WOAHgurt: A New

Paradigm in Yogurt
University of Wisconsin- Whitewater

Team members:
Zachary Goggins
Megan Guthmiller
Alison Komas
Kylie Lofquist

Sponsoring Professor:
Robert Boostrom

Date of Submission:
January 2018
Table of Contents

I. Executive Summary................................................................................................................. 2

II. Assumptions ............................................................................................................................. 3

III. Business Proposition ................................................................................................................. 5

IV. Market Analysis ........................................................................................................................ 6

V. Marketing Tactics and Implementation Plan .................................................................... 15

VI. Metrics and Monitoring ........................................................................................................ 21

VII. Financials ................................................................................................................................ 22

VIII. Citations.................................................................................................................................. 26

IX. Appendix ................................................................................................................................ 30

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Executive Summary
WOAHgurt Cherry is a fast, easy-to-enjoy snack that contains three components that aid
consumers in leading healthy lives. What we provide here is not just another yogurt, but a
paradigm shift to what yogurt can be. This is the extreme-fruit version of yogurt, containing
four times the amount of fruit compared to traditional yogurts. Using packaging, sample
booths, sponsorships, social media, a website, expos, paid digital ads, and coupons, we
expect our product to be an innovative, attractive and nutritious snack or meal option for
our target millennial consumers.

This product contains cherries which help aid consumers in fighting against heart disease
and cancer (Health Benefits of Cherries, 2017). Greek yogurt is another element of this
product and it will provide consumers with calcium which is used to improve muscle
performance (Mayo Clinic Staff, 2015). Granola is the third element of our product and
contains fiber which helps to lower the level of cholesterol in the consumer (Mayo Clinic
Staff, 2015).

This marketing plan includes both primary and secondary research conducted on the
health benefits of cherries, consumer snacking habits, and consumption of yogurt and
cherries. Secondary research was conducted by finding information about our target
consumer, packaging, product, and advertising mediums. Research was reviewed to better
understand the fruit and yogurt markets, the types of consumers that would purchase our
product, and explore methods of distribution.

Additionally, primary research was completed through a convenience sample survey

created with Qualtrics survey software and distributed through social media. There was a
total of 206 respondents aged 18-25 who completed the survey. This sample is a
generalization of the total millennial population and was used to test our product and
distribution ideas. From this research, we were able to identify where our target consumer
purchases yogurt-based products which aided us in the creation of our distribution plan.

The target market for this marketing plan is male and female millennial consumers who are
18-25 years of age. They will either be college students or post-grads just landing their first
job after college. These consumers either work part or full-time. With their busy schedules,
they are always looking for simple, yet complete nutritious snacks or on-the-go meals that
will keep them energized.

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Assumptions

Primary Research- Survey

We conducted a survey with a convenience sample of 206 respondents aged 18-25. Our
survey questions can be found in appendix A. The survey respondents were considered
representative of the millennial population aged 18-25. Several assumptions are based on
our survey analysis.

1. Half of millennials consume yogurt at least once a month. This assumption came from
the responses in question 5 in our survey, which portrayed that 48% of respondents
consume yogurt at least once a month, with 23% of respondents consuming yogurt 3
or more times a week. This is relevant to our proposal because our product will
compete within the yogurt category.

2. Millennials are open to trying a yogurt product with twice the amount of fruit in it. This
assumption came from question 14 in our survey, in which 79% of the respondents
who consume yogurt with fruits mixed in were open to a product with twice the
amount of fruit. This is relevant to our product choice because our product is
positioned as a product with four times the amount of fruit compared to typical fruit
yogurts.

3. Millennials enjoy eating fresh cherries. This assumption came from question 19, in
which 53% of the respondents that consume fruit indicated that they enjoyed fresh
cherries. This is relevant to our product because it contains fresh cherries.

4. Millennials are health conscious. This assumption is based off question 3, in which 55%
of respondents either somewhat or strongly agreed with being conscious of their
snacking habits. This is relevant to our product choice and our positioning as a
product that provides more health benefits than competitors’ products.

Secondary Research

We used the tool IBISWorld to observe the history and forecasts of relevant industries to our
product and provide information about our millennial target market. This supported the
following assumptions that we made about our product entering the market.

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1. Millennials are more health conscious than people ages 18-25 have ever been. This
assumption was made because of research that was done by The Halo Group about
how millennials view healthy eating. The research states that 80% of millennials
believe that it is important to eat healthy. Another statistic that shows the
importance that this generation places on healthy lifestyles is that 24% of millennials
utilize health-related applications on their phones. These applications involve healthy
food and fitness content (Menayang, 2017). Millennials placing a high value on
healthy lifestyles and their ability to utilize modern technology to track their health
activities shows that this group is the most health-conscious generation.

2. Being active on social media is a necessity for brands that desire to connect with
millennials. This assumption was made based off the data shown in Appendix F
about the usage of social media platforms by people ages 13-24. In this age group,
Snapchat and Facebook were the two most popular social media platforms with
79% and 76% reach, respectively. In North America, people of the ages 16-24 spend
more time accessing online features with their mobile devices than people of any
other age group (Reach of leading, 2017). With the large number of individuals who
utilize their phone’s online capabilities to access multiple social media outlets, we
believed that publishing content on a consistent basis on social media platforms is
essential for brands to increase their awareness among the millennial audience.

3. Traditional print advertising can be averted if a company is targeting millennials. This

assumption was made based off the data that we gathered from IBISWorld about
the industries of newspapers and magazines. The percentage of spending on print
advertising across different industries has decreased 4.5% annually since 2014 and is
forecast to continue to decrease and at a much more rapid rate. The amount of
spending on advertising has increased 2.7% annually since 2013, but the majority of
this increased spending has been dedicated to digital marketing efforts (McGinley
Printing, 2017). Only 24.5% of people who read print newspapers are between the
ages of 18 and 34. In the last five years, readership in this segment has declined
23.8% (McGinley Newspaper, 2017). This low percentage of readers and the forecast
decline in this industry suggests we should not invest time and money in advertising in
newspapers.

4. Millennial consumers want more from food than simply satisfying their hunger. This
assumption was also constructed based on research from The Halo Group. The
research states that 75% of millennials believe that eating fulfills a need, in addition

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 to the need of satiating their appetite. Millennials believe that eating has “a sense of
adventure” because of the ability of the consumers to combine food items together
to create new products (Menayang, 2017). Our proposal acts on this assumption by
offering consumers the ability to mix ingredients together which is an act that many
millennials value.

