Free Essay

Yoplait

In: Business and Management

Submitted By praveenbhumana
Words 596
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Strategy Options – Yoplait

1) Target kids and Mom’s with a blended message of great taste and the health benefit of calcium

Position: Original Style Yoplait is the yogurt (FOR) that is the healthy part of a meal or snack for kids (POD) because it tastes great, comes in a convenient package, and is packed with calcium to help them grow (RTB).

Insight: Mom’s are looking for a healthy snack for their kids, which OSY provides because of the calcium, but Mom’s also realize their kids will eat it because they know it tastes great and comes in all kinds of flavors.

Target: Mom’s with tween to college-aged children

Why: Research shows that children make up 35% of the yogurt market but they don’t make the buying decision. Other research shows a rise in in-home occasions for eating yogurt, so focusing on how Mom’s can have a healthy breakfast, lunch, snack or dessert in the house could lead to category grow as they buy for themselves and their kids now and broaden their occasions.

Specific research support for this strategy:
Looking at yogurt consumption in the home, where three-fourths of all yogurt consumption takes place, yogurt has grown at all eating occasions – breakfast, lunch, dinner, and between meals, according to a recently conducted NPD source of growth analysis. Consumers use yogurt as a meal, a meal replacement, a snack, and even as a dessert. Over the last five years, the in-home breakfast occasion has been the primary driver behind incremental eating occasions: 39 percent of incremental yogurt eating occasions over the last five years have been from breakfast, followed by 20 percent from between meal snack occasions, and 19 percent from lunch

2) Target 18-34 year old females & males with a great taste you can enjoy for breakfast at home message

Position: Original Style Yoplait is the breakfast food (FOR) that helps get your busy day started right (POD) because it’s great tasting and loaded with metabolism charging calcium(RTB).

Insight: Today, its not just women eating yogurt but also men and with the rise of yogurt eating occasions in-home, they are looking for a great tasting, convenient and healthy option for them to have as breakfast or as part of a larger breakfast.

Target: 18-34 year old males and females with an active and healthy life style

Why: Research builds the case to focus on broadening in the age range where we already win as men are now actively enjoying yogurt. In-home occasions are also on the rise giving us a chance to gain purchase volume with our current female target as we have been focused on showing OSY being enjoyed out of the home.

Specific research support for this strategy:
• …in the home, where three-fourths of all yogurt consumption takes place
• Over the last five years, the in-home breakfast occasion has been the primary driver behind incremental eating occasions: 39 percent of incremental yogurt eating occasions over the last five years have been from breakfast
• Over half of yogurt’s growth at breakfast can be attributed to consumers in the 18-to-34 and 45-to-64 age group.
• Over the past five years, 18- to 34-year-olds have been eating breakfast in the home more often. Additionally, the number of 18- to 34- year-olds in the U.S. population is up by approximately 6 percent since 2007. And finally, yogurt’s share of breakfast occasions among these young adults has increased.
• Approximately 200 million incremental yogurt occasions among 18-34 year-olds since 2007…...

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