Purecado’s Marketing Plan

Executive Summary

We here at Purecado offer a variety of allergen-free, avocado-based frozen yogurts. With the help of sponsors and community love, we plan to expand all over the United States within the next ten years to be able to offer a wonderful, sweet treat that imitates frozen yogurt but with none of the side effects. Our founder and her mother both have allergens that make it so they cannot eat traditional frozen yogurt, as well as being unable to eat the alternative dairy-free frozen yogurts.

Company Description

At Purecado, we offer a classic yogurt shop experience with a variety of avocado-based frozen yogurts. Purecado offers nostalgia and freedom to have a frozen yogurt on a night out without compromising the consumers’ health. Avocado has such a mild flavor, so it is not hard to have a myriad of flavors available. Having an Avocado base makes the frozen yogurt dairy and nut-free, which is new in the frozen yogurt community.

Mission and Goals

Purecado’s mission is to provide a place for those with dairy and nut allergies, a place to go out and get a sweet treat when craving traditional frozen yogurt with no side effects. We also wish to give back to the community, so our goal is to have part of the proceeds go to feeding underprivileged kids.

Core Competencies

Having an allergen-free yogurt shop is impossible, but we pride ourselves on getting it as close as possible while still offering a wide variety of flavors and toppings. Many yogurt shops only offer one or a few non-dairy options, and those usually contain some type of nut milk. With tree nuts and dairy being in the top five allergies in America, according to the FDA, it is important for Purecado to offer an alternative.

Situation Analysis

Competitive Environment

Rivalry among competitors is high because there are many people doing it. Many chains and independent shops exist. Also, products are often very similar in terms of cups, flavors, and toppings. The threat to potential new entrants is also high. Although it is not a super costly business to get into, a few big brands are easily recognizable, and it is a highly saturated market. The bargaining power of buyers is high. Outside frozen yogurt, many other dessert options are available to the consumer. Frozen yogurt is not a necessity but rather a treat, so consumers are more price sensitive.

In contrast, the bargaining power of suppliers is low. All the ingredients needed, such as the frozen yogurt base, flavoring, and toppings, are readily available from multiple suppliers. It would be easy for a shop to switch to a different supplier for a better price. Lastly, the threat of substitutes is very high. Substitutes like frozen yogurt, milkshakes, gelato, and even boba tea are all available and often cheaper for consumers.

PEST Analysis

The political/legal environment includes minimum wage and labor laws, food safety laws, food handling statutes, and ingredient imports. The workers need to be paid the minimum wage or higher, as well as be able to take any mandatory breaks. The shop needs to follow all food safety rules, like having proper sanitation and food labeling. The economic environment includes the fact that, as stated before, frozen yogurt is a treat/not a necessity or a luxury item. The shop also needs to take into consideration any tariffs that might be imposed on foreign products. Social/cultural environment includes the following food trends: vegan, sugar-free, or low-fat, as well as being aware of trends. Currently, boba tea is popular in the United States, so it is more likely for consumers to choose that over frozen yogurt. Lastly, the technological environment includes things like self-service, delivery apps like DoorDash or Uber Eats, and digital marketing like a website where the consumer can order ahead or a rewards program.

S.W.O.T Analysis

Strengths

·         Differentiation of products with the use of an avocado base as opposed to the original dairy or even the oat and almond milk that are commonly used for non-dairy alternatives.

·         The product is completely vegan/plant-based, which appeals to a fast-growing consumer group.

·         Has perceived health benefits and could be marketed as a healthier dessert. Since it is niche, it would lower competition.

Weaknesses

·         Higher production cost because avocados are more expensive than the usual dairy base.

·         Avocados also spoil faster, so the product would have a shorter shelf life.

·         As mentioned earlier, this is a niche that would be filled, but that also raises the challenge of marketing for that niche.

Opportunities

·         Rising demand for vegan desserts.

·         People are also more health-conscious and would gravitate towards a healthier alternative.

·         Social media could be a helpful tool in promoting this product because it would attract influencers.

·         There is also the opportunity to partner with eco-friendly brands to promote a good brand image and reach more consumers.

Threats

·         Competition from other traditional dairy-free desserts like shaved ice, sorbet, and popsicles.

·         There would also be seasonal shortages of avocados, which would affect the price.

·         Changing food trends could cause the avocado-based frozen yogurt to lose popularity and be forced to make space for the next trend.

