1. Red Mango
Radian6

2. I. Team Contact Information
PRAD 391
Digitial Public Relations
Matthew Ragas
11/15/2011
Team Members: Caroline Coleman, Kristina Vukajlovic, and
Matthwew Kochis
The KVC Group
Email: contact@KVC.com
Phone: 312-846-3297

3. 147 Red Mango
Stores
Top Earning Store: Top Earning Store:
$1,315,246 $1,315,246
Lowest Earning Store: Lowest Earning Store:
$139,036 $139,036
As of 2011, Zagat rated
On average a Red Red Mango as the #1
Mango chain earns chain in America for
smoothies and frozen
$456,000
yogurt.
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4. Red Mango Background and
History
 In 2002, Red Mango was founded by
Daniel J. Kim.
 In 2007, the first US store was open in
Los Angeles.
 Since 2007,the franchise has expanded to
over 145 stores and plans on continuing
to expand.

5. Current Position Statement
“Red Mango gets its name because the
mango, distinctly delicious and high in
nutrition, becomes red at its optimal stage of
ripeness. This symbolizes our ongoing
commitment to provide the healthiest, tastiest
and most innovative treats, snacks and meal
replacements for our active and health-conscious
consumers.”

6. Social Media Profile
Red Mango
358 posts on
social
media
19 posts on other
264 posts on 75 posts on sources
twitter blogs (facebook, news
articles, comments)

8. Red Mango Sentiment
Neutral:
 RT @Market_Common: New deliciousness at Red Mango - Pumpkin Spice frozen yogurt! #nomnom
http://t.co/Ua8TPSny
 RT @RedMango: #Rumors #Chicago - Red Mango (Self-Serve) in Water Tower Place is expected to open
on 10/31... Halloween!
Positive:
 @GMDOSSOU@RedMango I`m in love with you! thanks for following & for creating the sex in the form of
food which we call Red Mango Frozen Yogurt<3 xoxo
 @STRAWBERRIE_JAM Red Mango frozen yogurt is to die for...I'm craving for it ryt now and I'm literally
drooling... @DanKimRedMango
Negative:
 @BREANNESP Stupid chicago Midway putting Red Mango at the furthest possible location from my gate.
I'M COMING FOR YOU, FROYO!
 @Sarahsaddle_66 @RedMango your on my shit list, I can’t believe your closed! I want my FROZEN
YOGERT NOWWW!!!

9. Social Media Influencers
 @DanielRedMango
 @KevinJones

10. Topics/Keywords
Best
dessert love
pumpkin
Healthy
fruit
meal
Madi_Roseee15: Frozen
Yogurt form Red Mango
sweet is the best
cold

11. Competitive Analysis
 Decline in online posts since the beginning
of October which peaked at 1,268 posts
and is now around 93 posts in November
 Biggest competitors are Yogun Fruz and
Forever Yogurt
 Industry of desserts/snacks is talked
about 94.7% of the time, Red Mango is
3.4%, and then it’s competitors at 1.9%
 Red Mango is most popular

13. Actionable Social Media
Insights
 People ask how healthy frozen yogurt
really is.
“Unlike most products served by its
competitors, the yogurt at Red Mango
meets the National Yogurt
Association's criteria for live and
active culture yogurt.”
“Red Mango yogurt also has less sugar
than many other frozen yogurt desserts.
A half-cup serving of Red Mango
contains 90 calories, about 18% fewer
than a similar serving of TCBY's yogurt.”
http://abcnews.go.com/Business/IndustryInfo/story?id=4067923&page=1

14. Actionable Recommendations
 There is more positive feed back than
negative and neutral posts that overshadow
everything.
 Get the positive feedback out there.
 Red Mango needs to encourage customers to
get on social Media and
tweet, posts, like, comment, anything about
their experience with Red Mango.
 The neutral stuff isn’t bad, but it’s not as
helpful as hearing positive or negative
feedback.

15. Continued
 358 current posts about Red Mango.
◦ Increase posts and conversations about Red Mango to lead to more promotion
and sales
 Twit Pics of Red Mango fo-yo
◦ Viewing pictures of actual product helps people desire Red Mango
 FourSquare specials could help create an advantage in a world full of fro-yo places
 FourSquare promotes brand loyalty and when people are in the area.
 FourSquare now has a radar that can go off and alert people they are near a red
mango
 Use tips to alert new customers of which flavors to try (which are most
popular/liked)
 Tweets from people checking in to Red Mango.
◦ Red Mango should leverage check-ins to use as positive marketing
@BALTSAR I’m at Red Mango (Concourse, B, Terminal 1, ORD Airport, Chicago)
http://t.co.lllmco
@DEBORAHVALLEDOR Forzen yogurt with fresh mango.. A little taste of home
(@RedMango)

16. Conclusion
 Red Mango has a positive social media
 It is the most popular frozen yogurt chain in the
dessert/snack industry compared to its
competitors such as Yogen Fruz, Forever
Yogurt, and Star Fruit.
 Red Mango exceeds expectations throughout
social media presence.
 It has more customer engagement and
FourSquare and will help Red Mango reach and
maintain it's number one position.