Fads and Trends: Frozen Yogurt in the Unsaturated Market of Colombia Alejandra Monroy Roa

Submitted in Partial Fulfillment of the Requirements For the Degree of Master of Fine Arts in Advertising at The Savannah College of Art and Design © August 2012, Alejandra Monroy Roa The author hereby grants SCAD permission to reproduce and to distribute publicly paper and electronic thesis copies of document in whole or in part in any medium now known or hereafter created. Signature of Author and Date _________________________________________________________________

____________________________________________________ ________ /_______ /_______ Mark Rokfalusi, M.F.A. Date Committee Chair

____________________________________________________ ________ /_______ /_______ Rosemary Erpf, Ph.D Date Committee Member

____________________________________________________ ________ /_______ /_______ Keith Weaver, B.F.A. Date Committee Member

Fads and Trends: Frozen Yogurt in the Unsaturated Market of Colombia

A Thesis Submitted to the Faculty of the Advertising Department in Partial Fulfillment of the Requirements for the Degree of Master of Fine Arts Savannah College of Art and Design By Alejandra Monroy Roa

Atlanta, Georgia August, 2012

Acknowledgements First and foremost, I would like to express my gratitude to all of those who have been there for me throughout this process. I sincerely thank my parents and my brother for listening to me and helping me finish my degree. Thank you mom for being always available and willing to talk and give me advice. For handing out surveys, taking pictures, and staying up late giving me the results over the phone. Thanks to my brother for taking pictures for me while traveling for work. I would also like to thank my committee members, Professors Mark Rokfalusi, Keith Weaver and Dr. Rosemary Cohane Erpf for guiding me. I would also like to thank Professor Salzinger for her support during these past years as her student and advisee. Finally, I would like to thank all of those who participated in helping me complete this thesis including interviewees and survey participants.

Fads and Trends: Frozen Yogurt in the Unsaturated Market of Colombia Table of Contents Abstract

1  

Introduction

3  

Methodology

6  

Problem Definition:

6  

Research Target:

7  

Hypothesis:

7  

Null Hypothesis:

7  

Survey Sample of Survey Questionnaire: Results Frequencies Questionnaire for U.S. Population Questionnaire for Colombian Population

8   8   9   9   9   13  

Analysis

17  

Literature Review

18  

Hypotheses Conclusions

19  

Discussion

22  

About Frozen Yogurt

22  

Current Market

24  

Suppliers

25  

Froyo: Fad or Trend?

26  

World Expansion

28  

Americanization in Colombia

29  

Ice Cream in Colombia

31  

Summary

34  

Recommendations

36  

Bibliography

37  

Appendix A: Survey Instrument

41  

Appendix B: Integrated Marketing Communication (IMC) Plan

53  

Executive Summary

55  

Situation Analysis

56  

The Industry

56  

The Category

56  

Service

57  

SWOT Analysis

57  

Strengths

57  

Weaknesses

58  

Opportunities

58  

Threats

59  

Appendix C: Creative Brief

60  

Communication Opportunity

60  

Target Audience

60  

Brand Perception

61  

Result of Communication

61  

Single-Minded Idea

61  

Reason to Believe

62  

Other Things to Consider

62  

The Name

63  

The Campaign

64  

Appendix D: IMC Program Representations

67  

Fads and Trends: Frozen Yogurt in the Unsaturated Market of Colombia

Alejandra Monroy Roa August, 2012

Abstract This thesis studies the business of frozen yogurt and how it has quickly expanded in the past few years. It analyzes whether or not it is a trend and how other booming businesses in the past have handled the oversaturation of a market. Frozen yogurt stores and franchises have expanded throughout the U.S. as well as internationally. The idea of a healthier option to ice cream has caught on and become popular worldwide due to the growing trend of having a healthier lifestyle. Frozen yogurt allows you to feel good about yourself because you are satisfying your craving for sweets while being conscious of what you eat.

Frozen yogurt stores first appeared in New England in the 70s and became very popular during the 90s throughout the United States. In 2005 they came back to life in California and spread around worldwide. As of 2012, several stores have appeared in a few South American countries including Mexico and Ecuador, but preliminary research indicates that Colombian market has yet to be explored. This thesis will explore the Colombian market, what makes it unique and similar

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to other South American countries and the business opportunities of opening a frozen yogurt store in Colombia.

2

Introduction

The purpose of this thesis is to study the Colombian market and analyze the possibility of opening a Frozen Yogurt store in the city of Bogota, Colombia. In order to do this, it is first necessary to learn about Frozen Yogurt, its history and it’s current state. Frozen yogurt stores and franchises have been opening at a fast growing rate for the past few years both in the United States and internationally. This study will consider whether it is a trend or a fad and study how other popular products have transitioned from –or attempted to– being a trend to becoming an established and long lasting establishment, i.e. coffee shops and cupcakes. Frozen yogurt, or also known as froyo was popular during the 90s and faded away. It has now made a comeback and self-serve style stores are appearing everywhere.

After investigating the current state of frozen yogurt, we will learn about the Colombian market, more specifically in Bogotá. Bogotá is the capital of Colombia, South America. It has a population of approximately 8 million people and is a city that is constantly growing and improving; for example, it was declared the Ibero-American Capital of culture by the UCCI. The city is divided into six dining areas offering a wide variety of foods with both international and local flavors (Bogota: Travel Guide). Preliminary research indicates that the market of frozen desserts is still relatively small in Colombia, therefore there is a potential of tapping into this market. “Colombia es uno de los países con menor consumo de helado en Latinoamérica. Una situación que, antes de preocupar, debe ser vista como una oportunidad” (Colombia is one of the countries that consumes the lowest amounts of ice cream in Latin America. A situation that before being seen a concern should be considered as an opportunity), (Franco-Velez 126). 3

Furthermore, the government and private sector are working on promoting entrepreneurship and new business generation through the simplification and reformation of taxes and permits (Ortmans 1).

