ASSIGNMENT_3

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Assignment 3: Analyzing Marketing Communications You will select ONE marketing communication about a product, service, or idea from the US market: Please attach this communication to your deliverable or make sure you provide a link(s) to it if it is available online. yasso better for you snacking - https://www.prnewswire.com/news-releases/yasso-introduces- ridiculously-better-campaign-to-celebrate-better-for-you-snacking-301798901.html The "Ridiculously Better" campaign by Yasso is a marketing initiative designed to emphasize the company's commitment to creating frozen desserts that are both delicious and better for you. The campaign highlights the idea that Yasso products offer a "ridiculously better" alternative to traditional ice cream, providing consumers with a satisfying treat without compromising on flavor or nutritional quality. Key features and elements of the "Ridiculously Better" campaign by Yasso may include: Messaging: The campaign's messaging focuses on the notion that Yasso's frozen yogurt products are "ridiculously better" in various aspects, such as taste, nutritional value, and ingredients. Health Benefits: Yasso highlights the nutritional benefits of their products, including reduced fat content, lower calorie counts, and high protein content due to their use of Greek yogurt. Indulgent Flavors: The campaign emphasizes Yasso's diverse and indulgent flavor offerings, ranging from classic options like vanilla and chocolate to more innovative choices like mint chocolate chip or s'mores. Comparative Advertising: Yasso may use comparative advertising to contrast the nutritional profile of their products with traditional ice cream, underlining the healthier choice they provide. Social Media and Digital Marketing: The campaign likely utilizes social media platforms, online ads, and digital marketing strategies to reach a broad audience of health-conscious consumers. In-Store Promotions: Yasso may run promotions and in-store displays in supermarkets and grocery stores to draw attention to their "ridiculously better" products. Limited-Edition Flavors: The campaign might introduce limited-edition flavors to generate excitement and encourage consumers to try new options. Collaborations and Partnerships: Yasso may partner with influencers, nutritionists, or fitness experts who align with their brand message to promote their "ridiculously better" products. Consumer Engagement: The company may engage with their online community, encouraging consumers to share their own "ridiculously better" moments and experiences with Yasso products. The "Ridiculously Better" campaign exemplifies Yasso's mission to provide consumers with a more nutritious and satisfying frozen dessert experience. It positions the 1

company as a brand that offers a healthier and delicious alternative to traditional ice cream, making it appealing to individuals who seek a balanced approach to indulgence and nutrition. It is a good idea to choose a communication for which you understand the marketer’s target market and objectives. \ demographics ● Target audience- college aed and middle aed people ● 18-24, and 45+ ● Geographic Considerations (current markets, new market opportunities). ○ The northeast is the leader in consumption of ice cream. This is because their winters are so long and brutal that when it is finally summer, people embrace it more and do “summer activities” such as eating ice cream. Yasso can take advantage of this because it is a healthier option than sugar packed ice cream. Also, Yasso’s headquarters are in Boston which can be an opportunity to have a loyal customer base in the area. (Scout) ○ Self served options allow people to control how much they eat and they can either load up the toppings or stay away from the extra toppings if they are trying to be healthy. (Dairy Report) ○ There is a trend of health awareness, especially with women. People are getting more health conscious as they are learning about nutrition. Yasso contains antioxidants and probiotics which are important for your health. This is just another reason that Yasso can be beneficial for people to consume. (Scout) Psycorapics ● yasso consumers ave a college degree or are currently in school ● tose w/ bachelor's degree or ier, and currently in college ● employment: work full time or are full time students ● northeast region campaign objectives ● Business Objective: ○ Increase in store sales by 30% ● Marketing Objective ○ Increase trial by 5MM and gain Share of Social (SOS) over Halo Top by increasing mentions ● Communication Objectives: ○ Drive 50% of aided awareness within the target ● Primary Business Challenge: ○ Yasso has low brand awareness in a crowded field where most competitors are making better -for -you health claims, plus the competition of legacy players in frozen with deep marketing budgets. Yasso needs to convince consumers that dessert isn’t about reaching the lowest calorie mark, but that taste matters first. Here is where Yasso beats the competition. With incredible flavors plus sensible nutrition– the best of both worlds. You will prepare a presentation that answers the following major questions: 1) Think about the geographic regions in which this ad was shown. Who is the primary target market of this ad (demographic AND psychographic segmentation)? The primary target market of the Yasso "Ridiculously Better" campaign ad is typically defined through both demographic and psychographic segmentation. While the specific 2

