Colombo Frozen Yogurt

Paper Summary:

This paper is a case study on Colombo Frozen Yogurt, sold to General Mills. The paper analyzes the way it is sold and how well it is marketed, noting that the competitive environment for Colombo Frozen Yogurt centers on two different methods of delivery, one track being to individual yogurt stores or chain stores whose sole business is selling yogurt and related products, and with the second track being to sell to restaurants, fast-food outfits, and the like that have a range of products of which yogurt is simply one more.

From the Paper:

"The competitive environment for Colombo Frozen Yogurt centers on two different methods of delivery, one track being to individual yogurt stores or chain stores whose sole business is selling yogurt and related products, and with the second track being to sell to restaurants, fast-food outfits, and the like that have a range of products of which yogurt is simply one more. Marketing to yogurt stores should be easier than marketing to other types of store simply because yogurt stores are already pre-sold on this type of product. The economics of delivery and sales for each segment differ, with retailers figuring their costs and profits in different ways. Colombo built its business first by selling to yogurt shops. Those shops are dedicated to selling this particular product and related products and have no other reason for their existence."

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