Snogurt Frozen Yogurt

CHAPTER THREE:
The Company

Chapter Three: The Company

3.1

Company Overview

Snogurt is owned by Snogurt Sdn. Bhd., a company that focuses on the frozen yogurt retail business in Malaysia. Snogurt Sdn. Bhd. was incorporated on 4th August 2010 to capitalize on the emerging trend and growth of frozen yogurt business worldwide. They opened their first outlet in SS 15, Subang Jaya on October 2010 which currently stands as their outlet headquarters as well. As of now, the company is also looking into setting up signature cafes in shop lots located at prime areas. The company is hoping to expand their franchise across the country with numerous outlets already open for business. The company manufactures several products for the brand and has imported products from Italy to create the perfect frozen yogurt for consumers. The prevalence of healthy frozen desserts such as frozen yogurt in the market nowadays has provided ample opportunities for the company to spread the goodness of its products and earn widespread recognition as the leading frozen yogurt brand.

3.2

Business Description

Snogurt Sdn. Bhd.s main business consists of distributive trade, wholesale and retail in the food and beverage industry, with an intensive focus for its frozen yogurt product. The company imports ingredients of the frozen yogurt from overseas by wholesale retailing, and the fresh fruits toppings are cut in-store daily and serve at optimum chill temperature of 5 degrees to ensure long-lasting freshness and quality assurance.

18

Chapter Three: The Company

3.3

Company History

It was reported on Restaurant Business 2010 list of the fastest-growing chains in the USA, 3 out 5 top companies are yogurt shops, which together grew combined sales by 158% in that particular year. At he marco level, United States Department of Agriculture reported that in 2010, US consumption of Ice Cream dropped 5% while that of Yogurt increased by 8%. Yogurt is becoming more popular as healthy food. It is food trend of the decade, according to a leading consumer and retail market research firm, NDP Group. This was what motivated those who founded to Snogurt Sdn. Bhd. to opening their own frozen yogurt franchise locally due to the growing awareness of the relationship between health and food, and the demands of consumer for freedom, choices and fun. Snogurt Sdn. Bhd. was established into the market on 4th August 2010 to take advantage of the rising trend and growth of frozen yogurt business worldwide.

3.4

Key People
Name Job Title

Yen Ohee Yung

Chief Operating Officer

Inez Cheng

Marketing Director

Khim Leow

Production Manager

Joy Leow

Managing Director

19

Chapter Three: The Company

3.5

Location and Subsidiaries

Headquarters: Snogurt Sdn Bhd Address No 9 Jalan SS 15/7 Subang Jaya 47500 Petaling Jaya, Selangor Tel/Fax +603-56387898 Website www.snogurt.com Email enquiry@snogurt.com

Outlet locations: Metro Point Kajang Outlet G-2, Ground Floor, Metro Point Complex, Jalan Jelok 8, 43000 Kajang, Selangor. PCT 15 Putrajaya Outlet 57, Jalan Diplomatik Presint 15, 62050 Putrajaya Kota Damansara Outlet No. 61 Ground Floor, Jalan PJU 5/20, Pusat Perdagangan Kota Damansara, Kota Damansara, 47810 Petaling Jaya, Selangor. Oasis 9, Shah Alam G06, Oasis 9 Jalan Tengku Ampuan Zabedah G/9G, Seksyen 9, 40100 Shah Alam, Selangor. Taipan USJ Outlet No 17, USJ 10/1G Taipan, 47630 Subang Jaya, Selangor. Bandar Sri Permaisuri Outlet No. 21, Jalan Dwitasik 2, Dataran Dwitasik, Bandar Sri Permaisuri, 56000 Kuala Lumpur.

20

Chapter Three: The Company

PV128, Setapak Outlet G.23, PV128, Platinum Genting Klang, 128, Jalan Genting Klang, 53300 Setapak, Kuala Lumpur. Ampang Putra Outlet No. 6-L1, Ampang Putra Residensi, Jalan Ampang Putra, 68000 Ampang, Selangor. Johor Bahru, Setia Tropika Outlet No. 33 Jalan Setia Tropika 1/15, Taman Setia Tropika, 82100 Johor. Johor Bahru, Singgah Selalu Outlet No 36 D, E, F, Batu 3 3/4 Jalan Skudai, 80200 Johor Bahru. Johor Bahru Taman Universiti Outlet No. 24, Jalan Kebudayaan 7, Taman University, 83100 Skudai Johor Johor Bahru, Setia Indah Outlet No. 22, Jalan Setia 3/7, Taman Setia Indah, 81100 Johor Bahru Johor Bahru Larkin Idaman Outlet No. 18, Jalan Idaman 3, Taman Larkin Idaman 80350 Johor Bahru.

