forecast
b. Financial statements
7. Monitoring and Control
a. Implementation timetable
b. Evaluation and control
8. Appendices/Exhibits
9. Bibliography
1. Executive Summary
Red Mango is a frozen yogurt brand that is very popular on the West Coast of the
United States. Currently Red Mango is expanding onto the East Coast and in other parts
of the United States. Another main expansion of Red Mango is their movement into
airports. The goal of this expansion is to provide travelers with a healthy snack to grab on
the go. Currently Red Mango is in the growth stage of the Industry Life Cycle.
In order to maintain its “hip” image, Red Mango needs to constantly innovate new
ways to maintain their image. Red Mango can do this by implementing Fruizo, a dairyfree option for dessert. This product fits into Red Mango’s image by providing a fun and
healthy alternative to ice cream and other frozen desserts. Fruizo contains only fruit,
water, and organic cane sugar and a small contains 90 calories or less. This is a fantastic
option for people who are watching their weight or cannot eat dairy.
One of the threats that Red Mango faces are that there is fierce competition with
Pinkberry and there are negligible points of difference between the two companies.
Another threat that Red Mango faces is that frozen yogurt is a food trend right now that
came into style and might go out of style as well. If frozen yogurt goes out of style Red
Mango will have a difficult time surviving. There are two main opportunities that Red
Mango should take advantage of. One of these opportunities is making acquisitions by
purchasing more land and retail space to open more locations. Another main opportunity
is breaking into the Fruizo market because this will open up Red Mango’s customer base
and will introduce innovation to the frozen yogurt industry.
In order to counteract these threats Red Mango needs to make their frozen yogurt
the go to dessert choice. They can do this by staying on top of trends in the frozen yogurt
industry and also continuing to appeal to the “hip” image that attracts their target market.
One way that Red Mango should do this is by launching Fruizo on New Year’s Eve and
have an in-store party. This will appeal to the “hip” and fun image of the company.
The target market for Red Mango is young, college aged adults who want
something healthy that they can grab on the way to class or work. However, by
expanding its product line to Fruizo Red Mango will be able to better appeal to potential
target markets. These markets include vegans and people who are lactose intolerant and
can’t eat dairy. This will also better appeal to people who are trying to lose weight or buy
healthier desserts for their family. This will also give Red Mango a sustainable advantage
because right now only one small store in New York City sells Fruizo. Also, due to Red
Mango being a larger and more well-known brand when they introduce Fruizo as a
product it will create more buzz than a small company in New York City introducing it.
There are only three ingredients required to make Fruizo: fruit, water, and organic
cane sugar. Due to this the bottom line will be affected greatly and Red Mango’s profits
will increase. The simplicity and organic quality of Fruizo fits into Red Mango’s current
product line and it will appeal to consumers of Red Mango.
2. Situation Analysis
Description of Company
Red Mango is a frozen yogurt and smoothie franchise which originated in South
Korea in 2002 and due to its increasing popularity is located in over 200 locations and 70
cities around the world. Red Mango first opened in the United States in 2007 in Los
Angeles, California. Due to the new health craze, Red Mango’s popularity has increased
thanks to their low calorie desserts and snacks. Red Mango is a fairly new company in
the United States but is spreading fast. Boston has just started its own chain on
Huntington Avenue and due to its increasing success will be opening more in the area. It
competes with local ice cream stores and other frozen yogurt places but these companies
fail to give the delicious quality that Red Mango has to offer.
Industry Analysis
Industry Overview
Red Mango is a frozen yogurt shop that is part of NAICS classification 722213,
which encompasses companies that sell snacks and non-alcoholic beverages that are not
packaged. This includes companies that sell ice cream as well as frozen yogurt shops,
which are NAICS classification number 7222132. The SIC number that corresponds to
this industry is 5812.