Within the frozen desserts category, ice cream is the predominant category in Colombia; other types of frozen desserts available in Colombia are gelato and milkshakes. There are different ice cream brands in the market, some are Colombian and others are from abroad. Frozen yogurt is a category that is relatively new and unknown. Primary research will show whether this concept is unknown to the Colombian market or if they are familiar with it; this research will also be used to learn more insights about the Colombian market in the frozen desserts category. Questionnaires were the research method chosen for the preliminary research. The responses will be analyzed and cross-tabulated, if necessary. Since there are two different markets being analyzed, the Colombian market and the American one, two different surveys will be created. The results and data uncovered in this thesis will be useful for those interested in learning about the frozen yogurt market, the Colombian market, and small businesses in general. After researching about this topic, an integrated marketing campaign will be developed and shown to potential investors in Colombia to explore the possibility of opening a small business in Bogota.

The interest in this subject started by two ideas brought together into one. The first one was the interest in exploring and learning more information about the American and Colombian cultures. The second idea was the opportunity of being an entrepreneur. Initially, the Hispanic culture in the U.S. was going to be compared with the Colombian culture. Nonetheless, when this first idea

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was combined with the second, focusing on only Hispanics seemed too limiting. Being from Colombia, I have an interest in the Colombian market and wanted to find a business that had potential to succeed there. This specific category of frozen yogurt was chosen because it seems like an appealing business for new entrepreneurs. Frozen yogurt stores require less staff than other food services and it is a booming international industry that has not exploded in Colombia. Therefore, this thesis afforded the perfect opportunity to learn about this market and thoroughly analyzing whether opening a new business would be a good decision.

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Methodology

Primary research was made in order to learn more about frozen yogurt and the Colombian market. The focus of this primary research was quantitative, where two separate questionnaires were developed to gather statistical information from two different markets. The first questionnaire was designed to learn more about what customers in the United States thought of frozen yogurt. The purpose of the questionnaire was to obtain quantitative information on the likes and dislikes of this audience towards an already established product here in the U.S. The second questionnaire was designed to learn more about the Colombian audience. This survey was written in Spanish and its main purpose was to find out what Colombians associate with frozen yogurt and their current traditions in regards to when and where they eat dessert, and their interest in having a healthy lifestyle.

Problem Definition:

Frozen yogurt (froyo) stores are booming throughout the United States. Are they a passing fad or will they stay? There is an opportunity to learn about this market and analyze the best way to approach the launch of a froyo store in a market that has yet to be explored: Bogota, Colombia.

6

Research Target:

There will be two target audiences for this research, one for people in the United States and one for people in Colombia. Both will focus on men and women, with a HHI of less than $100,000 and who are between 18-34 years old.

Hypothesis:

Hypothesis 1: Frozen yogurt is a fad in the U.S. that has the potential to enter the Colombian market but it will need to be unique in order to last longer than a fad. Hypothesis 2: Colombians are not familiar with the term frozen yogurt. Hypothesis 3: The U.S. market associates frozen yogurts with the big froyo chains such as PinkBerry or Yoforia.

Null Hypothesis:

Null Hypothesis 1: Frozen yogurt is not a fad in the U.S. and does not have the potential to enter the Colombian market. Null Hypothesis 2: Colombians are familiar with the term frozen yogurt. Null Hypothesis 3: The U.S. market does not associate frozen yogurts with big froyo chains.

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Survey

In order to understand the U.S. market that already consumes frozen yogurt and the Colombian market that does not, two separate surveys were conducted during the same period of time. One was written in English and the latter in Spanish. Both were distributed electronically using an online survey tool called Kwik Surveys. Respondents were provided with a link to the online survey software to respond to the questions in an anonymous manner. The links to the questionnaires were sent via e-mail, posted on Facebook and Twitter inviting friends and acquaintances from the intended research target audiences to fill them out. This primary research took place from April 23rd, 2012 through May 4th, 2012; there were a total of 105 participants, 54 from the U.S. and 51 from Colombia. Both questionnaires were designed using an inverted pyramid style where the first few questions gathered demographic data including age, HHI, and gender. The following questions were intended to learn more about the respondent in terms of what he/she likes to do with their spare time, as well as learning about their eating habits and hobbies. Finally, the last questions introduced participants to the topic of sweets, ice cream, and frozen yogurt. Both questionnaires were similar with slight differences between each other.

Sample of Survey Questionnaire:

Samples of the American and Colombian questionnaires can be found on Appendix A.

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Results

The results obtained from both questionnaires provided insightful information on the different markets; this information will be highly beneficial when developing an integrated marketing campaign. Some of the answers obtained were as expected, including people’s importance preference for healthier options. On the other side, there were some other discoveries were not as expected; for example, there is not a very good market differentiation when selecting a specific frozen yogurt store here in the U.S., and in Colombia some of the participants associate frozen yogurt with the store Yogen Früz. This means that some of the original hypotheses were proven right and some of the null hypotheses were proven right as well. The three hypotheses and null hypotheses will be discussed and accepted or rejected in the Hypothesis Conclusions section.

Frequencies

Questionnaire for U.S. Population

The first questions of this survey focused on demographics. The first question asked if the respondent was a male or female. 58.49% were female while 41.51% were male. Although it would have been ideal to have an even number, this number is still ok since it is not highly one or the other but they are closer to being half and half. Question number 2 asked the age of the respondent. 37.74% were between 18-24 and 50.94% were between 35-34 years old. This is a

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very good statistic since the intended research audience was young men and women between 18-34. The following question was regarding total household income. Only 43.23% indicated that they have less than $35,000. This number reflects the target audience who are either college students or recent graduates. Question 4 dealt with the level of education. The majority of the respondents have obtained their bachelor’s or master’s degree (58.49% and 28.30% respectively). These percentages reflect the audience that the links were sent to.

