3. Executive Summary
4 Yoplait Light ads were viewed and tested to determine consumer reaction
Purpose: to determine if the ad campaign is worth $25 million
Presented several techniques to quantify respondent’s impressions on each
advertisement, and the likelihood of purchasing the product
Conclusion: Remove Simmons and Knitter ad
Male market should be noticed and focused: create new products and ads to
target male yogurt-buyers
5. Statement of Objectives & Assumption
From the perspective of 2016, determine if the ad campaign was
(1)Worth the $25 million
(2)Was it in line with the diet trend and consumer behavior at that time
(3)Was it targeting the correct target market, and
(4)Was it good to only promote Yoplait Light, or should we also promote
other low-fat, healthy snack?
Assumption: Respondents with positive reactions are most likely to purchase the
product
7. Men are not usually the target of yogurt
marketers, but they should be
71% female and 57% male
purchase yogurt at least
once a month
Adult 18+
Post Graduate
*Source: The Yogurt Market and Yogurt Innovation Greek Yogurt and Beyond Mar 2013
9. Yogurt Industry grows consistently
● The main reason of growing is the
interest of Greek yogurt, not light
yogurt
● Changing demographics
● Perception of yogurt of healthy
product
*Source: The Yogurt Market and Yogurt Innovation Greek Yogurt and Beyond Mar
2013
10. Yogurt can be the
Role to Solve these
Concerns
Consumers try to eat healthier
They feel overeat
They feel guilty to eat “bad food”
Tend to eat small meals
Consumer opinion/attitude toward food
*Source: Weight Management Trends in the U.S. 2nd Edition Mar 2013
11. Yoplait Light Has Highest Sale among the
brand
It indicates the
trend of choosing
light yogurt for
people on diet and
health
*Source: The Yogurt Market and Yogurt Innovation Greek Yogurt and Beyond Mar 2013
13. Data Collection and Methodology
1,688 valid participants after data cleansing
Gave their moment-to-moment reactions to 4 Yoplait Light advertisements
Slider on a scale from 1 to 10, starting at 5(neutral)
Respondent moved above 5 if ad was positively appealing and vice versa
Value of slider represented the level of appeal at each moment
A survey was conducted and participants were asked about the product, the
brand, and ad-related questions
15. Non-Yogurt Buyers and Males Don’t Care for the Simmons and Knitter
Ad
Simmons Knitter
16. Impactful Seconds Don’t Show in Set-Up
Stage Simmons is dancing
Brand appearsHusband rummages the fridge
17. Male Connects with the Kitchen Ad Personally
Simmons
Kitchen
Knitter
Seamstress
Cluster 5
usually reacts
negatively,
except Kitchen
The moment
the husband
reacts to wife’s
conversation;
male can relate
to
18. 25 Million might not Worth it...
An average 42% respondents had NO Change in opinion
Kitchen obtains the best reactions among respondents-
49% of those that viewed the Kitchen ad are likely to buy Yoplait Light
Simmons Ad:
26% of those that viewed the Simmons’ ad are likely to NOT buy Yoplait Light,
highest rate among four ads.
Clusters: male & non-yogurt buyers according to affect traces
19. Finding Summary
● Customers have positive reaction toward Kitchen and Seamstress throughout
the ad
● Non-yogurt buyers and males have a neutral or negative reaction to the
Simmons and Knitter ads
● Most impactful moments appear in development and conclusion stages
● Males might be influenced by the Kitchen advertisement the most
21. The Introduction of Greek Changed American
Tastes
Known as strained yogurt
Excess watery whey is removed: a much thicker and creamier consistency
Its large consumer acceptance helped increase sales of the overall yogurt
category
22. Greek Yogurt Dominates the Yogurt
Market
Unprecedented growth for premium
price product in recession
200% Annual Growth Rate over 6
years
Greek yogurt's market share of the U.S. yogurt market
23. Taste better, Healthier, and More Protein
Healthier Compared to regular yogurt
● 2X protein
● 3X the saturated fat
● ½ sodium
● ½ carbohydrates
24. Both Gender Pay for Greek Yogurt
In contrast to conventional
yogurt, the Greek appeals
equally to both men and
women
Consumers are drawn to the
creamy product due to its
high protein content,
especially because protein
is the pre-eminent theme in
food marketing.
