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Bhupesh Verma Kishoreraj T Savita Elumalai Selvakumar R Vidhya D 1011164 1011322 1011131 1011058 1011218
Situational Analysis Case A
y The Yogurt Market y Comprised of three product segments y Not ver y popular 45% American had not tried yogurt y Fragmented and Highly regional y Highly competitive y Fight for shelf space and inventory management y shift in the usage occasion of Yogurt from being a meal to an evening snack. y Yoplait is a multiproduct company - considered developing a Custard style yogurt
Custard-Style(Marketing issues ) y Positioning ? y Premium product ? y Occasion positioning y Meal or dessert ? y Low on fruit and naturalnesss y Price ? y Packaging ? .
Product development y Options for Name y Yoclair / Yofleur To Position it differently from original Yoplait yogurt y Yogourt classique / Crème de Yogourt To bring out the Frenchness aspect y Yoplait custard-style yogurt Leverage the brand value and position it as dessert snack y Final decision Yoplait custard-style yogurt because it built on the brand name .
y Final decision 6 oz. appropriate for dessert positioning. suitable for children and eliminates waste y 6 0z. keeps the unit price down. The custard style yogurt was filling and hence seemed adequate. because it scored highest in terms of delivered profit margins . To position it more as a snack than a meal substitute.Product development y Options for Size y 4 oz.
Product development y Options for Positioning y Meal substitute y Snack y Dessert y Final decision Snack as Custard-Style seemed more likely to attract light users and nonusers y Options for Packaging y Unique conical plastic cup y Vercon cup y Final decision Vercon cup because of its higher score during the random supermarket shoppers screening .
y No Fruit chunks in Yogurt .Concept test Results y USP : Texture y Snack positioning 6 oz vercon cup y Expand beyond yogurt target group y Estimated to add 36% incremental volume y Full fat product as consumers saw this product as a snack and hence did not worry about nutrition.
Market test could also be performed . a Mini. BASES is a good method for the product s test market But to get a true Marketplace evaluation.Product test market y Test market simulation (BASES) y BASES claimed advantages over other simulated test market y Less expensive y Did not require a finished commercial y y Decision Since Yoplait s plants were not ready for production and impact of price sensitivity was to be studied.
thickness. dessert image and everyday use of Yoplait Custard-style y Price: Test done with prices 49c and 53c.Situational Analysis Case B y Product chosen: Yoplait Custard Style yogurt in a 6 oz. not the non-users y Promotion: Frenchness. y Saturated target segment: Aim is majorly to convert other Yogurt users. Vercon cup. .
dislikes and usage . repeat. future purchase interest.Mini Market Test y Advertising done on Radio and Newspaper targeted at women over 18 y Product Sampling Consumer promotion tactic using in-store consumer sampling y Various trade deals y Consumer dynamics study Three waves of supermarket intercept study. Yogurt buyers were asked questions about trial. product likes.
y Limited test Distribution was forced or controlled by the marketing research firm y Doesn t include the effect of different level of media and promotional spending and also the effect of different prices on consumer buying patterns .Pros and Cons y Pros y Easily manageable due to the small size of the market and its proximity to headquarters y True market experience y Costs significantly less than Full scale test market y Effective control over marketing variables y Cons y Highly regional not a true national representation y Already a yoplaint market.
likes/dislikes of the concept.BASES test y Conducted in 12 geographically dispersed cities y 200 respondents interviewed in each city. y Only a color print advertisement was shown y Questions asked on purchase intent. price/value evalution. past category usage before and after using Custurd style yogurt y Provided various exogenous variables for calculation of Incremental value y Three national spending plans were simulated .
Pros and Cons y Pros y Bigger impact of advertisements y High PULL strategy y Better national representative y Estimates available for each region y Effect of Price found out through interviews y Estimation of potential steal. hence its effect on other Yoplait products can be found out y Based on extensive Empirical validation y Effect of various levels of Media and promotion spending shown in the results y Sensitivity to spending revealed y Studies the price sensitivity ( priced at 53 cent compared to 49 in mini market test) y Cons y No study of distribution impact y No real Market experience .
Custard style volume would be 73-92% of Original-style national potential. natural fruit flavor and texture .Results y Mini market test y After adjusting for Radio media weight and stocking level. y Major reasons for buying : Flavor. and total Yoplait volume would be 168-207% y Percentage of Custard-style triers who repeated consistently increased throughout the study.
43% under Plan B and 41% under Plan C y Cannibalization .22% of Custard-Style volume would be at the expense of Original style y Concept liked because of Flavor. Texture and nutrition y After use liking majorly because of Flavor and Texture .Results y BASES test y Incremental value of 57% under Plan A.
Copy testing y No significant differences in the pulling power of the four executions y 90% brand recall for Sanford commercial y The Sanford commercial can be chosen because it has a very high brand recall. It also has a very high percentage indicating the thick texture and Fruit in yogurt concept which is important to position this as something more dessert like and hence more premium than Original style Yogurt. .
Decisions y Region of Initial launch y The product must be first launched in East region. because: y y y y y y Validates the steal % of custard style from Dannon s dominance Position for taste and texture against healthy Dannon s Highest Purchase intent after use Highest Price/Value score on 5-point scale Highest After use liking rating Highest percentage of consumers found the product better than expected .
Decisions y Price y The price should definitely be more than Original style yogurt because of its positioning as a dessert y Price was the second most stated reason for disliking the product before trial but after use its share of mentions were much lower y From BASES test we see that the Price/Value score reduced after use in all regions y Thus the price can be set around 55c-60c but its promotion should be done as a premium product .
they can go for Plan A Media/Plan B promotion. y In the west where Yoplait is already well known.Decisions y Media / Promotion spending y In the East. Hence here they can use Plan B Media/Plan A promotion . Also Year 2 consumer volume is very high if they go for this plan. East is currently dominated by Dannon which makes it necessary to spend on Media to gain Market share. more can be spent on Promotion to steal away Dannon Yogurt users.
Thank you .