Snogurt Frozen Yogurt

CHAPTER NINE:
Research Development

Chapter Nine: Research Development

9.1

Marketplace Research
9.1.1 Outlet visits
In order to gather more information about the product, I visited five outlets on

separate days with some friends. From the visits, I am able to obtain a lot of information regarding the product such as the variety of flavors they offer and its do-it-yourself concept through its dispensing machine offering up to eight frozen yogurt flavors in each outlet. At their counter, they provide a number of delicious toppings and you pay according to the weight.

Figure 9.1 Outlet at Presint 15, Putrajaya

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Figure 9.2 Panorama view of the dispensing machine inside the outlet.

Figure 9.3 Panorama view of the interior of the Snogurt outlet in Putrajaya

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Figure 9.4 View of the back of the outlet in Putrajaya

Figure 9.5 The counter with toppings, mineral water and the cash register
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Figure 9.6 Snogurt outlet at Metro Point, Kajang

Figure 9.7 Buntings outside the outlet in Kota Damansara

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Figure 9.8 Outlet at Oasis 9, Shah Alam

Figure 9.9 Interior at Snogurt outlet in Shah Alam (the bed-chair)

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9.1.2 Outlet Concept

All five of the Snogurt outlets I visited share the same outlet properties, which is of a vibrant, caf-style concept. Striking pink and white dominates the colour palette used for parts of the interior. The combination of pink and green hues makes for a strong and fun ambience. The store also has hints of green on the walls and at the cups section.

Figure 9.10 Cup section at Snogurt outlet in Putrajaya The interior furnishings and environment of the outlets are decorated usually with a couple of white tables accompanied with four white chairs. In every outlet, there is usually a bed-type chair where most customers prefer to sit.

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Figure 9.11 The bed-chair can clearly be seen at the bottom of the image.

Figure 9.12 Product sampling as well as studying the packaging

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9.2

Marketplace Observation

Through the capacity of customers at Snogurts outlets are still comparatively low in comparison to more popular outlets like Baskin Robbins and Tutti Frutti, there is a credible number of individuals and a group of friends who stop by the outlets and purchase the products. From my observation, the consumers usually come in during peak hours like lunch time, mostly due to the hot weather. During the month of Ramadan, consumers usually come after the terawikh prayers. During my visit to the Putrajaya outlet, I visited during lunch hour where I saw a group of women coming in after lunch. Men who come are usually accompanied with a group of women. This is similar to outlets in Kajang and Kota Damansara at night.

Figure 9.13 A group of girls and a boy at the Putrajaya outlet during the day and a group of girls at the Kota Damansara outler during nighttime.

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9.3

Online Survey

I conducted an online survey from the 14th of July 2012 to the 28th of July 2012 with a total of 147 respondents. The survey aims to calculate the level of Snogurts brand awareness, consumers behavior towards healthy frozen desserts, consumer perceptions towards the Snogurt brand and consumer preferences among its relevant market. Based on the overall results, 55% of the respondents (81 people) are not aware of the brand, which according to the survey, is largely due to lack of promotion and advertising.

9.3.1 Online Survey questions (posted on Facebook and Twitter)

Below are the online survey questions posted:

1. Gender Male Female

2. Age Group 13 - 18 19 - 24 25 - 30 31 - 36

3. Ethnic Group Malay Chinese Indian Others, please specify : _______

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4. Income range Below RM 500 RM 500 - RM 1000 RM 1000 - RM 2000 Above RM 2000

5. Are you health conscious when it comes to food? Yes No Sometimes, when I have to.

6. How often do you consume ice-creams? Barely Daily Weekly Monthly Always after meals

7. Would you like a healthier option to ice cream? Yes No

8. Would you like fat-free frozen yogurt as an alternative to ice cream? Yes No

9. Have you been to a frozen yogurt shop? Yes No

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10. What reasons attract you to choose frozen yogurt? You can choose more than one answer. Healthy Tasty Toppings Comfortable environment of shop Branding Advertising and promotion Good service Reasonable price Nicely designed packinging Wide variety of flavours Others, please specify : ___________

11. Which of these ice-cream brands would you prefer? You can choose more than one answer. Baskin Robbins Haagen Dazs Walls Snogurt Tutti Fruitti Gelato Fruity Magnolia Lecka Lecka New Zealand Natural Others, please specify : __________

12. Have you heard of Snogurt Frozen Yogurt? . Yes No

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13. If so, how did you get to know about Snogurt? Family/Friends Print media: Flyers, brochures, bunting Online media: Social networks, blogs, website, I have not heard of Snogurt Others, please specify : _________

14. Are you aware of the health benefits of Snogurt? Yes No

15. Since when are you aware of the brand? Only just recently A few months ago When it was first introduced I never heard of Snogurt

16. Which part of Snogurt should be improved? You can choose more than one answer. Advertising & Promotion Packaging Branding More flavours Number of outlets Price

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9.3.2 Survey results

Question 1

Question 2

Question 3

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Question 4

Question 5

The question above investigates the number of respondents who are health conscious when it comes to food. The results show that 54% of the respondents care about what they only if they have to, 34% are conscious about what they consume and another 12% are not concerned at all.

Question 6

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Question 7

Question 8

Question 9

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Question 10

Question 11

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Question 12

Question 13

Question 14

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Question 15

Question 16

9.3.3 Survey conclusion

Based on the results of the survey, it is clear that effective marketing strategy as well as intensive promotion and creative advertising are the major factors that are lacking in Snogurts efforts to increase brand awareness. Though the results indicate a credible amount of positive feedback, there is still much to be done to maximize the products penetration in the market as this will ultimately increase product value. On another note, health benefits and taste are the primary concern of consumers when purchasing products.

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9.4

Interview

During my initial process of contacting the company, I got hold of the companys contact details which are the headquarters e-mail address and phone number. I posted the required questions to gather as much information as possible through their e-mail and Facebook page. After a few days of no response, I decided to call them up to which they responded with an agreement to appoint me with an interview and await an e-mail reply from them. After two days of contact, I called them again to check and I was on the phone with Inez Cheng who handled marketing and advertising. I forwarded the last e-mail to which she replied she was unavailable for an interview that week but might be possible for an appointment the following week. I called Snogurt again during the weekend and got hold of Inez Chengs phone number from the receptionist to which I sent a text message regarding an appointment for an interview.

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Figure 9.14 The email I sent to Snogurts official e-mail. The same e-maill was sent to their Facebook page and Inez Chengs e-mail a few days later.

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Figure 9.15 The response I received from Inez Cheng

Figure 9.16 The text message I sent to Inez Cheng two days after receiving her e-mail.

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Figure 9.17 Response from Inez Cheng two days later. Although I cant seem to have any luck to be getting an appointment for an interview, I decided to just take my chances and do a walk-in interview. I went to the companys headquarters that day itself which was located in SS 15, Subang Jaya. As luck would have it, Nur Akma, Location Supervisor of Snogurt was free for an interview. I interviewed her for an hour; from 12 AM to 1 PM.

Figure 9.18 Snogurt headquarters and outlet in Subang Jaya.

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Figure 9.19 Akma was happy enough to let me see the dispensing machine from the back room and show me the process of how the frozen yogurt was made.

Figure 9.20 After my interview with Snogurts Location Supervisor, Nur Akma.
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