Yoplait s Yogurt Product Case Analysis
Yoplait’s Yogurt Product Case Analysis I Outline of Yoplait’s Marketing Strategy for yogurt : Strengths: Yoplait yogurt is based on the French version which has a creamier and richer taste, a better quality, differentiated product. ... Bill Bennet, the entrepreneneur behind Yoplait, was determined and has persisted in the launch and introduction of this product to US. He has invested in product development and marketing, leading to a distinctively tapered package to stand out in the supermarket shelf and a larger size package compared to the European’s version. The packaging complements Bennet’s strategy of marketing Yoplait as a high quality gourmet product. ... Yoplait’s packaging had several problems: the top seal was not strong enough, the cup material (compressed waxed paper) not watertight and the package broke down due to the lack of stabilizers. ... Opportunities: Prior to the launch, yogurt penetration is low as two-third of the population has yet to try it. ... Bennet had piggybacked on the fact that Americans are extremely health conscious and perceived French product as more superior. Market study on yogurt business showed that “people who eat it eat a lot of it”. Yoplait operated under a monopolistic environment with a differentiated product. Threats: People may not like yogurt and the product is easy to reproduce. Retailers are also reluctant to carry the product due to the serious leakage problem. Dannon, as the market leader, could force Yoplait out of the market by pricing or by retailer sales promotion or restrictions.