Competition

Direct Competitors

Two direct competitors of Purecado are Menchies and Yogurtland. Menchies is positioned as the world's largest self-serve frozen yogurt franchise. They offer fun, interactive experiences with customization and health-conscious choices. With over 500 locations worldwide, they emphasize clean ingredients, rotating flavors, and options for diverse dietary needs, such as vegan and gluten-free. They have a playful and family-friendly environment, with a loyalty program that fosters strong customer engagement. They compete with players like Yogurtland, which will be discussed next. Yogurtland is a self-serve frozen yogurt industry with around 230 locations across the United States and internationally. They offer a rotation of 16 flavors and have a commitment to real ingredients. They include flavors that are plant-based. No-sugar, low-fat, vegan, and gluten-free with around 30 options for toppings. They foster community and loyalty through rewards programs and a welcoming environment.

Indirect Competitors

Two indirect competitors of Purecado are Baskin-Robbins and McDonald’s. Both of these chains are extremely popular, accessible, and affordable. Baskin-Robbins offers traditional ice cream with one or two non-dairy options for people who are looking for a classic sweet treat. McDonald’s offers a McFlurry as an add-on to a meal, which makes it easy to get lunch or dinner and dessert all in the same place. These all circle back to being accessibility and affordability, as well as recognition.

Target Market

Description of market segment

The primary market segments for an avocado-based, allergen-free frozen yogurt chain include health-conscious Millennials and Gen Z consumers, parents of allergen-sensitive children, lifestyle-oriented professionals, and vegan or flexitarian eaters.

Percent of sales they represent

·         Health-conscious Millennials and Gen Z: 35%

·         Parents with allergen-sensitive children: 30%

·         Lifestyle-oriented professionals: 20%

·         Vegan and flexitarian consumers: 15%

What they want/ what they value

·         Millennials and Gen Z seek unique, Instagram-worthy products that combine superfoods with indulgent flavors.

·         Parents value safe dessert options for their children, along with inclusive environments.

·         Professionals look for health benefits, such as healthy fats and low sugar, that fit their wellness goals.

·         Vegan and flexitarian consumers prioritize ethical sourcing and sustainable practices.

How they would use the product

·         Millennials and Gen Z enjoy frozen yogurt as a social treat or post-workout snack.

·         Parents incorporate it into family dessert nights or celebrations.

·         Professionals opt for it as a midday indulgence or a healthier dessert after meals.

·         Vegan and flexitarian consumers include it regularly as a plant-based alternative.

How to best reach them

·         Engage Millennials and Gen Z through TikTok and Instagram with influencers and trendy promotions.

·         Connect with parents via local community events, schools, and parenting blogs.

·         Target professionals through partnerships with fitness studios and health food stores.

·         Reach vegan consumers via sustainability-focused marketing and plant-based events.

Price sensitivity

Price sensitivity varies, but generally, it's lower than in mainstream frozen desserts. Millennials and Gen Z appreciate discounts but are willing to pay more for unique flavors. Parents prioritize safety over cost, while professionals are less price-sensitive if they find quality and convenience.

Marketing Mix

Product Strategy

The avocado-based, allergen-free frozen yogurt product line will be positioned as a premium but inclusive dessert brand. The brand name will convey health, natural quality, and safety (Purecado). The product line will feature core avocado-based frozen yogurt, seasonal fruit-infused flavors, and plant-based limited editions that appeal to vegan and allergen-sensitive consumers. Key selling points are dairy-free, nut-free, soy-free, and gluten-free, providing peace of mind for families with food sensitivities. The product will be differentiated through the use of avocado as a nutrient-dense base high in healthy fats while also providing low-sugar, low-calorie options. Packaging will feature "allergen-free" certifications, clean labeling, and eco-friendly packaging, reinforcing the chain's health and sustainability values.

Distribution Strategy

The chain will have a multi-channel distribution system to achieve maximum accessibility. The main sales will be through branded retail outlets in high-traffic city centers, family suburbs, and nearby schools and gyms. Delivery will be provided through food delivery app partnerships (e.g., Uber Eats, DoorDash) for busy professionals and younger audiences. Packaged pints will be sold via health-food stores, grocery chains, and specialty stores, increasing the reach beyond in-store experience. Logistics will emphasize local sourcing wherever feasible to minimize transportation costs and increase freshness. Warehousing and fulfillment will be optimized through regional hubs to provide a steady supply and preserve product quality.

