Brief
Tutti Fruitti is an iconic yoghurt franchise that has done well in the Philippines and needs very little introduction. Much of their business model lies in the franchise model.
So barring the SOPs, brand and menu plus pricing that has been well received in the Philippines, the main motivation of the project was to find franchisees.
The assignment to partner Tutti Fruitti was with one its sub franchisors in Manila that was looking to sell an area franchise domestically.
In terms of SOPs and branding, Tutti Fruitti was considered a matured brand and by the time of this assignment, the market for yoghurt in Philippines was also considered a matured market.
The 2 key points included firstly to create interest in the franchise and secondly to educate potential franchisees on the profitability of the business.
Solution
Based on the 2 key points, our franchise marketing was focused on the following 2 strategies
1. Repositioning of Franchise message to Partnership
Earlier campaigns yielded feedback where potential franchisees were not keen to pay franchise fees upfront.
We decided strategically to load a higher revenue share as opposed to loading a franchise fee upfront.
This helped to ease the level of entry to partners who were sincere in their decision to open a Tutti Fruitti franchise but had financial considerations.
On the franchisor’s level it also ensure that our client thought carefully about the level of support to ensure the success of the business as revenues were directly tied to the franchisee’s monthly revenue.
2. Identifying Franchise Marketing Channels
-
Social Media (Instagram, Facebook)
-
Business Web listing
-
Roadshows
The results were positive and faster as compared to traditional franchise marketing.
The message to the market worked as prospects had greater assurance that there was more commitment from the client.
Our client admitted some pain in the restructuring but found the partnership model more sustainable over the long run.
We managed to secure a partner after 5 months into the campaign inclusive of negotiations.
Results
case studies
E-commerce enabling is a burgeoning business in South East Asia.
Ignore e-commerce enabling at your peril.
How we helped an IT company achieve better margins with cost reduction.