general mills-yoplait custard style yogurt

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
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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
9

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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