Welcome

Welcome!

Hi, we are the Yogo’s. Our group consists of two freshmen’s, Lisa van Helden and Marielle de Snaijer, one second year ITTI student, Marjolein Pikkemaat, and one fourth year VTM student, Danielle van Winden. Together we want to accomplish that frozen yogurt will become the number one snack in the Netherlands.

We have chosen frozen yogurt, because we are convinced that this snack can be easily part of the Dutch lifestyle. Nowadays, this lifestyle is busy and it becomes more difficult to eat healthy. People have less and less time to consume healthy food because of their family business and their daily activities. Mojo yoghurt is the perfect solution. It is healthy, new, easy to get and easy to go.

Frozen yogurt is a frozen dessert made from, or containing yogurt or other dairy products. It is slightly more tart than ice cream, as well as lower in fat (due to the use of pure milk instead of cream). It differs from ice milk (more recently termed low-fat or light ice cream), which does not include yogurt as an ingredient.

The history

Mojo Yogurt established in 2009, stated in California. Frozen yogurt became more and more popular in the States and the owner of Mojo Yogurt decided to give it a shot and opened its first store in the United States. Mojo Yogurt became one of most popular store selling frozen yogurt, together with Pinkberry, Coldstone and Red Mango. Nowadays, Mojo Yogurt has four stores in the state Arizona and expands to Las Vegas and the state California. However, they are not planning to expand to other states in the United States than the southwest. First, they want to experience how business will progress.

Frozen yogurt became popular during the last years. This is partly because of the changed personal attitude towards food: nowadays, people care more about their health and condition and being green becomes a major issue. The frozen yogurt from Mojo Yogurt is fat-free, has low cholesterol levels and is high in calcium and protein. In addition, frozen yogurt can be seen as a snack or dessert and is easy-to-go.

The Questions

1. Do you know the history of Mojo Yogurt?

2. How did Frozen Yogurt become so popular the last years?

3. What’s exactly the idea of Frozen Yogurt?

4. How did you come up with the name Mojo?

5. What kind of target group would you like to reach?

6. How have you accomplished this until now?

7. Why did you choose for this location?

8. What kind of marketing strategies do you use?

9. In what ways do you promote your company?

10. What kind of concept do you use in your company?

11. How do you bring the concept to your customers?

12. What do the customers have to experience while being in your shop/eating yogurt?

13. What do you do to make your customers come back?

14. Do you train your personnel? So yes, how?

15. Are there any similar shops in the neighborhood?

Mojo Yogurt Store

Concept & Target group

Mojo Yogurt’s stores are designed in a hippie style. They use of a lot of colors, like orange and brown so when customers enter the store; they will get a happy feeling. Mojo Yogurt wants to produce positive energy to create a healthy state of body and mind. Mojo Yogurt has therefore a concept which includes much more than their frozen yogurt.

Mojo Yogurt especially focuses on youngsters and college age people. The fact has to be given that in the afternoon, more families and tourists are stepping by. In contradiction, a lot of youngsters are visiting the store in the evening/at night to eat a healthy snack. Nearby, the Arizona State University (ASU) is situated, which increases the youngsters and young adults who are visiting the store. Youngsters are attracted by the atmosphere in the store (positive energy), nice staff, the healthy food and the huge amount of choice. Besides, they visit the store pretty often: some even two or three times a week!

Competition

Mojo Yogurt is not the only company in Tempe (or Arizona) selling frozen yogurt. Towards the ASU, Yogurtland and Coldstone are situated. Yogurtland is the biggest competitor, because of the similarities in the concept and mission. Yogurtland’s mission: ‘To bring people together for the most flavorful, natural and fun frozen yogurt experience while promoting a healthy lifestyle.’ Yogurtland has a focus on the healthy side of the food and they want people to experience ‘their food’. Mojo Yogurt is more concrete and wants their customers to have positive energy. They want to give the customers an extra spark in their world and inspiring them to make the world a better and happier place.