Red Mango’s competitors within the frozen yogurt industry are Pinkberry,
Berryline, and other frozen yogurt shops. However, when a consumer is choosing what to
have for dessert, frozen yogurt is generally competing against ice cream. So, it is
important that Red Mango’s competitors include companies like Ben and Jerry’s and
Coldstone Creamery, as well as Pinkberry.
The frozen yogurt industry as a dessert isn’t the only thing that Red Mango’s
products are part of. They have recently moved into smoothies and parfaits as a way to
use the health trend that is happening right now to push their product as a lunch or snack
option and not solely an option for dessert.
Right now the frozen yogurt industry is in the growth stage of the Industry Life
Cycle. At the moment the health trend is having a huge impact on the way society acts in
choosing what they eat and put into their body. Due to this the popularity of frozen
yogurt has exploded in the past couple of years. For example, Red Mango is expecting to
open up several locations in airports. Dan Kim the CEO of Red Mango is quoted saying,
“We will directly impact dining options that promote a healthy lifestyle for busy
travelers” (Shapley 2010). Red Mango is answering society’s demand for more than just
nourishment from their food and beverage choices. Due to this Red Mango is able to play
off of the demand for healthy options by creating a product that appeals to this need by
consumers.
The industry trend for healthier foods doesn’t just mean that people want lower
calorie food; they are also interested in foods that are nutritious. Red Mango is able to
play off of this by focusing on their all-natural frozen yogurt which appeals to consumers
wants for nutritious, natural, and organic options.
Environmental Analysis
The major social force that affects Red Mango is that people are beginning to
demand more from their food providers. Society demands that manufacturers be
accountable for what they put into their products. Red Mango is able to use this to their
advantage by creating an ad campaign that capitalizes on their simple, natural form of
frozen yogurt and dessert. The target market for Red Mango is people who enjoy
healthier options for dessert. Their location in airports is ideal to offer healthy options for
travelers on the go. Due to the economy a lot of people are cutting back on desserts and
other items that are not necessities. This can cause a threat to the company because
people may cut back on their spending on luxuries such as Red Mango. This is also an
opportunity for them to create a niche for their product where their product is considered
a necessity.
Five Forces Analysis
Threat of new entry is moderate because the highly successful ability to franchise
a smaller-platform store such as Red Mango is easy comparing to other bigger brands
such as McDonalds and Starbucks. Therefore, it is easy for new competitors to enter the
local market and gain a portion of the market share. The industry is new and companies
who enter it have the potential to be successful because frozen yogurt is a trendy snack
targeting to those customers who want to live and eat healthily. Red Mango holds a
strong position in the industry. Locally, the rivalries of Red Mango are Pinkberry at
Newbury St., Berryline, and Mix in the Boston University area. Due to their locations
being close to each other they pose moderate threat. In terms of threat of substitute
products, the closest products to frozen yogurt are ice cream and smoothies. Ice cream
has a high amount of calories in the same portion comparing to frozen yogurt and
smoothies. However, customers who are health conscious are loyal to frozen yogurt and
smoothies do not have the same creamy taste that frozen yogurt has. For consumers who
do not already make frozen yogurt their first choice there is a larger threat to Red Mango.
There is a moderate switching cost between Red Mango and other stores. Red Mango is
recognized by its special taste and its store concept. However, there are multiple choices
with similar price and taste in the small city, Boston. Additionally, Pinkberry is the
newcomer to the city, so it can attract a lot of attention from the public. It is quite easy for
customers to choose a different brand than Red Mango. Lastly, suppliers to Red Mango
pose a low bargaining power because its main supply is fresh fruit and other toppings.
The store has its own machine and supply for the yogurt.
Competitor Analysis
Our Company:
Competitor A:
Red Mango
BerryLine
Competitor B:
