Red Mango Campaign by Lauren Pfeiffer

Jigsaw Advertising “We make the pieces fit”

Meet Jigsaw Advertising

Executive Summary

Part 1: Research

Secondary Research

Primary Research

S.W.O.T.

Part 2: Analysis and Recommendations

Target Audience

Brand Positioning and Objectives

Our Plan: We Bleed Burnt Orange

Continuous Flight: Becoming a Longhorn

Flight 1: Longhorn Stampede

Flight 2: Get Your Horns Up

Flight 3: Hook ‘Em Holidays

Flight Schedule

Measurement

Budget Allocation

Future Recommendations

Conclusion

Appendix

Bibliography

TABLE OF CONTENTS

Natalie Babb is a senior advertising major at The University of Texas at Austin and is currently a communications intern for About Continental 29, a publicity Jigsaw Advertising company based in Los Angeles. Jigsaw Advertising is a She has previously interned with Texas Monthly in Austin and studentrun advertising and Emmis Publishing in New York. public relations firm that As a native Austinite, Babb prides itself on capturing each piece of a brand in enjoys everything that goes along with Austin culture, especially order to create a music and fitness. That being comprehensive campaign. said, after graduation she hopes We aim to use our extensive to find work in Austin because knowledge, creativity and she never wants to leave!

experience to inform companies on innovative ways to reach their target market. Red Mangoshould choose to work with Jigsaw Advertising because we truly make the pieces fit.

Katie Stone is a senior advertising major at The University of Texas at Austin and has recently secured a job with Insight Global, Inc. in Austin as a recruiter. She has interned with both Texas Monthly and Texas Parks and Wildlife magazine as well as interning at the Austin Convention and Visitor’s Bureau in the marketing department. Born and raised in Austin, TX, Stone loves to try new restaurants in the area as much as possible.

Sapna Patel

Matthew Orsak

Lauren Pfeiffer

is a graduating senior at The University of Texas at Austin majoring in public relations, and corporate communications with a certificate in business foundations. She currently interns at MakeAWish Central & South Texas and previously interned at The BeHive Austin. In her spare time Patel enjoys traveling , relaxing with friends and hanging out by the lake. Upon graduation, she hopes to be working in event planning or nonprofit PR.

is an advertising major at The University of Texas at Austin with a certificate in business foundations. His work as an advertising intern for Avignon Realty and his accumulated college education has given him a wellrounded perspective of the advertising industry. Orsak enjoys writing, reading and spending time with his family and friends. He is very eager to work for an advertising agency upon graduation, with a preference in account services.

is a public relations major at The University of Texas at Austin. She has previously interned at Austin Woman Magazine, BZ Events and Hahn, Texas Communications. Pfeiffer enjoys entertainment and fashion as well as traveling—last summer she studied abroad in London, England. After graduation in May, she hopes to work at a PR firm focusing on consumer and lifestyle products.

Though Red Mango has set the standard for frozen yogurt internationally, due to the extensive competition in Austin Red Mango’s fun, trendy personality sometimes falls under the radar. Jigsaw Advertising has developed a campaign for Red Mango that revolves around a central concept that seeks to effectively increase Red Mango’s presence in the UT and Austin community. Our campaign “We Bleed Burnt Orange” is deeply rooted in integrating Red Mango with the UT brand in order to capitalize upon the UT student market. The best way to appeal to the longhorn community is for Red Mango to become a longhorn as well. This campaign brings Red Mango to campus in order to prove to students that while Red Mango may be red on the outside, “we bleed burnt orange.” After conducting and analyzing our primary and secondary research, we determined that UT female students, specifically sorority members, are Red Mango’s core target market. Since sororities are tightknit communities with strong influencers, this target market is an effective voice for the Red Mango brand, justifying our goal to build associations with sororities on campus. We will also reach active, healthconscious individuals, specifically our secondary target of UT males through promotions at local gyms, yoga studios, and local marathons. Our research revealed that males are interested in smoothies with health boosts, which is why we believe promoting this item at local gyms will allow Red Mango to expand their audience by appealing to athletic, male students. Red Mango will also form a partnership with Lululemon Athletica, because it is frequently visited by sorority members and it shares the same mission as Red Mango, in terms of promoting a healthy lifestyle. Additional promotions designed to build a stronger association to UT include special deals such as “Tshirt Tuesday” and “12 Days of Red Mango.” Red Mango will be present at many local campus events such as “Gone to Texas,” and will advertise via the Daily Texan, transit, search engine marketing, and social media sites such as Facebook, Twitter, and Foursquare. Red Mango can track the campaign’s effectiveness via Hootsuite, coupon redemption, and followup surveys and focus groups. “We Bleed Burnt Orange” will appeal to both our core and secondary target markets for one simple reason: they have a strong love for UT. We believe that showing Red Mango’s UT spirit will allow us to capitalize simultaneously upon both target markets. We want Red Mango to be the number one yogurt choice for UT students, and the following plansbook will set Red Mango on the path to becoming a longhorn.

