Creative and Innovative Changes for Yogi Superfoods in Guatemala

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YS snack food example
F2F volunteer, Bill Nichols, embarked on a two week adventure to Guatemala to help Yogi Superfoods (YS) improve their business and marketing strategies as they continue to grow and expand.Yogi Superfoods is a fairly new superfoods company of just four years that has garnered interest among both the local and international community. 

YS is owned by Italian entrepreneur, Marco Barbi, and consists of seven Guatemalan employees. Marco sees his company as a "social business" and under this vision supports the local population through his hiring decisions, while also sourcing raw materials locally. Bill describes Marco as a "new age businessman" who invests time into regular workshops and yoga and meditation sessions with his employees to better connect with them. This business style intrigued Bill as he set out to visit stores with YS products to speak directly with the restaurant and store owners about their reactions to the products and presentations, as well as observe the product displays. 

 During his assignment, Bill held a consumer focus group to gain helpful and specific feedback about YS products. In addition, he conducted research to analyze the revenues and profits of the products. Some of the primary findings from this research is the need for YS to better define their products under specific categories. By separating their products into different categories under a unifying theme, Bill believes that they can begin to rule out products (or entire categories) that are not as popular and invest more in selling products in higher performing categories.

Bill collected recommendations from the retailers and customers from the focus group and discovered that consumers want more information added about the nutritional and health benefits of each product. Since nutrition is a key aspect of the company's branding, YS is willing to update their packaging to include more of this information. Through these efforts, Bill was ultimately able to help YS create a marketing plan built upon these findings and his recommendations. Bill thoroughly enjoyed his time with Yogi Superfoods and is confident that the company will continue to be a great success.

Street and Volcano View of Antigua, Guatemala 

Comments

  1. UnknownTuesday, February 27, 2018

    I love it....
    thks Bill for the amazingo work....
    i like the "NEW AGE BUSINESS MAN"....JE JE

    ReplyDelete

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