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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...
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Assignment on Marketing General Mills, Inc.: Yoplait Custard-Style Yogurt Indian Institute of Management, Udaipur
Problem Definition General Mills wants to launch a brand of Yoghurt. The company needs to decide upon positioning, product name, product formulation and the type of product. For this purpose a market research is to be conducted. The market research can be conducted in three ways viz. BASES test, a full scale test market or mini-market test. BASES TEST
PROS •
Required low investment.
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Provided sales estimate with reasonable accuracy.
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It is a comprehensive market research and provides information on a large number of parameters like cannibalization, weight of the can etc.
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The results can be obtained in a shorter period of time.
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For this test, finished commercials and packaging are not required.
CONS •
It cannot predict the price sensitivity of the customers.
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Effect of media and distribution are not taken into consideration.
Full Scale Test
PROS •
The efficiency of the logistics and sales people can be determined effectively.
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It forecast sales volume and future investments more accurately.
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Many parameters of buying like price assessments, product packaging and media selection can be estimated.
CONS •
For market research and improving the production facility, it involves very high budget.
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Completion time is usually long.
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Losses incurred in failure of the test are considerably high.
Mini Market: PROS:
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Cost is 10 times higher than BASES but 8 times cheaper than full market and time of completion is 20 weeks.
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Result shall be closer to a Full Market test
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Chances of leakage of idea to the competitors is less
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Price sensitivity and effect of cannibalization can be measured more accurately
CONS:
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Test do not takes into account the regional difference and thus cannot be generalized for the entire market.
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Efficiency of distribution channel and sales force cannot be measured accurately.
MARKETING PROBLEMS POSITIONING-The product can be positioned as a snack, meal substitute or a dessert. PRICING – Whether to price it same as the regular 6 oz. Yoplait. PRODUCT FORMULATION- The product should be introduced as full fat. PRODUCT NAME-The product had the following options for the name • Crème de Yoghurt- To make use of its French origin. • Yoplait- To build on the existing brand value. • Yoclair-To position it differently from the original Yoplait. PRODUCT PACKAGING-Packaging can be done in two ways • Conical Plastic cups • Vercon cups
POSITION Product should be formulated as Full Fat as its Concept Test results were good. Package size should be maintained as 6oz. It should be positioned as Snack and not lunch as it is full fat and people prefer lesser calories It should be packaged as Vercon Cup due to high score during random supermarket screening. It should be named as Yoplait custard style Yoghurt to leverage the brand value.