JP Licks/Ben and
Jerrys/pink berry
Product
Description/
Features
All-Natural frozen yogurt
w/probiotics. Parfaits,
smoothies, tea, and
chillers
Active and Healthconscious consumers
rich and creamy
frozen yogurt
Positioning
strategy
Extremely satisfying one
of a kind sensation that is
irresistibly delicious and
undeniable nutritious.
Product
benefits
Calcium, protein and live
and active cultures. Nonfat and Gluten free.
Berryline is in no
way a franchise and
is thus able to
provide you with
personalized
attention, where
your ideas can
manifest into reality
Skim Milk, Yogurt,
Cane Sugar,
Emulsifiers &
Stabilizers, Flavors
as needed
Distribution
Made by licensed dairy
manufacturers in the U.S.
and freshly delivered to
each store.
Club Mango. Earn mango
points for every purchase.
Redeem for Red Mango
Products.
Challenger. Fastest
growing retailer in the
Frozen yogurt industry
Locally in Boston
Possess Trendy Assets.
Deficient in old-fashion
ice cream shop.
Target Market
Promotion
Competitive
Classification
(leader,
Challenger,
Follower)
Rating Against
Industry Key
success Factors
(which
skills/assets do
they possess,
Local Bostonians
ice cream, frozen
yogurt, sorbet, and
ice cream novelty
products
Consistently
changing
A variety of different
types of frozen
treats sold in private
Ben and Jerry shops
as well as in grocery
stores and gas
stations
Introduction to more
fat-free and healthy
alternative ice cream
and frozen yogurt.
Provides allergen
free and gluten free
in some flavors
Global operation
with sales in USA,
Europe and Asia
Frequent buyer
card. 10 stamps
equal a free yogurt
Grocery store
coupons for pints
and quarts
Challenger in the
yogurt industry
Leader in
homemade ice
cream division
Local established
located by colleges
and young work
environment. No
room to grow.
A prestigious,
established,
successful hope
made ice cream
company expanded
all over the world.
and which are
they deficient
in?)
Other Strengths Stores are stylish,
comfortable and uplifting
destinations.
Simple but
successful idea
Other
Weaknesses
No place to sit and
eat the yogurt
inside.
Small range target
market. Targets to a
young trendy crowd.
Consumers
concerned about
fattening dessert
products.
Plan to roll out the
country’s first HFCfree freezers that do
not emit harmful
chemicals into the
atmosphere.
They need more
experienced
management to fuel
aggressive growth in
a downturned
economy
Company Analysis
Red Mango focuses on the art of being healthy - the products that Red Mango has
to offer are smoothies, frozen yogurt topped with fresh cut fruit and parfaits. The frozen
yogurt at this company is different from others such as Berryline and ice cream chains
because it is an all-natural nonfat frozen yogurt that has all of yogurt’s natural goodness,
such as calcium, protein and live and active cultures that are good for your body. Red
Mango not only focuses on being healthy with its products but also focuses on giving the
customer a nice place to sit and eat the delicious snack. “Red Mango adds a new
dimension to the landscape of the frozen yogurt industry by offering an entirely unique
sensory experience; our stores are stylish, comfortable and uplifting destinations where
active and health-conscious customers can create their perfect treat, relax and energize”
(Red Mango). Red Mango provides an escape for the typical successful and motivated
health conscious consumer who is looking to recuperate from a stressful and busy day.
Daniel J. Kim is the founder, chief concept officer, and a member of the Board of
Directors. He perfected the Red Mango yogurt recipe in his own kitchen and then took it
to the corporate level. The original idea of the company came from South Korea and was
changed to fit the culture and atmosphere of the United States.
The employees at Red Mango are trained specifically to educate the customer on
the product and its healthy qualities. They know all aspects of the product and provide
excellent customer service. This creates a sense of warmth in their stores.
Red Mango is in an excellent financial position. It brought in twelve million
dollars in 2008, with only a handful of stores in the United States. This is an amazing
amount of revenue for a new store competing with several other frozen yogurt chains and
a multitude of ice cream chains. The market share for Red Mango is prominent on the
West Coast but very weak on the East Coast. The goal of this campaign is to increase Red
Mango’s popularity on the East Coast and increase brand awareness.
SWOT Analysis
SWOT Analysis

