2. Objective
1.Which option for the test : full test/mini
test/BASES
2. Marketing Mix :
Positioning(2.1dessert/snack/substitute of
meal, 2.2 texture)Packaging type, Size, Name
3.Product quality during scale up
3. Option for test
• 1. BASES + field test (full/mini)
• 2. field test(full/mini)
4. BASES
Pros :
• 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 Scale
Pros
• High credibility
– Replicate actual roll out condition
• Disadvantage
– High Cost ( $17,00,000)
– Long time to give proper reading ( 1 year)
6. Mini- Market
Pros
• 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. Positioning
1.Dessert/Snack
- Desserts- High Volumes – mature market
stage and needs to capture more market share
as it is a new product concept
- Snacks- High Margins
2.Texture vs Flavour
Page 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. Name
Yoplait 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 first
in the market.
Name linked with Yoplait ( Yoclaire/ Yofleur)
+Individual identity
+More incremental volume
Unrelated 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