EXECUTIVE SUMMARY

PART 1: RESEARCH

Founded by Dan Kim in 2002 in South Korea, Red Mango is now the fastest growing retailer of allnatural frozen yogurt enjoyed around the world. Red Mango’s first store in the United States opened in Los Angeles in July of 2007, and now there are 145 stores across the country. According to the company’s website, Red Mango’s name derived from “the mango, distinctly delicious and high in nutrition, [it] becomes red at its optimal stage of ripeness. This symbolizes their ongoing commitment to provide the healthiest, tastiest and most innovative treats, snacks and meal replacements for their active and healthconscious consumers.” Red Mango is the “pioneer of allnatural frozen yogurt,” and is also known for its fresh fruit smoothies, yogurt parfaits, and probiotic iced teas. Their yogurt contains live and active cultures, which add health benefits, as opposed to other frozen yogurts that have artificial flavors and excessive calories from fat and sugar. Made from allnatural products, Red Mango’s flavor is more tart and creamy than its competitor’s. The stores are stylish, trendy, comfortable, and designed to encourage customers to hang out. Red Mango is perfect for today’s active, healthconscious consumer who wants a treat, but who does not want to undo their whole day. One of Red Mango’s newest locations opened two years ago in the West Campus area of Austin, Texas— a place where many young people and students of The University of Texas reside. Red Mango wants to expand its target market and bring in more young consumers from this area in order to boost sales.

COMPANY HISTORY

Red Mango sets itself apart from the competition with a wide variety of products including frozen yogurt, parfaits, smoothies, “Hot Chocolate Chillers,” and other iced beverage options. Frozen Yogurt The frozen yogurt is allnatural, nonfat, with no artificial ingredients, and contains probiotics to support immune health. The flavors include the Original “sweet and tangy,” Pomegranate, Madagascar Vanilla, and a flavor of the month, such as Raspberry Cheesecake. Red Mango charges their consumers by the ounce. There is a vast assortment of toppings that consist of fresh fruit, organic granola, Fruity Pebbles, Cap’n Crunch, mocha, graham crackers, sliced almonds, Cocoa Pebbles, organic cookies and cream, and Ghirardelli dark chocolate. Fruit & Yogurt Parfaits Their madetoorder fruit parfaits are made up of fresh fruit, organic flax seed granola, and all natural nonfat yogurt. The flavors include Regular, Mixed Berry and Tropical. Smoothies Red Mango has a selection of fruit and yogurt smoothies as well as power smoothies. The fruit and yogurt smoothie flavors include Strawberry Banana Pomegranate by POM Wonderful, Tropical Pineapple, Tropical Mango, Mandarin Mango, Berry Banana, Mixed Berry, Strawberry Banana Peanut Butter, and Banana Peanut Butter. In addition to these options, Red Mango has three choices of Spoonable Smoothies, including Spoonable Strawberry Banana, Mango Banana and Mango Pineapple. The choice of power smoothies consists of Orange Pineapple Energizer, Orange Mango Protein, Protein Power, Revitalizing Energy, and Healthy Bones. These smoothies have two size options: regular or large.

PRODUCT EVALUATION

Iced Beverages Red Mango’s selection of handshaken iced beverages includes Pomegranate Lemonade, Lemonade (made with real honey), Lemon Honey Green Tea, Mango Passion Green Tea, Green Tea (sweetened or unsweetened), or Pomegranate Green Tea. These drinks also come in regular or large sizes. Hot Beverages Artisan Hot Chocolate is offered for colder months and is made with allnatural ingredients and Ghirardelli chocolate. Four flavors are available including Double Chocolate, Raspberry Chocolate Truffle, Irish Chocolate Creme, and Chocolate Amaretto.