Business Proposition
Chosen Product
The proposed product is called WOAHgurt Cherry, which is a nutritionally complete product
with half a serving of fresh Wisconsin cherries, half of a normal single serve Greek yogurt
(~2.65 oz.), and one-quarter cup of granola. This is double the nutritional value of a regular
yogurt and contains 4 times the amount of fruit. This product was chosen as a way to easily
get more fruit into millennials’ diets from an already-familiar product.

We partnered with a yogurt company, Odyssey Greek, based out of Monroe, Wisconsin, as
well as a cherry producer, Wood Orchard, based out of Egg Harbor, Wisconsin. In 2017, the
forecast for cherry production was 10.4 million pounds (Wisconsin Ag Connection, 2017).
Over the next four years, the Greek yogurt industry is projected to grow at a compound
annual growth rate of 8.85% (Global Greek Yogurt Market, 2017). The third component of
our product, granola, according to survey question 21, is a preferred mix-in for yogurt, with
added whole grain health benefits it is the best way to top off WOAHgurt Cherry. Since both
the Greek yogurt and cherry industries are strong, our team believes combining these
products together into one product could become a highly desired food item.

Why the Opportunity Exists

The introduction of WOAHgurt Cherry is possible due to the fact that Wisconsin is the fourth
largest producer of cherries in the nation (DATCP, 2017). Additionally, Odyssey is a local
family-owned yogurt company that mainly distributes to Wisconsin and immediately
surrounding states. When millennials are looking for healthy food options, WOAHgurt Cherry
can be consumed as a fulfilling snack or a small complete meal. According to our survey
responses, millennials purchase their groceries from traditional grocery stores or
supercenters, which is where Odyssey currently distributes in five Midwest locations including
Madison, Green Bay, Milwaukee, Minnesota, Chicago, and Dubuque. WOAHgurt Cherry will
be sold individually for $2.29 related to surveys responses and current pricing of the product
contents. This is an affordable option that millennials can adopt to their eating routines.

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Through the distributed survey we found that almost 44% of respondents would be willing to
try a product with twice the amount of fruit compared to a regular yogurt. With the target
market being so concerned with convenience, a nutritionally complete grab-and-go
product with more fruit than other yogurt style foods is ideal for their lifestyle. This also leads
to the opportunity of WOAHgurt Cherry as it is desired by millennial consumers. The health-
conscious lifestyle of the target market will find the many health benefits of fresh cherries
appealing. Some of these benefits, just to name a few, include lowering the risk for heart
disease, slowing skin aging, and protecting against diabetes (Health Benefits of Cherries,
2017).

Marketing Objectives
The main objective is to create awareness and increase the consumption of Wisconsin
cherries by millennial consumers. In this way, we align our objective with the Produce for
Better Health Foundation’s initiative “More Matters.” The hope is that WOAHgurt Cherry will
appeal to millennials, as the majority communicate that they are health conscious and this
product is a great alternative to other unhealthy options. The improved nutritional profile of
the product will be communicated to consumers through elements of the packaging as
well as promotional material.

We would suggest expanding the retailer footprint to larger markets once the product
shows some initial post-launch success. Additionally, our team would encourage further
development of Odyssey's WOAHgurt line to include a variety of different fruits to provide
more consumer options.

Market Analysis
Market Size and Relevant Trends
The yogurt market grew 7.4% from 2015 to 2016. This industry has had a compound annual
growth rate (CAGR) of 7.2% from the years 2011 to 2016 (Johnson, 2017). Growth is
forecasted to continue in the yogurt market with an estimated CAGR of 8.85% over the
years 2017 to 2021 (Global Greek, 2017). This market development and forecasted growth
are positive signs for our proposal because as the industry continues to grow, there will be
opportunities for brands to differentiate its products from competitors to give consumers the
option to shop for products that meet their specific preferences.

Greek yogurt has been increasing in consumer demand and production quantity. The
number of “Greek-type” yogurt product launches in 2010 was 12% of the total number of
yogurt product launches in that year. This percentage increased to 53% of total yogurt

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product launches for the year 2015 (Johnson, 2017). An increasing number of new Greek
yogurt product launches signifies that the market is willing to accept additional products
which means that there will be room in this industry for WOAHgurt Cherry.

The yogurt industry has a total of $7.2 billion in revenue and 104 businesses within it.
According to Appendix E, Greek-style yogurt accounts for 36% of the yogurt production in
the United States (Alvarez, 2017). This style of yogurt production is greater than the other two
primary styles of yogurt that are produced in the United States which shows that people are
receptive in adopting Greek yogurt into their diet.

The Fruit and Nut Industry in the United States has $28.2 billion in revenue and contains
78,153 businesses/farmers. This industry includes the segments of grapes, apples, almonds,
and cherries, blueberries, and cranberries, among others. This industry experienced a sharp
decline as a result of the drought in California which negatively impacted the ability to
grow fruits and nuts in this location. Growth of 4.2% is expected to occur in 2017 as the
farmers recover from the effects of the drought in prior years (D’Costa, 2017).

Cherries, blueberries, and cranberries account for 7.5% of the revenue in the Fruit and Nut
Industry, which amounts to approximately $2.11 billion. This $2.11 billion share of the industry
exists partially because of the increased advertising about the health benefits of the
consumption of these fruits (D’Costa, 2017). The trend of advertising health benefits of
cherries is a tactic that we will use on our packaging for the product and on our social
media accounts.

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Demographics of Target Consumer

The demographics of the target market has been based off typical millennial health
conscious consumers.

Demographic Target Customer Explanation

Age Millennials aged 18 to 25

Gender Males and females

Marital Status Single

Location Midwest: Madison, Milwaukee, Green Bay,

Minnesota, Chicago, Dubuque

Employment Part-time/Full time

Income $8,000 +

Profile of Targeted Market Segment

The target segment for our proposal is the millennial health conscious population. This
includes males and females aged 18-25. Since part of the segment is enrolled in school, the
income of this target is as low as $8,000 per year due to some of the segment being full-time
students. We have chosen to target consumers in the Midwest to match the distribution of
Odyssey’s current distribution.

Geographically, our team has decided to target millennials in the Midwest. This means that
the marketing campaign will be in the states to which the Odyssey brand already has
established distribution channels. Currently Odyssey distributes their fruit filled Greek yogurt
products in Wisconsin, Illinois, Iowa, and Minnesota. See appendix G for a list of retailers that
sell Odyssey Greek yogurts. This will enable the product to come to market faster and more

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efficiently. In the future, as the Odyssey brand expands and enters new markets, the
WOAHgurt Cherry product will enter the new markets as well.

