For Greek yogurt startup company Cult Yogurt

1. NATHANIEL BAO
AKANKSA CHAUBAL
MICHELLE LI
ANDERS BJELLA
CHRISTINA CHEN
JANETAN

2. Founded in 2013
Montreal-based
You deserve well cultured yogurt.
“ ”LOCALLY PRODUCED
GOURMET FLAVOURS
EUROPEAN GLASS JARS
DISTRIBUTION CHANNELS
Restaurants
Delivery
Catering –Yogurt Bar

3. RESEARCH OBJECTIVES
The answers to these questions would
fulfill our objectives to enhance Cult’s
positioning in the market, and increase
sales and target market exposure.
Determining target market demographics
Assessing the current state of the yogurt market
Evaluating the Cult’s current product packaging and offerings
Gauging the perception of the Cult brand.
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4. RESEARCH PROCESS
1.
2.
3 Focus groups
female 18-24, female 25-34, male 18-34
2 In-depth interviews
Online survey via Qualtrics
Screening questions
How often they eat regular yogurt and Greek yogurt?
Demographic questions
(age, gender, profession, weekly groceries spending, geography)
General consumer habits
Ideal yogurt product and packaging
Assess Cult’s current positioning
3.

5. DATA COLLECTION AND SAMPLING
contest to win Starbucks gift card
301
Total resulting sample size
18-34
Sampling frame:
Year old | male and female | living in Montreal
Distributed
sampling (quota sampling)
through Facebook groups,
Twitter hashtags, in cafes
(loaded on iPads)
Incentive
Nonprobability

6. SAMPLE DEMOGRAPHICS
0
50
100
150
200
250
male
female
Frequency
Gender
0
50
100
150
200
250
student
working
professionals
other
Profession
0
20
40
60
80
100
120
140
Location in Montreal
0
50
100
150
200
250
under 18
18-24
25-34
Age Group

7. TARGET DEMOGRAPHICS
Female
25-34
age group
Professionals
Downtown
& Plateau

8. HEAVY CONSUMERS of
GREEK & REGULARYOGURT
Consume yogurt at least once/week
Loyal to Greek yogurt
More likely to consume Greek over
regular despite of other factors
More concerned with low fat
Heavy consumers
of Greek yogurt
No meaningful differences between the genders

9. Price
Flavor
Brand
Size
>
>
>
PRODUCT PREFERENCES
Most important factors
when purchasing yogurt
products for heavy users
Factors most heavily
affect purchase
intention
Value for money
Availability
Healthiness
Quality
>
>
>
Descriptive analysis test and difference analysis tests
Predictive analysis test ☛ linear relationship between
importance factors for the ideal yogurt product vs.
heavy consumption of yogurt
Significant factors
☛ probiotic | brand I trust | good value for money

10. FINDINGS: PACKAGING
Unique packaging and isn’t wasteful
Descriptive analysis to
find significant differences
in frequency
glass jars
foil seal and logo
size
=
Most important for the
best packaging of yogurt
products
Visibility of ingredients
Easy to store/dispose
Protect the product from damage
Linear regression predictive
analysis t ☛ packaging
importance factors vs.
purchase decisions

11. FINDINGS: PACKAGING
0
20
40
60
80
100
120
Individual single serve
Pack of single serve (4-8
servings)
Medium size (aprox.
500g)
Large size (approx. 1L)
What packaging size do you usually purchase?
More frequent yogurt consumers are
more likely to purchase
larger containers (medium/
large) than less frequent eaters.
Single serving was the most
popular size, while medium size
containers, surprisingly, was a close
runner-up.
Correlation between gender and serving
size: female participants prefer
small serving sizes.
Overall, customers are satisfied with
Cult’s individual serving size

12. FLAVOR PREFERENCES
Most popular options
Vanilla Chai
Strawberry Bergamont
Mango Lassi
(Focus group loved the options)
83% of people stated
that flavor options
increase the likelihood
that they would
purchase Cult yogurt

13. of the respondents are willing
to purchase CultYogurt at a
price of $3.25.
FINDINGS: PRICING
Level of consumption doesn’t affect how
much consumers are willing to pay.
Everyone expect to pay the same.
Very fixed market equilibrium price →
unmovable
RegularYogurt
The more the consumer consumes
Greek yogurt, the more they are willing
to pay for CultYogurt.
Change in price will lead to change in
quantity
GreekYogurt
of the respondents
are only willing to
pay $3 or less
84%
36%

14. FINDINGS: PLACE OF PURCHASE
Downtown
Mile End
Westmount
Expected
distribution
location
Grocery store - local/niche
Café/coffee shops
Farmers market
Consumption
situation
Snack
Breakfast
Weekly
grocery
spending
>$100

15. OVERALL POSITIONING
Create perception of a good value of money
Probiotic
High quality
Healthy
Sustainable
Position toward “fresh” and “healthy”
Breakfast or snack option

16. RECOMMENDATIONS: PLACE
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Increase distribution channel to include more
cafés and niche grocery stores in the greater Montreal area
Promote yogurt bars heavily
Leverage summer festivals in Montreal to promote the Cult brand
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17. RECOMMENDATIONS: PROMOTION
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Maintain a presence in the local “green”
community… farmers markets
Continue leveraging social media campaigns… encourage people
to post to Instagram or Facebook with the CultYogurt page
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Emphasis on recyclability of glass jar

18. Made in Montreal
PROBIOTICS
GREEK YOGURT
BREAKFAST | SNACK | DESSERT

19. RECOMMENDATIONS: PRICE
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Short run: maintain price (skim pricing)
Focus on promotion (reaching more target customers)
Expand production capacity
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Long run: as variable costs decrease
slowly decrease price to $2-$3 range to gain more sales

20. RECOMMENDATIONS: PRODUCT
RECOMMENDATIONS: PACKAGING
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Keep glass jar that shows the ingredients
Recycling rebate program (+ non-wasteful eco-friendly image)
Replace foil cap w/ recycled resealable plastic cap
Labeling: + vivid colors
+ nutritional information & ingredients
+ buzzwords: probiotic, locally sourced, high quality

21. RECOMMENDATIONS: PRODUCT
RECOMMENDATIONS: SIZE
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Keep current individual serving size (140g)
☛ cafés
Introduce medium (500-750g) and large options (1L)
☛ grocery stores and delivery service

22. RECOMMENDATIONS: PRODUCT
RECOMMENDATIONS: FLAVORS
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Currently good job ☛ variety of flavors
promotes willingness to purchase
Continue innovating with new flavors.
Position as a breakfast food ☛ offer healthy granola parfaits
that can be eaten both in the morning and as a snack
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23. OPEN A FRESHYOGURT BAR
Gain more exposure to Cult’s target market
Go-to place for breakfast and snack
Downtown area | morning high traffic area
near Montreal’s corporate district
Freshly made and packed to-go parfaits
(seasonally changing)
+ fresh fruit, nuts, grain, and granola
Build the Cult brand
+ direct access to consumers to
continuously improve their yogurt offerings

24. Thank you