PRODUCT EVALUATION

The single Red Mango location in Austin, Texas has a target market that consists of the general Austin population (812,025 people), but more specifically, The University of Texas at Austin students (over 38,420 undergraduate students, 48.7 percent male and 51.3 percent female). Since Red Mango has opened, they have received positive feedback and increasing interest in the products and services offered from consumers. Austin, a city ranked 17th on Healthy Living’s most fit cities in the United States, has a large market for healthy dessert options. A large number of students at The University of Texas are also concerned with leading healthy lifestyles, making frozen yogurt shops popular. Red Mango’s most unique and differentiating quality is their nonfat, all natural and glutenfree frozen yogurt flavors. This makes it a healthier choice compared to companies who use artificial ingredients to produce their frozen yogurt. Red Mango focuses on the college market in order to tap into a healthconscious and physically active population that has money at their disposal. UT college students are more inclined to enjoy Red Mango because it is conveniently within walking distance (1.6 miles) to The University of Texas campus and centered near student living accommodations.

CONSUMER EVALUATION

Red Mango’s healthconscious menu of smoothies, yogurt and parfaits is a big hit among students. Red Mango’s founder, Daniel Kim, states , “The demand for our brand has been very strong, not only from the students but from the operators who want to bring healthier food options to their campuses.” The dynamic of food choices has severely changed in the past few years with more pressure on staying fit and living a long, healthy life. Red Mango products are a perfect sweet treat for this market of health conscious students. According to Red Mango’s store manager, they have noticed that females, especially sorority girls, make up a large majority of their customers. Allowing sororities to hold benefits at Red Mango creates buzz and word ofmouth amongst The University of Texas community. UT houses a total of 25 sororities, with 12 percent of UT’s female population as members. These sorority girls are a potentially strong voice for Red Mango’s upbeat, social and fun brand personality. They have strong social ties to the UT community and are frequent users of social media. Therefore, targeting social and wellknown female groups from UT is one way Red Mango can build brand awareness and increase instore traffic with the broader female market. Though Red Mango has struggled with targeting the male market, interest has been expressed to reach out to the fraternity community on campus. The fraternity community consists of 32 groups, with 9 percent of males on campus being fraternity members. Red Mango has the foundation to successfully tackle this untapped market for a greater presence in the Greek community amongst UT students.

CONSUMER EVALUATION

The popularity of frozen yogurt shops has grown in recent years causing Red Mango to face greater direct and indirect competition. This means that it has become increasingly more difficult for Red Mango to become a popular place for UT students to frequent.

Campus Candy Yogurt Bar is Red Mango’s newest competitor and is located on Guadalupe Street. Since it is newer, not as many students have heard of it, but it should still be considered a competitor as it has the potential to become more popular. Like the other shops located on The Drag, parking is scarce, which is a disadvantage for Campus Candy.

TCBY, or The Country’s Best Yogurt, is the longest standing frozen yogurt shop and therefore poses a threat to Red Mango through their reputation. TCBY also offers the widest variety of flavors, toppings and overall product offers, creating tough competition for other frozen yogurt shops. According to our survey results, TCBY is the favorite yogurt place amongst our target market and therefore, they are Red Mango’s biggest competition.

Swirll is a frozen yogurt shop located on Guadalupe Street, making it one of the easiest frozen yogurt shops to reach from campus, but it does not offer any parking for customers who may be driving. While most reviews of Swirll are positive, many customers are dissatisfied with the limited seating and the quick rate at which their yogurt melts.

DIRECT COMPETITION

The Yogurt Spot is located to the northwest of UT’s campus, beneath The Venue apartment complex. This shop offers 12 unique flavors, 15 toppings and free WiFi. According to online reviews, The Yogurt Spot is well liked by the UT student population, especially for some of its specialty flavors.

Yogurt Planet, located in The Triangle, is a favorite among our target market because of its variety, price, atmosphere and parking availability. However, Yogurt Planet is the furthest from campus, so some students may not be willing to drive that far or even have the ability to get there if they do not own a car.