Behaviorally, the target is either a college student or employed full-time. Outside of work
and/or school, these individuals typically have free time after their classes and/or work shifts.
Their eating habits include quick and easy on-the-go snacks or meals that accommodate
their busy day time activities. These individuals also enjoy spending their time exercising to
stay in shape. The product name, WOAHgurt Cherry is perfect to appeal to those
consumers that live a more active lifestyle. The catchy and bold name stands out to those
consumers looking for a little extra “WOAH” in their active lives. These consumers are very
selective when it comes to their food buying habits and look for snacks and meals that will
provide them a balance of flavor and nutrition. Below are two personas which show how
WOAHgurt Cherry would fit into the lives of our target consumers.

Fit Fredrick is a full-time college student that works

part-time at the on-campus gym. He attends the
University of Wisconsin-Madison and is majoring in
English education and minoring in Spanish. His
schedule is always busy, and he must balance work,
school, studying, and a personal life. During his free
time, Fredrick likes to play basketball with friends.
Fredrick is very committed to his education and
always is on top of his school work. He is also very
dedicated to the gym and staying active. Four days
a week he goes to the gym at 7 A.M. before his
classes which does not allow him much time to cook
or prepare lunch for the day. Fredrick typically
purchases cherry yogurt from grocery stores during
his weekly grocery shopping routine and eats those
on his walk to the gym. Recently he has discovered a
new cherry yogurt product called WOAHgurt in his
favorite grocery store. The catchy name of the product caught his eye, and this has been
his top breakfast choice since. This new product, different than what he normally ate for
breakfast, provides Fredrick with a more complete meal and has allowed him to stay
energized throughout his day.

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Health Nut Natalie is a recent college graduate of the
University of Iowa. She is currently employed as a
Registered Nurse living in Cedar Rapids, Iowa. Due to her
varying schedule, Natalie is constantly working shifts
which include both night and day shifts. Since this is her
first year at the hospital working full-time, Natalie is
having a hard time adjusting her sleep schedule and
finding time to do the things she enjoys while at the
same time getting enough time to sleep. She likes to
make herself meals that are well balanced and often
will prepare meals for the week ahead of time. She
always tries to get enough full servings of fruits and
vegetables in one day. Natalie often works 12 hour shifts
at the hospital and her one prepared meal will not last
her all day. She likes to eat one full meal and healthy snacks throughout the day to get her
though her shift and to stay energized. When she does her weekly grocery shopping on her
day off, she will stock up on healthy snacks which she can easily pack into her lunch before
she goes to work. Her new favorite snack is a healthy, nutrition-filled WOAHgurt Cherry
which contains more fruit and more balanced nutrition compared to other yogurt products.

Need for Product

Health benefits and nutritional value are key factors in appealing to our target consumer.
Our target consumer is looking for an easily accessible nutritious breakfast or snack to keep
them full and energized throughout the day. Additionally, convenience is at the center of
most millennial lifestyles. With a single product containing three different healthy
components-- fresh cherries, granola, and Greek yogurt- it is an all-around go-to food item
with a unique nutrition profile.

First, when looking at WOAHgurt Cherry, the main component is cherries. There are many
nutritional benefits to cherries, including the high amount of Oxygen Radical Absorbance
Capacity (ORAC) units. ORAC is known to help fight diseases such as heart disease and
cancer; therefore, the consumer will benefit from increased consumption of ORAC units.
The recommended amount of ORAC to consume is between 3,000 to 5,000 units (Health
Benefits of Cherries, 2017). Other benefits of cherries are the ability to improve workout
recovery as well as improving sleep (11 Health Benefits of Cherries, 2017). Both of these
additional benefits resonate specifically with the millennial target market, as drawn from our
assumptions that millennials are health conscious. With this being said, millennials would be
target consumers of our product due to the fact that they are serious about working out

10
and want quick recovery. Additionally, sleep is something that many busy college students
and young professionals desire, so this product would be ideal for their needs.

The next component of the product is Greek yogurt. Greek yogurt is a great way to get
protein into one’s diet, allowing one to stay full longer. In our product WOAHgurt Cherry,
there will be 6.5 grams of protein per serving, which is 13% of the daily value based on a
2,000-calorie diet (based on Odysseys single serve vanilla Greek yogurt). Calcium is another
benefit of consuming Greek yogurt and the benefits of calcium are maintaining strong
bones as well as improving the functionality of muscles including the heart (Mayo Clinic
Staff, 2015).

The last component of our product is granola, which contains five grams of fiber that aid in
digestion along with making the consumer feel full. Also found in granola are a variety of
minerals including zinc, manganese, and magnesium. These minerals create reactions that
produce energy and aid in a healthy immune system (Kannall, 2017).

Convenience for millennials is a key determinant when purchasing something. If someone

wants the nutrition one would receive from our product, one would currently have to buy at
least two or more products. With WOAHgurt Cherry, the consumer only must worry about
one product. According to Karen Giles-Smith, “Many millennials are time-crunched
multitaskers. To ‘“get it done,”’ they demand convenience in eating: food when, where
and how they want it. They’re super-snackers, often eating one meal daily plus several
snacks — including ready-to-eat cereal, refrigerated lunches and yogurt. Millennials are a
major driver of Greek (and overall) yogurt sales” (Formulating Food for Different
Generations, 2016). This shows that time is a very valuable aspect to millennial lives and
making a product that matches their needs will result in positive associations with the
product.

Analysis of Competitors

The major competitors to WOAHgurt Cherry are Chobani and Dannon (Oikos). Between
them, these two brands combine for over 18% of the yogurt market (Statista, 2017).
Although WOAHgurt Cherry is majority fruit with granola and half the amount of yogurt, both
major brands have a product that includes mix-ins, which makes them both competitors to
our product. Given the unique nature of our product, we hope it gives an advantage over
Chobani and Dannon.

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As a strong leader in the yogurt industry with a market share of 11.6% as of 2016, Chobani is
changing the views on yogurt (Statista, 2017). Although just a startup company without a
large corporate parent, Chobani is beating out the big-name brands from General Mills
such as Yoplait only nine years after being launched (Derrick, 2017). In 2016 they generated
2 billion dollars in sales. Chobani has a strong focus on natural, nutritious, quality yogurt. The
different products the company has include core, which consists of blended and plain
yogurts along with fruit on the bottom. Another line is Flip which has a side compartment for
mix-ins. They also make pouches and tubes for children and toddlers. The last product line is
drinkable yogurt in a bottle (Kennedy, 2017).