Coldstone is a bigger company who is producing much more than ice cream or frozen yogurt, but therefore a more dangerous competitor because of the huge amount of choice customers have. In Arizona, more people are aware of the company Coldstone than Mojo Yogurt.

These two companies are the only ones in the neighborhood of Mojo Yogurt. Therefore, Mojo Yogurt is not experiencing a lot of competition.

Marketing Mix

In the marketing mix the “P’s” from marketing will be further explained. These are neccessary to branch a project on the Dutch market. The five “P’s” are: personnel, place, price, promotion and product.

Personnel
The personnel is the most important in the marketingmix.
The personnel of Mojo has to be costumer friendly. Costumer service is really important for the company. There is one person who is in the shop. He or she helps the costumers and is in charge of the refill of the product. The personnel in the back is in charge of the frozen yoghurt mix. He of she can also help the person in the store when it is busy.

Place
Mojo Yogurt is situated in Mill Avenue. Mill Avenue can be seen as the biggest street in Tempe, with all the shops, bars and cafes. This means that there are always people walking around, which is a perfect place for companies to do their business. Mojo Yogurt is one of these businesses and they have chosen this place very carefully. It is not only close to places where people hang out and have a drink; it is also a perfect place to have a cold snack in the hot Arizona weather.
Product

Price
Because of the unique concept of frozen yogurt, there is no fixed price for the product. Every costumer can choose his or her own topping. Frozen Yogurt is paid by weight.
If you’re not really hungry or you just want a small desert of snack you can rely on Frozen Yoghurt.

Promotion
Promotion is part of the marketing mix of Mojo Yogurt, but they promote on a local scale. Mojo Yogurt advertises in local papers and they have their own website, Facebook and YouTube page. No TV or radio commercials are being made, because it costs a lot of money and the visitor rate doesn’t increase that much due to these commercials.

Besides, Mojo Yogurt brings their frozen yogurt to events, zoos and festivals where they distribute the yogurt for free. They do this because they want to inform the audience about the company. This includes their healthy food, choice of yogurt, toppings and dressings and their positive energy they want to spread.

Product
Mojo Yogurt sells frozen yogurt and smoothies. Their frozen yogurt is 100% fat-free and is high in calcium and protein. Besides, it has low cholesterol levels. Mojo Yogurt sells 28 different toppings and sauces too. Their product is very healthy and people can make their own cup of frozen yogurt.

Branded Customer Experience

Mojo Yogurt wants to touch their customers in their mind, body and soul. It is not only about experiencing the yogurt and the smoothies, it is much more than that. They want customers to experience everything, the whole area.

While entering the store, customers get a happy feeling while looking at all the colours the store has. Meanwhile, the positive energy and vibes trigger the body and makes people creative. The employees make sure that you will stick to this feeling while giving smiles. But, you will smile immediately while taking a look at all the different yogurts and toppings. And you don’t have to feel guilty afterwards; their frozen yogurt is 100% fat-free!

By experiencing the whole area, the customers feel like they want to make the world a happier place.

Conclusion

The main question: would this concept work in the Netherlands?

It would, because the Netherlands is not known with frozen yogurt. It would be a whole new concept in a new market. Besides, it is a healthy snack which helps customers to maintain a healthier way of life. People living in the Netherlands are willing to pay for healthy snacks. They don’t visit fast food stores often, because they think their health is very important. Frozen yogurt is easy-to-get and easy-to-go.

It wouldn’t, because we don’t think people in the Netherlands would buy frozen yogurt in the winter. Maybe they would, but it would not be enough to make profit. Probably the price is too expensive for a cold snack in the winter. The Dutch climate is not like in Arizona. The Dutch have short summers and lots of rain.
We wouldn’t take the risk to open a frozen yogurt store in the Netherlands, because we think the store wouldn’t last long because of the Dutch climate.

Sources

• Interview with an employee of Mojo Yogurt
• Their website: www.mojoyogurt.com
• Their YouTube Channel
• Their Facebook
• Their Twitter
• Wikipedia (the trend of frozen yogurt)
• www.yelp.com (for reviews)