Case Study - Yogurt War

Topics: Want, Starbucks, Marketing Pages: 2 (639 words) Published: October 19, 2014
Pinkberry and Red Mango are the two biggest rivals in yogurt marketing. Both of them are very strong because they’ve got many things to offer and customers like it. They try to create the best value for the customers and make them be loyal to the stores because this is the only way how they can be successful for a really long time. That means they have to differ from each other to attract people on something that is unique. Of course, it’s not possible to be different in everything. Both of them offer lots of kind of flavors in their frozen, but the flavors are not the same and that’s why they were able to build such a big competition between each other. According to customers’ needs and wants marketers create a value for them. For example at Pinkberry, customers in the Middle East have options for dates and pistachios while Asian customers can enjoy green-tea flavored yogurt. On the other hand, Red Mango founder Dan Kim claims his product has a creamier taste than that of its chief rival, and the chain has introduced new flavors as well as smoothies, teas and chocolates to help create a distinct brand. It also contains probiotics in its product to aid digestion. Pinkberry welcomes customers in a modern designed stores and visually appealing product that also conveys a sense of play. They want to remind customers of childhood summers. Pinkberry’s tagline “Swirly Goodness” also helps convey brand’s unique combination of creativity, taste and healthfulness while Red Mango tagline “Treat Yourself Well” suggests the yogurt’s nutritional benefits and a sense of indulgence. To add value for international customers, Pinkberry has endorsements from celebrity athletes, musicians and fashion designers. These trendy yogurt shops gained an important friend and supporter: Howard Schultz, CEO of Starbucks. When I visit Pinkberry’s website I can see a lot of pink and green color that makes me feel relaxed while Red Mango’s website seems more aggressive. The colors are changing...
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