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Download Cancel. Width: pixels Height: pixels. Constrain to simple back and forward steps. Copy code to clipboard. Send email. The first thing when customer go into Tutti Frutti outlet, they need to select a paper cup which is different in size, then they can choose the flavor and quantity of yogurt they want and dispense the yogurt out of machine into their cup by self-serving.
The final step is to put their cup of yogurt on weighing machine at counter and make payment. Tutti Frutti empowered customers to mix the yogurt with different flavors together with toppings according to their preferences. The master franchisor will send a quality-control team regularly to evaluate all Tutti Frutti outlets to ensure each outlet is adhering to standard rules. Tutti Frutti is a structured organization with departments for operational support, marketing, stock planning and purchasing, forwarding and logistics.
In addition, staff training also an important issues that franchisor focus on the star online, Our research focuses on the newly open Tutti Frutti in Kampar, Perak which was just established on 3rd October In terms of product, the core product of Tutti Frutti frozen yogurt which is the benefit of the product is that consumer is buying a healthy living style. The actual or formal product of Tutti Frutti is a soft serve, non-fat frozen yogurt made with finest dairy products, as well as a strong brand name with variety of flavors available.
The augmented product includes friendly customer service offered such as serving suggestion or customer care. Line filling is the product line strategies used by Tutti Frutti.
It lengthens its product line of healthy and quality frozen yogurt by adding more flavors within the present range of product line. It offers consumers greater choices by coming up with innovative ideas and flavors to set it apart from competition. Thus, there are always something new for consumers to try including its latest innovation, Soy Bean frozen yogurt which can even be enjoyed by vegans and others who are suffering from lactose intolerance. Three flavors which include chocolate, vanilla and original are expected to be available all the time, while the rest will be rotated regularly.
Tutti Frutti also uses product positioning in positioning itself as a premium frozen yogurt that offers high quality and healthy products to customers of all ages, including students, teenagers, young executives and families. The brand is leveraging its brand equity and having a unique position of being healthy and fresh as it is made with all natural ingredients containing probiotics, a microorganism scientifically proven to help with digestion and immunity.
In terms of pricing, Tutti Frutti adopted premium pricing strategy which means setting the price of its products higher than similar products in market. By charging the price by its weight, which is RM0.
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It is able to sell its products at a premium price by leveraging on its unique selling proposition since the availability of unique resources and the capabilities has made them a distinctive product that is difficult to be imitated by competitors. It could also be known as price-quality signaling where the price charged for the products would signals consumers that the products are of higher quality and are able to satisfy consumers in return for value of money. In addition, Tutti Frutti even adopted segment pricing strategy according to buyer identification.
In terms of promotion, non-personal selling is used by Tutti Frutti to achieve its promotional objective. It relies heavily on marketing communications to create awareness and generate consumer demands for its products, thus it involves high spending on sales promotion and advertising. Consumers will ask frozen yogurt retailers for the products, the retailers will ask wholesalers, and wholesalers will then ask the producers.
Virtual word of mouth is one of the great forms of pull marketing used by Tutti Frutti. Examples of other sales promotion would be contests, discount vouchers, coupons and so on.
New media such as websites and social networking sites like Facebook are also used by Tutti Frutti to advertise its products. Its advertising and promotional objective is to build brand awareness and customer loyalty the star online, Whenever Tutti Frutti introduces a new product which is a new flavor to market, it will use informative advertising to tell consumers about the product, and develop awareness towards the product such as advertise the picture of the new product along with serving suggestion.
Tutti Frutti also adopted persuasive advertising in its growth and maturity stage to enhance competitive status of its products and concept. The advertisement will stress on health benefit of its products over its competitors. It aims to persuade customers to buy its brand and develop customer loyalty. In terms of distribution, Tutti Frutti is the largest self-serve specialty frozen yogurt franchise where it adopted indirect distribution channel by distributing its products through intermediaries.
It involves manufacturer selling directly to retailer and then onto the consumer. Wellspring Industry, Inc. They provide frozen yogurt products and equipment directly to Tutti Frutti frozen yogurt retailers. Tutti Frutti is a specialty frozen yogurt retailer who will then order frozen yogurt in limited quantities and sell to consumers. In conjunction with this, Tutti Frutti adopted selective distribution as its distribution strategy in which small numbers of retail outlets are chosen to distribute the product.
The products of Tutti Frutti frozen yogurt will only be distributed through selected mall retailers or selected retail outlets. It is a product distribution strategy in which the manufacturer wants to maintain a superior product image in order to charge a premium price for its products. Tutti Frutti provides the highest quality and healthy frozen yogurt to consumers with a wide range of flavor choices available.
However, there is a problem encountered by Tutti Frutti in which the trend of frozen yogurt will tend to fade easily. Frozen yogurt was actually a hot retail trend 25 years ago, but eventually sales drop dramatically because they are no longer remain unique. Now, the new wave of frozen yogurt capitalizes on the concept of self-serve and emphasize on health issue but there is still a sustainability problem faced by Tutti Frutti frozen yogurt in the long term. Besides, ice-cream or other frozen desserts which are much cheaper may also act as a product substitute for frozen yogurt.
Variety of flavors and toppings provided, but consumers are not able to try all the flavors. This is because the outlet only supplies eight types of flavors at one time which include three main compulsory flavors original, vanilla, chocolate , and other five flavors will be change from time to time, may be a week or a month. Besides, there are some complaints regarding the low melting point of frozen yogurt even consumers consumed it in an air-conditioned outlet. This will leave a bad impression in the mind of consumers that Tutti Frutti frozen yogurt is milky and not delicious.
The price of Tutti Frutti frozen yogurt is measured according to its weight, which is RM0. In other words, it means that customers can pick their own flavors as much as they want plus toppings and just pay by the weight. However, the problem lies in where there is inconsistency in pricing since there is no fixed cost per cup size or scoop like everywhere else.
Thus, customers are usually uncertain about the price of their yogurt and may end up buying a cup of frozen yogurt which is over their limited budget. Consumers will not be able to enjoy the convenience of buying the frozen yogurt immediately at a known price. In addition, the price charged by Tutti Frutti is also considered to be more expensive compared to other yogurt places.
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