Skyr

1. What is your product and what is the consumer problem that your produce will solve? In other words, why does someone need it?
Siggi’s skyr is a thick and tangy, protein-rich, fermented skimmed milk product originally from Iceland. In the US, it is sold and eaten as a strained yogurt but in actuality, is a fresh, soft, acid-set cheese. Prior to the introduction of Greek yogurt and Skyr into the US, the yogurt market was saturated with sugar-laden, artificially-filled yogurts that no longer really tasted like yogurt. Consumers needed a natural and healthy alternative. When Siggi’s skyr entered the market officially in 2006, it provided consumers with the answer to their yogurt needs. Skyr stands out from the rest of the pack because it’s
The SkyrBus will bring skyr directly to consumers who have never tried it before (Chobani – the Greek yogurt king, if you will – has been very successful with this type of promotion using its CHOmobile). Rather than the customers going to get skyr themselves, the Skyrbus will bring the skyr to the consumers. Another promotion could be a new flavor contest (like the FritoLay Lay’s Do Us a Flavor Contest), where people suggest a new yogurt flavor to join the Siggi’s family. People can vote and the person with the winning flavor gets a tour of the office and yogurt productions facility, and of course free yogurt in their winning flavor for a year. These kinds of contests create buzz for the company and if people hear about it, may want to see or “taste” what it’s all about. Whole Foods was the first national supermarket to stock Siggi’s skyr. Another potential promotion would be to have Whole Foods coupons for Siggi’s skyr (Whole Foods has coupons for Oikos Greek Yogurt all the time!) and maybe free samples tastings at Whole Foods will persuade people try the yogurt. More importantly, the demographic that shops at Whole Foods are the people who would buy Siggi’s skyr – the health conscious, upper-middle class
What will be the message that runs through all of your communications and tell me why you selected this?
The communications message will be “Siggi’s skyr: a simple, no-frills yogurt. The way yogurt should be.” Siggi’s unique taste, high quality, natural ingredients, and healthy, low-sugar, fat-free, protein-rich attributes are the major selling points. Therefore, a message that emphasizes its simplicity (which is also reflected in the no-fuss white packaging container), tells the consumer that Siggi’s skyr is natural and real, unlike the fake sugary yogurts that cover the yogurt shelves. 6. How will you move a prospective customer through the phases listed in the graphic on page 11 of the HBS reading (If your product is not new you would skip steps 1 and 2, and possibly even step 3)? If you skip any of the 7 steps, tell me