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
Strengths
Innovation: first frozen yogurt
company to have the “Live and
Active Culture” seal of approval.
Geographic locations: main
presence is in the Midwest.
Franchises: Red Mango is a
franchised business.
Healthy: the food served is
nutritious and good for you.




Weaknesses
Low market share: competitor
Pinkberry currently holds most of
the market share.
Small New England presence: of
their 120 locations 3 are located in
New England states.
Small target range: targeted
towards young trendy college kids
who make up a small part of the
overall market.
Targets to a young trendy crowd:
trends go in and out of style, so
could Red Mango.




Opportunities
Acquisitions: purchasing more land
and retail space to open more
locations.
Asset leverage: booming business
and 120 locations make loans for
expanding more accessible.
Dairy free: breaking into the
“Fruizo” market, a dairy free ice
cream alternative.
Expansion in N.E: well over 150
colleges/universities in the 6 New
England states alone, all with
trendy young people looking for
healthy snacks.



Threats
Competitors: fierce competition
with competitors like Pinkberry.
Food trends: food trends go in and
out of style, Red Mango would
have a hard time surviving if frozen
yogurt goes out of style.
Competing with desserts in
general, not just frozen yogurt: Red
Mango is looking to be a healthy
alternative to other dessert/ice
cream stores; competition in other
industries could prove to be a
threat.
Key Issues

Geographic distribution is mainly on the West Coast.

Competing with Frozen yogurt, ice cream, and the dessert market in general.

Lack of brand awareness in the majority of the country.

Frozen Yogurt is a food trend, and trends go in and out of style.

Fierce, cut throat competition with competitors like Pinkberry.
3. Marketing Goals (Objectives)

Three more franchises within the next two years on the East Coast

Successfully implement Fruizo into 2/3 of our locations

Have Red Mango surpass Pinkberry in popularity (ex. Through a survey)

Develop a partnership with Whole Foods and other organic grocery stores to sell
pints of frozen yogurt
4. Marketing Strategy
Target Market Selection and Market Segmentation
Current Target Market: The current target market is young, college-aged adults. The
consumer of Red Mango is hip and health conscious. They are purchasing items that not
only taste good, but are also beneficial to themselves, the environment, or others. Red
Mango creates a community where consumers can hang out. However, Red Mango also
caters to their busy lifestyles by making it easy to pick up a frozen yogurt or smoothie on
the way to class. These consumers purchase items because of the image it gives them. For
example, college students buy Mac laptops because of the “hip” factor versus the image
that a PC will give them. Red Mango is comparable in trendiness to Apple products. The
consumer that purchases Apple products continues to purchase Apple products because
they are continuously innovating their products. In order to continue to keep this market’s
attention Red Mango needs to continuously innovate as well.
Potential Target Markets: There are two potential target markets for Red Mango. The first
are health-conscious mothers who are looking for a healthier option to ice cream for their
children. Red Mango can target these consumers by selling their frozen yogurt in pints at
grocery stores. By selling in grocery stores Red Mango will be able to reach a larger
number of target markets. The other potential target market Red Mango can reach is by
selling Fruizo. Fruizo is a new innovation in ice cream that contains no dairy products.
Simply Peeled in New York City is a new store that sells Fruizo, a type of dessert that
consists of only three ingredients: real fruit, filtered water, and a bit of organic cane
sugar. We would suggest that Red Mango create a line of something similar to Fruizo.
There are very little calories in Simply Peeled’s Fruizo. For example there is less than 90
calories in a small serving. Fruizo is perfect for Red Mango’s current customers because
it offers a satisfying treat that is even lower in calories than their frozen yogurt. When
combined with fruit and other ingredients Fruizo is perfect in smoothies. The major
importance of incorporating a product like Fruizo is that it has a creamy taste, which
makes it impossible to believe there is no dairy in it. Therefore, people who are vegan or
lactose intolerant can get all the creaminess of ice cream or frozen yogurt without the
dairy aspect. By creating a product similar to Fruizo, Red Mango will be able to attract
different groups of consumers.
Points of Difference
Red Mango is known for its authentic frozen yogurt. This is because it contains
live and active cultures. They are the source of the benefits of eating yogurt. In order to
get the seal of live and active cultures there must be 10 million cultures per gram at the
same time the frozen yogurt is made. Red Mango received this seal of approval, while
Pinkberry did not. This is the main point of difference between Red Mango and some
other frozen yogurt brands. This makes Red Mango the healthiest choice in frozen
yogurt. This is not a very sustainable difference because Pinkberry can change their
recipe so that they receive the seal of live and active cultures. They also don’t have a
dairy-free option for people who are vegan or lactose-intolerant. Therefore this will be a
major point of difference.
Positioning Statements

For the busy college student who cares about their health and what they are
putting into their bodies, Red Mango is the perfect option that combines
trendiness with a healthy lifestyle.