target audience may evolve over time as Yasso refines its marketing strategy, the campaign typically focuses on the following: Demographic Segmentation: Age: The campaign often targets adults and young adults, particularly those between the ages of 18 and 45. This demographic is more likely to be health- conscious and seek alternatives to traditional ice cream while still enjoying indulgent treats. Gender: Yasso's products typically appeal to both men and women, so the campaign often has a gender-neutral approach. However, the message might resonate slightly more with females due to their generally greater interest in health and wellness. Income Level: The campaign may target individuals with moderate to high disposable incomes. Yasso's products are positioned as premium frozen desserts, and consumers with greater financial means may be more willing to invest in these healthier indulgences. Education: The target market might include individuals with at least some college education or higher, as they tend to be more health-conscious and seek information about healthier food choices. Psychographic Segmentation: Health-Conscious Consumers: The primary psychographic segment is health- conscious consumers who are actively seeking healthier alternatives in their diet. They are likely to read nutrition labels and be concerned about the impact of their food choices on their overall well-being. Fitness Enthusiasts: Individuals who are actively engaged in fitness and exercise regimens are often targeted. These consumers appreciate the higher protein content in Yasso's products, which can support muscle recovery and maintenance. Taste Seekers: Psychographically, Yasso also appeals to consumers who are looking for delicious, indulgent treats. The campaign highlights the satisfying and delectable flavors of Yasso's frozen desserts. Wellness-Oriented: Yasso targets those who have a broader interest in wellness, which includes not only healthy eating but also overall well-being. These consumers are likely to be interested in a balanced approach to indulgence. Conscious Indulgers: This group of consumers desires indulgent treats but wants to do so in a mindful and balanced manner. They are open to exploring options that offer a balance between taste and health. It's important to note that while this is a general profile of the primary target market, the Yasso brand may continuously refine its marketing efforts based on consumer feedback and market trends. The target audience might also evolve over time as Yasso introduces new products and expands its reach in the frozen dessert market. 3

2) What are the most important objective(s) of this communication? Focus on one or two persuasion objectives that are most important strategically, and be sure to explain why the one you chose is important, keeping in mind the positioning and mission of the company The Yasso "Ridiculously Better" campaign has several important objectives aimed at promoting the brand's frozen desserts and establishing them as a healthier and delicious alternative to traditional ice cream. These objectives are vital for the campaign's success and the overall growth of the Yasso brand. Some key objectives include: Brand Awareness: One of the primary objectives is to increase brand awareness and recognition among consumers. The campaign aims to make Yasso a household name in the frozen dessert category. Product Differentiation: Yasso seeks to differentiate its products from competitors by highlighting their unique selling points, such as reduced fat, lower calories, and high protein content due to the use of Greek yogurt. Health-Conscious Appeal: The campaign aims to resonate with health-conscious consumers by positioning Yasso's frozen desserts as a guilt-free indulgence that aligns with their dietary preferences and wellness goals. Taste and Satisfaction: Yasso wants to persuade consumers that they don't need to compromise on taste to enjoy healthier dessert options. The campaign highlights the satisfying and indulgent flavors of their products. Comparative Advertising: Yasso's objective is to effectively communicate the nutritional benefits of its products by using comparative advertising to contrast them with traditional ice cream. Market Share Growth: The campaign seeks to capture a larger share of the frozen dessert market, taking market share away from competitors and attracting new consumers who are seeking healthier treats. New Product Promotion: Yasso may use the campaign to promote new product launches, including limited-edition flavors, to generate excitement and encourage consumers to try their products. Customer Engagement: The campaign aims to engage and interact with customers through digital marketing and social media, creating a loyal customer base that actively shares their experiences and preferences. Credibility Building: Yasso aims to establish credibility by partnering with trusted sources, such as nutritionists or influencers, to back their health claims and convince consumers of the brand's authenticity. Long-Term Brand Loyalty: Ultimately, the campaign strives to build long-term brand loyalty by creating a positive association with Yasso's "ridiculously better" message, encouraging repeat purchases and ongoing customer support. These objectives collectively work toward establishing Yasso as a leading brand in the frozen dessert market and convincing consumers that their products offer a "ridiculously better" and more satisfying alternative to traditional ice cream. 3) How likely are they to perceive it as the marketer intended? Is the communication addressing the possible needs of the target audience? 4

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