1.

What are the most salient aspects of the yogurt category bearing on a new product
introduction?

Product Naming: if the new product fails, it could bring on a bad reputation to the brand it is
named under, thus it was a way to position the product under a new name and mentioning
being made by the Parent brand somewhere (like “from the makers of”)

Sales factor: Depends on taste, texture as well as the flavour that pleases the customer.

Unique Positioning: Rather than just positioning the food- product as a dessert for about 4
Oz, it can be also positioned under other food categories like a snack for larger quantities
and features as well as additions.

Selling Price: Since Yoplait was perceived as a snack and is priced for 53 cents, which is a
much larger price in comparison to the competitor’s snack product, there needs to be. A
product category diversification where there can also be a Dessert variable of the product
which can be offered for a smaller price than competitors in the dessert category.

2. Evaluate the NPD process for Yoplait Custard? Style to this point. How would you as the
head of Yoplait USA rate Becker's performance as Director of New Business Development?

Mr Becker had a good idea of targeting the distribution national-wide for Yoplait Custard-
Style Yogurt. According to their 5 year plan, they also had a clear target for achieving a sales
of 100 million, 20% market share as well as the predicted profitability. Due to the concept
testing methods, they were able to identify Yoplait’s new segment was able to catch up 50%
of the purchase in the new products as well as the older Yoplait product types.

After the suggestions of the New Business Development Group’s research and suggestions,
they were able to identify that many customers prefer better taste and were able to fill that
gap by introducing better tasting flavours.

3. What are the key questions facing Becker at this time?

He had to decide the size of the cups whether 4 oz,6oz or 8oz in respective categories.

Whether to position the new product under snack or dessert or entirely position it under a
meal substitute.

Distribution alternatives

Using of traditional packaging or alternative vercon cup packaging

Bring in non-yogurt users to try the product ad convert them to loyal customers

Different methods to adopt to conduct market tests such as Mini Market test, BASES test etc
to asses customer preference and buying behaviour.
 4. What are the pros and cons of each of the research alternatives being considered by
Becker? Which or which combination of research producers would you recommend?
 Whether snack, dessert or meal- Mr Becker needs to give a larger value in
positioning dessert as it can be conveniently priced more than snack and meal
substitute. If positioning as snack he needs to take the larger competition in mind.
 Whether to go for the usual traditional cups or Vercon cups- the usual cups can be
manufactured in the regular size of 4 oz; whereas, vercon version of the cups have a
different design compared to other competitor products and can be identified
among the batches easily by the customer due to its differentiated design.

Pls take it up frm here:

Yoplait's director of new product development is finalising plans for the national introduction of
custard‐style Yoplait. Based on the results of a mini‐market test and a BASES laboratory test
market.

Case Preparation Questions

1. Evaluate Becker's choice of research programme. Does it make sense? Was it an obvious
or not‐so‐obvious choice?
2. Evaluate the mini‐market test results. What does Becker learn? What specific issues facing
Becker does the mini‐market relate to?
3. Evaluate the BASES test results. What do they say about the viability of the Custard‐ Style
concept?
4. Examine the BASES results regarding alternative spending plans. What can you conclude
from these data? How confident are you in these conclusions?
5. What rollout plan should Becker follow?