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Dinesh J (1501013) A.Putoukho A.Putouk ho (1501028)
Anand K (1501067) Shilanand Vaibhav (1501106)
General Mills Inc. Yoplait Y oplait Custard-Style Yogurt
The salient aspects of the yogurt category bearing on the new product development are: Product Development •Yogurt’s
consistency or texture •Truly natural (no artificial ingredients) •New flavouring System
Positioning •A Meal
substitute •A Snack •A Dessert
Naming •Yoclaire •Yofleur •Crème de
Size •4 oz •6 oz •8 oz
Yogurt and Yogurt Classique
Business Development Group decided on the 7 options available and gave top development priority to Custurd -Style
Concept test- A concept had to be in top quartile in anticipated unit purchases for both Yoplait line and the test product line. Out of 26 product concepts tested 7 met these criterias.
Idea generation sessions resulting in 26 product concepts
Q2b. As the head of Yoplait USA I would rate Becker’s performance as D irector of New Business
Development as more than satisfactory and meeting the expectations because he takes into account all the aspects of the product development and screens out the different ideas based on the anticipated unit purchases.
NAMING Yoclaire, Yofleur, Crème de Yogurt and Yogurt Classique
Pros
Cons
BASES Low cost($29,000) Quick completion time (12 weeks) Provides scientific sales volume estimation, suitable for new product Dynamic, (account the timing of marketing expenditure) Full simulation with error range of 5%-10%. No real market experience
Full Scale Test More realistic result – valid and reliable.
Huge budget (approx. $1.7 million) Large and long process (finishing time of about 1 year)
Mini-Market Test True market experience Moderate cost (approx. $200,000) True market Experience Effective control over marketing variables
Limited trade area Good measure for cannibalisation. Regional representation
Q4b. We would like to go in first with the BASES method because we can evaluate alternative
marketing scenarios by varying media weight, distribution build and sales promotion expenditures and it also helps in analysing the impact of these adjustments on trial rates, repeat rates, total sales volume and cannibalization which are the major aspects of consideration for any company while launching a new product line in the market. As we know that the BASES test does not give an accurate test and has an error range of 5-10% we would like to go with the mini-market test so that the product line may go through a true market experience and also minimize the error occurred in the BASES test. In addition to these the combined cost involved in conducting the tests is still less than the Full- Scale test.