The following questions were designed to learn more about the respondents’ eating and social habits. Question number 5 asked what they do with their spare time. There was a tie between those who responded ‘going to the movies’ (34.04%) and ‘other.’ The ‘other’ option was an input field. The answers varied, some of the most popular were reading (3 times), spending time with family and friends (2), doing outdoor activities (2). It is also important to note that 12.77% of the respondents selected eating ice cream. This percentage was higher than going to a coffee shop, going shopping or going to a bakery shop. Question number 6 showed that 86.54% like sweets. Question number 7 showed that for over 80% of the respondents it is either important or very important to eat healthy food. These last two questions show that although they like sweets they also care about their health, therefore there is a big correlation between these two factors. If respondents are interested in their health, then frozen yogurt is a good solution for satisfying their need for something sweet.

Question 8 asked if they had ever tried frozen yogurt, 96.5% answered yes, question 9 asked if they liked it and 90.57% said they did. This is a very high number; unfortunately the following

10

question, number 10, shows a slightly lower percentage when asked if they would go back to a frozen yogurt store. Only 84.91% would go back. Nonetheless, this is also a very large number demonstrating that frozen yogurt has a very large retention rate. Question 11 read, “Do you have a favorite store? Please enter below”. This question was an open-ended question so that the respondents would not be biased or limited to predetermined answers. The purpose was to learn whether frozen yogurt stores had made an impact on the consumers’ minds and whether they would remember the names of the most popular stores. Yoforia was listed 4 times, Menchies 3, Pinkberry and Yogli Mogli twice, Red Mango, Yogen Früz, Sweet CeCe’s, Cherry Berry, Yobe, Sweet Frog, Planet Smoothie and Cloud 9 once. Some other stores that were mentioned are ice cream stores like Baskin Robbins or Coldstone. Some of the other results were Target, Goodwill, HyVee, Walmart, and Kohls, which are not frozen yogurt stores. These results showed that big brand frozen yogurt stores do not have the market share that we expected. Yoforia and Pinkberry, which are two of the largest frozen yogurt franchises in the U.S., are only mentioned 6 times, and only 19 people (35.18%) indicated they had a favorite frozen yogurt store. When comparing this number to the 90.74% of people who indicated liking frozen yogurt we can see that this is a very low number. In hindsight, this question should have been more specific. 25.9% of the respondents interpreted this question as if they had any favorite store in general, not only a frozen yogurt store. The intent of the question was to find their favorite frozen yogurt store. When formulating the questionnaire, since this question followed others that were talking about frozen yogurt, the words frozen yogurt were not included thinking the participants would understand that it was implied. This was a mistake that must be taken into account for any future research.

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Question number 12 was another open-ended question that said, “Do you have a favorite flavor(s) of frozen yogurt?” Only 5 respondents said they did not have a favorite flavor. All of the others indicated either one or several flavors. The top flavors were: vanilla, which was mentioned 9 times, strawberry 7, mango 7 and chocolate 5. Some other flavors with one to three mentions were raspberry, cookies and cream, peach, peanut butter, coconut, salted caramel, taro, coffee and red velvet cake. With these results we can learn that customers tend to lean towards more neutral or traditional flavors like vanilla and strawberry rather than exotic flavors like taro. The following question had the same format as the previous but focused on toppings. Fresh fruit was the most popular with 7 mentions, cookies (including Oreos and animal crackers) were right behind it with 6 mentions. The following items had 3 mentions each: strawberries, sprinkles, peanuts and chocolate chips. Chocolate syrup, caramel, cherry, berries, cookie dough, coconut, mango, granola, fruity pebbles, cheesecake, and sweetened condensed milk had either one or two mentions.

Question 14 wanted to know whether they considered frozen yogurt stores being a fad or not. 37.04% said yes and 63.96% said no. Although more people said no, it is still interesting to see that a considerable amount of people said yes. Question 15 was another open-ended question. Participants were encouraged to give ideas of what could help a frozen yogurt store stand apart. The answers were very diverse, a full list of the answers can be found in Appendix A. Some of the responses were: “In all honesty, almost every frozen yogurt tries to stand apart. However, they really don't stand apart”, another answer said, “the type of ingredients they use and any unique or experimental flavors”, or “not looking like all the others”, or “gourmet frozen yogurt”, and “cheap prices –all of the new yogurt places are stupid expensive. If it were reasonable, I

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would go all the time.” Although most people said in the last questions that frozen yogurt stores are not a fad, it seems that people also agree that current yogurt stores look very similar among each other.

Question 16 was designed to know if there would be other factors that could influence customers to buy frozen yogurt like a social cause. Almost half of the participants (44.44%) said yes, a few said no, and the rest (46.3%) said it would not affect their decision. The following question wanted to know if they considered frozen yogurt as a healthier option to ice cream. The majority (83.02%) said yes. The next question asked if they preferred a self-serve format or a store clerk at frozen yogurt stores. 62.96% said they preferred self-serve. Question 19 asked where they were more likely to eat frozen yogurt, the majority chose a location with outdoors seating (84.91%). Finally, the last question in this questionnaire was an open-ended question asking for any additional comments regarding this subject. Some of the comments said that people who are lactose-intolerant should be considered as well as those with peanut allergies. Others said that they do believe frozen yogurt is healthier than ice cream while others believe that moderation is a bigger factor. Another subject that was mentioned was the price, some consider frozen yogurt to be too expensive.