JuicyTart is located along the hightraffic 24th street, in the upstairs part of the complex which also houses Starbucks and Smoothie King. This complex is close to campus and also offers a small parking lot for customers. JuicyTart is a popular hang out and study spot because of the nice atmosphere, outdoor seating, free WiFi, and karaoke room. Many reviews also commented on the consistently friendly service.

Jamba Juice is a new direct competitor because they now offer frozen yogurt in addition to their traditional smoothies. The shop is located on The Drag on Guadalupe across from campus. Its location is ideal for students who live nearby or are looking for a place to get a snack between classes. There is limited parking on The Drag, so customers driving to get their frozen yogurt might rule out Jamba Juice as an option.

DIRECT COMPETITION

Smoothie King, located below JuicyTart, is a lesser threat to Red Mango because it is not a place where students stop to hang out or study. However, it is a place where students will frequently pick up a drink on their way to and from class. This will compete with Red Mango’s customers who are looking for a cold refreshment on hot Austin days.

Amy’s Ice Cream is an Austin original located on Guadalupe and 35th Street. It is beloved by local Austinites and is also a place that students from outof town will want to visit. Amy’s is known for their fun and unique flavors of ice cream, as well as their large selection of “crushins.” Though there is a fair amount of parking, Amy’s is not within walking distance from campus.

The Starbucks on 24th Street and San Antonio is a very popular place for students to study, hang out with friends or grab a cup of coffee on their way to campus. As with all other Starbucks, it will indirectly compete with Red Mango. In addition to the popularity of Starbucks with college students, this particular location is loved for its free WiFi, large deck and comfy couches.

The last group of indirect competitors is convenience stores located around the campus area. These include the 7Eleven on Guadalupe, Waga Bag on 24th Street, and West Campus Market on 22nd Street. If a student is looking for a quick healthy snack, these stores offer options that could be an alternative to a Red Mango frozen yogurt or smoothie.

INDIRECT COMPETITION

National Recently, the most notable market trend is people wanting to have more fit lifestyles by eating healthier foods and by increasing their amount of exercise or physical activity. As a result, the frozen yogurt industry has boomed lately to meet the demand for healthier dessert alternatives. Even though frozen yogurt sales fell 15 percent in 2010 according to market research firm NPD, intake that year averaged more than 4 pounds per person. Sales in 2011 rose 8 percent from the previous year, with 121 million servings of frozen yogurt ordered at foodservice outlets for the year, ending June 2011. Being a fairly new product on the market, the challenge will be to keep the healthconscious consumer buzz going. Despite the recent economic downturn, Red Mango is the fastestgrowing retailer of allnatural probiotic frozen yogurt and fresh fruit smoothies. Furthermore, as the nation continues to rise out of the recession, there is a sense of renewed optimism within consumers. Consumers are more confident in their purchasing decisions than ever before. Companies are being creative and innovative in order to gain loyalty from these consumers. Red Mango needs to find inventive ways to attract new consumers and stay on top of the heavily competitive frozenyogurt market in Austin.

Local The Red Mango location in Austin, Texas is on Rio Grande Street, which is in the heart of The University of Texas at Austin’s West Campus area. This location mainly attracts local college students who attend UT and who live in its surrounding areas. The college campus also offers a new, dynamic market each fall, when approximately 8,000 students enter UT as freshmen and become potential customers for Red Mango. In addition, because Austin is in the southern part of the United States, it experiences many months of warm weather which makes cool refreshments such as frozen yogurt appealing to consumers. However, the difficulty with being located around the UT campus is that this area is already saturated with a wide variety of frozen yogurt shops. Because of this, Red Mango will have to gain popularity and preference with the target market to effectively compete with these other retailers.

