Breyers YogurtResearch – Strategy – Planning Report by Dea Varone Academy of Art University, Spring 2010 W5 Marty Molloy
Breyers Yogurt Research – Strategy – PlanningTable of Contents: Background/Methodology Key Insights Conclusions & Recommendations Key Findings
Breyers Yogurt Research – Strategy – PlanningBackground/Methodology Yogurt is one of the most popular products in the dairy case today. According to supermarket industry sales indicators, it is the fastest growing dairy category. Yogurt comes in a variety and size for almost every preference, including fruit-blended, fruit on the bottom, and those with toppings and add–ins. Breyers Yogurt of Creme Savers currently produces 6 ounce product, 13 different and 3 Smooth and flavors of Light 6 Creamy 6 ounce ounce product, 10 flavors. They also different flavors produce 10 different of Fruit on the combinations of Bottom 6 ounce flavors in a 4 ounce product, 5 flavors 6 pack.
Breyers Yogurt Research – Strategy – PlanningMain Competitors: Yoplait and Dannon, and Stonyfield Farm Organic Yogurt
Breyers YogurtResearch – Strategy – Planning This research will support development of a new messaging concepts focusing on yogurt at breakfast. By thoroughly understanding who and why people currently purchase yogurt we can learn more about more how we can change this perception to break into the breakfast market. We will provide Breyers yogurt company with evidence that this new concept of breyers for breakfast will raise sales and popularity. This the exciting breakfast trend will convince consumers to spend 10 minutes to eat at home, and move away from grabbing something to eat at a fast food establishment. Process included 3 methods of inquiry, including: 1. Internet research. 2. 15 in-person interviews; visited various supermarkets; Harris Teeter, Target, Food Lion and Kroger. 3. 20 written Questionnaires.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationA 2009 study found that Add more protein to yogurt,people on a reduced calorie and advertise that when itshigh protein diet lost 22% consumed for breakfast, themore weight than those extra protein in Breyerson a reduced calorie, high Yogurt will curb your appetitecarbohydrate plan. Since and help eat a lighter lunch.protein will help you stay fulland be more fit.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationWomen worry about water BREAKFAST PACK PACKAGING;weight gain, fruit reduces Breakfast flavors –the chance of gaining water Fruit variety flavors, addweight and naturally occurring citrus to create breakfastvitamins, minerals and plant flavor.phytochemicals providecalorie burning energy. Additionally, offer a pack of dried fruit to mix in for increased fruit benefits.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationMost people don’t realize how BREAKFAST PACK PACKAGINGthat stopping for a breakfastsandwich in the morning uses Breyers Yogurt that comes inmore gas creating pollution, a re-sealable thermos cup touses more paper that ends keep it fresh and cold on theup in the dumps, costs more go to save time and gas.$ and takes more time thanktaking something with youfrom home.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationYogurt is often something Focus Advertisingparents and children agree on. Campaign on the natural health benefits of yogurt toKids like it while parents encourage parents to buy itbelieve it to be a healthy food. for them.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationFor breakfast, most men don’t Develop more savory flavoredwant a sweet treat - they want yogurt such as coffee anda substantial breakfast that is cinnamon that have a thicker morequick and filling. filling consistency.Only 20% of men will buy Additionally, consider moreyogurt, the rest don’t buy it masculine and familiar packagingand will eat it sometimes if its that will appeal to men but won’talready the refrigerator. discourage women or families from purchasing.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationStarbucks successful new a. Breyers should partner with“perfectly oatmeal” launch a company/store to promoteproves that the trend for eating it as a new breakfast trend.a healthy breakfast works. b. Offer yogurt as a seasonal breakfast product, fruit flavors as light and refreshing way to start to the day in the warmer months and pumpkin spice flavors for the cooler months.
Breyers Yogurt Research – Strategy – PlanningConclusion RecommendationMost of the stuff that fills Package in eco-friendly packaging, Ingeo™ biopolymer is the world’sthe landfills is packaging, first and only performanceespecially in the form of fast- plastic made from 100% annuallyfood containers. renewable resources. It offers the cost and performance necessary to compete with traditional petroleum- based materials in the packaging and service ware markets. Clear and strong like petroleum-based plastic, but with the crucial benefit of being commercially compostable.
Breyers Yogurt Research – Strategy – Planning Key Insight: Creation of new product packaging along with associated strategic marketing:THE BREAKFAST PACKDetails and Implementation:1. The “Breakfast Pack” labeled with Monday through Friday new five-pack of yogurt, where each day is a different flavor.2. The “Breakfast Pack” packaging would contain new slightly larger containers, all connected together in a row, where the consumer could “tear-off” the corresponding container for each day of the week.3. The “Breakfast Pack” would be sold in various “themes” for flavors. For instance, the Monday-Friday citrus theme would have Orange, Peach, Grapefruit, etc., whereas the Monday-Friday berry theme would have Blueberry, Strawberry, Blackberry, etc.4. The “Breakfast Pack” could also be sold as the “Breakfast Pack-to-Go,” with a resealable cup, and disposable spoons.