Dannon is also a prominent competitor. Although known for many varieties of yogurt, they
have made great progress with the introduction of Oikos, their Greek style yogurt. As of
2016, Dannon Oikos holds a 7.2% market share of the yogurt industry (Statista, 2017). Dannon
was founded in 1942 and continues to strive to bring wholesome products to the people
(Dannon, 2017). The company claims the title of having the broadest variety of yogurt
products, which includes regular yogurt, Greek yogurt (Oikos), probiotic yogurt (Activia), low
calorie (Light & Fit), and kid’s yogurts (Danimals) (Dannon, 2017). Working with Partnership
for a Healthier America, Dannon has committed to invest three million dollars in nutrition
education and programs to meet the needs of its consumers (The Dannon Company, 2017).

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Cost of Goods and Production Costs

Cherry Production

The following table shows the production of cherries in the United States and Wisconsin from
the past 5 years:

Year WI Cherry US Cherry WI cherry Production

Production Production as a % of US Total
(million pounds) (million pounds) (million pounds)

2013 12.3 294.2 .042

2014 12.3 303.9 .040

2015 9.3 252.5 .037

2016 11.0 309.1 .035

2017 10.4* 238.2* .044*

*Numbers with asterisks are forecasted numbers for 2017- Cherry Production (USDA)

Yogurt Production

The following table shows the production of yogurt in the United States from 2013-2016:

Year US Yogurt Plain and Flavored Production (1,000 lbs.)

2013 4,715,080

2014 4,756,550

2015 4,645,590

2016 4,455,820

Data from: http://future.aae.wisc.edu/data/annual_values/by_area/3469?tab=production

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Retail Price

The following chart includes current market pricing of potential competitors of WOAHgurt
Cherry:

Brand Product Container Size Price (Per Price Per oz.

Container)

Chobani Flip 5.5 oz. $1.18 $.21

Dannon Oikos Greek Crunch 5 oz. $1.00 $.20

Fage Crossovers 5.3 oz. $1.39 $.26

Odyssey WOAHgurt 5.6 oz. $2.29 $.41

Cherry

The product pricing is based off the current industry prices of each ingredient in WOAHgurt
Cherry while also factoring in the cost of packaging at $0.05 per container. The chart below
shows the itemized costs.

Ingredient Cost/Container

Cherries (27g) $0.14

Granola (2oz.) $0.46

Greek Yogurt (2.65 oz.) $0.73

The higher quality ingredients, to include a dramatically increased amount of fruit, means
an increase in production costs. This requires higher pricing of WOAHgurt compared to
competitors in order to create an acceptable margin, but also helps us to point to our
competitive advantages over seemingly similar products.

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Marketing Tactics and Implementation Plan
Packaging

A key factor that impacts our positioning and targeting is the product packaging. Our
packaging must align with the Odyssey brand, but it must be designed to appeal to our
target audience. The individual packaging of WOAHgurt Cherry allows for the busy college
student and young professionals to easily grab and eat their snack on the go. The container
is stackable for simple storage on retail shelves or a home refrigerator. On top of the foil lid
will be a plastic container filled with granola available to add to the Greek cherry yogurt.

Millennials find the various elements of packaging more important than any other age
group. They find that it increases the brand value while creating a personality to the brand
(Bord Bia, 2014). As the consumer opens up WOAHgurt Cherry, they will find one out of the
hundred different health facts written on the foil lid of each cup followed with the
#WOAHfacts. This will add value to the product as well as helping the consumer feel the
product is individualized. The outside label will contain nutritional information about cherries
paired with an eye-catching design with the goal of adding a human element to Greek
WOAHgurt. Displaying the health benefits on the container will act as a marketing tactic to
promote this product as a healthier snacking option, even healthier than a regular yogurt.

Barriers
A challenge associated with packaging is the small surface area available to display the
nutritional facts and design without the package appearing too cluttered. Therefore, the
foil lid will be incorporated in the design to use all available space. In addition, a QR code
will appear on the outside packaging that will direct the consumer to the Odyssey
WOAHgurt website for more health information. Another barrier is incorporating the Odyssey
brand into the WOAHgurt Cherry design. This will be overcome by using Odyssey’s standard
Greek yogurt packaging, but adding the WOAHgurt branding and cherry flavor. Odyssey’s
packaging is almost all white featuring just a fruit on the packaging. The WOAHgurt design
will feature a stream of health facts surrounding the featured fruit, in this case a cherry (see
Appendix C).

Sample Booths

In order to have consumers try this new product, it is important to include sampling booths in
locations that Odyssey products are currently found. Metcalfe’s is a grocery store that

15
includes Odyssey’s yogurt product line in multiple locations throughout Wisconsin. They also
have values that are cohesive with WOAHgurt’s brand such as health, freshness, and
sustainability. This would be a great cooperative advertising opportunity for WOAHgurt to
have to reach consumers.

This collaboration could also include producing signage to advertise in-store for WOAHgurt
Cherry and new products as the line develops. The signage and sampling booth will include
information about health benefits of yogurt as well as fun graphics targeted at Millennials.
Sampling booths are effective in selling products because they stimulate all 5 senses of the
consumer. They persuade people to buy something they may have never considered
before. In fact, sampling booths can boost sales by up to 2,000 percent (Pinsker, 2014). The
sampling booths will be heavily utilized in the first few months following the product release
and will decrease as more consumers become aware of the product.

Barriers
The first step to this process is getting Metcalfe's on board with the collaboration. This should
not be too difficult because they already are supporters of Odyssey. Sample booths can
also be costly since it uses a lot of product quickly and requires staffing. But the average
sales increase from sample booths means a high ROI.

Sponsorships

Currently, the Odyssey brand is a proud sponsor of UW-Madison and Wisconsin athletics.
With this sponsorship, the Odyssey brand has been able to expose their brand name to the
Wisconsin market. WOAHgurt Cherry will be a new product that will be introduced at these
events. We will provide samples of WOAHgurt Cherry at these sponsored sporting events.
This will allow the new product to gain awareness and build brand equity as a product of
the Odyssey brand. Entering this sponsorship with UW-Madison and Wisconsin athletics is
beneficial due to the population of these events fits our target consumer demographic.

We also plan to add additional sponsorships for the product. We plan to create partnerships
with UW-Green Bay, UW-Milwaukee, University of Chicago, University of Minnesota, and
University of Dubuque to match our geographical distribution. We will allocate $59,200 of
our marketing budget to create and maintain these sponsorships. Since a large portion of
our target audience are millennial college students, WOAHgurt will have traveling sample
booths that go to college campuses. The “On the Road with WOAHgurt” campaign will visit

16
a college every other Wednesday. The campaign will incorporate social media contests
that allows followers to guess which campus will be visited next based off clues on Twitter.
#WOAHgurtWednesday is the hashtag utilized throughout this campaign to gain
engagement among followers. Followers who guess the correct location will be entered
into a contest to receive an exclusive limited edition “On the Road with WOAHgurt” T-shirt
and fruit basket. The location will be announced the day before the event reminding
people to stop by the booth.

