Yoplait Marketing Brief

YOPLAITMARKETINGBRIEF I.Overview TheYoplaitMarketingCompetitionisoneofthekeyactivitiesoftheYoplaitAmbassadorProgram,aset of mark market etin ing g init initia iati tive ves s by Yopl Yoplai ait t aime aimed d towa toward rds s creat creatin ing g grea greate ter r awar awaren enes ess s for for Yopl Yoplai ait t amon among g memb me mber ers s of the the yout youth. h. Part Partic icip ipat atin ing g team teams s will will subm submit it prop propos osal als s for for adve adverti rtisi sing ng camp campai aign gns s that that promotetheYoplaitbrandandproductstotheyouth.Byhavingmembersofthetargetaudiencecreate the the camp campai aign gns, s, Yopl Yoplai ait t hope hopes s to enga engage ge the the yout youth h by tapp tappin ing g into into thei their r uniq unique ue insi insigh ghts ts as we well ll as generatingdiscussionoftheYoplaitbrand,itskeymessages,anditsproducts. Studentsfromtertiary Studentsfromtertiary institutio institutionsarewelcometojoin nsarewelcometojoin thecompetition. thecompetition. Thismarketingbriefdiscu Thismarketingbriefdiscusses sses informationaboutthecompetitionthatparticipatingteamsmightfindhelpfulwhentheystartdrafting theirproposals.

II.Yoplait Launchedin1982,YoplaitarethepioneersoftheyoghurtmarketinAustralia.Alwaysattheforefrontof innovation,Yoplaitwasthefirstbrandtolaunchafour‐pack(in1984)andlightversionofitsyoghurt(in 1985) 1985). . In the the year years s sinc since, e, Yopl Yoplai ait t has has cont contin inue ued d to me meet et the the life lifest styl yle e dema demand nds s of its its cust custom omer ers, s, especiallywhenitcomestoconvenience,health,greattaste,flavor,andvariety. Yoplai Yoplait t curren currently tly enjoys enjoys a market market leader leader positi position on and isthe second second‐la ‐large rgest st dairy dairy brandin brandin the world. world. Yoplai Yoplait t is distri distribut buted ed to the region region from from Austral Australia, ia, manufa manufactu ctured red by and market marketed ed under under licens license e to NationalFoodsLtd(NFS). InSingapore,Yoplait InSingapore,Yoplaitis is importedbyNationa importedbyNationalFoodsSingapor lFoodsSingaporePteLtd ePteLtd (NFS) (NFS).Yoplait .Yoplaitis is availableinfour availableinfour flavors:strawberry,mango,berrybliss,andblueberry.MadefromfreshAustralianmilkandrealfruits,it isahighlynutritiou isahighlynutritiousproducttha sproductthatisa tisagoodsou goodsourceofprotei rceofproteinandcalcium nandcalcium,is99%fat‐free, ,is99%fat‐free,andcontain andcontains s threeactiveculturesfordigestivehealth.

Positioning YoplaitsalesinSingaporearedrivenprimarilybyYoplaitLite.AsconsumersinSingaporeareincreasingly becomi bec oming ng more more consci conscious ous about about health health issues issues like like obesit obesity y and heart heart diseas disease, e, Yoplai Yoplait t Lite Lite has bee been n positionedasalow‐fatproductinordertocapturethisopportunity.Furthermore,NFSrecentlyrefined theformulationofYoplaitLitetomakeitevencreamier,tastier,andfruitier. Taste, Taste, nutrit nutrition ional al benefi benefits, ts, and produc product t variet variety y are just just some some of the key attrib attribute utes s that that Yoplai Yoplait t has commun communica icated ted in its past past campai campaigns gns. . But of these, these, the follow following ing are the ones ones with with the widest widest mass mass appeal: •

Itis99%fat‐free;

•

Ithasacreamytastewithlotsoffruit;and

•

Ithasthreeactivebacterialculturesfordigestivehealth

Otherattributeslikecountryoforigin(“ImportedfromAustralia”,Australia’sNo.1Brand”)andproduct variety(fourfruitflavors)werealsoincludedinthesecampaigns.

Competitors Yoplait’smajorcompetitorsinSingaporeincludeMarigoldandMeijiaswellasotherlocalandimported brandslikeEmmiandF&N’sAlive.Withmarketcompetitionbecomingincreasinglyintense,itiscritical not only to protect Yoplait’s position but also to grow its share of the market by discovering new opportunitiesandtargetingnewconsumersegments.

