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Yoplaits

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  • 1. General Mills, Inc.: Yoplait Custard- Style Yogurt (A)
  • 2. Objective1.Which option for the test : full test/minitest/BASES2. Marketing Mix : Positioning(2.1dessert/snack/substitute of meal, 2.2 texture)Packaging type, Size, Name3.Product quality during scale up
  • 3. Option for test• 1. BASES + field test (full/mini)• 2. field test(full/mini)
  • 4. BASESPros :• Low cost (29000 $) and no commercials and packaging for test market• Fast results (12 weeks)• Forecast sales volumes – More suitable for test products in new/under dev categories• Could evaluate alternative marketing scenarios – Varying media weight – Distribution build – Sales promotions expenditure – Analysing the impact of these adjustments on trial rates, repeat rates, total sales volume and cannabilization• Dynamic Model – Consider timing of proposed marketing expenditure – Less Error (5-10%) – Takes a lot of secondary input from Yoplait ( e.g. Size of market share) – Never used for product like Yogurt before
  • 5. Full ScalePros• High credibility – Replicate actual roll out condition• Disadvantage – High Cost ( $17,00,000) – Long time to give proper reading ( 1 year)
  • 6. Mini- MarketPros• True market place experience – W. Wisconsin was closer to Minneapolis HQ- Strong Yoplait market- good measure of cannibalization• Comparatively less cost than Full Scale ($200,000)• Comparatively less time than Full Scale ( 20 weeks)Disadvantage• Distribution was forced• Couldn’t provide a national sale estimate• Couldn’t estimate cannabilization
  • 7. Positioning1.Dessert/Snack - Desserts- High Volumes – mature market stage and needs to capture more market share as it is a new product concept - Snacks- High Margins2.Texture vs FlavourPage 18 tabl( Texture 63%, Smoothiness/Creaminess – 76%)Page 19 para 1 ( less yogardy)
  • 8. Packaging• Size : 4oz/6oz 4oz: – custard style yogurt was very filling – Adequate size – Less wastage – Standard serving size of pudding- thus compatible with desert positioning – Keep unit price down• Type of cup : Vercon/traditional cup
  • 9. NameYoplait Custard-Style Yogurt+Described the product’s texture+Could increase brand awareness+easy to convert non-users-After a while it is become connected with Yoplait even it is too generic because the company is the firstin the market.Name linked with Yoplait ( Yoclaire/ Yofleur)+Individual identity+More incremental volumeUnrelated name with tag (Créme de Yogourt/ Yogourt Classique- from the maker of Yoplait)+easy to convert non-users-Negetive effect on brand awareness-Not describes product’s attributes
  • 10. Price• Cannot be reduced below 45 cents