Pol Yo
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PolYo
PolYo
Online PresentationMade byChan Hei Tung Melody 11091496DChui Chi Hung Ada 111093448DSiu Ching Ting Emma 11084627DTam Mei Yan Yankie 11298543D
Introduction
PolYo has the objectives
- To encourage and provide a healthy eating habit in PolyU campus-To provide yogurt product
in a relatively reasonable price in PolyU-To provide a relaxing,
comfortable environment for students and staff -To create a sense of
belongings between customers and staff by hiring PolyU students
-To achieve 10% profit at the end of financial period (ie.12 months)
Exte
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Envir
onm
entDemographic
Analysis focusing on PolyuPopulation size and density29,193 students 3,554 staff
Ethnic:26,087 are Hong Kong locals3,906 come from Mainland Macau and Taiwan241 of them are international Age:Average age of full-time students is 22Average age of part-time students is 31Gender:Gender ratio of full-time students is 0.9 male to 1 female Gender ration of part-time students is 1.3 male to 1 female
Opportunities: Over 176 programmes Located close to the high density of
office premises gain a high customer flow
The main consumers of yogurt product children to young adults
Students love to buy snacks and afternoon tea during breaks of lessonsThreats:
Full-time under-graduate students’ income mainly come from pocket money from parents
May not able to afford relatively expensive frozen yogurt
Our product will set a generally acceptable price in order to generate repeating customers
Exte
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vir
on
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tEconomical Analysis
1.Hong Kong is facing imported inflation
2.Depreciation of US dollars 3. Overall consumer prices increase 6.1 %Threats:
Imported inflation → the consumer’s purchasing power ↓
Continuous increasing in consumer price consequently → production cost ↑ →profit↓
Political Analysis
2. Implementation of the minimum wage law
Exte
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1. A set of safety standards and food hygiene code
Threats: Application of licenses are complicated Cost on safety storage of food is high The status can be withdrawn and delisted
once we fail to meet requirements
Exte
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t Social Cultural Analysis
1. Health beliefs and appearance concerns affect eating habits2. Purchase low fat, low carbohydrate and low calories food3. Product life cycle is short which usually lasts for 3-4 years Opportunity: Yogurt is rich in proteins, calcium
and potassium act as a substitute to ice-cream as
desert or light snack Threats: Keen competition Trend will fade quickly
Exte
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t Technological Analysis
1. Point of sales systems is popular in the selling process
2. Advancement of food processing offer more variety of products to customers
Opportunity:• making yogurt drinks and cake with
different flavors• creating new product providing
greater variety of choice to customers
Threat:• bacteria growth --coliform bacteria• caused by improper maintenance and
unclean machine
Exte
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on
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tNatural Analysis
1. Greenhouse effect temperature↑2. Summer -longer , Winter- shorterOpportunity:
↑ people cold dessert or drinks
Threats: Winter time still exists low season time
for our business Using paper or disposable plastic– environmental unfriendly
Exte
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t Suppliers Analysis
Machines used for making yogurt and the ingredients are easy to be found
• Opportunity:• directly order from the manufacturer in China • the retail shop in Hong Kong• the bargaining power of the suppliers
decreases• price of machine and ingredients can be
lower• Threats:• food safety problem in mainland China• Seasonal supply of fresh fruits frustrated
purchasing cost
Exte
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on
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t Competitors Analysis
Product form competition:
Holy Cow
Tutti Frutti
Exte
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on
men
t Competitors Analysis
Product food category:
Caffé HABITU
LibCafe
Lawn Café
Exte
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t Competitors Analysis
General competitor:
Segmentation
We choose demographic Approach: • Age• life cycle• family size• Gender• Income• Occupation• Education• religion• race• nationality
Targeting
Our target customers profile
Age: 18-30Life cycle: adult, single or marriedIncome: $3000 or aboveOccupation: students and teacherEducation: college or above
Positioning
Physical: • Unique get their
own choice• Personnel well-
trained staff from PolyU students and familiar faces
• Image cheap price , healthy dessert and environmentally friendly
Expensive
Less expensive
Extensive Service
Minimum ServicePol
Yo
Theatre Lounge
南北小廚
LibCafe
Holly Cow
Super-sandwich
Tutti Frutti
Canteens
4 Ps
ProductsFrozen
Yogurt4 flavors :
Toppings:
4 Ps
ProductsOthersDrinks: • Fruit juice• Smoothies• Coffee• Milk Tea• Lemon TeaDesserts:• Pancake (with 3 toppings and 100g yogurt)
• Waffle (with 3 toppings and 100g yogurt)
4 Ps
PriceCost-based pricing• Common approach in the
restaurant industry• Set markup to around 2.5 times of
food cost for most of productsProduct pricing strategies1) Product-bundle pricing
+ = reduce price
2) Discount pricing in winter
3) Segment pricing---- Polyu students can enjoy 10% discount
4 Ps
Place
•Direct distribution•Easier for us to control the number of products•Minimize the risk of dairy products turning deteriorate during the distribution•More interaction with customers
Location: Located near the Lawn Café Specious allow us to place some outdoor seats Indoor area inside is about 250 sqft with 20 seats Quiet , comfortable environment With the help of Lawn Café (located at the lawn) is
popularity↑ flowing population passing through the lawn
4 Ps
Place
4 Ps
Promotion
Promotional tools:AdvertisingSales promotionDirect marketing
Strategies:1. E-mail and school newsletters 2. Workshops3. Banners, flyers, the free-trail service , in-class promotion4. Winter programme / Festival decoration5. Official website and setup a Facebook Page
Mile
ston
es
Bu
dg
et
Pla
nSales Forecast
9 10 11 12 1 2 3 4 5 6 7 80
50000
100000
150000
200000
250000
300000Sales forecast for the year ended 31st Aug, 2013
Month
Sale
s re
venu
e($)
0
500000
1000000
1500000
2000000
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