27. Based on Current Four Ads, We Suggest...
Keep Kitchen and Seamstress; shutdown Simmons and Knitter ( from Principal
Component Analysis and Cluster Analysis)
Provide favorable plots in development & conclusion stage ( from
Correspondence Analysis)
Celebrity Endorsement: Both gender favor and can be related to (Simmons Ad)
Utilize the current channel and add new channel
28. Expand Products:
Male Market and the Trend
Create Greek yogurt product line which:
(1) Captures more male customers
(2) Is a fast growing type of yogurt product that worth working on
Launch large packing size yogurt targeting male yogurt-buyer market, which
composes 62% American according to survey owned by Packaged Facts
29. In the Future, We Suggest “New Four Ads”
Yoplait Light (3):
Remain Kitchen and Seamstress; create one ad that target male yogurt-buyers
Greek Yogurt (1):
Create one ad that target male or both gender
30. Mom, Entertaining, Music, Educative
Channel
CMT (Country Music Television)
Disney Channel
HGTV (Home & Garden Television)
Ovation
Palladia HD
Smithsonian Channel
*The index of the TV cable are above 120
31. New Channel: Social Media
Increasing time spent on social media among US adult
Millennials market matters:
(1)Composed 25% of population in US
(2)Most engaged, involved segment on social media
(3)They value user reviews and friend’s recommendations and opinions
Digital marketing strategies, influencer endorsement, and friend’s sharing
Wanted to examine the effectiveness of the 4 Yoplait Light Ads
Changing demographics: heaving consumers in baby boomers, young adult growing up with yogurt, and Hispanics(Hispanic children show higher preference for healthy snacks like yogurt, cheese, raw veggies and nuts than non-Hispanic children).
Principal Component Analysis - determine MTM level of appeal
Cluster Analysis - help identify the “who” in each cluster
Multiple Discriminant Analysis - determine most impactful moments in each ad
Correspondence Analysis - helped determine purchase intentions
Simmons: According to the Rotated Component Matrix(Table 1), the moment 1-5 is set-up; 6-15 is development; and the 16-31 is the conclusion.Consumers’ reactions were very divergent in terms of two women’s conversation about their craving of foods(Graph 3) and Simmons’ popping up(Graph 4). They are either very positive or very negative.
Kitchen: Divided into 4 stages: moments 5-11 as Set-Up, moments 12-22 as
Development and moments 23-31 as Conclusion. Overall consumers’ responses are
positive on average trace affect; the line smoothly moves upward
Knitter: 2 stages: Moments 1-6 is set-up and moments 7-15 is the conclusion. From the split, consumers that responded positively continued to steadily increase and the consumers that responded negatively continued to steadily decreases and peaks at moment thirteen. Despite the divergence throughout the advertisement, the average trace affect steadily increases as the ad continues and peaks at moment fifteen (graph 8).
Seamstress: 3 stages: moment 1-7 for set-up; 8-17 for development; and 18-31
for conclusion. Average Trace Affect kept increasing until the end of the advertisement.
Conclusion: The principal component analysis confirms that the consumer’s moment-to-moment responses are driven by three elements of the storyline: the set-up, development, and conclusion. We are able to know and understand the consumers’ attitudes towards specific moments of advertisement, which indicates the plot is favorable or unfavorable from consumers rather than sees the average reactions of consumers.
Recommendations:Principle Component Analysis, we can obtain every detail of
advertisements from moment to moment.Adding more resources to analyze like demographics is recommended. Additionally, doing more research on the target consumers’ preferences such as interests or behaviors, even discovering their unmet needs.
MDA analysis
Source: Packaged Facts- The yogurt market and innovation: Greek Yogurt and Beyond (March 2013)
U.S. market for yogurt sold at retail to be $7.3 billion in 2012, up 6.6%
Greek yogurt went from 1% of the market in 2007 to becoming the most important trend shaping the industry
