KON DAIRY PRODUCTS Cindy Pena | IS1 | spring 2021
KON YOGURT AT A GLANCE Local dairy farm. Located near the city (1 hour 15 min) Artisan yogurts made with 100% natural ingredients and without any preservatives or artificial flavors 3 available sizes (8, 16, 32 oz) and 4 flavors: Natural flavor, Sweetened Natural Flavor, Pineapple, Strawberry Young owners, Startup Current distribution: 3 supermarkets, 1 minimarket & 1 pharmacy
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COMPETITIVE MARKET Local big industrialized dairy companies International brands White label products
Direct competitors White label artisan yogurt brands of the national big supermarkets
DESIGN CHALLENGE How to put yogurt in the consumer's mind?
The global yogurt market is projected to grow with a CAGR of 4.5% (2020-2025)
How is the market?
Regular yogurt is a popular category, owing to its low price and widespread availability The high prevalence of digestive disorders drives the demand, for probiotic foods, across various consumer groups, globally. Yogurt is the most preferred among the probiotic food
Consumer behavior According to a recent survey, approximately, 45% of consumers picked breakfast as the time of day they usually consume regular yogurt product Drinking yogurt is able to ideally meet consumer's three key product demands: health, mobility, and convenience. As a practical alternative to yogurt cups and spoons, making it an ideal snack for people on-the-go, a replacement breakfast, or a healthy in-between meal snack Yogurt is also consumed as dessert
Product SWOT STRENGTHS Artisan product 100% natural Not a lot of products like this on the market Own production Do not pay significant costs for refrigeration, since they distribute the batches of the product as soon as they are ready each day.
OPPORTUNITIES More people health-conscious Growth of the market New minimarkets and special "healthy" markets & stores Fitness trend People going back to the office (more on the go demand) More awareness to support local after covid
WEAKNESSES The product expires in 45 days Most artisanal processors do not have modern pasteurization and homogenization equipment Low market entry Low budget A lot of big competitors in the industry
THREATS More supermarkets creating their own artisan yogurt line Big milk competitor can entry to the market
Gaby Manager assistant, 24, (DN). Gaby drinks yogurt 2 times a week, more often as a snack during the day, she normally gets them in the supermarket. She is getting more conscious about healthy food and is looking to eat more organic (Low sugar, natural flavor, etc). Also, she loves everything that is handmade or made in her country. She is normally busy and outside, so she likes to drink yogurt on the go, or quick in the afternoon, or as a breakfast
Journey Gaby is looking for new healthy options for her diet on social media & the web
She is going to the supermarket to do her weekly groceries
She goes to the dairy section and start seeing all the yogurts looking for her normal brand
She sees a new brand that is artisain
She pays attention to the fruits and flavor
She starts drinking the yogurt on the go, she likes to feel the fruit pieces
Opportunities Educational campaigns on social media Healthy influencers Local Influencers Partnership with young healthy brands
Add the product to the list Presence near the dairy and daily products Appeal with local products
Highlight the products Near local products or near to-go yogurts Bring attention to the brand and their attributes
Highlight the importance of being local (Vendors & End User)
Highlight the importance of being local (Vendors & End User)
Emphasis on the fruits
Strategy Scope
Awareness
In store experience
Product development/ Experience
Influencers kit & recipes: Awareness
-Health & Fitness:
@vitahealthyandfit
Work in partnership with trendy & healthy restaurants to create seasonal smoothies and plates with Konyogurt
@veravicioso
-Cooking:
@loquemeconto miabuela
@lvvainadeflaca
@cookingwithcriss
-Local travel:
@alejateconale
@misviajesmidestino @mochilerapor elmundo
-Food & drinks:
@bocao
@tasteit
Seasonal partnership:
@lugarena
In store experience Local minimarkets visibility
Sampling as dessert in partnership restaurants
Fresas Arimaya DR
Product development/ Experience
Product development/ Experience
KonLacteos Store & Cafe inside the main house. Outside seating (Picnic and Instagram photo spots) Kiosks (Icecramsmoothies & Fruits). Milking center. Just open certain days with reservations on a website.
Use local talent & students
Thank you!