For people who live a healthy lifestyle, Red Mango is the best tasting frozen
yogurt that satisfies any sweet craving but also provides nutrition in every
serving.

For the calorie conscious Red Mango satisfies your sweet tooth while it provides
nutrition in every bite.

For a trendy college student on the go, Red Mango is a healthy option that
provides satisfying and filling snacks to grab on the way to class, work, after a
workout or before a night out.
5. Marketing Program
Product strategy:
Red Mango offers different options for health-conscious customers including
frozen yogurt and smoothies. Red Mango frozen yogurt is authentic and has low calories
in the small portion. For a ½ cup, the customer consumes 90 calories with Red Mango
frozen yogurt whereas they would consume 260 calories with Ben and Jerry’s Mint
Chocolate Original Ice Cream. Additionally, Red Mango frozen yogurt is proved to have
the standard amount of live and active cultures per gram, proving the benefit and the
good quality of Red Mango’s products. There are also many toppings and flavors of
frozen yogurt that customers can choose. These toppings include fresh fruits, granola mix
or dried fruits which can satisfy every customer. The flavors for the frozen yogurt vary
depending on the season. For example, Pumpkin Spice is introduced before the
Thanksgiving. With Pumpkin Spice, customer can enjoy the mix of pumpkin and
cinnamon in a serving of ½ cup with 80 calories of consuming.
As a new product introduction Red Mango will introduce Fruizo, a new way to
enjoy frozen dessert targeting the vegan and lactose-intolerant consumers. Fruizo is a
frozen dessert that consists of only three ingredients: real fruit, filtered water and cane
sugar. The main flavors are strawberries, banana and mango. Each 3-ounce cup of Fruizo
has less than 90 calories. For example, for 3 ounces of strawberry Fruizo, consumers
consume 100gr of fresh fruit and 86 calories. In terms of toppings, there are multiple
choices, such as fresh fruits, granola mix, gummy candy and chocolate. The flavors of
Fruizo vary based on what fruit is in season, because the fruit is always fresh and never
frozen. For example, for the fall months a pumpkin flavor can be made and in the winter
a cranberry flavor can be added to the menu.
Feature



Benefit
Ingredients are only fresh fruit,
organic cane sugar, and water
No dairy in the products
Variety of choices



