Group 5

Bindiya
Giovanna Lodeva
Yolincia Yolana
Zoe Campbell
Sour Sally
• Sour Sally is the food and beverages company that sell the frozen
yogurt or simply known as “Fro-yo”
• Sour Sally as one of the pioneer of frozen yogurt in Indonesia have
many branches in Indonesia.
• First opening and first store is in Senayan City Mall, Jakarta on 15 May
2008.
• Sour Sally tagline in first opening is “US Premium Non-Fat Frozen
Yogurt” now change to “Hand-Mate Frozen Yogurt”
#AllNewSourSally
• 7 years after its inception, Sour Sally went through rejuvenation with
a major rebranding of concept and stores, and breakthrough in frozen
yogurt experience
• Coming up with new variant yogurt, Black Sakura – The World’s First
Black Frozen Yogurt
Brand Image
• Sour Sally is one of the popular that sells frozen yogurt that have
many variant
• The yogurt that sells on Sour Sally has a unique sensation than regular
yogurt and same like ice cream in healthier version
• Using the social media as its communication channel to promote their
product and promotion
• Having unique ways for customer to recognize the Sour Sally booth is
nearby with the Sakura Fragnances.
Customisation
• Sour Sally have many variations in their menu including variant of
frozen yogurt, sauces, crunchies and fresh fruits.
• Also Sour Sally have many ways of serving methods like RICHIE (Black
sakura froyo or White skim with five layers of toppings) and LYKONE (
froyo serving with 2 topping option and colorful cone with five option
colors).
Segmentation
• Early on first opening, Sour Sally market target “based on
demographics”, with the main target of girls aged from 13 to 20 years
• After rebranding, Sour Sally focus on a wider market, change to
“based on consumer interest” with target market mostly comprised
teenagers, young professionals, foodies and those who like to hang
out.
#ItsFitNotFat
Upselling and Cross-Selling
• In Sour Sally, there are many variant that can be a best option to buy
• For Upselling, the Sour Sally always arrange promotion which buy
larger version more cheaper than buying a single version with other
benefit like more toppings to add
• And for Cross-Selling, Sour Sally doesn’t sell the frozen yogurt only,
but also smoothies with many variant.
Customer Lifetime Value
• In Sour Sally, there are a system like member card named as Sour Sally
Cultured Club
• The Sour Sally Cultured Club has a benefits like get a special discount
for top-up balance, Sign up Reward, collect the Probiotic Point reward
that can be exchange with free frozen yogurt dan another freebies
also Birthday Reward in the form of 3x special Probiotic Points when
have transaction on birthday
Customer Perceived Value
• Sour Sally with their product frozen yogurt that have a unique texture
and tastes compared to ordinary yogurt make it rare and special on
market
• Beside that uniqueness, Sour Sally has make a campaign called
#ItsFitnotFat because yogurts can make health and also low-fat in
their product
• Also Sour Sally offer the sensation “Feel Rich, Be Happy, and Stay
Healthy” in their menu with many variant range of price.
Thank You