Comprehensive Marketing Report: Vegan Yogurt Brand Strategy

This report provides a comprehensive analysis of a vegan yogurt brand, focusing on its marketing strategies and market position. It examines the brand's logo, packaging, flavors, price point, product ingredients, slogan, and target customers. The report explores the marketing mix (product, price, place, and promotion), distribution channels, and competitive landscape. It also assesses the brand's strengths and weaknesses, promotional strategies, and overall market conditions. The analysis includes a summary statement and references, providing insights into the brand's performance and potential for growth. The report highlights the brand's use of natural ingredients, its competitive pricing strategy, and its strong presence in various distribution channels, including e-commerce and retail stores. It also considers the brand's challenges, such as limited flavor options and higher price points compared to competitors.

VEGAN YOGURT BRAND
Running Head: VEGAN YOGURT BRAND 0

VEGAN YOGURT BRAND 1
Table of Contents
Summary statement.........................................................................................................................6
References........................................................................................................................................7

VEGAN YOGURT BRAND 2
Brand Kite Hill Artisan Vegan yogurt is made from almond, cashew,
hemp, and soy, and coconut milk to get the perfect consistency
in taste. This product is a convenient snack because it is healthy
and consists of beneficial probiotic bacteria. This product also
contains a high level of protein. This product provides a great
way to consume calcium, fiber, and protein in its customers’
diet1.
Logo The logo of Kite Hill Artisan Vegan yogurt is printed on the
middle of the packet. This product has green and white
packaging. The details of the product and its ingredients are
given on the side and bottom of the packet. The company has
registered logo of this product which is similar to the logo of
Kosher mark. This product does not contain by-products and
harmful products. The details regarding the ingredients of the
product are given on the package due to which customers do not
have to check the list of ingredients on the packet.
Packaging Biedermann of Swiss dairy has established a line of bio-vegan
product and launched in the market. The company has
established its product in the organic market which is
considered as a delicacy and the product also provides a great
alternative to dairy products2.
Flavors This product contains natural flavors which are good for its
customers and they can taste all-natural sources used in the
product. The product did not contain any eggs, seafood, meat or
dairy products however it provides all-natural taste to its
customers. Since there are limited options available for vegan
customers in the market, this product delivers delicious flavors
1 Traegner Angle D K, “Vegan Yogurt Guide,” Browsing Category Vegan Nutrition, Nov 18,
2018, accessed July 26, 2019, https://www.yourdailyvegan.com/vegan-yogurt/
2 miles Lindsay, “Yogurt,” Packaging Of Vegan Yogurt, Dec 29, 2018, accessed July 27, 2019,
https://treadingmyownpath.com/2017/07/13/plastic-free-milk-yoghurt-cheese/

VEGAN YOGURT BRAND 3
while considering the needs of customers. The team of vegan
flavorists works with culinary teams and house of research and
development department to continue to make flavors that
delight the customers. The goal of the organization is to
consistently expand the expectation of its customers. Each
flavor of the organization is made under the exact specification.
This organization provides a great tasting food with flavors like
Allergen Free flavors, Non-GMO, Gluten-free, Kosher, Fruits,
Vegetables, Fusion, Capsicum, Herb & Spice3.
Price point A key competitor of this product is General mills and it is
specialized in manufacturing plant-based cheese and yogurt.
This organization has secured additional funding from a US-
based organization titled 301 Inc. which is a General Mill’s
venture capital firm. This organization has the aim to utilize
funding for expanding the capacity of the factory.
Kite Hill Artisan Vegan Coconut Yogurt kit -
1kg $ 29.70
500g $15
Product ingredients The ingredients in this product include (Natural flavor):
Tapioca, coconut cream (water, coconut extract), probiotic and
pectin, cultures, I. acidophilus, b. lactis, b. bifidum, I.
acidophilus, I. delbrueckii subsp, I. rhamnosus, bulgaricus,
streptococcus thermophilus4.
Slogan A healthy treat for all
Target customers/audience The target market of Kite Hill Artisan Vegan yogurt includes a
demographics of adults between the ages of 21 to 45 as they
have a higher purchasing power of healthy products. This
customer base has discovered the value by putting a sizable
3 Symonds Andrew, “Taste of Vegan Yogurt”, Heart of a Bake, Jan 19, 2016, accessed July 27,
2019, https://heartofabaker.com/vegan-yogurt-taste-test/
4 Scott Petra, “Nutrition Refined,” Yogurt, Oct 12, 2018, accessed July 26, 2019,
https://nutritionrefined.com/vegan-yogurt/

