Marketing Portfolio

Written Plan Template

Connie and Mandy
Yasso

INTRODUCTION:
This document includes all the elements of a new marketing portfolio for Yasso; a frozen greek yogurt
company. We plan to use this new marketing portfolio as a way to improve the company. For example,
more recognition and better sales. We first start with knowing our target audience. To know this, we need
to figure out the marketing mix and target marketing segments. After we know them, we will see a path
for the remake of the company. With the path settled, we need to visualize the imagine of our brand, and
make a brand developing plan. And finally, everything is summed up by a marketing strategy and a
marketing plan that includes multiple marketing campaigns.

Marketing Mix
Yasso Frozen Greek Yogurt
Product

Online, In-store
Place

Promotion Social media, online, print advertisement, word of mouth

$4.99 for a box of 4 bars

Pricing $10 per pint
$60 for box of 8 pints

Target Customer & Market

· Target Market Segmentation
Demographics Geographics
● 16-25, 30-40 ● SF, CA, USA
● Female ● Domestic (Possibly International)
● Mid-class and up ● Urban/suburbs
 Psychographics Buying Patterns
● like sweets ● Protein powder
● wants to be healthy ● Nutrition shakes
● enjoys eating comfort food ● Sweets
● Dessert alternatives
● Vitamins

The target customers are in the age range of 18-35 because during that period, people go through changes
in their life and start to care more about how they look to other people. In that venture, they may begin to
want to exercise and start a healthier life. With that in mind, Yasso is perfect for those people who want to
taste ice cream but hate gaining extra calories.

Brand Development
Brand Mark Brand Slogan

“Frozen treats for burning passions”

“Say Yasso to New Health”

Brand Purpose/Mission Statement Social Impact/Goals

To increase sales by 10% within 3

To satisfy taste buds with sweet healthy months by using effective marketing
treats. campaigns.

Yasso is a brand that targets the psychology of wanting to satisfy oneself while doing the best to
prevent the consequences. The goal is to let people eat healthier ice cream. Amanda and Drew have been
athletes since ages ago. One time they went to a store; they notice that many other foods have healthier
choices or alternatives except for ice cream. So sometime later, they went to a Greek yogurt camp. There
they learned to make Greek yogurt which cause a major change in the ice cream world. They are the first
ones to find a way to freeze yogurt while keeping it from crystallizing. In 2011, they became the first ones
to have a debut of a frozen Greek yogurt company. Yasso strive to let people feel the care that Yasso have
on our customers. Stressing the fact that we all can eat taste with health.
Marketing Strategy

With this marketing plan, we hope to accomplish achieving more sales and an increased recognition in the
brand; using the cause marketing strategy. We want to get our message out there that ice cream doesn’t
have to be unhealthy so that people can eat what they love without any worries about extra additives. We
want to say that even ice cream can have their nutritional value. And spread this new trend of healthier ice
cream far and wide.

Marketing Plan

We will reach our potential customers by using marketing campaign. This includes print,
broadcast media, digital media, and internet marketing. For print marketing, we plan to cover
Muni trains with our advertisement. For broadcast media marketing, we will be doing a TV
commercial. As for digital media, we are going to do a twitter page and start a hashtag. Finally,
internet marketing, we will do a banner ad on some websites. All of these marketing campaigns
will be linked together by the theme of health reflected in sports. Also, all the marketing
campaigns will contain the slogans
Marketing Campaign
● Print Marketing

The print marketing of Yasso will be a train ad. We will cover the whole train will our unique design. The
train line we chose is the K/T line. The reason for this is the fact that it goes the longest distance, and the
places it goes to are places that are very popular among the crowd. Some examples would be Stonestown,
AT&T Park, and the piers.

● Broadcast Media Marketing

The commercial for Yasso will be broadcasted on the ABC network during the time slots of
when The Chew airs. Since people who are watching the show are most likely watching for the
recipes and food, we think it’s a good idea to place an ad for a healthy alternative for ice cream.
This would connect with the viewers and also give them ideas to make a dessert on their own
using Yasso. The advertisement will be aired in the afternoon and when The Chew regularly airs.

https://drive.google.com/file/d/1iLsz5gH9xOJ--5vp7yu3D8hmatTkiMUa/view?usp=sharing
 ● Internet Marketing

A banner ad will be posted on the the websites Safeway and Eatingwell. Safeway is our primary
seller and carrier of our products so anyone going on the website could find it then and there.
Eatingwell is a recipe and diet plan website so we believe that Yasso could be a great addition
for the target audience there.

● Digital Media Marketing

The digital media marketing of Yasso will be on twitter. We will be starting a hashtag “SayYassoTo…”
We hope to start a trend of live storytelling, because Yasso means hello in Greek. Through this Twitter,
we aim to increase our recognition by using the effects of a Domino Effect, leading to massive re-
tweeting. We decided to use twitter because of its popularity and the possibility of making a hashtag.