Questionnaire for Colombian Population

Some of the questions in the questionnaire designed for Colombians were similar to the ones for the U.S. The results were quite different showing the different likes and dislikes of both markets. 13

The first few questions focused on demographics. The first one being gender, 70% of the participants were women. This number is different from the number in the American questionnaire but in both surveys women were the majority. Question 2 was in regards to age. The majority indicated being between 25-34 years old with 31.37%, then 18-24 and 35-54 were tied with 23.53% and the other participants were over 55 years old. Question 3 was designed to learn the household income of the respondents. In Colombia it is not common to ask about household income; people are more likely to share in what strata they live. Strata or ‘estratos’ are socioeconomic categories used to classify residential neighborhoods. This classification goes from 1 through 6 and determines how much the residents of that stratum must pay in taxes, tuition, and utilities. One is the lowest category and 6 is the highest, therefore these numbers represent that those who live in 1 are the poorest and 6 are the most affluent. 41.18% indicated being estrato 4, 27.45% estrato 5, 21.57% estrato 6 and the remaining were estrato 1-3. These answers are consistent with the responses found in the following question. Question 4 asked about their level of education. 76.47% said they attended college, 13.73% got a graduate degree. The remaining participants either have a high school diploma or a doctorate.

Question 5 asked what they liked doing on their spare time. Most of the respondents (31.25%) said they liked going to the movies. Some of the other highest ranked responses are going to a restaurant (16.67%) and going out for coffee (%14.58%). It is interesting to note that only 3.9% of the participants responded to the option ‘other’ and these answers included going to the gym, walking, and going to concerts while in the English questionnaire 33.3% responded other.

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Question 6 asked what they liked doing during the weekends. There was a tie between trying new restaurants and staying at home sleeping, both had 27.45%. Overall, all of the answers were close to each other since working out and going out of town were approximately 20% each. For question 7 more people in Colombia like sweets than in the U.S. 94.12% of the Colombian participants answered yes to this question while 86.79% answered yes to the English survey. The following question was in regards on the importance they place on eating healthy food. For most of the respondents it is very important or important to eat healthy food (43.14% and 39.22% respectively).

The following questions focused on frozen yogurt and ice cream. Question 9 asked them if they had ever heard of the words “frozen yogurt”. They were asked if they had heard of those words in English. It was surprising to see that over 88% of the participants had heard of those words. The following question gave more insights on what they associated with those two words. The question read, ‘Whether you have heard or not of frozen yogurt, what words come to mind when you hear frozen yogurt?’ Most of the respondents translated the words, others said they were reminded of fruits and yogurt, healthy, cream, creamy ice cream, milkshakes, and ice cream made out of yogurt. Only two of the respondents named a brand when asked this question, Yogen Früz. Therefore this brand is the only one that has any market share in the Colombian market of frozen yogurt. These last two questions are very important because they helped realize that Colombians do have an understanding for the words frozen yogurt but only associate them with one brand and to a broad idea of ice cream made out of yogurt. There is a potential to position a new brand as the pioneer of a new model of frozen yogurt stores.

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Question 11 asked if they had liked frozen yogurt after trying it. 68% said yes. It was very surprising to see that so many people responded that they had tried the product and that they had liked it. Secondary research indicated that there are no other frozen yogurt stores in Bogotá besides Yogen Früz. In hindsight, there should have been another question to help clarify what type of frozen yogurt they had tried. Question 12 asked the participants to indicate what was their favorite ice cream flavor. The most popular was vanilla with 14 entries. Chocolate followed it with 12, berries with 10, strawberry with 9, arequipe with 7, passion fruit with 6, pistachio, blackberry and brownie with 5 each. Other popular flavors were lemon, cherry, rum and raisins, macadamia, almonds, lulo and feijoa. In comparison with the English questionnaire, the Colombian respondents entered a wider variety of flavors. The top flavors were similar between both surveys being vanilla and strawberries some of the most favorites. Colombia grows more tropical fruits than the United States; some of these tropical fruits like feijoa, lulo, and passion fruit are imported but still hard to find in the U.S. while they are very popular in Colombia. Arequipe was also a popular flavor, this is a dessert that is similar to a caramel or to a dulce de leche, and it has a creamy consistency and is made from milk and sugar.

Question 13 asked the participants where they liked eating ice cream. The majority said they preferred eating it at a restaurant after eating a meal (32%), then there was a tie with 24% between eating at a dessert shop and at a store in a mall. Eating at an island in a mall received 18% of the responses. The following question was an open-ended question that invited participants to indicate their favorite brand of ice cream. 22 of respondents said the ice cream from Crepes & Waffles was their favorite, 14 answered Popsy, 9 said Häagen-Dazs, 7 said Crem Helado, and 6 said Mimo’s. Some of the other brands that were also mentioned were

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McDonald’s, Polet, Yogen Früz, Baskin Robins, San Jeronimo, Solferino, Venotolini, and 4D. The top favorites are Colombian ice cream brands except for Häagen-Dazs.

Question 15 asked when they preferred eating ice cream. 30% said at any time, 26% said in the afternoons and 22% said during the weekends. When I am at a mall, after eating at a restaurant and after having lunch had between 6 and 10%. After going to the Ciclovía had cero responses. The Ciclovía is a sports event that takes place every Sunday in the city of Bogota; the main streets are closed to turn them into bike routes. Many restaurants and stores around those streets stay open for people to come after the sports event, it was surprising to see that this question was not marked by any respondent. Nonetheless, since the majority said they would eat ice cream at any time, then this category might be included. In hindsight, the question should have not included such a broad answer to allow for a more targeted analysis. Question 16 was created to get an idea of what price the customers would feel comfortable paying. The majority (48%) said between $4000-$5900 Colombian pesos or $2.2-$3.27 U.S. dollars and 40% said between $2000-$3900 pesos, which corresponds to $1.11-$2.16 U.S. dollars. The final question asked the participants to tell us how they find out about new restaurants. 66% said through friends, 10% through the newspaper, and the rest through Groupon, Bogotá Vive.In, or the Internet.