VEGAN YOGURT BRAND 4
portion of their budget for purchasing high-quality healthy food.
This product captures the stomach and heart of today’s young
generation. This is also known as a sensible solution to a
marketing initiative this year. This organization is publishing
advertising for certain products primarily targeted at children
between the ages of 6 to 11 including an advertisement for an
unhealthy snack like Kool-Aid and Oreo cookies5. This gives an
advantage to Kite Hill Artisan Vegan yogurt
Target market/Marketing
conditions
Target market is a group of people that Kite Hill Artisan Vegan
yogurt covers under their marketing strategy. Marketing mix
analysis of Vegan yogurt product analysis covers product, price,
place, and promotion and elaborates marketing strategies.
Conditions of the market are good for Vegan yogurt because it
provides a good quality product as compare to competitors and
it has solid trust in the market by providing good services as
customers have good response6.
Product Vegan yogurt is a leading brand.
This product consists of coconut
milk and it has many flavors.
Price Kite Hill Artisan Vegan yogurt has a
penetrative strategy of price.
Suppliers of this organization are
farmers. This organization has a
competitive pricing strategy and it
has a strong presence in different
geographical regions. The prices of
products rise with the input factor
like fruits, coconut milk, etc.
5 Loo Van J Ellen, “Customer attitudes, knowledge,” Journal of Dairy Science, (2013), page
2118-2129
6Ponting Adam, “Marketing Mix,” Vegan Yogurt, Dec 14, 2019, accessed July 26, 2019,
https://apacker2015.wixsite.com/chobanigreekyogurt/marketingmix

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Place/Distribution/Retail
context
This organization has a wide
presence across the world. This is a
critical part of the business. Vegan is
a big yogurt brand in Australia and
has channels of distribution through
e-commerce, Coles, Woolworths,
Hypermarket/supermarket, specialty
stores, departmental stores, and
online websites.
Promotion/Competition This organization has an effective
strategy for marketing. This
organization has faced stiff
competition from a player like Kite
hill artisan, Daiya's Greek yogurt,
etc. This organization has come up
with many advertising strategies to
gain consumers mind share.
Brand
Strength/Weakness
Strength -
Vegan has organic certified products. The packaging of a
product is made of recycled material. The Vegan product does
not include preservatives. This product has health benefits.
Weakness -
The Vegan yogurt can only use in a specific time and many of
the flavors not liked by customers.
Promotional
Strength/Weakness
Strength - Vegan yogurt is an established brand name it uses
social media for promotional purpose.
Weakness -
Vegan yogurt is an expensive brand as compared to other
alternatives.

VEGAN YOGURT BRAND 6
Summary statement
The market of Kite Hill Artisan Vegan yogurt is expected to continuously run by a combination
of macroeconomic and specific factors in this industry. This product has become the best seller
as compared to half of the yogurt sellers by offering good taste. A key strength of the company is
the use of all naturals’ ingredients and no preservatives. This organization also has a weakness
for not stating information about the allergies which customers might get due to the use of this
product. Flavors of Vegan yogurt has placed the company in the first position to this brand as
compared to competitors. Prices of this brand are high as ethically sourced and quality of the
product is high because ingredients are ethically sourced which improves its quality and provides
a competitive edge to the company.

VEGAN YOGURT BRAND 7
References
K D Angle Traeger, "Vegan Yogurt Guide," Browsing Category Vegan Nutrition, Nov 18, 2018,
accessed July 26, 2018, https://www.yourdailyvegan.com/vegan-yogurt/
Lindsay Miles, “Yogurt,” Packaging of Vegan Yogurt, Dec 29, 2018, accessed July 27, 2019,
https://treadingmyownpath.com/2017/07/13/plastic-free-milk-yoghurt-cheese/
Andrew Symonds, “Taste of Vegan Yogurt”, Heart of a Bake, Jan 19, 2016, accessed July 27,
2019, https://heartofabaker.com/vegan-yogurt-taste-test/
Petra Scott, “Nutrition Refined,” Yogurt, Oct 12, 2018, accessed July 26, 2019,
https://nutritionrefined.com/vegan-yogurt/
Ellen J Van Loo, “Customer attitudes, knowledge,” Journal of Dairy Science, (2013), page 2118-
2129
Adam Ponting, “Marketing Mix,” Vegan Yogurt, Dec 14, 2019, accessed July 26, 2019,
https://apacker2015.wixsite.com/chobanigreekyogurt/marketingmix