Promotion Strategy

Promotion will emphasize health, inclusivity, and novelty. Digital promotion via Instagram, TikTok, and YouTube will target Millennials and Gen Z, emphasizing limited-edition flavors, user-generated content, and influencer partnerships. Parents will be targeted through school, pediatricians, and parenting blog partnerships, with messaging emphasizing the brand's allergen-free safety. Professionals will be targeted through health-focused PR, fitness center partnerships, and app-based promotions. Promotional programs will feature loyalty apps, family bundles, and seasonal rewards, and public relations will emphasize the chain's innovation and inclusivity in trade publications. Messaging will differ slightly by segment. For families, emphasizing safety and inclusivity. For youth, emphasizing fun and shareability. Lastly, for professionals, emphasizing functional health benefits.

Pricing Strategy

The pricing model will be value-based, mirroring the premium quality of the product but also being competitive with mainstream frozen desserts. List prices for cups in-store will range between $0.60–$0.70 per ounce, slightly higher than mainstream frozen yogurt chains to account for the allergen-free and superfood status. Packaged pints will be priced between $6.99–$8.99, in line with premium non-dairy dessert brands like Halo Top or So Delicious. Discounts will feature family bundles, student promotions, and loyalty rewards, while professionals can be targeted with subscription-style delivery packages. Payment methods will feature app-based ordering, mobile pay, and integration with rewards programs. The strategy maintains affordability for families while premium positioning for vegan and health-conscious segments.

Budget, Schedule, and Marketing

Budget

For year one, revenue is estimated at an average of $350,000 based on similar start-up revenues for specialty dessert chains. According to the guidelines, 10% of this amount will be devoted to advertising and promotional budgeting, establishing a $35,000 marketing budget. This budget will be distributed across digital advertising (40%), influencer partnerships (20%), local community outreach and events (15%), in-store promotions and loyalty rewards (15%), and conventional advertising like flyers or local radio (10%). This distribution reflects the necessity to establish strong brand awareness digitally while also reaching and engaging families and communities at the local level.

Schedule

Year 1 (Launch): The anchor retail store will be opened in a high-density urban setting, supported by strong digital marketing initiatives, sampling sessions, and early partnerships with delivery companies. Packaged pints will be introduced in select health food stores in the last quarter.

Year 2 (Expansion): Launch two new stores in suburban family-friendly markets and expand retail distribution to regional grocery chain stores. Seasonal flavors and limited-edition collaborations will be expanded to create brand excitement.

Year 3 (Growth & Scale): Enter five new metro/suburban markets and extend packaged product distribution nationally. Launch a franchise model pilot and streamline logistics with regional production hubs to ensure consistent product quality at scale.

Monitoring

Monitoring Performance will be tracked through quantitative and qualitative measures. Revenue growth, market share, customer acquisition costs, and repeat purchase rates will be the key performance indicators (KPIs). Social media engagement, loyalty program sign-up, and app downloads will be the digital benchmarks. Customer surveys and online reviews will be sources of information on satisfaction, product acceptance, and improvement areas. Performance will be reviewed quarterly and measured against projected milestones. A dashboard system will be kept to measure progress toward objectives in real time so that corrective action, such as promotional spend adjustment or distribution channel shift, can be taken in a timely manner.

 Bibliography

Internet Articles

How much do yogurt shops make? Zachary Weiner, The Restaurant CFO, How Much Do Ice Cream Shops Make?, pg. 4, 5/28/2024.

Websites

The FDA website about food allergies in America. www.fda.gov, 8/5/2025. Shows that dairy and tree nuts are common allergies in the United States.

Menchies’ official website. www.menchies.com, 8/6/2025.

Yogurtland official website. www.yogurtland.com, 8/6/2025.

Non-Dairy ice cream market size and estimated growth. www.gminsights.com, 8/10/2025. Aided in the description of the market section.

Non-Dairy frozen dessert market size. www.grandviewresearch.com, 8/10/2025. Aided in the percentage of sales section.

Vegan dessert market distribution. www.marketreportanalytics.com, 8/10/2025. Aided in the what they want/value section.

Non-Dairy frozen dessert trends. www.marketresearchfuture.com, 8/10/2025. Aided in the how they use product section.

Meeting the needs of modern consumers. www.mbopartners.com, 8/10/2025. Aided in the how to reach them section.

Non-Dairy frozen dessert market analysis. www.datamintelligence.com, 8/10/2025. Aided in the price sensitivity section.

Average price of frozen yogurt per ounce. www.mymoodmilk.com, 8/11/2025. Aided in the price strategy section.