Analysis

As a result, these questionnaires helped get a current understanding of Colombian and American cultures in relation to the desserts market. One similarity found between both cultures is that

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although both cultures care about having a healthy lifestyle, they still look for ways to satisfy their craving for something sweet. One difference was that the American culture indicated a wider variety of ways to spend their weekends or spare time such as rock climbing, playing music, being outdoors, and reading, while the Colombian audience preferred going to the movies or to a restaurant. There is also a difference between the types of frozen dessert flavors that both cultures like. The majority of the participants from both cultures said they prefer traditional flavors like vanilla or strawberry but Colombians also like a wider variety of tropical fruits and different kinds of nuts. Another insight obtained from this research was that most participants from the American culture believe that frozen yogurt stores are not a fad; nonetheless they do not see a significant difference between one specific store to the other. They believe the stores are very similar which means that there is an opportunity to create a brand with a more established and identifiable identity.

Literature Review

Revista La Barra, a Colombian magazine targeted towards business owners in the food market reported that the frozen dessert market is one that has potential to grow in Colombia. Based on the findings from the primary research, it is right to say that there is an opportunity to explore this market. With Colombia being located in a tropical region, it has more access to a wider variety of fruits than in the United States. Using local and different fruits will be a key factor for making this product appealable to the Colombian audience. The introduction of smoothies can be used as an example to follow. Smoothies were not popular in Colombia a few years ago, not too

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many people had heard of them. Nonetheless, natural juices have been a part of Colombian culture for many years due to the easy access to fruits. “Hace cuatro años Felipe Moreno, propietario de Twister, encontró en el mundo de los smoothies una gran oportunidad. Si bien ha resultado un negocio próspero en Norteamérica, imaginaba que sería aun mejor en un país con tanta diversidad como Colombia” (Four years ago Felipe Moreno, owner of Twister, discovered a big opportunity in the smoothie world. If it has been successful in North America, then he imagined that it would be even great in a country with so much diversity as Colombia) (Revista La Barra 132). Colombians are interested in exploring new products as long as it resembles something they are already familiar with.

Whether frozen yogurt is a fad or not is something that is hard to measure. This concept will be explored more in depth in the discussion section, however it is important to note that it is complicated to know if a fad is a fad while it is popular since fads and new products behave in the same manner at the beginning. Cupcakes for example are another food product that is experiencing a high demand. Jennifer Appel, founder of Magnolia told the Associated Press that she believes this is an established category, "I don't know how long it takes for a trend to end and become mainstream, but apparently we've established an industry"(Bonisteel).

Hypotheses Conclusions

Based on the results above, some of the hypotheses will be accepted and others will be rejected. For the first hypothesis, that says: frozen yogurt is a fad in the U.S. that has the potential to enter

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the Colombian market but it will need to be unique in order to last longer than a fad, we can say that the survey participants do not believe that frozen yogurt is a fad. Therefore this hypothesis will be rejected. However, secondary research indicates that it is very difficult to accurately determine if a fad is a fad while it is happening.

The second hypothesis said that Colombians are not familiar with the term frozen yogurt. This hypothesis will also be rejected since primary research indicated that they are familiar with the term. Colombians identify it with some sort of frozen dessert but it is not a part of their daily lives. They associate words like cold and yogurt; they are only familiar with the brand Yogen Früz and there are no other brands that come to mind. Yogen Früz is a Canadian frozen yogurt store that has had franchises in Colombia for about a decade. They are well known for a different type of frozen yogurt where a solid block of yogurt is blended in with frozen fruit. In recent years they have tried joining the new style of soft serve yogurt and a few of their franchises offer this variety.

The third hypothesis was designed to study if the U.S. market associates frozen yogurts with the big froyo chains such as PinkBerry or Yoforia. The survey respondents informed that the biggest froyo stores do not have the market share domination that we expected; the respondents are familiar with other brands and not PinkBerry or Yoforia exclusively. However, they are familiar with a specific brand while most Colombians are only familiar with synonyms to the words and only a few are familiar with one brand. This third hypothesis will also be rejected. These results can be interpreted in two ways, in a positive and in a negative way. The positive is that although there are many different froyo stores because the market is big enough for allowing many stores

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to succeed. The negative side is that since there are so many, they all blend in as one and none of them stand out.

As a conclusion, all three hypotheses have been rejected. Overall, this is a good sign because it shows that this market has potential to be explored in Colombia. There are lessons to learn, like making sure that the new brand in Colombia does a good job explaining what it is and offers to differentiate from Yogen Früz. The second lesson is that this new brand also has to be different and unique to be memorable.

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Discussion

Primary research shed light on what sort of topics should be explored more in depth through a careful review of the current literature on frozen yogurt. There are seven topics that will be analyzed: general information on frozen yogurt, the current market, suppliers, fads and trends, froyo’s world expansion, and general information about ice cream in Colombia.

About Frozen Yogurt

Technically, frozen yogurt is a frozen dessert that from a structural point of view resembles ice cream but that has similar sensorial and nutritional properties of yogurt (Pereira 675). The origins of frozen yogurt can be traced back to Asia where water ices were first made; Marco Polo then introduced frozen desserts to Italy and the rest of Europe in the 13th century. As technology improved, frozen desserts expanded throughout Europe. The first hand-freezer was patented in the U.S. in 1848 and later on during the early 1900s inventions like pasteurization and homogenization allowed for an increase in the manufacturing process of frozen desserts (Avizienis 1).

On the other hand, the origins of yogurt are uncertain but can be traced back to the Middle East and India. Yogurt is a product made of milk that is fermented through the addition of two bacteria in order to turn it into a semisolid food. The word yogurt comes from the Turkish yoğurt, which when translated to English is sometimes spelled yogurt or yoghurt, and means 22

‘thick milk’ (Biancalana). There are several legends that tell the story of the early discoverers of yogurt. One of them says that there was a Turk nomad traveling with milk in his goatskin. Due to the temperature and bacteria found in the goatskin, this milk turned into a creamy beverage. Yogurt is well known for being beneficial on human health. “The addition of active bacteria cultures into the diet improves digestion and nutrient absorption and also promotes food safety” (Irvine 434).

