What is Tutti Frutti?

Tutti Frutti is a worldwide product that sell as a dessert. It is similar to ice-cream that most of the people like it but this is something different from ice-cream, it is made from yogurt rather than cream. It is in a form of cold yogurt so is also known as the “frozen yogurt”.

Tutti Frutti as a well known retailer in the world that sell this specialty frozen yogurt. Tutti Frutti have different franchise at different countries as well as at Australia, Brazil, Cambodia, Canada, China, Colombia, Dominican Republic, UAE, Hong Kong, Vietnam, United Kingdom, Taiwan, Tahiti, Philippines, New Zealand, Mexico, Indonesia and also Malaysia. In this assignment, I will do some of the case study of Tutti Frutti in Malaysia. The franchise holder of the Tutti Frutti Frozen Yogurt in Malaysia is a company that form from the NAZA Group of Companies, known as Naza Tutti Frutti Sdn Bhd(Malaysia) directed by Izham Hakimi Hamdi attributes the brand’s strength and popularity to the word of mouth testimonials from his customers and franchisees. The franchise in Malaysia first start their business serving up the flavorful fun since October 2009 in Sunway Pyramid. Naza Tutti Frutti Sdn Bhd (Malaysia) is the master license holder for the Tutti Frutti shops in these countries, Malaysia, Singapore, Cambodia, Brunei and Thailand. There are 55 outlet in Klang Valley and around 105 outlets in Malaysia.

The Tutti Frutti Frozen Yogurt increase their awareness through website, Facebook, staff members and in-store promotional materials. Their target audiences is most dominated by women range of 20-40 and the families. Izham  Hakimi Hamdi mentioned that there are not a concern of competitors for them as long as they maintain the quality of their product with a good services provided and this is what they need for their businesses. Other than this, the main point for them to advertising and making the marketing campaign is to give people aware of the brand(Tutti Frutti) and maintain the customer loyalty to the product, that includes the radio campaign, loyalty and membership programme and ongoing monthly promotions for the people.

In the Annual Asia Pacific Entrepreneurship Awards 2011 Malaysia, Tutti Frutti Frozen Yogurt get the award for Most Promoting Entrepreneurship with honors. The successfulness of them can be shown through the number of the franchise network in Malaysia are growing very fast in year 2009, they already have around 104 outlets until today. They expanded successfully nationwide especially the South East Asia through the sub-franchising programme and this offer the opportunity of entrepreneurship to be part of the attractive fast growing business.