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Description : The object of the grinding process is a mechanical reduction in size of crushable material (ores, industrial minerals, rocks, cement clinker, porcelain). Grinding can be undertaken in many ways. Th...
General Mills Inc.: Yoplait Custard-Style Yogurt (B) By June 1980, General Mills have done numerous tests in these 2 years and the tests shows high potential for the product. When the confirmation time for the test market came, the New Business Development Group was faced with a limitation of budget and production capacity and the pressure of introducing the Yoplait first new product as soon as possible. Bruce Becker opted for “mini-market” test in the market instead full-scale market test. Mini-market Test “Mini-market” test saved a lot of time and effort for the market research department to conduct the test and overcome the limitations like unavailability of refrigerated warehouse, lack of production experience and capacity. The test involved 22 stores, costs about $150,000 and lasted 20 weeks. They priced the product at 49 cents per cup. Market variables for mini-market test:
Radio, Newspaper advertising, Product sampling and Trade deals were used to provide marketing support for the product. Radio was used mainly to control the cost. Product sampling was a major consumer promotion tactic used for generating trial. Three trade deals each lasting 6 weeks were offered during the test and the average Custard-style volume in stores that accepted one or more deals was 52% higher than those that accepted none.
Although the test results for the mini market test was encouraging and it forecasted that the production is to be doubled in volume. But in mind of some executives, this test was not sufficient as they thought that it was too localized. They wanted and nationwide test to estimate the potential product volume, so they decided to do BASES test. BASES Test: This test was conducted in 12 geographically dispersed cities, distributed equally among three regions. Including the samples of current users and non-users in this study, they also interviewed 200 respondents from each region and also in Minneapolis/St. Paul to compare results with results from Mini-market tests. A comparison between two tests is shown below: Comparison of Mini-Market test and BASES – Market Share predictions (Total U.S) Type of test CustardTotal Yoplait
Market Variables of BASES Test: 3 national spending plans were simulated by the BASES Model
High (Plan A), supported at 100% of media spending level. Medium (Plan B), supported at 50% of media spending level. Low (Plan C), supported ate lower level of spending.
COPY Test: The test was carried out by panel of 4 members each. It covered approximately 900 respondents in nine cities. The respondents were shown pre-recorded videos and were asked about their likelihood of buying yogurt from them. Thus the final result was obtained from evaluating the test results along with the weight of the past usage. Market variables of COPY Test:
300 respondents were selected in each panel Respondents were female shoppers aged b/w 18-60 who had purchased it 2-3 times in past 6 months
Conclusion:
The Becker and the group were to introduce Yoplait Custard-Style Yogurt in six flavors. The Custard style was decided to be positioned in West first though there were few misunderstandings among the executives. Prices were decided to be kept same for both the varieties to keep confusion low among the consumers and sales force as well The Salt Lake City being the major market for Yoplait products with it being the market leader WITH a share of 22%.
