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Agenda• Situation Analysis• Objectives• Target Audience• Strategies• Tactics• Timetable• Measurement & Evaluation• Budget• Conclusion
Situation Analysis: Current
• Pride in Ingredients• Free from preservatives and artificial
flavors• Mostly present on the East coast• Publicity• Tactics• Main Goals
Research: Primary
Research: Secondary
Large variety of yogurtMultiple flavors6 oz. size yogurtKefir, a lactose-free
beverageFlavors: fig, honey and
pomegranate
Sixteen flavors• 100 calorie options• Mostly 6 oz. options• Vanilla is the only
flavor available in 32 oz. containers
CompetitorsGreek Gods Yoplait Greek
CompetitorsBrown Cow Maple Hill CreameryNon-fat yogurt lineNon-GMO 0% fat
lineCream Top line
Smooth & Creamy Fruit on the Bottom
Preserves naturally occurring sweet cream
Multiple flavors 6 oz. and 32 oz.
Organic yogurt100% grass fed cowsNot strainedNo colors or
preservativesFlavor varieties Creamline whole milk
yogurt 6 oz. options
Chobani Dannon
Oikos Non-fat, traditional,
and greek yogurt dips Strained Single serve,4-pack
and 32 oz. options Frozen greek yogurt
Pint size
Fruit on the bottom, blended, simply 100, flip, oat, indulgent, kids and snack cups Variety of flavors Gluten free Non-fat milk from local
cows Non-GMO fed cows
Competitors
Made with all natural ingredients
Also used in recipes
CompetitorsFage
#1 Yogurt in Greece Strained No Sweeteners,
thickeners, preservatives, powered milk, powdered cream or powdered protein is added.
SWOT
Objectives
1. Increase Traffic on Social Media 1. Facebook “likes,” Twitter followers – 50%2. Create Instagram - 500 followers
2. Increase Awareness & Educate Consumers
3. Increase Sales Locations Nationwide
4. Increase Revenue by 5% in 12 months
Target AudienceHealth-
Conscious
NewMothers
Athletes
Strategies• Motivate People to try Trimona yogurt
• Reach out and develop relationships with industry-related media and health companies
• Enhance brand image through social media
• Inform consumers about culture and process behind Trimona yogurt
TacticsTeam up with Events
TacticsEnhance/Create Social Media Platforms
TacticsRecipe Contest
- Highlights Trimona as an ingredient- Advertised through social media- Motivate consumers to try and experiment with
Trimona - Vote for favorites through social media and website- Top recipes featured on website and in showcases- Best recipe wins yogurt for a year and tour of the
factory with new flavor testing- Benefits both customer and Trimona
Tactics
Revamp Website- More visually appealing - Wix.Com- New features
- Online Store- Comments Section- Links to social media
TacticsAdvertise & Hire Intern
1. Social Media-Create Instagram-Post Consistently-Increase Followers
2. Website Design & Management
-Focus on Visual Appeal-Post Photos
-Keep information up to date
3. Events-AppleFest
Green Festival-Health & Wellness Expo
-Showcases/free sampling
TacticsRadio Interviews
Inform consumer about Trimona
Focus on health, food and organic sources
An Organic Conversation California
Good Food California
The Beyond Organic Show California
Crop to Cuisine Colorado
Sirius XM “Doctor RadioBlog Talk Radio
Online
TacticsMagazine, Newspaper, Website
ArticlesMagazines Websites
Women’s Health Natural Health Fitness Magazine Men’s Fitness
Health.com Well and Good Huffington Post
NewspapersNew York Times: Health news Ithaca TimesLos Angeles Times: Health
Tactics
• Social Media to inform consumers about benefits
• College and grocery store demonstrations, taste tests, education
Bulgarian Appreciation Month
Tactics
• Flavor reveal
• Survey results reveal consumer’s tastes
• Feedback card or website submission section to gauge consumer’s flavor preferences
Social Media Reveal & Contest
Recipe Competition
Local Events
Advertisements
Intern
Website Revamp
Pintrest
Bulgarian Appreciation Month
Collegiate Showcases
Reveal Countdown
Timetable
Measurement & Evaluation1. Social Media Attention
2. Website Traffic
3. Sales Increase
4. Buzz Generated
5. Feedback Cards
6. Sales Locations
Thank You
