Panera Bread Marketing Mix Proposal

Signature Frozen Yogurt Table of Contents Executive Summary For the past 28 years we have been committed to offering a wide variety of healthy entrée options at the highest quality for a reasonable price, however, we have never offered a selection of healthy option desserts and therefore have decided to launch a new product, the Signature Frozen Yogurt. This product is a secret blend of all-natural ingredients. One of the most important ingredients is real nonfat milk, which has been certified by the National Yogurt Association to carry the Live and Active Cultures. Regardless of the flavor, our crispy and tangy yogurt is designed to awaken the senses and blend perfectly with each of our freshly cut fruit toppings. It is low in fat, contains no cholesterol, no preservatives, is fortified with calcium, and is made of the highest ingredients. The competitive advantage of this product is the place the product will be sold, at our already established cafés. The café already draws in customers and now to complete their meal, instead of having to travel elsewhere for a healthy option desert, they have it already where they are eating, which means no extra traveling costs, or planning is required. The convenience factor is now added which is a very important in the American lifestyle today. Unlike the fast food competitors, our new dessert will keep us at the top of the fast-casual, bakery-café industry by continuing to provide for the millions of Americans who are looking to eat healthy. While competitors are struggling to keep up with today’s prominent healthy-eating trend, we remain a valuable asset to the cause. We will use mass marketing techniques in order to target our chosen market for the newly created Signature Frozen Yogurt .The initial market will consist of New York and California, two places which have seen a growing trend in the market for frozen dessert. The population will consist of individuals roughly between 19-35 years of age,

Cited: Dec. 2008. Web. 3 Nov. 2009. . Panera.com Yogurbella Frozen Yogurt. Yogurbella. Web. 1 Oct. 2009. TCBY