In the 1970s dessert makers were experimenting with different flavors and introduced frozen yogurt in New England. Most customers did not welcome this new flavor because it tasted too much like yogurt. Most Americans did not enjoy the tart flavor of frozen yogurt and preferred the sweetness of ice cream. A decade later the formula was improved and was widely adopted throughout the U.S. Sales reached over $25 million dollars by using a message of being a lowcalorie dessert that was as versatile as ice cream (Avizienis 1). Frozen Yogurt had a blossoming decade in the United States, but then it faded away as coffee houses and ice cream shops became stronger. Some of the most popular frozen yogurt franchises were I Can’t Believe It’s Yogurt and The Country’s Best Yogurt (TCBY). “Although the frozen yogurt franchise industry suffered a decline in the late 1990’s, it is making a comeback with a new generation of flavors, toppings, and store settings” (FranchiseHelp 1).

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Current Market

Frozen Yogurt made a comeback during the late 2000s and new stores are opening daily in the U.S. and around the world. Some of the most popular franchises include Yogurtini, Pinkberry, Yogurtland, Farr’s Fresh and The Fuzzy Peach (FranchiseHelp 1). These new franchises have created new recipes and flavors to attract new customers. Their purpose is no longer to mimic the flavor of ice cream but to explore new flavors and offer new diet-friendly treats.

The new wave of the froyo craze in the U.S. started in 2005 in California by the company Pinkberry. “The frozen yogurt that has taken Los Angeles by storm resembles the early, sour frozen yogurt more than its artificially flavored progeny” (Steinhauer 2). A Korean couple started Pinkberry in West Hollywood, inspired by another froyo store –Red Mango– that had started selling tart yogurt in Korea in 2004. A few years later Red Mango also opened franchises in the U.S. Both Pinkberry and Red Mango had a similar style where only two flavors were offered (neutral and green tea) which could be accompanied by different toppings. Today, both stores offer a wider variety of flavors. Other non-froyo stores have been jumping on the wagon and are now selling frozen yogurt, including Baskin Robins and Coldstone Creamery. TCBY has also moved away from the ice cream-tasting frozen yogurt and added more active cultures to its recipe to compete with the new franchises.

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Suppliers

Frozen yogurt is made in a similar manner and from similar ingredients as ice cream; the biggest differences are the active cultures of the yogurt. Milk is the main ingredient in froyo, which is never completely frozen but rather contains ice crystals. Other ingredients may include sugar, eggs, salts and stabilizers. There are many frozen yogurt stores that produce their own frozen yogurt, using their own ingredients and using their own formula. Nonetheless in the same fashion that frozen yogurt stores have appeared at an exponential rate, so have frozen yogurt suppliers.

Companies like PreGel, I’m Yo, Projuice, Annie’s Frozen Yogurt and YoFlavor supply ingredients and materials for businesses in this industry. PreGelAmerica for example, provides ingredients for desserts like gelato, ice cream, sorbeto and frozen yogurt. It is an Italian company that started over 40 years ago producing semi-finished ingredient products for gelato with the purpose of facilitating and optimizing its production. PreGel also offers training lessons for companies to improve their businesses. I’m Yo is a Premium Yougurt Powder provider that focuses on frozen yogurt. It provides raw materials for creating frozen yogurt as well as the machines necessary to sell it. It also provides advice for entrepreneurs interested in opening shops. Other suppliers like Projuice from the United Kingdom offer powder yogurt as well as a liquid version. The liquid version is easier to handle since it only requires pouring into a softserve machine, while the powder must be mixed in with yogurt, milk, and other ingredients.

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Froyo: Fad or Trend?

Ever since frozen yogurt shops reappeared in the U.S. and started multiplying all over the nation, different opinions have arisen on whether the new frozen yogurt craze is a fad or a trend or if it is here to stay.

Nancy Huang, in her article Gourmet Food Trucks: Innovation or Fad? takes a look at the history of cupcakes, frozen yogurt shops and food trucks and determines that there has been a market saturation where only a few already established brands like Pinkberry or Sprinkles are still expanding; but the high demand that they had when they first opened no longer exist (Huang). Hannah Fry took a look at the market in 2009 and said, “in 2009, the frozen yogurt industry in Orange County crashed with multiple brands shuttering amid a failing economy and an over-saturated market.” Although it is a saturated market in Orange County, Juice It Up CEO Frank Easterbrook believes it is a category that will stick around (Fry). Bret Thorn, food editor for Nation’s Restaurant News believes that there are still plenty of opportunities for frozen yogurt since most of the country is not oversaturated with this product (Axelton).

Grace Wang believes frozen yogurt is past its prime and has lost its novelty factor as a summertime delicacy. “Dedicated froyo shops, while they tout themselves as having the best topping variety or the healthiest yogurt strain, really all follow the same cookie-cutter mold: once you’ve been to one, you’ve been to them all,” (Wang). This cookie-cutter mold, she explains, can be seen on the flavors, toppings, ambiance and decorations of the shops. Frozen yogurt stores have become more of a formula than an innovative store. For example, when looking at their branding most names start with a color and the second half contains either a fruit name or has the letters “yo”,

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i.e. Pinkberry, Red Mango, Yoforia. The interior design of most shops is also similar; they have a shiny, white floor, neon colors on their walls, and abnormally shaped colored furniture. Another element that is a part this cookie-cutter mold is the lack of product variation from chain to chain. The frozen yogurt recipe is similar between chains and the slight differences are the kinds of toppings, sweet-to-tartness ratio, and self-serve vs. made-to-order rivalry.