The booths will also have promotional materials such as handouts about the health benefits
of cherries and Greek yogurt. Stickers with the WOAHgurt logo will be available for
consumers who sample the product at the booth. Since 96 percent of millennials use
coupons (whether that be traditional or paperless) the booth will have tablets for us to enter
in their name and email where they will be sent a coupon for $1 off when they purchase a
WOAHgurt (Calviero, 2016). They can also opt in to receive emails from WOAHgurt about
promotions, health information, and new products. These emails can be used in future email
marketing campaigns. In addition, a backdrop featuring the WOAHgurt brand and photo
props will be set up for students to take their pictures with friends while they sample
WOAHgurt.

Barriers
A possible barrier to hosting the sampling booths is finding passionate people to run them.
To overcome this, part of the marketing budget will go toward hiring a part time WOAHgurt
Intern to run the booths as well as help with the social media campaign. This enthusiastic,
college-aged intern will be the key to marketing to millennials by presenting them with a
relatable face for the product. The Marketing Director can accompany the Intern when
he/she is available to do so, and travel time does not preclude it.

Social Media
According to Statista.com (2017), consumer goods is the third most popular industry on
social media which means they have a strong presence on social media channels. In order
to compete, WOAHgurt Cherry must also have a strong social media presence. The brand
Odyssey is only active on Facebook, one of the top used social network by millennials
(Reach of leading, 2017). In order to expand and reach our target audience, we will not
only utilize Odyssey’s Facebook page for our promotion and campaign for our new
WOAHgurt Cherry product, but we will also expand our social media reach by creating
accounts for Twitter, Instagram, Pinterest and Snapchat. We have allocated $1000-$2000
per month to go toward social media efforts. The amount will change due to higher activity
during the sporting event campaigns.

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On Twitter, we will establish an account in which our #WOAHfacts from our packaging will
be promoted. Consumers will be encouraged to share their #WOAHfacts for a chance to
win free WOAHgurt Cherry products. On Facebook, we will establish a new Facebook page
for only WOAHgurt to announce our new product launch. We will run contests and
giveaways to get consumers informed and excited about trying our new product.
Facebook is a prime tool for posting engaging and evergreen content like recipes or health
articles. On Instagram, we will establish an account for posts related to our new product.
We will post beauty shots of our new product and health tips of the week. After this product
is launched, we plan to expand to other WOAHgurt flavors to expand our market share. On
Pinterest, we will establish an account for WOAHgurt Cherry with the intent to launch new
products as they come to market. We will utilize Pinterest to share recipes. Last, we will
establish a Snapchat account. This platform will be used exclusively at our sample booth
locations. See Appendix I for an example social media graphic.

Barriers
It is important for WOAHgurt Cherry to stay consistent across all their social media channels.
The messaging and tone of the product must stay steady across channels and must also tie
in with the Odyssey brand. Our messaging across channels will be to market WOAHgurt
Cherry as a product that meets the needs of health-conscious consumers. It is also difficult
for one product to be the only product on a brand’s social media channel. To combat this,
18 months after the release of WOAHgurt Cherry we propose that Odyssey produces
additional flavors which will add value to the social media channels and overall product
position.

Website
The Odyssey website already includes current product information and recipes. WOAHgurt
Cherry will be an integrated part of the Odyssey brand website. As a product of Odyssey, it
is important for our product to be present on the brand’s website. Once users click onto this
product line, they will be directed to a separate WOAHgurt Cherry page, which in the
future would likely have other fruit flavors included in the product line. This website page will
have product information, recipes, and a blog. The blog will inform consumers about the
health benefits and facts about cherries, the health benefits of consuming Greek yogurt, as
well as other fruit and health related blogs. WOAHgurt Cherry is a product centered around
providing unique health benefits for millennials in the yogurt product category and these
blogs will keep them up-to-date with the latest health trends and information. To further
develop the brand’s website, we expect to pay $3000 for the development of this
webpage.

18
It is also important for the WOAHgurt Cherry website to be promoted through the social
media channels mentioned previously. The website will link to the social channels and the
social channels will link back to the website to drive traffic. See Appendix H for an example
website banner.

Barriers
It will be difficult initially to drive traffic to the website since WOAHgurt Cherry is a new
product. The success of the website will be measured by the number of visits and
interactions on the page. We will track the analytics and sources of traffic to determine how
consumers are landing on our website. These would include social media posts and direct
links from the Odyssey brand website.

Another way we will attempt to drive traffic to the website is to place a QR code on the
packaging of the WOAHgurt Cherry encouraging consumers to scan and visit our website
for additional information including recipes, fruit facts, and health related blogs. Making the
website design and messaging consistent with our packaging, social media channels, and
other marketing efforts will be critical in the success of our website.

Expos

Since WOAHgurt is new to the scene, it is important to get brand name exposure as much
as possible. This will be done by attending trade shows such as the 2018 World Dairy Expo on
October 2-6 in Madison, Wisconsin. This will help build awareness among distributors and
retailers in the yogurt industry. Many of the promotional tools used in our sample booths can
be used at this trade show. The World Dairy Expo also supplies free promotional materials
such as postcards and banners to welcome customers to visit WOAHgurt’s booth while
attending the expo. This is necessary to expand our presence in retailers around the
Midwest.

Another trade show WOAHgurt will appear at is the Great Lakes Expo in Grand Rapids,
Michigan. This is hosted January 22-24 in 2018. This is the premier expo for vegetables, fruits,
and the farm market. This will help us position WOAHgurt as a fruit-heavy product and not
just another Greek yogurt.

19
Barriers
The main issue with trade shows is that although retailers may be in attendance, our primary
consumers will not be. We see trade shows as key to a pull strategy. In order to get our
product into the hands of consumers, WOAHgurt needs to be readily available on retail
shelves. Starting from industry awareness will help grow the brand and gross sales. Being at
trade shows allows us to increase overall brand exposure.

