Pinkberry case study: creating a social environment around a healthy indulgence

Pinkberry case study: creating a social environment around a healthy indulgence

Introduction

This report on Pinkberry forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the frozen yogurt company has been able to tap in to the growing consumer concern for health and the increased desire for locations in which to form meaningful social connections.

Reasons to Purchase

*Gain insight into the methods used by important industry players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced companies when entering a new niche or market

Datamonitor view 1
Catalyst 1
Summary 1
Analysis 2
Pinkberry caters for the renewed interest in frozen yogurt 2
Frozen yogurt is not a new concept and has seen a resurgence in popularity in recent years 2
The popularity of newly opened Pinkberry stores highlights the renaissance of frozen yogurt 3
Pinkberry outlets employ a distinctive form of interior design 3
Bars are losing customers to alternative social environments which are perceived as healthier 3
Pinkberry's stores offer a designer interior as the company's outlets look to portray an upmarket image 3
Pinkberry does not allow photographs to be taken in store, which has contributed to recommendations being spread through friends 4
Pinkberry is keen to market its products as healthy desserts 4
Yogurt is well known for its good health credentials 4
Pinkberry claims its frozen yogurt has numerous health benefits 5
Pinkberry's marketing strategy has strongly relied on word of mouth recommendation 5
A secretive nature is maintained about several aspects of Pinkberry's business 5
The "yogurt" label has caused controversy for Pinkberry 6
Pinkberry gained exposure in an American Express advertising campaign 6
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
Datamonitor consulting 9
Disclaimer 9
List of Figures
Figure 1: Frozen yogurt is Pinkberry's core product offering 2
Figure 2: Pinkberry outlets feature a distinctive and upscale design 4
Figure 3: The nutritional statistics for Pinkberry's original frozen yogurt as displayed on the company's website 5
Figure 4: Advertising for an American Express business card provided a significant amount of exposure for Pinkberry 7