Challenges Generally, yoghurt products in Singapore command low brand loyalty and experience switching betweenbrandsbycustomers.Furthermore,purchasedecisionsareoftendrivenattheshelf,hugely influencedbypriceandpromotionalactivities. Amongthevariousvarieties,localbrandMarigoldistheleadingyoghurtamongSingaporeans.Marigold isabletocaptureconsumersthroughitspricepromotions,wideavailability,variedproductofferings (especiallylocalflavors),visibleadvertising,andtrustednameasalocalbrand.Ontheotherhand,while itiscreamier,richer,andprovidesadequatenutritionalbenefits,Yoplaitislesswell‐knowncomparedto Marigoldduetoitsmoreexpensivepricepointandlimitedadvertising. Toreachoutandincreaseitsconsumerbase,thechallengefacingYoplaitishowtoeffectivelypromote theyoghurtanditsbenefitstotheconsumers,aswellasto engagethemwiththebrand.Doingsowill givethema reasontochooseYoplaitovercompetitorsandcanhelpYoplaitbecometheNo.1yoghurt branditaspirestobe.

III.CompetitionGuidelines Asmentioned,YoplaitwantstotargetnewconsumersegmentstogrowitsmarketshareinSingapore. One market that is particularly attractive is the youth segment – specifically, students in secondary education and young adults in tertiary education. To this end, Yoplait came up with the Yoplait AmbassadorProgramandoneoftheactivitiesunderthisprogramistheYoplaitMarketingCompetition.

 A.ScopeoftheCompetition The Yoplait Marketing Competition is an advertising‐campaign proposal submission where student teamswillbeinvitedtosubmittheirideastopromoteYoplaitproductsandbrandmessagestotheir peers. Teamsmusttakenotethatthecompetitionisnotsimplyarebrandingexercise.Theywillbeexpectedto proposeanadvertisingcampaignthatusesacompletelynewbrandimageandproducedeliverablesto determine theeffectivenessof theirideas.However,certainaspectsofthe Yoplaitbrandmustremain intacte.g.thelogo,whichcannotbealteredormodified.Basically,whilebrandingplaysacriticalrolein theoverallcampaign,itismoreimportantthatteamscomeupwithnew,innovative,andcreativeways

topromoteYoplaittotheyouthsuchthateatingyoghurtbecomesadoptedasanattractiveandcool thing to do. Furthermore, Yoplait also wants to encourage the target audience to adopt healthier lifestyles with Yoplait yoghurt playing a key role inthe dietary choices they make.Thus, teamsmust incorporatethesekeymessagesintheircampaignsontopofsimplypromotingtheYoplaitbrandandits products.

B.MarketResearch Teamscanconsiderthefollowingissueswhendraftingtheirproposals: •

Consumers’product/brand/categoryperceptions,purchasehabits,andconsumptionoccasions

•

Majorconsumerconcerns/trends

•

Keymessagesusedbycompetitorstoattractconsumers

Unfortunately,Yoplaitdoesnothavemarketresearchavailablespecifictotheyouthsegment.Teams willhavetoconducttheirownmarketresearch(e.g.surveys,focusgroups)iftheyfeelitisnecessaryto do so. The scaleand scopeof the market research ultimately depends on the teams’ discretion and resources, but it will definitely beadvantageous to have some informationon hand tosupport their proposals.

C.Execution Teamswillexecutetheircampaigns–albeitonsmaller,simulatedscale–throughaFacebookpagethat willbecreatedespeciallyforthecompetition. Before the online execution, teams will have to produce actual sample of their ideas. Mandatory collateralsinclude: •

Aposter;

•

ATVCclip;and

•

Anoutdoorapplication(e.g.abus/taxiad,bus/MRThanger,MRTfloorsticker,billboard)

Teamscanchoosetoproduceotherexecutionsoftheirideas(e.g.radioscript,socialmediainitiatives, otheronlinemediabuys,banners,games)butthesearepurelyoptional. TeamsmustworkaroundabudgetofS$300,000toplantheircampaigns.Thus,teamsmustalsoinclude apublicityplan,mediaschedule,andbudgetallocationintheirproposals. Tosummarize,teamsmustincludethefollowingintheirproposalsubmission; •

