MARKETING PROPOSAL

Expanding TCBY (The Countrys Best Yogurt)

Group 2
10-07-13

















Project Proposal Group 2

The Opportunity:
T C B Y T h e Co u n t r y s B e s t Yo g u r t


TCBY or, The Countrys Best Yogurt, opened in 1981 as the first frozen yogurt shop in Little Rock, Arkansas by Frank D.
Hickingbotham and by 1984 had 100 stores opened and booming. Since that time, the franchise has over 400 stores
nationwide and has no means of slowing down. In the past 3 years since 2010 they have remodeled their interiors and
their brand to reflect their forward-thinking outlook on the future with a modern brand and logo, colorful palette and
chic interior dcor. They have built a legacy of healthy and great tasting frozen desserts since they have opened and
want to continue to grow their reputation and to keep their customers satisfied. After joining forces with Mrs. Fields in
2000 to grow both companys and since then is leading the market in nutrition, taste, and new product innovation
trying to keep evolving to always satisfy their customers. Our research and proposal will focus on how to continue to
expand and build on TCBYs already great reputation and to combat the growth of new franchises specializing in frozen
yogurt.

We will analyze the development of our business plan by:
I. Company:
Who we are: TCBY is the leading frozen yogurt company with many flavors that has combined with Mrs. Fields
to grow its reputation and expand its company.
What we do: TCBY sells soft serve and hard scooped yogurt and now are adding in more products such as
parfaits, sugar free yogurts, and now Greek yogurt.
Mission and goal: TCBY in 2005 renewed their commitment of delivering the very best overall to their
customers by re-focusing their product offerings and have developed new innovative products to try to expand
its customer base and name.
Strategy: New store opening marketing plan to help create awareness and trial for your new store. On-going
marketing plan and strategy to help attract new customers as well as keep regular customers coming back. Our
marketing strategies place an emphasis on owning the community through local store marketing activities. The
National Marketing Fund combines funds from all of the TCBY franchise locations and is used to build and
maintain our exceptional brand awareness and preference.
II. Customer:
TCBY has a large focus on serving healthy and nutritional frozen yogurt treats to women. They have had a large focus of
their new interior and dcor to be a very colorful and light feel to it which many believe attracts much more female
attention than male.
III. Competition
Since the start of TCBY and the frozen yogurt industry picked up stores have began to open sporadically and
new chains are spreading across the nation and across the world. Companies like Fro-yo, The Fuzzy Peach,
Pinkberry, Yummylicious, and Yogurtland are some of the top competitors to TCBY and have caused sales and to
drop as well as the customer base to change or at times drop.
IV. Context:
With the economy and government being as it presently is, companies as well as customers are penny pinching every
cent they own and are reluctant to spending it on anything beyond their necessities. TCBY needs to focus on expanding
their customer base and broaden the type of customer they reach out for. They also must lead in best cost for their
product, or getting the most bang for your buck, and best-valued product to keep the loyal customers they currently
have and bring in new customers to help raise revenue.
T C B Y T h e Co u n t r y s B e s t Yo g u r t



We will use the following SWOT analysis to analyze ways in which we could grow on TCBYs strengths and
opportunities and combat against their weaknesses and threats.
TCBY SWOT Analysis
STRENGTHS
-Have a very wide and diverse assortment of
flavors of yogurt and toppings.
-Focus on nutrition and quality products.
-Have created the first type of new yogurt as they
claim called Super Fro-Yo that has a special
combination of beneficial nutrients to improve
well-being. Also are international.
-Partnered with Mrs. Fields with strong brand
name and recognition
-A top leader in frozen yogurt franchises

Weaknesses
-Focus mainly on women for their sales
-Many people often get tired of the types of frozen
yogurt flavors and environments and after one
month of getting it customers often stop going.
-Cant always lead the yogurt franchises and are
struggling in sales with more franchises opening
up daily.

Opportunities
-Could reach to a whole new customer base
reaching out for not just women but men and the
younger community.
-Could spread into campuses and universities to
spread awareness and popularity of products as
well as get a whole new environment of the
chains and get fresh new outlooks for future
opportunities from college graduates or current
college students with new innovative ideas.

Threats
-Frozen yogurt industry is rapidly becoming
more and more popular and competitive as more
franchises are opening up and lowering sales for
TCBY.
-Many people are not familiar with frozen yogurt
and dont consider it to be a healthy treat and
dont have much popularity nation wide.

T C B Y T h e Co u n t r y s B e s t Yo g u r t


Solution:
I. Objective:
Surpass other frozen yogurt competitors and increase and broaden customer base.
Continue to make new product flavors and new innovative desserts to keep the customers interested and bring
in new types of customers.
II. Research:
Hold focus groups, surveys, and free samples on campuses to find out new opportunities and what people are
interested in and what would make them more likely to choose TCBY compared to competition.
Create new catchy advertisements to spread the awareness of the company and see what about the company do
and do not like.
III. Putting it all into action:
In order to expand the customer base and keep loyal customers, we will devise a business plan that will spread the
companys chain and build on its already sterling reputation. Steps such as expanding into college campuses and open
new chains with graduates to run these chains and see if they can create and come up with new ideas that could make
the company better and create a better recognition of the brand name. Also reaching to customers outside of just
females or younger generations could aid in expanding the franchise like add in the option of more and more different
proteins and vitamins and possibly even combine with companies like Smoothie Factory who are already well known in
that business to help spread the customer base and expand to even more marketing opportunities.