YoGlow: Shine from within with premium Greek yogurt. Our creamy, delicious, and nutritious yogurt is perfect for those seeking a healthier lifestyle.             

      YoGlow is combines "yogurt" and "glow," symbolizing the radiant inner health our yogurt provides. YoGlow is perfect for both yogurt newcomers and those who prefer a milder taste with a smooth, slightly tangy flavor and no unpleasant milk aftertaste.

       YoGlow is also a great option for lactose-intolerant individuals. Our yogurt is almost completely lactose-free, making it easy to digest. Made with 100% pure cow's milk and no added sugar, YoGlow is a rich and creamy treat packed with nutrients.

       YoGlow is not only delicious but also high in protein and calcium, with significantly less lactose than regular yogurt. We care about both your health and the planet, which is why our packaging is designed to be beautiful, convenient, and environmentally friendly, reducing plastic waste. YoGlow: Good for you, good for the planet.

Market Situation

       Yogurt and sour milk consumption in Thailand has bounced back to pre-pandemic levels. In 2023, sales of these products reached a remarkable 30,036 million baht, signaling a strong recovery. This surge can be attributed to consumers becoming increasingly aware of the health benefits associated with yogurt and sour milk. Additionally, manufacturers have responded by introducing innovative products, such as low-fat or sugar-free options, aligning with the government's sugar tax policy.

       The shift towards healthier lifestyles and consumption habits among Thai consumers has led to a resurgence in the popularity of Greek yogurt. Renowned for its high protein content, low sugar levels, and probiotic benefits, Greek yogurt has become a favorite among health-conscious individuals, despite its premium price. Consumers view investing in their health through nutritious food as a worthwhile long-term commitment.

       Furthermore, sustainability is now a significant factor influencing purchasing decisions. Consumers are increasingly gravitating towards brands with eco-friendly packaging, such as recycled or biodegradable materials. This trend has created a golden era for brands that prioritize both health and sustainability.

External Analysis

    -Following the COVID-19 pandemic, Thai consumers have become increasingly health-conscious, prioritizing lifestyle changes, especially in their dietary choices (Mintel, 2021). Greek yogurt has made a comeback as a health food trend due to its higher protein content and lower sugar levels compared to regular yogurt.

    -Gen Z shoppers, in particular, favor brands that prioritize sustainability and are willing to pay up to 10% more for sustainable products. Additionally, three-quarters of Gen Z consumers believe sustainability is more important to them than brand reputation.

    - A third of millennials tend to purchase or use investment products that consider ESG factors, while the percentages are 19% for Gen Z, 16% for Gen X, and 2% for Baby Boomers.

    -In 2023, Thailand's e-commerce market was valued at 634 billion baht, and it is projected to reach 694 billion baht in 2024, growing at an average rate of 6% per year. By 2025, the market is expected to hit 750 billion baht.

    -The BCG model focuses on driving sustainable economic growth through efficient use of natural resources and waste reduction in the production cycle. This approach supports both the environment and consumer health, addressing the need for sustainability and corporate social responsibility.

SWOT Analysis

Strengths

1. Premium Quality: The use of high-quality ingredients and standardized production processes sets the product apart and makes it appealing.
2. Eco-friendly Packaging: This aligns with consumer preferences for health and environmental consciousness, differentiating the product from competitors.
3. Brand Image: A strong brand image focused on health and sustainability.
4. Clear Target Market: The target market is well-defined: health-conscious and environmentally aware consumers.

Weaknesses

1. High Price: The use of premium ingredients and specialized packaging may result in a higher price compared to competitors.
2. Consumer Perception: Some consumers may be unfamiliar with this type of product or perceive it as too expensive.

Opportunities

1. Health Trends: There is a growing trend towards healthier lifestyles and consuming nutritious foods.
2. Environmental Consciousness: Consumers are increasingly concerned about environmental impact and prefer eco-friendly products.
3. E-commerce Growth: The rise of e-commerce provides easier access to a wider customer base.

Threats

1. Competition: There are many competitors producing Greek yogurt in the market.

Goals

  Short-term Goals

1. Increase Brand Awareness: Make YoGlow a more recognizable brand among health-conscious and environmentally aware consumers.
2. Expand Customer Base: Reach new target groups such as those who have never tried Greek yogurt before or lactose-intolerant individuals.
3. Promote Sustainability Marketing: Reinforce the brand's commitment to using environmentally friendly packaging and reducing plastic waste.

  Long-Term Goals

1. Build Brand Loyalty: Foster customer loyalty and repeat purchases.
2. Become a Leading Brand: Establish YoGlow as a leading brand in the premium Greek yogurt market.
3. Increase Market Share: Continuously expand the customer base and increase sales.

Targeting

Main Target: Health-conscious and eco-friendly consumers

1. Age: 20-40 years old (Gen Z and Millennials)
2. Needs: This group prioritizes personal health by selecting foods with high nutritional value. They are also mindful of reducing environmental impact by seeking products with eco-friendly packaging.
   
3. Buying Behavior: These consumers carefully read food labels, opting for products made from natural ingredients. They are particularly attentive to nutritional information and prefer sustainable goods. They are willing to pay more for products that support environmental causes.
   

Secondary Target: those who prefer premium products

1. Age: 20-40 years (Gen Z and Millennials)
2. Needs: This group seeks high-quality products that align with their premium lifestyle. Although these products may come at a higher price, they are willing to pay more for a superior consumption experience, especially when the product’s quality is clear and noticeable.
   
3. Buying Behavior: Willing to spend extra for products that offer higher quality, and they place great importance on the brand. 
   

Marketing and Brand

Development Plan

Increase Brand Awareness

1. Expand Social Media Presence: Create and manage social media channels (Facebook, Line, Instagram, X, TikTok, and YoGlow website) to increase brand visibility.
2. Influencer Partnerships: Collaborate with health-focused influencers to drive brand awareness through social media campaigns.

KPIs:

1. Reach: 1 million impressions within 3 months.
2. Engagement Rate: 10% across all social media platforms.
3. Follower Growth: Increase Instagram and TikTok followers by 10%.

Expand Customer Base

1. Free Samples and Promotions: Offer free samples on e-commerce platforms (Shopee, Lazada) and in-store at supermarkets (Tops, Gourmet Market). Provide discount coupons for new customers who sign up for the YoGlow newsletter.

KPIs:

1. New Sign-ups: Acquire 10,000 new website registrations within 3 months.
2. Conversion Rate: Achieve a 25% conversion rate from leads to customers.
3. E-commerce Sales: Sell 30,000 units per month on e-commerce platforms.

Promote Sustainability

1. "Eat Clean, Live Green" Campaign: Highlight eco-friendly packaging and educate consumers about reducing plastic waste and recycling. Set up recycling stations in partner supermarkets.

KPIs:

1. Recycling: Collect 500 kilograms of recyclable packaging within 6 months.
2. Social Reach: Reach 300,000 people with the sustainability campaign.
3. Campaign Participation: Engage 20,000 people in the campaign.