Advertisingcampaignproposal

•

Publicityplan,mediaschedule,budgetallocation

•

Sampleposter,TVCscript/storyboard,photo/sketch/mock‐upofoutdoorapplication

•

Teamprofile(photo,JPEGformat)

Submittedproposalswillbereviewedandshortlistedteamswillbenotifiedthattheyhavemovedonto the next round. After teams are shortlisted, they are given two weeks to improve their posters and outdoorapplicationsaswellasshoottheirTVC. Following this, teams will be given the chance to showcase their advertising ideas on the Yoplait MarketingCompetitionFacebookpage.Severaltabswillbeavailablewhereteamscanposttheirprofiles and upload their posters, TVCs, photos/sketches of their outdoor applications, and the optional executionsforFacebookuserstosee.Thechallengefortheteamsisto attractasmanyfans/friendsas theycantoliketheiradvertisingcampaignandencouragethemtovotefortheircampaignonthevoting tab.Voting willrun for two weeks, and results ofthis poll willfactor into the finaljudgingcriteria to determinethebestandmosteffectiveproposal. PleaserefertoSectionEforasummaryofdatesandsubmissiondeadlines.

D.CompetitionDetails A. Teamsmustcompriseaminimumoftwo(2)andamaximumoffive(5)studentmembers. B. Judgingcriteria a. Campaignproposal(30%) 

Theproposalwillbejudgedbasedonthecreativityandinnovativenessofideas presented,aswellastheirfeasibilityasanoverallcampaign.

o

Campaignexecution(30%) 

Mandatorydeliverableswillbejudgedbasedonuniqueandattractivedesigns andtheiroverallproductionqualities.

o

Totalvotesgained(30%) 

VotesgainedthroughtheFacebookpollingsystemwillbeusedtodeterminethe effectivenessofthecampaign–specifically,responsiveness,comments,and feedbackoftargetaudience.

o

ProposalPresentation(10%) i. Presentationskills(e.g.delivery,confidence)andcontent(concise,coherent, relevantcontent)willbetakenintoaccount.

E.Timeline PleaserefertotheschedulebelowforatimelineofactivitiesfortheYoplaitMarketingCompetition. JULY

AUGUST

Registration

Registrationperiod: ‐July18–Sept1 ‐onlineregistration form*

SEPTEMBER

Briefing/Proposal Briefingsession: ‐Date:Sept1orSept6** ‐Location:SMUSOA Auditorium Proposalwriting: ‐Sept5–25 Submissiondeadline: ‐Sept26 ‐submissiondetails(email address)TBC

OCTOBER

NOVEMBER

Execution

Presentation

Teamsaregiven2weeks(Oct3– 15)toproducethemandatory collaterals Submissiondeadline: ‐Oct15 ‐submissiondetails(emailaddress) TBC VotingwillofficiallybeginonOct20 andrununtilOct31

Shortlistedteamswillbe notifiedwithinoneweek * http://smusg.qualtrics.com/SE?SID=SV_cSKBFN1XaMnlJOI **exactdateTBCdependingonresponsefrompolytechnicsanduniversities

Finalproposal presentation; ‐2ndweekofNov. ‐exactdate,time, andvenueTBC

 Appendix Yoplaitmasterbrandpyramid Positioning Statement:

Brand Essence

Brand Personality

Brand Values

Attributes

Social & Optimistic Playful inclusive

Joie de vivre, cheerful enjoyment of  life, the simple pleasures, the things that matter, knowing how to live, ualit over uantit …

Provincial French spirit

Inspiring Encouraging healthy & active Everyday family people to lives through accessible health moments embrace life

Helps me and my family feel good, able to join in and enjoy the simple pleasure of an active life.

Emotional Benefit

Functional Benefit

Joyful Living

To people who want an enjoyable way to stay healthy, Yoplait is the fresh dairy brand that puts the fun and enjoyment into leading an active life by offering a range of tailored formulations to keep bodies working in harmony at every stage in life.

Easy, delicious way to ensure my inner health is taken care of to keep my body working in harmony.

Life-stage tailored formulations

Products for all ages

French heritage

Blossom Mnemonic (Flower)

Consumer Insight: Everyone understands the importance of making healthy choices, but have diff erent needs depending on their  life stage. To this end, yogurt has a natural place in consumer’s minds. With it’s live cultures, it is seen as healthy and active in itself and therefore helps to sustain their activity enabling them to get more out of life.