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    Red Mango

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    Emman Chan
    Red Mango is a Korean yogurt brand that opened its first store in the Philippines in 2009. The owners saw an opportunity to launch the brand as Filipinos were becoming more health-conscious and interested in yogurt. They also saw trends of increased travel exposing Filipinos to other cultures and eating habits. Red Mango targeted 18-45 year old health-conscious individuals. The brand offered over 100 varieties of low-fat, natural yogurt that customers could customize themselves, allowing control and variety while promoting health. Customer feedback ensured the brand continued meeting needs.

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    Red Mango

    Uploaded by

    Emman Chan
    363 views2 pages
    Red Mango is a Korean yogurt brand that opened its first store in the Philippines in 2009. The owners saw an opportunity to launch the brand as Filipinos were becoming more health-conscious and interested in yogurt. They also saw trends of increased travel exposing Filipinos to other cultures and eating habits. Red Mango targeted 18-45 year old health-conscious individuals. The brand offered over 100 varieties of low-fat, natural yogurt that customers could customize themselves, allowing control and variety while promoting health. Customer feedback ensured the brand continued meeting needs.

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    Red Mango is a Korean yogurt brand that opened its first store in the Philippines in 2009. The owners saw an opportunity to launch the brand as Filipinos were becoming more health-conscious and interested in yogurt. They also saw trends of increased travel exposing Filipinos to other cultures and eating habits. Red Mango targeted 18-45 year old health-conscious individuals. The brand offered over 100 varieties of low-fat, natural yogurt that customers could customize themselves, allowing control and variety while promoting health. Customer feedback ensured the brand continued meeting needs.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    363 views2 pages

    Red Mango

    Uploaded by

    Emman Chan
    Red Mango is a Korean yogurt brand that opened its first store in the Philippines in 2009. The owners saw an opportunity to launch the brand as Filipinos were becoming more health-conscious and interested in yogurt. They also saw trends of increased travel exposing Filipinos to other cultures and eating habits. Red Mango targeted 18-45 year old health-conscious individuals. The brand offered over 100 varieties of low-fat, natural yogurt that customers could customize themselves, allowing control and variety while promoting health. Customer feedback ensured the brand continued meeting needs.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    ENTRMAN

    Name : Chan, Emmanuel Klyde R.


    Course & Year : BSBA- MM3
    -------------------------------------------------------------------------------------------------
    Red Mango

    Situation: Red Mango is a Korean brand of all-natural, low-fat yogurt, and is part of


    increasingly popular Korean pop culture. Its first Philippine store was opened in January 2009 by
    fresh graduates Sherika Tanmantiong, Krystele Tanmantiong, Kelvin Gaisano, and Carlo Lim.
    The concept was suggested by one of their friends from New York who saw the health craze and
    popular trend of yogurt, which became part of how people live and eat. As more people travel,
    they are exposed to different cultures and become more open to trying new things. The owners
    also found the trends towards higher eat-out incidents, more Koreans migrating to the
    Philippines, plus many Filipinos with a sweet tooth, to be big pluses to launch the brand in the
    Philippines. Their typical target market is 18-45 years old health-conscious individuals.

    1. Identify the pain points Red Mango was solving in launching the brand.

    - The specific pain point that the Red Mango owners saw before launching the brand is
    that Filipinos have become more health-conscious and along with this is the popular
    trend of yogurt which, not many brands are available at the time (2009). These pain
    points are what lead to Red Mango’s launch in the Philippines in 2009.

    2. Are the pain points identified by Red Mango still valid? Explain.

    - Yes, these pain points are definitely still valid. More so today, in fact. The pandemic has
    caused quite a stir on people’s consciousness towards them and their families’ health.
    However, people these days are gearing towards the purchase of vitamins and health
    supplements and even fruits and vegetables as opposed to healthy dessert type food such
    as yogurt.

    3. What value propositions of Red Mango do they offer to their customers?

    - The value proposition that Red Mango offers is that “value is about offering the right
    product and the right way to deliver it.”
    Customers prefer control and variety over coupons, and customization and co-creation
    are essential. As a result, clients can choose from 112 varieties in five to six self-service
    machines in the company's storefronts. Customers who pay by weight are more likely to
    spend more.
    By measuring visitor satisfaction feedback and social networking, Red Mango assures
    that it is providing value to its clients.
    Aside from the obvious health benefits, the consumer benefit taken from Red Mango is
    Emotional benefit. With the amount of customization available with Red Mango,
    customers get a sense of “ownership” with the food they purchased because they, in a
    way, “made it” specifically to their liking, and also guilt-free because it is healthy.

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