Paid Digital Advertisements

WOAHgurt Cherry will invest in paid digital advertisements. Since the product will have low
brand recognition, we will invest $10,000 of our marketing budget in paid digital
advertisements. These advertisements will be directed toward our target consumer and will
appear on Google’s search results page. There is currently a gap in the market with the use
of paid advertisements. Search phrases such as “fruit yogurt”, “nutritional snack” “yogurt”,
“Greek yogurt”, and “cherry yogurt”, do not have any paid advertisements behind these
keywords. This is a big opportunity for WOAHgurt Cherry to invest in, in order to get their
brand name seen by consumers.

Barriers
A barrier to consider is if people do not click on our digital ads and convert to customers,
we would be risking allocating too much of our budget toward these ads. To combat this,
we will invest in a pay per click (PPC) model of advertisement. A PPC model only charges us
when ads are clicked on by consumers. The price that we will pay for a click on our ad is
determined by the marketplace value of keywords which our analytics account will bid on.

Duration of the Implementation Plan

The duration of the implementation plan will span approximately 12 months. It will begin
January 1st, 2018 and will end December 31st, 2018. Appendix D shows a breakdown of the
metrics we will be monitoring to make evaluations quarterly and at the end of 2018. These
evaluations will be used to create a strategic marketing plan for 2019.

20
Metrics and Monitoring

One of the main measurements of success will be the sales of WOAHgurt Cherry. Strong
sales will be the result of creating awareness, gaining consumer interest, leading consumers
to want the product, and then having consumers make purchases. As a launch, we will
need to develop consumers through these stages to build the brand and result in successful
market penetration with WOAHgurt.

As stated previously, a big part of our plan will be to leverage existing relationships between
Odyssey and Wisconsin Athletics. As such, we have a goal for using these sporting events to
make our initial push for consumers to try the product. Based on attendance at UW-
Madison basketball and/or other Wisconsin Athletics events and an assumed rate of 10% of
attendees being accessible to our sampling booths, we will have a goal of providing free
samples to 10% of attendees at each sporting event as we kick off the campaign.

One way this will be done is through social media. Our goal is to create brand awareness
and maintain a social media presence and increase social media engagement over the
duration of the implementation plan. To track this data, we will use insights from Google
Analytics, Instagram Insights, Facebook metrics, Twitter analytics, and Snapchat
views/engagement. On Pinterest, we can track the number of pins and what other interests
our consumers have. Our paid digital advertising will offer us data on conversion rates and
PPC in order to analyze its benefits. The mobile coupon apps will also offer data on how
often coupons are redeemed, where they are redeemed, and info on who redeemed, as
well as other insights.

Based off 2016 US Census data, there are roughly 17 million millennials in the Midwest. Our
initial push in the home market of Wisconsin will be used as a beachhead for developing
interest and sales in neighboring markets. Though we will not have the same advantage as
we will enjoy in Wisconsin (due the existing Odyssey sponsorship relationship), we anticipate
opportunities to create awareness in neighboring states by posting content of product
sampling from games that include teams from other geographical areas of our defined
market. For example, we could share a photo of a student in a University of Illinois shirt
attending a UW-Madison basketball game enjoying and loving a WOAHgurt sample.

21
Financials
Detailed Expense Statement
Detailed Marketing Expense Report

Sample Booths Sponsorships Social Media Website Trade Shows Paid Digital Ads

Quarter 1

January $1,200.00 $7,400.00 $2,000.00 $3,000.00 - $833.00

February $1,200.00 $7,400.00 $2,000.00 - - $833.00

March $1,200.00 $7,400.00 $2,000.00 - - $833.00

Quarter 2

April $900.00 $7,400.00 $2,000.00 - - $833.00

May $900.00 - $1,000.00 - - $833.00

June $900.00 - $1,000.00 - - $833.00

Quarter 3

July $600.00 - $1,000.00 - - $833.00

August $600.00 - $1,000.00 - - $833.00

September $600.00 $7,400.00 $2,000.00 - - $833.00

Quarter 4

October - $7,400.00 $2,000.00 - $20,000.00 $833.00

November - $7,400.00 $2,000.00 - - $833.00

December - $7,400.00 $2,000.00 - $20,000.00 $833.00

Total $8,100.00 $59,200.00 $20,000.00 $3,000.00 $40,000.00 $9,996.00

Total: $140,296.00

22
Income Statement
The total potential population of millennials in the current area of distribution is 634,103
people (FactFinder, 2016). According to our survey results, 79.69% of people would eat
yogurt with mix-ins this would mean that of the population, 505,316.5 people would be in
the target market. Assuming 50% market share, 252,658.26 people would buy WOAHgurt
Cherry. With a product price of $2.29, gross sales would be $578587.42.
Income Statement
WOAHgurt Cherry
January 2018- December 2018
Financial Statements in U.S. Dollars

Revenue

Gross Sales $578,587.42

Less: Sales Returns and Allowances (1%) $5,785.87

Net Sales $572,801.55

Cost of Goods Sold

Cost of Product $210,624.55

Packaging (.05 cents each) $12,632.91

Cost of Goods Sold $223,257.46

Gross Profit (Loss) $349,544.09

Expenses

Sample Booths $8,100.00

Sponsorships $59,200.00

Social Media $20,000.00

Website $3,000.00

Expos $40,000.00

Paid Digital Advertisements $9,996.00

Labor $80,000.00

Total Expenses $220,296.00

Net Income $129,248.09

23
Profit and Loss Statement
Profit and Loss Statement*

Sales Revenue

Sales Volume 252,658.26

Price $2.29

Cost of Sales

Revenues $578,587.42

-Sales Returns and Allowances $5,785.87

-Production $210,624.55

-Packaging $12,632.91

Gross Profit $349,544.09

Gross Margin 60%

Operating Expense: Marketing

Sample Booths $8,100.00

Sponsorships $59,200.00

Social Media $20,000.00

Website $3,000.00

Expos $40,000.00

Paid Digital Advertisements $9,996.00

Total $140,296.00

24
 Operating Expense: Non-Marketing

Labor $80,000.00

Operating Income $129,248.09

-Tax $7,108.64

Net Income $122,139.44

*All values are predicted based off research results and expected results of the campaign.

25
Citations

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Derrick, J. (2017, March 09). Chobani Overtakes Yoplait In The Yogurt Market (NYSE:GIS).
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yogurt-market

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Ibotta, Inc. “Ibotta.” Ibotta - Life Rewarded, ibotta.com/.

