Delivering Value at Red Mango

Founder Dan Kim opened the first Red Mango in Los Angeles in $2007.$ He quickly expanded, and there are currently more than $200$ locations in $27$ states, plus three locations outside the U$.$S$.$ Red Mango has successfully combined a healthy product $($frozen yogurt$)$ with cool, fun shops to hang out in$.$ Red Mango uses $100\%$ all natural, nonfat or low$-$fat kosher, and gluten$-$free frozen yogurt fortified with probiotics. It has expanded its menu to include fresh fruit smoothies, parfaits, and probiotic iced teas. Red Mango was named the number one smoothie and frozen yogurt chain in America in Zagat$$s $2011$ National Chain Restaurants Survey. The following video illustrates how Red Mango delivers superior value to customers.

This activity is important because you must understand that marketing strives to create value in many ways. If marketers are to succeed, their customers must believe that the firm$$s products and services are valuable; that is$,$ they are worth more than they cost. Value represents the relationship of benefits to costs. Marketers deliver value through the marketing mix$$the $4$ Ps: product, price, place, and promotion. Firms become value driven by sharing information, balancing customer benefits and costs, concentrating on building long$-$term relations with loyal customers, and creating connections with customers by using social and mobile media. To achieve this, marketers must understand customers' needs and wants. The goal of this activity is to demonstrate your awareness that successful marketing also requires thoughtful planning, with an emphasis on the ethical implications of any of those decisions on society in general.