Breyers Yogurt Research – Strategy – Planning Key Insight – Create and deliver a new highly marketed universal messagePROTEINWhen consumed for breakfast, the extra protein in yogurt will curb appetite and help you toeat a lighter lunch.Implementation Overview:Message will be on all packagingDiet booklet to track your calorie intake, and other meal ideas for the consumer that will compliment a healthy lifestyle, mailings with coupons, a website to track your weight etc.Have it come with a flavored protein package to mix with it.Use TV/Broadcast ads to pass new message to veiwers. Target breakfast timeslots, such as Today Show, Saturday morning excercise programs, etc.Launch Magazine and Print Ad campaign to deliver new message: Vogue, Cosmo, Women’s Health, etc.
Breyers Yogurt Research – Strategy – PlanningKey Findings Yogurt is an excellent source of protein. Plain yogurt contains around ten to fourteen grams of protein per eight ounces, which amounts to twenty percent of the daily protein requirement for most persons. In fact, eight ounces of yogurt that contains live and active cultures, contains 20 percent more protein than the same volume of milk (10 grams versus 8 grams). Besides being a rich source of proteins, the culturing of the milk proteins during fermentation makes these proteins easier to digest. For this reason, the proteins in yogurt are often called “predigested.”
Breyers Yogurt Research – Strategy – PlanningLow – Carb People don’t want to have bread and high carb foods for breakfast anymore, According to Dr. Atkins Diet Revolution, and many other Diet trends encourage a low carb high protein diet to loose weight, continued studies found that people on a reduced calorie high protein diet lost 22% more weight than those on a reduced calorie, high carbohydrate plan. and protein will help you stay full and be more fit overall.
Breyers Yogurt Research – Strategy – PlanningPro-Yogurt Most people want the benefits of the live and active cultures in yogurt to aid their digestion. Kids like yogurt and parents believe that its good for them and purchase it for them as a snack.
Breyers Yogurt Research – Strategy – PlanningHealth Benefits Researchers say that yogurt has a beneficial effect on the immune system, the potential to lower cholesterol, and how it may help combat certain types of cancer-causing compounds, particularly in the digestive tract. Women worry about water weight gain, fruit reduces the chance of gaining water weight and naturally occurring vitamins, minerals and plant phytochemicals provide calorie burning energy. Yogurt is a “grow food”, nutritional properties of yogurt may help children with intestinal absorption problems grow: the easier digestibility of the proteins and the fact that the lactic acid in yogurt increases the absorption of minerals, and even the most picky-eaters will eat yogurt in dips and smoothies and as a topping.
Breyers Yogurt Research – Strategy – PlanningEnvironmental Impact(of eating breakfast on the go) Most of the stuff that fills the landfills is packaging in the form of fast-food containers. Extra Driving that causes is air pollution which is an act an average citizen commits. Local effects –e.g. poisoning humans breathing bad air. Regional effects – fallout from airborne pathogens - infections, particles, chemicals Global effects – changing interactions between the atmosphere and sun, weather effects, effects on plants and oceans.
Breyers Yogurt Research – Strategy – PlanningConsumer Quotes “My baby loves the YoBaby variety fruit flavors for breakfast, I wish other brands, like Beryers, had one that has the fruit and veggies for more nutrition” “I get the vanilla Food Lion brand every week, and add fresh strawberries and bananas to it.” Gordon, 57
Breyers YogurtResearch – Strategy – Planning “I like to eat yogurt at different times through out the day, as a meal, I like breyers light strawberry cheesecake flavor, its its low calorie and has digestive benefits Brit, 47 “Usually I get vanilla flavored Activia and eat it night to work on my digestive system as I sleep, it really works” 70+ woman “Its easier to get out the door and go get something to eat on the way, its a hard habit to break, if there was yogurt for breakfast on the menu I would try it, especially when its hot weather.” Tom, 39
Breyers Yogurt Research – Strategy – PlanningConclusion The research and analysis in provided in this report it is clear, that Breyers can successfully introduce yogurt as a viable and profitable breakfast product. By looking at the current breakfast market, along with breakfast and yogurt related trends, there is a unique opportunity for the substantial growth of the Breyers yogurt line. This can be cultivated by incorporating three main components: 1. Shift in overall marketing with several messages 2. Product augmentation 3. Labeling and packaging