Joel Best in his book Flavor of the Month: Why Smart People Fall for Fads defines a fad as a short-lived enthusiasm. “What makes something a fad is its rapid loss of popularity,” (Best, 2). Best compares fads with successful innovations. Both of them have a similar beginning: at first, a few adopt the novelty, and then it rapidly increases and gradually reaches a peak. After this peak is when fads and lasting innovations diverge. The later remains at a constant level of popularity while the former decreases at the same rate it had when it got popular. Because of this, it is hard to predict whether a new product will become a fad or remain popular. There are those who believe that a product is a very important innovation but it actually becomes a fad, for example Betamax or 8-track tapes. The effect illusion of diffusion occurs when people expect an innovation to last but it ends up fading quickly (Best, 8). Best explains that there are three stages in the life cycle of a fad. The first one is emerging, when a fad is launched with the help of promoters or gurus. Later on comes the surging phase where this new idea is adopted and starts to spread. Some believe in the new product/idea and some are skeptical about it, yet the idea gains popularity. Finally, purging is the stage where the fad reaches its highest point and then in fades.

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World Expansion

Frozen Yogurt stores have appeared in different locations throughout the world in the past few years. American companies have expanded and opened franchises in different countries as well as independent companies who have opened their own stores.

Pinkberry, one of the largest franchises currently has stores in 82 cities all over the world. The are located in North and South America, Europe, Africa, and Asia. In South America there are stores only in Peru. Red Mango has locations in North America, Asia, Europe, and Oceania, none in South America. Yogen Früz is a Canadian frozen yogurt franchise that has locations in 35 different countries. In Central and South America they have locations in Argentina, Bolivia, Chile, Colombia, Costa Rica, El Salvador, Guatemala, Peru, and Venezuela. This brand is the one that has the most stores in South America, it has been around since 1986 –18 of those in Colombia– and was rated as the number one Franchise in the World in 1999. From the primary research we learned that Colombians are familiar with this brand and it is the only brand they think of when asked what they associate with the words ‘frozen yogurt’. The style of frozen yogurt they are known for is different to the one offered by stores like Pinkberry. Yogen Früz’ are famous for their ‘mixes’ which consist of a block of solid frozen yogurt that is blended with the frozen fruit of the customer’s choosing. In recent years they have also added a ‘top it’ variety that follows the same style as Pinkberry.

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Americanization in Colombia

“Despite Latin America’s universality, one of its recurring obsessions has been defining its identity. In my opinion, this is a useless enterprise, dangerous and impossible, because identity is something possessed by individuals and not collectivities, at least once they’ve transcended tribal conditions,” said Mario Vargas Llosa in 2008 (Vargas Llosa 7). According to this renowned Peruvian author South Americans do not have a common identity. He believes that this is because many different cultures have influenced South Americans for many centuries including European, African, Native American, and Asian. But rather than this being a disadvantage, Vargas Llosa believes that having an amalgam of different traditions, cultures, languages, and races is one of their biggest patrimonies (Vargas Llosa 7).

Cultural imperialism, defined as a process of “social influence by which a nation imposes on other countries its set beliefs, values, knowledge and behavioral norms as well as its overall style of life” (Bakhtin 184). This theory was very popular during the seventies and eighties but it lost prevalence during the nineties where it was discredited by the academia due to apparent cultural weakness, cultural authenticity and audience passivity. Nonetheless, the theory of cultural imperialism is currently going through a revival and the concept of living in a McDonaldized planet has made a comeback (Gray 130). This comeback, in addition to South American’s precedent as an amalgamation of cultures described by Vargas Llosa, allows for Colombia to have the perfect conditions to absorb the American culture. Right now, if you walk into a mall in Bogota, Colombia, you will immediately see a McDonald’s, Subway, T.G.I. Friday’s, Burger King, Hooters, Domino’s and many other American franchises. On the other side, you will also

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find popular Colombian stores like Crepes & Waffles, Archie’s, Popsy, La Hamburguesería, El Corral, among others; it is relevant to note that some of them have English names even if Spanish is the official language in Colombia.

Cultural imperialism and nationalism are two independent phenomena, however both have also merged to create a new identity. The Colombian artist Nadín Ospina explores the hybridity of Colombia’s cultural identity in relation with American popular culture. According to Madeline Callander, Ospina uses his art to critique Colombia for becoming increasingly Americanized (Callander 1). One of his series is titled POP-Colonialism and in it he takes American icons like Mickey Mouse or Bart Simpson and mummifies them to turn them into Pre-Colombian archeological pieces. “He takes objects from an idealized past and places them in an ever changing high-tech world, where they are redefined by their transactions with these multinational and trans-generational cultural icons” (Callander 1).

Colombians are proud of their heritage and are also willing to adapt to the new technologies and trends that arrive from abroad. The global trend of healthy lifestyles is in Colombia too, as well as new food trends like cupcakes have been successful in the past, therefore this new American trend of frozen yogurt has potential to enter the Colombian market.

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Ice Cream in Colombia

Primary and secondary researches indicate that there is a market opportunity for frozen desserts in Colombia. Primary research shows that consumers enjoy eating frozen desserts and that Crepes & Waffles, Popsy, Häagen-Dazs, Crem Helado and Mimo’s are some of their favorite brands. Secondary research indicates that Colombia is one of the countries that consumes the lowest amounts of ice cream in Latin America. In 2008, approximately 2.3 liters of ice cream were consumed per person in Colombia, while 9 liters were consumed in Chile and 20 in the United States (Fanco). The low consumption is caused in part by cultural reasons as well as lack of money availability. Culturally, experts believe that Colombians view ice cream as only a dessert while other cultures consider it more as a meal; “pues su cultura ve este producto simplemente como un postre, ignorando todas las propiedades alimenticias que posee” (because its culture sees this product simply as a dessert, ignoring the food properties that it has) (Benavides Fonnegra 110). Nonetheless, low consumption demonstrates that there is room for expansion in an unsaturated market.

