Marketing Mix Analysis Report: TCBY Frozen Yogurt Products

This report provides a detailed marketing mix analysis of TCBY (The Country's Best Yogurt), an American frozen yogurt company. It examines the company's product strategy, including product classification, life cycle stage, branding, and differentiation from competitors. The pricing strategy, specifically the penetration pricing, and its impact on market expansion are discussed. The report also explores the promotion strategies, such as social media and email marketing, employed by TCBY. Finally, it offers recommendations for further marketing initiatives, including sponsorships and potential mergers for expansion. The analysis highlights the key elements of TCBY's marketing approach and provides insights into its competitive positioning in the frozen yogurt market.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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1. Introduction
The concerned organization, TCBY (The Country's Best Yogurt), is an American company, which
specializes in manufacturing frozen yogurt. The concerned organization was established in the year 1984
and developed a range of yoghurt- based products in accordance to the demand faced by the same
(Tcby.com., 2019). The concerned organization developed diverse range of yoghurt –based products like
soft serve frozen yogurt, hard pack frozen yogurt and ice cream. The development of the marketing 4 P’s
(product, price, place and promotion) will assist in identifying the measures that are undertaken by the
organization in order to promote the product offerings in the respective markets (Resnick et al., 2016).
2. Product Strategy
The concerned organization aimed at producing yoghurt, which is one of the most demanded
convenience goods and is widely available in the different market segments. The wider availability of the
product has helped the organization in targeting huge amount of customers (Londhe, 2014). The
introduction of the product in the market is dependent on the assessment of the needs of the customers.
Introducing the product is the first step of the product life cycle. On the other hand, the maturity and growth
stage of the product depended on the wider availability of the product in the market. The concerned
organization developed a diverse range of yoghurt products, which has helped the same in adhering to the
demands of diverse customers.
The organization undertook the individual branding strategy, which helped the same in developing
products with their individual recognition. The products of the organization acted as a brand image for the
business (Yadav et al., 2015). On the other hand, the uniqueness of the yoghurt-based products has helped
the concerned organization in enhancing the rate of brand equity through the perception of “The Country's
Best Yogurt” (Tcby.com., 2019). Therefore, it helped in enhancing the brand equity of the same while
operating in diverse market segments. The competitive edge of the organization is based on the uniqueness
and diversity of the product offerings. It has helped the concerned organization in maintaining the
sustainability of the same while competing with players like Baskin Robbins, Pinkberry and Carvel (Gad &
Mohamad, 2014).

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3. Pricing Strategy:
The concerned organization utilized the penetration pricing strategy, which helped the same in
attracting the attention of huge amount of customers. The product that is being considered is soft serve
frozen yogurt. The concerned business quoted $ 34.57 for 5.3 ounce, which will serve eight individuals
(Tcby.com., 2019). The price is considerably lower than the existing market players, which helped in
attracting the attention of diverse segments. The enhancement in the scope of the business is based on the
effectiveness of the pricing strategy based on the assessment of the needs of the customers. Brenes,
Montoya and Ciravegna (2014) stated that the penetration pricing helps an organization in undertaking
market expansions while providing a competitive edge to the business. Therefore, the pricing strategy
helped the organization in communicating the value of providing enhanced quality yoghurts in a
considerably lower price.
4. Promotion Strategy
The concerned organization utilize different social media platforms like Facebook and Twitter in
order to make the target group of customers aware of the product offerings and the new product launches
through active feeds on their official pages (Tcby.com., 2019). Social media integration of the business
helped the same in maintaining the efficiency of the operations while communicating the product
deliverables, the associated price and the places where the product is available. It has helped the concerned
organization in making the customers aware of the different modifications that are undertaken by the
business. On the other hand, the concerned organization also utilized e-mail marketing in order to
communicate their offerings with the target customer groups (Tcby.com., 2019). The e-mail marketing has
helped the concerned organization in sending personalized mails to the customers while assessing feedbacks
on the level of satisfaction that is achieved by the same through the utilization of the products. Therefore,
the different promotional strategies that are undertaken by the concerned organization have helped the same
in attracting the attention of the customers towards the product offerings.
5. Conclusion and Recommendation:
5.1 Conclusion

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Therefore, from the above analysis it might be stated that the concerned organization has taken
several steps to support the marketing initiatives. However, there are different activities that might be
undertaken by the concerned organization for enhancing the growth and expansion of the business.
5.2 Recommendations
Sponsorships in different public events and contests- The concerned organization might sponsor
different public events and contests for promoting their products through giveaways. The public events will
help the organization in gaining the attention of huge number of target audience and provide a platform for
providing free samples and giveaways to the customers. It will help the business in persuading the
customers to make a buy of the product offerings.
Develop mergers with different foreign companies for expansion- The concerned organization might
undertake mergers with different foreign companies in order to expand their venture in the different foreign
markets.

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References
Brenes, E. R., Montoya, D., & Ciravegna, L. (2014). Differentiation strategies in emerging markets: The
case of Latin American agribusinesses. Journal of Business Research, 67(5), 847-855.
Gad, A. S., & Mohamad, S. H. (2014). Effect of hydrocolloid type on physiochemical properties of nonfat
drinkable yogurt fermented with ropy and non-ropy yogurt cultures. Comunicata Scientiae, 5(3),
318-325.
Londhe, B. R. (2014). Marketing mix for next generation marketing. Procedia Economics and Finance, 11,
335-340.
Resnick, S. M., Cheng, R., Simpson, M., & Lourenço, F. (2016). Marketing in SMEs: a “4Ps” self-branding
model. International Journal of Entrepreneurial Behavior & Research, 22(1), 155-174.
Tcby.com. (2019). Check out my swirl-tastic masterpiece! Visit the new tcby.com to create your cup!.
Retrieved from https://www.tcby.com/
Yadav, A., Jaiswal, P., Jaiswal, M., Kumar, N., Sharma, R., Raghuwanshi, S., ... & Bisen, P. S. (2015).
Concise review: Importance of probiotics yogurt for human health improvement. IOSR Journal of
Environmental Science, Toxicology and Food Technology, 9, 25-30.