A healthy dessert option that’s a
fun way to eat fruit
Good choice for consumers who
are lactose-intolerant and vegan.
There are a lot of options for the
customer to choose from
Pricing Strategy:
Frozen yogurt may be purchased in a small, medium, large or a pint size; however
their most popular option is the small. Also, one, two or three toppings may be added to
each serving of frozen yogurt for an additional cost. On average, yogurt is sold at $4.25
per customer. However, the new size of frozen yogurt will be introduced as a pint or a
quart in supermarket or retail stores. The pint will be sold at $6.50 and the quart will be
sold at $10.50.
The Fruizo cups can be purchased in different sizes such as 3 ounces, 5 ounces, 7
ounces, a pint, or a quart. The smallest size is 3 ounces which is $2.99. For the next two
ounces, the price goes up by $0.99. The pint is sold at $7.99 and the quart is sold at
$11.99. The prices were determined for this product based on what Simply Peeled, the
store that introduced Fruizo to the market, has their prices set and the prices that Red
Mango sells their products at. This is a unique product to the Boston area, as well as most
areas except for New York City, due to the revolutionary nature of the product, along
with effective marketing, consumers will be willing to pay the higher price.
Distribution Strategy:
Current Distribution Method
Manufacturer:
Red Mango
Retailer: Red Mango
Franchises
Consumers: College students and young
adults
Potential Distribution Method
Manufacturer:
Red Mango
Retailer: Grocery Stores
Consumers: People
who want to eat
healthy
Retailer: Red Mango
Franchises
Consumers:
College students
and young adults
The main target markets of Red Mango are college students and young adults who
are health conscious and would enjoy a new and fun way to eat fruit. This is a unique
product that will fulfill the demand of customers in terms of low calories and nutritious
ingredients as a delicious snack.
Red Mango uses a direct channel to reach the target market. The brand produces
and sells the products directly to their customers. The raw materials are shipped to the
Red Mango franchise stores and then made in the stores and goes straight to the
customers.
Moreover, the brand hopes to develop a partnership with organic stores such as
Whole Foods, in order to distribute the pints of frozen yogurt and Fruizo in their branch.
This is a way to branch out and expand the customer base of Red Mango.
Communication strategy:
The goals of the promotion are to catch the attention of the public about the
introduction of Fruizo and to attract new consumers to the brand in general. In terms of
sales promotions, Red Mango has promoted their products through coupon books which
are distributed to different colleges in the area. In order to promote Fruizo this promotion
will be used for both frozen yogurt and Fruizo. For example, now customers can use the
coupons to buy one frozen yogurt and get one free. Now, with the introduction of the
Fruizo product, Red Mango can use these coupons to promote the new product. For
example, when consumers purchase any frozen yogurt product, they receive a coupon for
a free Fruizo at their next visit. As a result, consumers will be introduced to Fruizo, while
still being loyal to the original Red Mango products. Therefore, Red Mango can satisfy
the demands of both the new customers and the old loyal customers.
Moreover, Red Mango can promote the introduction of Fruizo by sponsoring and
attending annual college carnivals such as College Fest and other college events. For
example, Spring Week or the Colleges of the Fenway Block Party. At these events Red
Mango will have a stand where students can taste free samples of Fruizo, as well as the
original frozen yogurt products. In every event, the budget is proposed to be $500 for
approximately 1000 mini cups of frozen yogurt and Fruizo.
Additionally, Red Mango can sponsor a charity. For example, for every customer
purchasing a medium Fruizo with at least one topping 50 cents will be donated to Jump
Start, which is a national early education organization serving preschool children in lowincome communities. Jump Start is a strong organization that a lot of college students are
involved in. This promotion can attract attention from college students, the public, and
the media. By attracting the media’s attention Red Mango will receive publicity that will
further strengthen its image in the mind of consumers. Therefore, Red Mango can extend
its customer base and refresh the brand image. If Red Mango sells 1500 medium cups of
Fruizo in a quarter then the cost of this campaign is $750.
Moreover, because of the introduction of Fruizo, there should be a large
advertisement campaign. The print advertisement of Fruizo must be simple but unique.
These ads should be distributed in colleges, busy subway stations and newspapers. The
nutrition benefits should be included and highlighted as one of the key points of the
campaign. Additionally, the Red mango will offer coupons in the newspaper and local
magazines. The proposed budget for this promotion is $6,000 in a big city such as
Boston.
6. Financial Projections
Sales Forecast
Red Mango is currently in excellent financial standing, upon taking up these new
products it can be predicted that the following will occur. It is predicted that Red Mango
will sell 100 Fruzios’ a day, which results in 3000 a month and 36500 a year. The Frozen
Yogurt product will sell 210 a day, 21000 a month and 76650 a year – this is the most
popular product in the company. The smoothies will sell 50 per day, 500 per month and
1825 per year. All of the above are approximated assuming that the average work day is
14 hours.
7. Profit Loss Statement
Red Mango has many expenses, some being fixed and others being variable. The
