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Yaourt Road to Global Market (Distribution Networks (General Line Grocery…
Yaourt Road to Global Market
SWOT Analysis
Strengths
Variety of flavors available
Loyal customers
Can be used in different recipees
Without preservatives
Certified brand by BPOM
Rich taste & natural ingredients
Can last for 2 weeks if keep refrigerated
HALAL
Use real fruits
Weaknesses
Market serve is still limited (Bandung area)
Lack of health awareness in Indonesia
No vegan/soy options (for consumers who have dairy allergy)
Limited place to manufacture & human resource
Opportunity
Growing interest in healthy foods
Global people (Foreigners) are more health concerns
Flavors are rare
Expand products to developing markets
Educate customers about health benefit of Yaourt
They can make innovations such as "Yogurt Cafe"
Threats
More popular global brand yogurt
Price sensitive consumers
Compete with the existing brand
Porter 5 Forces
Bargaining Power of Supplier
If the local organic cows are getting disease, we have to find other suppliers to keep our product going
If the bottles & cups retailer increase their price, we have to look for another supplier and to prevent another increase in price maybe we can make a contract
If there is bad season & farmers can't grow the fruits, we have shortage in fruits. have to think of plan B whether want to reduce the fruit in every production or decrease the whole production
Bargaining Power of Buyer
Consumers are price sensitive
If buyer found out another brand they like, they won't buy from us anymore
If we increase our price in times of need, customers are not necessarily will still buy our products
Threat of New Entrants
Innovations from existing rivalry
New comers in yogurt production
Threat of Substitute
PUYO
Jelly
Smoothie
Ice Cream
Industry Rivalry
Cimory
Heavenly Blush
Activia
Emmi Swiss
Lifeway
Biokul
Dannon
Stonyfield
Value Proposition
Variety of flavors
Environment friendly package
Soft textures yogurt
High quality&Affordable price
Home made
Healthy
Customer Segments
Global Customer
Kids (age 3 - 13)
Teens (age 14 - 20)
Adults (21 - 50)
Yogurt Lover
Health concerned people
Mothers who buys for families
Food blogger
Indonesia (Bandung & around)
Health concerned people
French expatriats
Young people: 15 - 25 years old
Key Activities
Product Distribution
Yogurt Production
Research & Development
Product Marketing
Innovation (make yogurt vending machine)
Key Partners
Fruits supplier
Dairy farm
Packaging supplier
Local farmers
Local traditional market
Local supermarket in Bandung (to sell the product)
Key Resources
Ingredients
Fruits
Milk
Workers
Marketer
Distributor
Partner Relations
Manufacturer
Packaging
Bottles, Cups & Stickers
Marketing Mix
Price
Yogurt
250 ml = Rp. 12.500,00
500 ml = Rp. 25.000,00
1 L = Rp. 50.000,00
Yogurt Drinks
250 ml = Rp. 8.500,00
Greek Yogurt
250 ml = Rp. 12.000,00
The Global Price made higher to suit the currency
Product
Yogurt (grape, mango, strawberry, lemon, plain, lychee, sirsak, mocca, aloe vera, plain sweet, blueberry, vanilla)
Yogurt Drinks (flavors same as above + chocolate, coffee & banana)
Greek Yogurt (mango, raspberry, blueberry, aloe vera)
Place
Bandung
Setiabudi Supermarket
Bamboo Shack Cafe Dago
Chez Nous Cafe Ifi
Riau Junction
Jakarta
Diamond Supermarket Artha Gading
Other
All of Papaya Fresh Gallery around Indonesia
Neighborhood
Urban area
Promotion
Get discounts for returning the package
Social Media
Free Delivery in near area
Free sampling
Advertisement use the mother language of the country
Distribution Networks
General Line Grocery Merchant Wholesalers
Dairy Product Merchant Wholesalers
Meat & Meat Product Merchant Wholesalers
Retailers
Direct sales
Mini Mart
Supermarket
Convenience Store
Websites
Sales Representatives
Wholesalers
Retailers
Coffee Shops (ex: Starbucks)
Yogurt Stand in malls/festivals
College / universities cafetaria
Market Entry
Retailer
Direct Marketing
Delivery service (Bandung)
Export
Global Strategy
Adaptation (language & taste)
Anjastanara Pasae
Citra Mustika
Frengky Wijaya
Joselind Agusta
Kaori Diana Putri
M. Khalil Irfanur
