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  • Branding Strategy Studies - Assignment 1 - Group 25 - Snog

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    Rob Baines is the founder and owner of SNOG, a frozen yogurt company based in London. He conducted research on 23 different food companies in the UK and interviewed consumers to understand what they wanted in a healthy snack. SNOG aims to offer a healthier snack option through its yogurt while maintaining a creative and fun brand image focused on community. Recommendations for SNOG include expanding into Europe, focusing on male customers, providing hot snacks in winter, and increasing co-creation with consumers through one-on-one advertising and marketing efforts.

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    Rob Baines is the founder and owner of SNOG, a frozen yogurt company based in London. He conducted research on 23 different food companies in the UK and interviewed consumers to understand what they wanted in a healthy snack. SNOG aims to offer a healthier snack option through its yogurt while maintaining a creative and fun brand image focused on community. Recommendations for SNOG include expanding into Europe, focusing on male customers, providing hot snacks in winter, and increasing co-creation with consumers through one-on-one advertising and marketing efforts.

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    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF, TXT or read online from Scribd
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    123 views7 pages

    Branding Strategy Studies - Assignment 1 - Group 25 - Snog

    Uploaded by

    Floor Veldhuis
    Rob Baines is the founder and owner of SNOG, a frozen yogurt company based in London. He conducted research on 23 different food companies in the UK and interviewed consumers to understand what they wanted in a healthy snack. SNOG aims to offer a healthier snack option through its yogurt while maintaining a creative and fun brand image focused on community. Recommendations for SNOG include expanding into Europe, focusing on male customers, providing hot snacks in winter, and increasing co-creation with consumers through one-on-one advertising and marketing efforts.

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    Attribution Non-Commercial (BY-NC)
    Download as PPSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    Fancy a snog?

    DM5502

    Branding Strategy
    Assignment 1 Group 25

    I
    Frozen Yogurt

    I am from N.Y. I was a bank investor. I live in London for 24 yrs.

    Im Rob Baines.

    I want a real healthy yogurt !!

    Im the SNOG Founder & owner.

    methodology Methodology

    Brainstorming

    23 different types of companies in UK were listed. Website research Contact by E-mail and phone at first.

    SNOG

    Interview

    Literature Review

    1 HR face to face interview with Rob At SOHO SNOG. Audio / Video / Photo record 30 questions were made.

    Data Analysis

    Findings & Recommendation

    Touch points Values Vision


    o

    Stores

    Digital Media

    Health ao healthy lifestyle suggestion


    o

    Creativity Working with young people

    -(Baines,2011)

    Future analysis SWOT of branding

    Pioneer in the UK &emotional connection will be snacks Building social media Internet Only summer key
    Vision of thefast and be founders

    -(Branding Strategy Insider, 2008) flexible Yogurt is a trend short Healthybecome a friend experience Build on customer & contemporary concept term Differentiating promotion marketing one-on-one Doubt about ingredients -(Branding Strategy Insider,2010)

    (sweeteners & Co-creation with other businesses and toppings) Stay close to brand values consumers

    W T

    Be honest Growing market Girly brand image -

    men? Home away from home

    Increasing number of lactose intolerant people Epidemic related to supplies

    Recommendations References
    Websites:

    Journals: Books: 2011) Expansion in Europe


    SNOG official web site. Available at: http://www.ifancyasnog.com (Accessed 25-11-

    Branding (1994) Commentary: Securing the FutureSimon &Brand. Journal of Davis, D. (1996) Insider (2008) The Future of Branding. Available at: Aaker, S Strategy Building Strong Brands. London: of Your Schuster UK Ltd. http://www.brandingstrategyinsider.com/2008/07/the-future-of-b.html (Accessed 08Product & Brand Management, Vol. 3 No. 2, 1994, pp. 42-49 11-2011). F. male/unisex branding Gilmore,on(1999) Brand Warriors. London: HarperCollinsPublishers. Focus

    Branding Strategy Insider (2010) Top Ten Branding Keys For 2011. Available at: national comparison. The Journal of Services Marketing, vol. 11 no. 1 1997, Gob, M. (2009) Emotional Branding. New York: Allworth Press. http://www.brandingstrategyinsider.com/2010/12/top-ten-branding-keys-forpp. 39-52 2011.html#more (Accessed 08-11-2011).

    Lee, M. and Ulgado, F. Consumer evaluations of fastfood services: a cross-

    Provide hot snacks for winter London: Thames & Hudson. Olins, W. (2008) The Brand Handbook. time Suggestion: create App

    Branding Strategy Insider (2011) Four Methods Of Strategic Brand Building. Borja deat: http://www.brandingstrategyinsider.com/2011/11/four-methods-ofAvailable Mozota, B., 2003. Design Management. New York: Allworth Press. strategic-brand-building.html#more (Accessed 08-11-2011). Management Today (2011) Decisions: Pablo Uribe and Rob Baines, Snog. Available in order to: at: http://www.managementtoday.co.uk/features/1076930/Decisions-Pablo-UribeRob-Baines-Snog/ (Accessed 08-11-2011)

    Co-create with consumers

    The independent Online (2010) Frozen yoghurt: Cooler than ice-cream. Available o Use one-on-one advertising at :http://www.independent.co.uk/life-style/food-and-drink/features/frozen-yoghurtcooler-than-icecream-2025753.html (Accessed 11 November 2011 ) o Increase consumption
    o Do market research Caterersearch (2009), Is frozen yogurt the new ice-cream. Available at:http://www.caterersearch.com/Articles/28/08/2009/329505/is-frozen-yogurt-thenew-ice-cream.html(Accessed 11 Novermber 2011)

    Thank you
    DM5502

    Branding Strategy
    Assignment 1 Group 25

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