MARKET ENVIRONMENT EVALUATION

For the survey Jigsaw conducted, some of the main aspects we were attempting to measure were the behavioral patterns of college students, which qualities these students most value from yogurt products and stores and how Red Mango compared to their competitors in terms of awareness and frequency of sales. Respondents  131 participants  70 percent are UT students  Approximately 70 percent female and 30 percent male  92 percent of respondents who are UT students are involved in an organization  42 percent members of a sorority or fraternity  83 percent work out at the gym at least 2 to 3 times a month, while only 7 percent never work out  92 percent enjoy eating frozen yogurt, however only 47 percent have been to Red Mango This is useful information as it suggests that targeting social organizations, fraternities and sororities could be a valuable way to reach a large number of students. Also a large number of participants are physically active, which means that this audience could be reached at fitnessrelated events or in gyms. Also the overwhelming majority chose taste as the most important factor influencing their choice in yogurt shop, while location from home, price and variety followed. Respondents chose taste as their favorite quality about Red Mango, followed by healthy ingredients and variety of flavors.

How often do you go to Red Mango? 100 80 60 40 20 0 Never

Less Once a 23 Once a 23 Daily than Month Times a Week Times a Once a Month Week Month

How often to you go to the gym to work out? 60 50 40 30 20 10 0 Never

Less Once a 23 Once a 23 Daily than Month Times a Week Times a Once a Month Week Month

ONLINE SURVEY FINDINGS

Social media In terms of awareness, Red Mango’s social media page views were significantly low, with 14 percent of respondents saying they have been to Red Mango’s Facebook page and only 2 percent of respondents saying they have been to their Twitter page. This suggests a need for improvement in Red Mango’s social media websites, as well as a need for greater awareness that will draw consumers to these sites. We also found that social media is a good medium to use in order to entice consumers to visit the store.

Have you ever visited Red Mango's Facebook page?

Would you be more likely to visit Red Mango if they offered special promotions on thier social media sites?

Have you visited Red Mango's Twitter page?

Yes 14%

No 86%

Yes 2%

No 28% Yes 72%

ONLINE SURVEY FINDINGS

No 98%

Which are your 3 favorite frozen yogurt shops? 80 70 60 50 40 30 20 10 0

What are the top 3 factors that are most important to you when choosing a frozen yogurt shop? 150 100 50 0

Competition Among the respondents, the instore traffic was also quite low, with 53 percent stating they have never been to Red Mango and 32 percent saying they go to Red Mango less than once a month. Among Red Mango’s competitors, TCBY and Swirll ranked above Red Mango in terms of awareness, with TCBY showing the highest level of awareness. TCBY also scored the highest rating when respondents were asked to choose their favorite shops. This presents a need for possible further research to determine why TCBY has a stronger audience than Red Mango. Overall, the survey results show that the main issue facing Red Mango lies in awareness and marketplace presence. Red Mango has many of the qualities that consumers enjoy from yogurt stores, but had relatively low numbers in terms of awareness and frequency of visits from the respondents. Therefore, future research and strategies should focus on how awareness and presence can be built and maintained for Red Mango.

ONLINE SURVEY FINDINGS

Method and Sample Jigsaw held two focus groups during our research process. Both sessions were conducted in study rooms in the PerryCastañeda Library on March 78, 2012. The quiet environment of the PCL allowed participants to fully focus on the conversation at hand. All of the participants in these studies were between the ages of 18 and 24. The first group was all male, with a total of eight participants. The second focus group was all female and had seven members. Our team provided complimentary pizza, soda, and candy at each session for focus group participants. There were also Red Mango samples handed out for feedback on taste and texture. The questions prepared for each focus group differed based on gender. These questions were not concrete, but served rather as general guidelines for discussion. The purpose of conducting these focus groups was to discover how to increase instore traffic and time spent in Red Mango by determining: 1) Student’s perceptions on frozen yogurt shops, specifically Red Mango 2) Why they go to frozen yogurt shops 3) Why they do not go to frozen yogurt shops

FOCUS GROUP FINDINGS

FOCUS GROUP #1 (ALL MALE) Key Insights  Male students do not particularly like frozen yogurt, simply because it is seen as a “feminine” dessert  The location does not have adequate parking  It is sandwiched between other stores and fails to stand out  Male college students liked the quality and consistency but did not like the flavors or toppings of Red Mango  In general, males are not aware of Red Mango If they were more aware of Red Mango’s smoothie and boost offerings, male college students would be willing to try these products

