This document outlines strategic NPD problems, decisions, and recommendations for General Mills regarding the launch of a custard-style yogurt product under the Yoplait brand in the US market. It identifies issues with current market research, the downward yogurt market trend, and consumer perceptions in the US. Decision criteria are provided for selecting market research methods and decisions around positioning, segmentation/targeting, packaging/portion size, and product name. Recommendations are made for healthy dessert positioning targeting various demographics, 6oz portion size, and using the name "Yoplait Custard Style Yogurt" along with initial market testing and launch actions.

1. S
GENERAL MILLS-YOPLAIT
CUSTARD-STYLE YOGURT
AYLİN DEMİRCAN
DİLAN SÜSLÜ
EDA ERDEM
İSMAİL KÖK

2. OUTLINE
S STRATEGIC NPD PROBLEMS
S DECISIONS AND DECISIONS CRITERIA
S RECOMMENDATION AND ACTIONS
2

3. S
STRATEGIC NPD PROBLEMS
POSITIONING
SEGMENTATION & TARGETTING
FINAL PRODUCT SPECIFICATIONS

4. SYMPTOMS
S INSUFFICENCY OF THE CONDUCTED TEST
RESULTS
S DOWNWARD TENDENCY OF THE YOGURT MARKET
S CONFUSION REGARDING THE PERCEPTION OF
YOGURT IN THE US MARKET
4

5. DECISIONS
MARKET RESEARCH METHODS
S BASES
S MINI-MARKET TEST
S FULL SCALE TEST
MANAGEMENT DECISION PROBLEMS
S POSITIONING
S SEGMENTATION AND
TARGETING
S PACKAGING AND PORTION
S NAME
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6. DECISIONS CRITERIA
CRITERIA OF MARKET RESEARCH
METHODS
S TIME
S PRICE
S EFFICIENCY
CRITERIA OF MANAGEMENT
DECISION PROBLEMS
S TIME
S PRICE
S EFFICIENCY
S BRAND RECOGNITION
6

7. POSITIONING
SNACK
S Expensive as a snack
S More competitive sector
S Short shelf life becomes an
important factor.
S Premium Positioning
S Differentiation
S Could increase category usage
S Unyogurty connotation
DESSERT
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8. SEGMENTATION AND
TARGETING
S With healthy dessert
positioning, in addition to those
stated on the left, children can
also be targetted.
S College educated
S Female
S Young(18-34) and old (63+)
S Living in metropolitan
S Concerned with weight and diet
Segmentation
&Targeting
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9. PACKAGING AND PORTION
VERCON CUP
S More recognizable
S Cannibalization effect
S Able to be produced in 6-oz
size
S Reduce cannibalization effect
S Able to be produced in 4-oz
size
TRADITIONAL CUP
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10. PACKAGING AND PORTION
6-OZ
S More adequate for snack
positioning
S More expensive in unit price
S More adequate for dessert
positioning
S Reduce waste
S Cheaper in unit price
4-OZ
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11. NAME
YOCLAIRE / YOFLEUR
S Not informative about what it
is
S Can be used in incremental
products
YOPLAIT CUSTARD STYLE
YOGURT
S Informative about what it is
S Increase brand awareness (
using real name)
CRÈME DE YOOGURT /YOGOURT CLASSIQUE
S Not informative about what it is
S Brand awareness
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12. MARKET RESEARCH
METHODS
MINI MARKET TEST
S True market experience
S Cheap
S Good measure of cannibalization
FULL SCALE TEST
S Requires longer time
S Expensive
S Requires prototypes of the
product
BASES
S Fast result
S Cheap
S Scientific sales volume
estimation
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13. RECOMMENDATION
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✚ ✚ ✚

14. ACTIONS
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S Competitive Market
S BASES & Mini-Market Test
S Starting of Production
S Distribution Network
S Advertisements
S Recipes

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