6th Street yogurt

BRAND ESSENCE: Guilt free Indulgence

RATIONALE BEHIND THE NAME: The name 6th street is based on the 6th street in Austin, Texas, which is the famous entertainment district in the city where visitors have multiple temptations to indulge in.

LOGO

INTERPRETATION OF LOGO: Inspired by the diagonal monotone stripes used in the caution signage on a street, the pink and white stripes which is a symbol of temptation running across our minds similarly run across the signage..And right at the center of these multiple temptations is the black box of sin...6th street written in white symbolizes purity and naturalness, signifying the meaning of sixth street which is guilt free sin...and the Yogurt again in pink symbolises the place where the temptations turn into indulgence...The swirl in white is the goodness of your indulgence...

BRAND PERSONALITY: The brand needs to be perceived as classy, with attitude and wit. While being classy, it should not be pretentious. It’s the smooth talking guy, who has a witty sense of humour.

OBJECTIVE: BRAND AWARENESS

CONSUMER AFFINITY

RELEVANCE AND DIFFERENTIATION OF 6TH STREET V/S COMPETITORS

IMAGERY OF BRAND:

HIGH PROFILE TRENDY COOL SOPHISTICATED INTERNATIONAL FASHIONABLE

WITTY HEALTHY FUN EXPRESSING

APPEAL OF BRAND:

The bespoke eat experience with endless possibilities

Caters to all the taste-chocolate,fruit,nuts,dieters, low sweet lovers.

Trendy ,upmarket, status oriented ,

Absolute guilt free indulgence….

TARGET AUDIENCE:

Women : 18-35

Children: 5-13

Youth : 17-23

Working professionals: 24-45

WOMEN: The group is well affluent and economically balanced.They can be working women or self employed.She likes indulgence and might want to do so by satiating her sweet tooth, but whatever it is she is also very conscious of her diet and its result on her health. She is aware and well versed with international trends and lifestyle.

YOUTH: 16-26:The group is optimistic and ambitious with lots of disposable cash. They are passionate about life and yet have carefree demeonar. They are well travelled and ingenious and wish to experiment with the new things and hence it is the uniqueness in any brand or product that attracts them. With the suburban youth going all funky, the SOBO youth is now moving towards the sophistication or Simplicity. (The I phone users) fashion and style are necessary component in their entity.

CHILDREN: 72% of buying decision are influenced by childrens. Studying in private schools, they have plenty of disposable cash for their temptations. They have more time for themselves to share with their friends after schools or coachings.

WORKING PROFESSIONALS: The group is Ambitious and seek stability in life ,are very conscious about social strata and what people perceive about them they want to give 100% at work on weekdays and 100% to family on weekends.

PSYCHOGRAPHIC BEHAVIOUR

Impulsive

Party animal

physical orientation

USERS:

YOUTH-To be seen as a fun loving and a place to hangout .

KIDS- Child friendly toppings/flavours and happening ambience.

YOUNG ADULT-low calorie, diet conscious.

BEHAVIOURAL

USER STATUS: first time user- who are aware of desserts and belonging category and looking for new taste and preferences.

Regular user- consumers of frozen yogurt.

Potential user-should have commenced once in past 15 days can be consumer of cocoberry, yogurtbay,froyo,yoforia or 6th street yogurt.

BENEFIT:

Functional Benefit: Variety of flavors & unique toppings

Emotional benefits: Guilt free indulgence in temptations

NEED STATES

FUN &ENJOYMENT RELATIONSHIP PERSONAL WELFARE

HANGOUT INTIMACY & BONDING INDULGENCE

FAMILY EXPRESS OFNPARENTAL PEACE & RELAXATION

CELEBRATIONS LOVE MOOD CHANGER

KEY EMERGING NEEDS:

INDIVIDUALITY

Bespoke

Choices as per individual preference

Unique eat experience for each person

STATUS

Exclusive

Trendy

Niche

International

Show off value

FREEDOM

Freedom from calories

Free to make a distinct choice

Freedom

WELL BEINGS

No guilt over consumption

Low fat, good health

PRODUCT OFFERING

Frozen Yogurt (4 flavours)

Waffles

Smoothies

Toppings (24)

Fresh & pure

Path towards indulgence( pink stripes)

Colours: pink(relaxation) white(purity)

Fat free

Experiencers

Innovative

Updated

fashionable

Texas, entertainment city

Expertise

Heritage

youthfulness

Vigour/health conscious

Playfull

Top-notch

Happening

Affinity

Conviviality

Pleasure of savouring

friendship

Cosmopolitan

Connoisseur

Trendy

Witty

Change driver

PHYSIQUE PERSONALITY

REFLECTION CULTURE

RELATIONSHIP REFLECTION

BRAND PRISM: