This case study on Red Mango explores business practices across a variety of disciplines and business sectors. It focuses on how the frozen yogurt company has gained a loyal following by successfully marketing its products health benefits, both online and through more traditional methods.

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Table of Contents:

CATALYST 1
SUMMARY 1
ANALYSIS 2
Manufacturers are boosting the stagnant frozen yogurt sector by developing variants that promote digestive health 2
Frozen yogurt is the smallest category in the US ice cream market 2
Frozen yogurt is capitalizing on the growth of the functional food market with a new health focus 3
Pre- and probiotics are most commonly found in yogurt products 3
A high percentage of new frozen yogurts contained live active cultures in 2009 4
Consumer interest in digestive health is less distinctive than other health and wellness areas 5
Red Mango is an expanding frozen yogurt company in the US that has capitalized on the growing health trend with its portfolio of digestive health products 6
The company produces a small but distinct number of product flavors 6
Red Mango emphasizes the naturalness of its yogurts as a key selling point 8
The frozen yogurts contain live active cultures which are reportedly beneficial to digestive health 8
Red Mango has generated consumer interest by undertaking marketing via Facebook and Twitter 9
The company has endeavored to boost customer retention through a loyalty card scheme 10
The company aims to enhance its growth potential by creating a number of different store concepts 10
Conclusions and implications 11
APPENDIX 12
Case study series 12
Methodology 12
Secondary sources 12
Further reading 12
Ask the analyst 13
Disclaimer 13

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