Why it Matters The male focus group enjoyed the Red Mango frozen yogurt sample in terms of its consistency and quality; however males are still generally unaware of this brand. While there were two males who had tried Red Mango before, they remained uninterested in frozen yogurt in general. Meaning even if Red Mango did have good brand recognition with college males, they still would not care to frequent the store to purchase yogurt. While female college students are particularly more healthconscious in terms of calorie and fat content, male college students seemed less interested in these aspects and more interested in supplemental offerings such as protein boosts. Everyone in the male focus group unanimously agreed that if they were to purchase frozen yogurt, they would only go there for about five to ten minutes, just long enough to get the treat and go. This is interesting because it is not viewed as an opportunity for socializing with their friends. Furthermore, they agreed that most of their friends would not be interested in going together, that it would only be a male and female, or male and a number of female friends. Overall, the key insights that were maintained throughout this focus group were that males are simply uninterested in frozen yogurt because their friends do not socialize there, they are healthconscious (but in a different way than females), and that they would not spend long amounts of time at these types of shops. From this, we believe that a possible method in which to target males would be to focus on promoting Red Mango’s smoothies to this audience, which offer the health boosts that they value.

FOCUS GROUP FINDINGS

FOCUS GROUP #2 (ALL FEMALE) Key insights  Above all, quality and taste override price and location  The majority of this group said that they and their female friends are health conscious (calorie count, fat content, nutritional and natural ingredients)  They are willing to travel further to a specific frozen yogurt shop if it has a superior taste and smooth, rich consistency  They enjoy Red Mango for its fun, bright, and clean atmosphere  It is great for studying, but it is mainly used for socializing for female college students.  Red Mango has a “feminine” atmosphere in general  Price is still important to female focus group participants  Overall, TCBY is the most prominent competitor according to our female focus group due to its quality and established brand name

Why it Matters The female focus group provided a lot of insight as to what makes female college students go to Red Mango versus another competitor. The overriding reason was quality, specifically taste, product consistency (smooth, thick, and creamy), and overall appearance. In fact, they would travel farther to a frozen yogurt shop if they were guaranteed a quality product. If quality was not a main priority at the moment because they were in a hurry, price was the next determining factor. They all unanimously agreed that they enjoy going to frozen yogurt shops with their friends to socialize and catch up for about 30 to 45 minutes. However, they also agreed that they prefer certain frozen yogurt shops because they have theme nights such as karaoke nights, which provides a fun activity in addition to enjoying a healthy dessert. Participants also agreed that it makes them spend a longer amount of time there. The location was the biggest weakness in the eyes of the female participants because of a lack of parking, presence of heavy construction and noise, and is a farther walk from campus. Overall, it is important to understand that female college students go to a particular frozen yogurt shop primarily for the quality (taste, smoothness, thickness, and richness) of product.

FOCUS GROUP FINDINGS

Strengths  Products attractive to healthconscious consumer who maintains an active lifestyle  Products made from fresh, allnatural ingredients  Wide variety of products including fresh fruit smoothies, allnatural frozen yogurt, parfaits, iced beverages, and allnatural hot chocolate  Ingredients contain probiotics promoting a healthy immune system  Kosher and glutenfree options available  Smoothies with “boosts” to improve energy, immune system and bone health  Club Mango, Red Mango’s exclusive loyalty program, provides opportunities to reward loyal customers  Variety of toppings  Store design and brand image is attractive and “fun”        

Weaknesses Low awareness of Red Mango Healthy ingredients compromise the taste of yogurt Quality of yogurt: inconsistency in creaminess Extensive variety of unhealthy toppings not offered More expensive than competitors No place to park, have to pay at a nearby parking lot Construction is loud and makes accessibility difficult Located on a street with low foot traffic Frozen yogurt is primarily seen as a “girly” product which deters males from making purchases  Widely unknown that Red Mango is healthier than other frozen yogurt shops  “Boost” options built into smoothie flavors; customers cannot choose to add “boosts” to smoothie of choice  Social media is not being used to attract potential customers and engage current customers         

Reach out to Greek organizations  Hardin House, where primarily Greek women live, is located conveniently near Red Mango  Reach out to other organizations around campus outside Greek community Provide philanthropy opportunities to attract business and recognition  Located around large university means ability to reach a large target market  Large number of healthconscious young people Hot Austin summers create higher demand for cold  refreshments (largely with pedestrians) New shop space available inside Darryl Royal Texas Memorial Stadium provides convenience for students, faculty and visitors

Opportunities

Many “froyo” shops creating fierce competition around campus area Close to many smoothie specialty shops, which threatens the chance that people will come to Red Mango for a smoothie or other products other than frozen yogurt TCBY is seen as leading competitor due to favorable taste The unstable economy and the decrease in Austin’s spending ability Other snack options might be more appealing or accessible because frozen yogurt is seen as a more expensive snack option

Threats

PART 2: ANALYSIS & RECOMMENDATIONS

Primary Abby Brown is a 21yearold junior at The University of Texas at Austin. She is majoring in corporate communications and is the philanthropy chair for the Tri Delta sorority on campus. She lives in West Campus at the Quarters on Nueces with three of her sorority sisters. She enjoys grocery shopping at Whole Foods Market and tries to eat organic as often as possible. Abby works out 2 to 3 times a week at Gregory Gym, enjoys going to Barton Springs with her sorority sisters and also enjoys taking her dog Cocoa to Zilker Park. Twice a week she often stops by Jamba Juice after class for a refreshing and healthy snack. In the evening, she can be found at concerts at Stubb’s Barbeque or downtown with her friends.

Secondary Michael Simpson is an 18yearold freshman studying business at The University of Texas at Austin. He lives in Jester and has recently been invited as a new member of Texas Wranglers, a spirit organization on campus. He works out at RecSports and practices on an intramural football team 3 to 4 times a week. Though he usually eats at Jester City Limits, he tries to pick healthy options. He enjoys going to Smoothie King and usually orders the Gladiator with a protein boost. He has never been to a frozen yogurt store because he believes that they are “girly.”

TARGET MARKET

Brand Positioning Jigsaw Advertising strives to place Red Mango as a fun, active, trendy, hip, energetic, and innovative brand that is deeply involved with The University of Texas at Austin in both culture and spirit.

Objectives To associate Red Mango’s image with the UT brand within the sixmonth campaign

To build a better presence among the UT sorority community by December 2012

To increase overall involvement in UT organizations by having a presence at three to four events and other healthrelated activities over the course of a 6month period

4. To improve social media outlets in order to increase the number of Red Mango Austin’s Facebook “likes” from 6,714 to 7,250 and the number of Twitter followers from 135 to 500 by December 2012 5.

To increase brand awareness from 75 percent to 85 percent of the target market by the end of the year

To increase instore brand trial from 47 percent to 65 percent of the target market by December 2012

To increase awareness of Red Mango’s smoothies from 46 percent to 65 percent and iced beverages from 12 percent to 25 percent within the campaign period

To market Red Mango to its target market as a trendy, innovative, healthy frozen yogurt brand in order to distinguish itself against its competitors. Essentially, we want Red Mango to be the “Apple” of frozen yogurt shops

BRAND POSITIONING & OBJECTIVES

We Bleed Burnt Orange

We want to integrate Red Mango with the UT brand in order to build a stronger connection with our target market of UT students. Our campaign will cement Red Mango’s Texas spirit and display loyalty to the UT community. In order to carry out this message, our plan will be divided into 3 flights, with each one centered on reaching out to UT students in new and unique ways.

Continuous Flight: Becoming a Longhorn Goal: To focus largely on social media and nontraditional

Flight 1: Longhorn Stampede Goal: To reach out to new students and build early

Flight 2: Get Your Horns Up Goal: To build associations to fitness, UT athletics and

methods that will constantly keep Red Mango’s presence alive

customer loyalty

sorority groups

Flight 3: Hook ‘Em Holidays

Goal: To conclude the flight by offering holidaythemed promotions that will seek to attract female UT students

WE BLEED BURNT ORANGE

Continuous Flight The continuous flight will focus on promoting the overall efforts of Red Mango while increasing its connection to the UT brand. This will blend nontraditional and traditional promotions to effectively reach both our primary and secondary target markets. The goal is to continually promote Red Mango’s brand name, which will move consumers from increased awareness and recognition to eventual brand preference over Red Mango’s competitors. By always maintaining a presence, primarily online, Red Mango will be stay in the forefront of consumers’ minds.