General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

Objective

1.Which option for the test : full test/mini test/BASES2. Marketing Mix :

Positioning(2.1dessert/snack/substitute of meal, 2.2 texture)Packaging type, Size, Name

3.Product quality during scale up

Option for test

• 1. BASES + field test (full/mini)• 2. field test(full/mini)

BASESPros :• 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

Full Scale

Pros• High credibility– Replicate actual roll out condition

• Disadvantage– High Cost ( $17,00,000)– Long time to give proper reading ( 1 year)

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

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 FlavourPage 18 tabl( Texture 63%,

Smoothiness/Creaminess – 76%)Page 19 para 1 ( less yogardy)

Packaging

• Size : 4oz/6oz4oz:– 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

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

Price

• Cannot be reduced below 45 cents