Inmar. "Barriers to Shoppers' Coupon Usage in The United States in 2016." Statista - The
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coupon-usage-in-the-us/, Accessed 28 Dec 2017

Johnson, C. (2017, May 17). Dairy Market: Yogurt Sales Take the Lead. Natural Products
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market-yogurt-sales-take-the-lead.aspx

Kannall, E. (2017, October 03). Granola Health Benefits. Retrieved January 11, 2018, from
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Kennedy, S. (2017). Chobani’s way: ‘better food for more people’. Dairy Foods, 118(6), 40-
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Mayo Clinic Staff (2015, September 22). Dietary fiber: Essential for a healthy diet. Mayo
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lifestyle/nutrition-and-healthy-eating/in-depth/fiber/art-20043983

McGinley, D. (2017, June). Newspaper Publishing in the US. IBISWorld. Retrieved November
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Pinsker, Joe. “The Psychology Behind Costco's Free Samples.” The Atlantic, Atlantic
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Hot Sauce and More.” PR Newswire: News Distribution, Targeting and
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buy-rose-avocados-hot-sauce-and-more-300548221.html.

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(n.d.). Retrieved December 04, 2017, from

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29
Appendix
Appendix A: Survey

Below is the survey we used to better understand our likely target market and their behavior
related to our product category.

Cherry/Yogurt Survey

Start of Block: Default Question Block

Q1 This is a survey to collect information on snacking preferences and learn about your habits as
a consumer. Information from this survey will be used in the development of a document for a
student competition.

Your honest answers are important to us, so please provide responses that best reflect your
current and future consumption of snacks in your daily lives.

This survey is confidential and no names or email addresses will be collected as part of the data
for this study. This survey should take approximately 5 minutes.

Thank you for your responses! Your help is appreciated!

Q2 How old are you?
o 18 (1)
o 19 (2)
o 20 (3)
o 21 (4)
o 22 (5)
o 23 (6)
o 24 (7)
o 25 (8)
o 26 and over (9)

30
Q3 I am health conscious about my snacking.
o Strongly disagree (1)
o Somewhat disagree (2)
o Neither agree nor disagree (3)
o Somewhat agree (4)
o Strongly agree (5)
Q4 How often do you purchase snacks at work and/or school? (Examples: yogurt, chips,
crackers, fruit, candy bars, granola bars, etc.)
o Daily (1)
o 3-5 times a week (2)
o 1 - 2 times a week (3)
o Every two weeks (4)
o Once a month (5)
o 1-2 times a year (6)
o Never (7)
Q5 How often do you consume: (please select the frequency that is the closest to your actual
consumption habit)

Daily (1) 3-5 times 1-2 times Every Once a 1-2 times Never
a week a week two month a year (7)
(2) (3) weeks (5) (6)
(4)

Oatmeal o o o o o o o
(1)

Yogurt (2) o o o o o o o

Trail Mix o o o o o o o
(3)

31
 Granola o o o o o o o
bars (4)

Fruit (5) o o o o o o o

Chips (6) o o o o o o o

Crackers o o o o o o o
(7)

Skip To: Q17 If How often do you consume: (please select the frequency that is the closest to
your actual consump... = Crackers
Q6 In which settings do you consume yogurt? Check all that apply.

▢ At work (1)

▢ At school (2)

▢ On the go (3)

▢ In a cafe (4)

▢ At home (5)

▢ Other (6) ________________________________________________

Q7 Where do you purchase yogurt? Check all that apply.

▢ Traditional grocery store (Whole Foods, Pick n Save, Publix, Festival) (1)

▢ Supercenter (Walmart, Target, Meijer) (5)

▢ Convenience store (gas station, dollar store, drug store) (2)

▢ Cafe (3)

▢ Other (4) _______________________________________________

32
Q8 Please insert values to indicate the percentage of your purchases that are individual yogurt
purchases verses multipack purchases? (Total must sum to 100)
Individual : _______ (1)
Multipack : _______ (4)
Total : ________
Q9 Please utilize the slider to demonstrate the balance of yogurt that you consume. (Far left
signifies that you only consume regular yogurt. Far right signifies that you only consume Greek
yogurt. A response in the middle signifies that you consume a combination of regular and Greek
yogurt.)

Regular yogurt Greek yogurt

0 10 20 30 40 50 60 70 80 90 10
0

Please slide the bar (1)

Q10 Please indicate how likely you would be to eat Greek yogurt with these mix-ins

Very unlikely Somewhat Neither likely Somewhat Very likely

(18) unlikely (19) nor unlikely likely (21) (22)
(20)

M&Ms (1) o o o o o

Granola (2) o o o o o

Dried Cherries o o o o o
(5)

33
 Fruit Jam (4) o o o o o

Honey (3) o o o o o

Cookies (7) o o o o o

Dried o o o o o
Blueberries (8)

Q11 What is the maximum price that you would pay for an individual 6 oz. Greek Yogurt with
these mix-ins?

$0.50- $0.76- $1.01- $1.26- $1.51- $1.76- More

$0.75 (1) $1.00 (2) $1.25 (3) $1.50 (4) $1.75 (5) $2.00 (6) than
$2.00
(7)

M&Ms (1) o o o o o o o

Granola o o o o o o o
(2)

Dried o o o o o o o
Cherries
(3)

34
 Fruit Jam o o o o o o o
(6)

Honey o o o o o o o
(7)

Cookies o o o o o o o
(9)

Dried o o o o o o o
Blueberri
es (10)

Q12 Would you be willing to try Vanilla Greek Yogurt compared to Plain Greek Yogurt?
o Definitely no (13)
o Probably no (14)
o Might or might not (15)
o Probably yes (16)
o Definitely yes (17)

Q13 Do you consume yogurt with fruits mixed in?

o Yes (1)
o No (2)

Skip To: Q16 If Do you consume yogurt with fruits mixed in? = No
Q14 Would you be willing to try a yogurt product that has twice the amount of fruit compared to
other yogurts?
o Definitely not (11)
o Probably not (12)

35
o Might or might not (13)
o Probably yes (14)
o Definitely yes (15)
Q15 Rank the following fruits in order of your preference of adding them to yogurt. (Click and
drag the numbers on the right side to arrange them in the order of your preference, 1 being your
favorite and 4 being your least favorite.)

______ Blueberries (1)

______ Blackberries (2)
______ Dried Cherries (3)
______ Strawberries (4)
Q16 How likely would you be to purchase a yogurt product if these options are available?

Very unlikely Somewhat Neutral (4) Somewhat Very likely

(1) unlikely (3) likely (5) (7)

If available at o o o o o
your work/
school cafe
(1)

If available at o o o o o
a
convenience
store (2)

If available at o o o o o
a traditional
grocery store
(3)

Q17 We'd like to learn even more about your snacking habits.

How often do you...