“El mercado del helado en el país comenzó a calentarse hace cerca de dos años, cuando grandes compañías del sector invirtieron capital para volverlo más competitivo” (the ice cream market in the country began to heat up about two years ago when big companies invested in making it more competitive) (Franco). In 2006 one of the largest chocolate corporations –Compañía Nacional de Chocolates– bought Meals de Colombia, which owned 65% of the ice cream market including brands like Crem Helado and Polet. This purchase increased the distribution possibilities for the different ice cream brands that used to belong to Meals de Colombia.

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In Colombia, and worldwide too, there are three main categories within the ice cream market – novelties, soft, and craft. The first one, novelties, includes pre-packaged frozen desserts including popsicles, cones, cups, etc. that can be easily shipped and distributed nationwide. They are usually sold in urban stores, minimarkets, drugstores and supermarkets. The second category is soft, which is the fastest growing category of the three, includes soft ice cream like the ice cream produced by McDonald’s where from one product, several variations can be sold such as McFlurrys, Sundaes, and cones. The last category belongs to the handcrafted ice creams like gelatos. Frozen yogurts belong to the second category.

Oscar Garcia, Account Manager at Industrias Taylor, explains that there are four main trends in the frozen dessert market. The first one is that the consumer is moving towards things that are fresh and natural, therefore products with food coloring and preservatives are not in highest demand. Second, that globalization has increased the consumer’s interest in learning about new cultures. Third, with the changes in lifestyle habits with today’s consumers where people are constantly on the go with busy schedules, consumers are looking for products that not only provide flavor but also an experience worth their time. Finally we have the healthy trend; today consumers are looking for ways to stay fit, which includes eating healthy food (Benavides Fonnegra 115). All of the above are characteristics that frozen yogurt can offer.

As primary research indicated, Crepes & Waffles is on the top of the list of favorite ice creams. This is a restaurant that started at a small retail location in Bogota in 1980 and is now has 140 stores in 8 different countries around the world. This restaurant offers French-style crepes as well

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as desserts. Their ice creams come in a wide variety of flavors including pistachio, vanilla, passion fruit, caramel and many others. The focus of this store is to provide high quality products at an affordable price, their ice creams are served in nice dinnerware with sophisticated decorations; they are also available to go.

Popsy is another Colombian corporation founded in 1981. It focuses on producing and distributing gourmet ice cream. It offers ice cream to other corporations as well as retail sale; it has over 100 shops in 27 cities in Colombia. Häagen-Dazs is an American corporation that produces ice cream, sorbet, and frozen yogurt; their products are available for sale in Colombia but there are no stores. Crem Helado, as mentioned before, is part of Meals de Colombia and has been around since 1955. It produces ice creams and popsicles that are distributed to stores and supermarkets all over the nation. Finally, Mimo’s is another of the top favorite brands by the survey participants. This is a Colombian ice cream company with over 160 shops nationwide. They sell ice cream, shakes and frozen desserts like ice cream cake. Their most famous product is their chocolate-covered vanilla cone.

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Summary

Frozen yogurt was a very popular frozen dessert during the eighties when the formula that was used strived to resemble ice cream. By the end of the decade, the enthusiasm faded and many stores started closing nationwide. In 2005, Pinkberry in California brought back frozen yogurt with a new formula and made it popular again. This new formula was similar to the one by Red Mango, a Korean company that had started selling frozen yogurt in Korea the year before. It was more tart and did not resemble ice cream as much as the recipe from the 80s. When Pinkberry first opened, people waited in line for hours to get a chance to enjoy frozen yogurt with fruits and other toppings on a hot evening in California. Since then, hundreds of other froyo shops have opened nationwide. The line is no longer extremely long but it is still profitable since there are more stores opening.

After Pinkberry, many other businessmen and entrepreneurs jumped on the wagon and started opening franchises. There are now frozen yogurt stores in almost every city nationwide. There are also locations internationally. In South America, there are different stores in countries like Mexico and Ecuador. Colombia has yet to be explored to its full potential. Colombia has the store Yogen Früz that is well known for mixing blocks of yogurt with fruit. There is one froyo store from the United Kingdom that opened a franchise in Medellin last year called Snog. Snog’s branding is very memorable with illustrations and bold colors and seems to be doing very well internationally since it has opened franchises in different countries across the globe. This store is not in Bogota, therefore there is still potential to enter the market and introduce this new concept of frozen yogurt. 34

Most of the froyo shops seem to follow a cookie-cutter mold in regards to their branding. They use bright colors like lime green, blue or orange and use funky looking furniture. The purpose of this type of branding is because stores want to convey having a hip atmosphere and being a healthy option for ice cream. Still, this approach has created low memorability with the audience. It has created a ‘once you go to one, you have seen them all’ mentality. A froyo store in Colombia needs to be able to introduce this category in a fun and hip way but also be able to stand out from possible future competition. Traditional flavors and tropical fruits must be taken into account to target this specific demographic. With these insights in mind, the second part of this thesis will focus on creating a new brand of frozen yogurt for Bogotá, Colombia. An integrated marketing campaign will be conceived and designed to launch this new brand.

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Recommendations

Although the research found from this thesis was very useful, some things were learned that could have been done differently for future research. One recommendation would be to make sure that all the questions are specific when designing a questionnaire. All the questions created in both questionnaires were specific except for one that confused people; it was the one that asked respondents to indicate their favorite store. Some people interpreted this question as any store and others as favorite frozen yogurt store.

A second recommendation is to include a question asking for the location where the person lives. The questionnaire in English was sent to people living in the United States, but since not all of the franchises are nationwide, it would have been a good idea to cross-tabulate the answers about favorite frozen yogurt stores with zip codes. It would have also been beneficial to learn where the respondents from Colombia where. Although this survey was sent to Colombians, since it was done digitally and in person, when sent digitally via Facebook there is still a chance that a Spanish-speaking person from another country could see it and fill it out.

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Appendix A: Survey Instrument 

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