YOGO : Launching of Goat Milk Yogurt

Abstract

This comprehensive report is a thorough detailed research, strategic development and precise execution of the project titled "YOGO: Launch of Goat Milk Yogurt." By Ridda Rehman and Adeena Siddiqi, both dedicated students pursuing a Bachelor of Business Administration at Bahria University Islamabad, successfully completed this truly innovative research study under the guidance of Supervisor Sir Adil Hashmi. Organization intends to introduce an unprecedented brand of premium organic goat milk yogurt that distinguishes itself from existing brands by emphasizing natural ingredients, sustainability, and flavor. The Company's overarching aspiration is to acquire a 10% market share within the initial year of its operations. The project began by analysis of the market, consumers, and trends within the industry. They then strategized on how to generate new products, control the brand and how to market it and how to establish a proper channel to delivering the products to customers. It resulted to a well-coordinated structure where there was clear understanding on tasks pertaining to products, marketing, and distribution. They also ensured they managed risks well. There is need to stress the importance of communication systems for enabling proper coordination and information sharing. In marketing, we employed an integrated marketing communication strategy. In social media platforms we were able to post interesting information about our goat milk yogurt, the health benefits of it, and featured recipes. Successful sampling in strategic areas enabled potential consumers to interact with our product and create positive vibrations. Offline and online questionnaires proved to be useful in guiding the improvement of products. Moreover, paid ads on sites such as Instagram helped us to target certain groups of people efficiently, which allowed for highly effective marketing. This report is a detailed work that describes the proposed project, its activities, main components, such as research and development, packaging, marketing strategy and product distribution channel establishment, and defines crucial factors that will indicate the project success. Thus, the project plan of YOGO is innovative, sustainable, and customer driven to build up a strategic market segment with a very well planned and a very focused concept and restricted in scope to act as an ideal benchmark for the highly competitive dairy industry, while the firm completes its line of goat milk yogurt products.