fixed costs include the franchise fee, the insurance, salary and the rent. The variable costs
per unit consist of the amount of fruit per serving cup – it was approximately sixty cents a
cup. The total cost was calculated to be $386,040.00 per year. Although this is a great
amount of money spent on the daily operations of the business, there was also a large
amount of sales revenue made out of selling the products - $817,500.00. Overall Red
Mango had a gain of $817,500.00. From the above predictions, if Red Mango adopts
these new products and sets these new goals, they will have an incredible year of profits.
Break-Even Point.
Marketing Expenditures
Red Mango used three tactics in their marketing plan – promotion, advertising,
and publicity, the total costs for the marketing expenditures were $5200.00. In order for
red mango to break even financially and get their money’s worth out of this promotional
mix they need to sell approximately 5065 units of Fruizo or $6505.00 worth. If they were
promoting frozen yogurt then they would have to sell 1425 units of frozen yogurt or
$65054.79 worth. Finally if they were promoting smoothies, they would need to sell 4921
units of smoothies or $6078.87 worth.
Production Costs
Red Mango must sell a particular number of its products in order to break even
with its costs so that they know how many products must be sold to meet there goals and
in turn design their strategies accordingly. In reference the exhibit, it can be seen that Red
Mango must sell 7310 units of Fruizo or $21,855.00 worth. If only frozen yogurt is being
sold Red Mango must sell 4786 units of Fruizo or $20341.78 worth. Finally if Red
Mango was only selling smoothies they must sell 4921 units of smoothies or $20422.68
worth.
Monitoring and Control
To make sure our marketing plan for Red Mango stays on track we came up with
an implementation timetable. This timetable stated the events that we are going to host to
gain product awareness for our new product Fruizo. On our chart we have the event, the
date and the budget for each event. Monitoring the implementation of our marketing plan
is important for many reasons. Reason one is it will help assure that our marketing team
for Red Mango is actually performing the actions, we as a team, intended in our
marketing plan. Second we want to make sure we are accomplishing what we want to
accomplish. For our new product Fruizo it is most important for people to know it is
available and everything it has to offer. Presenting Fruizo at college carnivals is a great
way for us to target college students. Most of Red Mango’s target market is college
students and it is very important what they heard about our new product so they can tell
all of their friends and help us spread the word budget free. The last step and most
important is connecting our written plan to the day-to-day operations of Red Mango. This
is a timetable showing how our business, Red Mango is going to succeed according to
our plan.
Just in case our marketing plan doesn’t go exactly as planned we have thought up
of a “getting back on track” procedure. This is our backup plan just in case anything goes
wrong. We as a team are just being careful and thinking forward for our plan. Our back
up plan consists of options depending on what part slips up. Our first option is to change
our schedule. Ways our schedule could slip are a competitor announcement, new hired
management or advancing technology. Another option to help our team to get back on
track is change our tactics. If we see that our New Years’ release was too hard handing
out free samples of Fruizo, we might want to consider handing out coupons instead for
future events or try and come up with an easier way to go about handing out free samples.
This can all go in to consideration after our release. Even with perfect planning we know
we cannot factor in every single detail but we do know we can learn from our first release
and just improve from there. None of these options will go into effect unless we need
them to get back on track with our initial marketing plan. There is also a chance our
strategy might not work. Instead of changing our tactics it might be smarter to change our
strategy instead. If we are doing the right thing wrong then we should change out tactic
but if we are doing the wrong thing then we need to brainstorm up a whole new strategy.
Last resort we could always change our objective and try and accomplish less.
Over all what we have put together is a great marketing plan and will really
improve Red Mango’s sales and brand awareness by releasing the new product, Fruizo.
Creating hype and excitement for Fruizo will be a big turning point in the company.
Giving our direct target market exactly what they are looking for is a great foundation for
a strong marketing plan. We think of our target market as energetic, and health conscious
that is why as a team we are very positive our marketing project is strong and will not fall
off track. We guarantee our marketing plan will stay on top of our implementation
timetable and our written plan will match without day-to-day actions.
Bibliography
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Shapley, H. (2010). Red mango yogurt to debut in dallas/fort worth international airport
read more: red mango yogurt to debut in dallas/fort worth international airport - dallas
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http://dallas.bizjournals.com/dallas/stories/2010/03/22/daily12.html
Red mango. (2010). Retrieved from http://www.redmangousa.com/default.html
U.S. Census Bureau, North American Industry Classification System (NAICS). (2010).
North american industry classification system (naics) Retrieved from
http://www.census.gov/eos/www/naics/