Batu Pahat, Taman Flora Utama Outlet No 2. Jalan Flora Utama 8, Taman Flora Utama, 83000 Batu Pahat, Johor. Johor Bahru, Taman Nusa Bestari Outlet G21, Jalan Bestari 8/2, Taman Nusa Bestari, 81300 Skudai, Johor Bahru. Kluang, Kluang Mall Outlet G-13c, Ground Floor, Kluang Mall, Jalan Rambutan Bandar Kluang, 86000 Kluang.
21

Chapter Three: The Company

3.6

Brands, Major Products and Services

Snogurt Sdn. Bhd. is a Malaysian-based company focusing on the frozen-yogurt retail business in Malaysia. Below are the companys brand and line of production: Brand Snogurt Products Frozen yogurt, toppings Services (none)

3.7

Corporate Vision

To be the No. 1 leader in the healthy froyo segment of frozen yogurt market in Malaysia by 2013.

3.8

Corporate Mission
To present to the market the healthiest froyo which will contain the lowest calories, fat, sugar and cholesterol, the highest calcium, fiber and with at least 10 million live cultured probiotics per gram at time of manufacture.

22

Chapter Three: The Company

3.9

Companys Current Promotion Strategy

I was not able to attain much information on their promotion strategy. However, I was only able to get their latest and current promotions; 2012 Free Flow of Frozen Yogurt @ Snogurt RM 45 for 2 people and RM 80 for 4 people. Customers are allowed to dine-in for 3 hours maximum. 2012 Happy Hour Receive 20% discount for a cup of Snogurt frozen yogurt; Monday to Friday, 3pm to 6pm. 2012 - Saturday and Sunday 15% discount for all kids under 12 years old. 2012 Wednesday Ladies Night 15% discount from 5pm to 10pm for female consumers. 2012 Lets Party at Snogurt RM 40 per pax (minimum 20 pax), 2 hours free flow of Yogurt and 1.5kg of Birthday cake or RM 40 per pax (minimum 40), 3 hours free flow of Yogurt and 3kg birthday cake. 2012 - Froyo Decoration Contest - a chance for consumers to win prizes such as an iPad by simply purchasing a frozen yogurt from Snogurt and decorate it with toppings creatively. Consumers must like Snogurts facebook fanpage and upload the photo there. Photo with the most likes wins.

3.10 Product Sales History

The company has requested that their sales history be private and confidential.

23

Chapter Three: The Company

3.11 Current Marketing Objective

Long term To further penetrate the frozen yogurt market both in local and global terms To be the leading brand in selling frozen yogurt products to the extent that it will be positioned as one of the heavy brands in the market. To help in transforming Malaysians into more health conscious individuals by incorporating the companys values in to their everyday lifestyles.

Short term To exceed sales expectations and incur a more dynamic growth yearly. To utilize every medium of the mass media in advertising to reach a wider audience that could extend beyond the target audience. To strengthen and enhance the brand identity through effective marketing strategies To build close association with the consumers by discovering their needs and meeting their expectations of the products through effective brand communication To increase brand awareness as well as achieve brand loyalty among customers.

24

Chapter Three: The Company

3.12 Media Expenditure

Since the company is still relatively new of being in business, the brand awareness level is low and this is due to lack of promotional advertising. The media expenditure is focused on small-scale advertising involving print media such as flyers and buntings, as well as promotion and news through their social media such as their official Facebook fanpage. The reason behind this is the fact the capacity of the consumers for Snogurt has not reached the targeted mark. The base of audience needs to grow before the company plan to react on nationwide advertising as it involves a large amount of money. Nationwide advertising would gain very little advantage as people could not get the product anywhere else except the outlets.

25