36
 Daily (1) 3-5 times 1-2 times Every Once a Once a Never
a week a week two month year (6) (7)
(2) (3) weeks (5)
(4)

...consum o o o o o o o
e dried
fruit with
other
foods?
(examples:
in yogurt,
in a salad,
in trail mix,
in a
granola
bar) (1)

...consum o o o o o o o
e fresh fruit
with other
foods?
(examples:
in yogurt,
on a
salad, on
top of a
dessert)
(2)

...consum o o o o o o o
e fruit
(fresh,
dried, or
canned)
as a side
dish with
your
meals? (3)

Q18 How often do you consume:

37
 Daily (1) 3-5 times 1-2 times Every Once a 1-2 times Never
a week a week two month a year (7)
(2) (3) weeks (5) (6)
(4)

Fresh o o o o o o o
cherries
(1)

Dried o o o o o o o
cherries
(2)

Other o o o o o o o
products
containin
g cherries
(3)

Q19 How much do you enjoy eating fresh cherries?

1 (1)
2 (2)
3 (3)
4 (4)
5 (5)

Q20 How much do you enjoy eating dried cherries?

1 (1)
2 (2)
3 (3)
4 (4)
5 (5)

Q21 How likely are you to add dried cherries to these foods?

Not at all Very likely

38
 0 10 20 30 40 50 60 70 80 90 10
0

Oatmeal (1)

Desserts (2)

Yogurt (3)

Trail Mix (5)

Cereal (6)

Q22 Check all of the following health benefits associated with regular consumption of cherries
that you knew of prior to this survey.

▢ Lowers risk for heart disease (1)

▢ Pain relief (2)

▢ Sleep-aid (4)

▢ Protects against diabetes (5)

▢ Helps prevent Alzheimer's (6)

▢ Slows skin aging (7)

▢ I did not know of any of these benefits (8)

Q23 Now that you are familiar with the health benefits, please indicate how likely you are to
purchase a product with dried cherries if these options are available.
o Very unlikely (1)
o Somewhat unlikely (2)
o Neither likely nor unlikely (3)
o Somewhat likely (4)
o Very likely (5)
End of Block: Default Question Block
Start of Block: Block 1

39
Q24 What gender do you classify as?
o Male (1)
o Female (2)
o Prefer not to answer (3)
Q25 Choose one or more races that you consider yourself to be:

▢ African American (1)

▢ American Indian or Alaska Native (2)

▢ Asian (3)

▢ Caucasian (4)

▢ Hispanic (5)

▢ Native Hawaiian or Pacific Islander (6)

▢ Other (7) ________________________________________________

Q26 If you are in college, what grade level are you?

o Freshman (1)
o Sophomore (5)
o Junior (2)
o Senior (3)
o Super Senior (11)
o Graduate Student (4)
o Post-Grad (9)
o Not a student (10)
End of Block: Block 1
Start of Block: Block 2
Q27 Please leave any additional comments you would like to share.
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________

40
End of Block: Block 2

Appendix B: SWOT Analysis

Strengths: Weaknesses:
● Health benefits ● Consumer hesitation to try a new
● Local companies product
● More nutrition that competitors’ ● Odyssey brand not a leader in
products industry
● Higher price per oz due to more
fresh ingredients

Threats:
Opportunities:
● Growing shift toward healthier food ● Competition from increased
choices demand
● Product line expansion ● Increased price of cherries
● Unexpected changes to Wisconsin
cherry price/ availability

Appendix C: Product Packaging Mock Up

41
Appendix D: Metrics and Monitoring, Expected Results

Metrics & Monitoring

Content January-18 Feb-18 March-18 Q1 Evaluation

Quarter 1

Create
posters, table tents, sample booth Implement Implement
Sample Booths samples, signage design booths booths 3200 visits

handouts, signage, Establish Attend Attend Engagement

Sponsorships samples sponsorships events events to 5%

Facebook, Twitter, Create year-

Social Media Instagram, Pinterest long social Create/uplo Create/uplo
and Snapchat media plan ad posts ad posts 1,000 followers

Upload
product information, Plan/Develop Plan/Develo website
Website recipes, blog Website p Website content 2,000 visits

posters, table tents, Great Lakes

Expos samples, signage Expo X X 5,000 visits

Paid Digital ad development, ad Engagement

Advertisements placement Develop Ads Place Ads Place Ads to 5%

Content April-18 May-18 June-18 Q2 Evaluation

Quarter 2

posters, table tents, Implement Implement Implement

Sample Booths samples, signage booths booths booths 2,400 visits

handouts, signage, Attend Attend Attend Engagement

Sponsorships samples events events events to 10%

Facebook, Twitter,
Social Media Instagram, Pinterest Create/uploa Create/uplo Create/uplo
and Snapchat d posts ad posts ad posts 1,500 followers

42
 product information, Add website Add website Add website
Website recipes, blog content content content 3,000 visits

posters, table tents,

Expos samples, signage X X X X

Paid Digital ad development, ad Engagement

Advertisements placement Develop Ads Place Ads Place Ads to 10%

September-
Content July-18 August-18 18 Q3 Evaluation

Quarter 3

posters, table tents, Implement Implement Implement

Sample Booths samples, signage booths booths booths 1,600 visits

handouts, signage, Attend Attend Attend Engagement

Sponsorships samples events events events to 15%

Facebook, Twitter,
Social Media Instagram, Pinterest Create/uploa Create/uplo Create/uplo
and Snapchat d posts ad posts ad posts 2,000 followers

Upload Upload Upload

product information, website website website
Website recipes, blog content content content 4,000 visits

Plan for
posters, table tents, upcoming
Expos samples, signage X X expo X

Paid Digital ad development, ad Develop New Engagement

Advertisements placement Ads Place Ads Place Ads to 15%

December-
Content October-18 Nov-18 18 Q4 Evaluation

Quarter 4

handouts, signage, Attend Attend Attend Engagement

Sponsorships samples events events events to 20%

Social Media Facebook, Twitter,

2,500 followers
Instagram, Pinterest Create/uploa Create/uplo Create/uplo

43
 and Snapchat d posts ad posts ad posts

Upload Upload Upload

product information, website website website
Website recipes, blog content content content 5,000 visits

posters, table tents, World Dairy

Expos samples, signage Expo X X X

Paid Digital ad development, ad Develop New Engagement

Advertisements placement Ads Place Ads Place Ads to 20%

Appendix E: Product Segmentation in Yogurt Industry

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Appendix F: Reach of leading social media and networking sites used by
teenagers and young adults in the United States as of February 2017

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Appendix G: Odyssey Retailers

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Appendix H: Website Banner

Appendix I: Social Media Graphic

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