The Sale of Yoplait Yogurt - Research Paper Example

no. Marketing: Yoplait Yogurt Introduction The Yoplait Yogurt is among the leading General Mills Company’s brand. Yoplait Yogurt has ever been recognized as the top yogurt being produced in the world; thus, it is an international product. Notably, the General Mills Company offers 140 different yogurts to the consumers and this has made them to be ahead of the game. As a means of marketing, the company has been changing and rebranding its products and this has been consistent and its tradition for years. It is also worth noting that this tradition of changing and rebranding has remained its business plan for nearly all of its products (Botti 214). Additionally, the General Mills Company usually changes its logo, motto, and products; thus, its reputation has kept on changing thereby attracting numerous customers on board; hence, increasing its market demands. The only things that usually remain intact are the ingredients and recipe of making the yogurt that was designed in the year 1965. Despite retaining the recipe and the ingredient of the yogurt, the value of this product is recorded to have changed compared to the values of the parent company. Nonetheless, the Yoplait yogurt has been changing in quality from good to excellent. PART 1: Use Secondary Research Historical Background The Yoplait Yogurt came into existence nearly 50 years ago. This means that it was founded in the year 1964 when nearly 100,000 French farmers decided to start a business of selling their dairy products. After one year, in the year 1965, Yola, two co-ops, and Coplait merged to create Yoplait. The logo of this company during this time was five flower petals with each petal representing each founder group. In the year 1971, the petal representing each founder. In the year 1971, the Yoplait resided permanently in the United States and Canada where it acquired the brand name, General Mills in the year 1977 (Segrave 121). The main mission of this company has been to nourish lives while focusing in nourishing communities and futures. In partnership of companies, they were striving to makes the customers’ lives healthier, richer, and easier. They aimed at achieving these goals through delivering vital nutrients by increasing intake of people on whole grains through providing food that attributes to healthy heart diet. Achieving these objectives were means of helping people to manage their weight. The company achieved the customers’ easier lives by providing convenient meals that were packed in convenient containers and have nourishing elements that create special moments for friends and families. Some of the values that are added in the Yoplait Yogurt include doing right thing always, being innovative in all business aspects, building great brans, striving to maintain a consistent superior performance and to respect, invest, and develop people using the product (Botti 319). Marketing aspect of Yoplait Yogurt Since the advent of Yoplait Yogurt, Yoplait Yogurt has been created into seven general yogurt types with each of them further divided into other yogurt types. Nonetheless, since the first original Yoplait Yogurt was made, developer have since been conducting series of research and development to create other new Yoplait Yogurt’s flavors and creation (Segrave 201). This has created different and numerous Yoplait Yogurt that provide consumers with different Yoplait Yogurt types in the market. Notable, there are nearly 22 Yoplait Yogurt flavors that are available for the consumers to choose from. Numerous flavors provide variety of the product in the market; thus, increasing the sale of Yoplait Yogurt. Additionally, different ingredient also offers different Yoplait Yogurts for consumers to choose from; hence, increasing the sales of the company (Levenstein 81). Moreover, offering different tastes targeting different ages that are children and adults is also a product design as a means of advertising. It is also worth noting that different ingredient such as difference in sugar levels also factors in customers of different health needs. For instance, Yoplait removed the high content of fructose in the yogurt’s syrup and this was a move considered to reduce the prevalence of diabetes. .the change of the value of the yogurt product herein improved the quality of the product that increased the number of consumers who felt that the new product was healthier tha all other products. Additionally, these products are packed in different sizes and flavors that attract different pricing. Packing in different sizes and quantities as well as quality is a marketing strategy using the prices as the major marketing mode. Different prices of the same products also increase market by factoring in or incorporating different customers with different financial capabilities (Reid and Bojanic 55). Packing in different colors also helps in targeting consumers of different color tastes. Additionally, using different packets with different colors and design also aimed at attracting different consumers especially children with different tastes and preferences. Yoplait uses different promotion techniques to reach to different markets and consumers. In promoting its product, Yoplait uses an advertisement organization that advertises its products through television, newspaper, and websites among other avenues. The advertising campaign of Yoplait is being facilitated by Saatchi and Saatchi advertising organization that uses television, print, and online media. Other promotional techniques that Yoplait has since been applied include sale promotion and direct sales as well as internet marketing (Segrave 152). Yoplait, just like any other company usually allied sales promotions to obtain short term increase in sales. For instance, they have used money off coupons as well as special offer in attracting quick and increased sales. On the other hand, it has applied direct sales and supply of its products especially in cases where it intended to use its resources efficiently in sending publicity materials to named organization including schools within a targeted segment. The technique is usually used as personalization advertisement to increase the response rates; therefore, increasing chances of increasing the direct sales to direct customers. The technique involves the availing of information of new products to the customers towards attracting more customers (Cant 271). Yoplait has also adopted the use of internet promotion as mean of increasing the sales of its products through selling the company products to online customers. Some of the online sale sites for Yoplait include brand Facebook and yaplain.com videos among others. It is recoded that Yoplait website contain product photos and images that are strongly colorful. In addition, Yoplait has used public relations to market itself especially by involving itself in positive development relationships especially with organization media public. Notably, Yoplait has not only achieved positive public relations favorable publicity but also by effective and successful handling of negative attentions from competitors. The Yoplait has also promoted its products through personal selling where it sells its products on a one to none basis (Levenstein 222). This usually makes them to interact with its customers as they explain to consumers on their new products and flavors in the market. The personal selling usually makes the consumers to have confident to the company and its products. Finally, it is worth noting that Yoplait usually involves itself with customer through public development activities towards increasing the awareness of its products to its customers. For instance, Yoplait usually engage teachers and students while promoting lunch box activities among school going children. In essence, the involvement of teacher as its advertisement strategy, Yoplait aims at reaching parent since teacher will influence the thinking of pupils and students of its products and the same effect will be passed down to parents. Therefore, Yoplait public development or relations and direct interaction with its customers are mainly geared towards increasing its sales. In other words, it’s a marketing strategy. Despite being an international reputable yogurt brand, Yoplait yogurt has a series of competitors that are mainly yogurt industries. Regardless of the number of competitors, the competition is regarded as low. The main competitor of Yoplait in the United States is the Dannon Company, Inc. that originated in the year 1919 from Spain. Dannon produces and sells nearly six million cups of yogurt per day with nearly 100 styles, flavors, and sizes. This company is a non-profitable organization that was established to explore and reinforce better health and nutrition relationship. To manage the market and to have many consumers, Dannon usually sell its products relatively at lower price; however, Yoplait has rain on top of the game since its brand has ever enjoyed brand name and product reputation. PART 2: Primary and Secondary Research The target of this primary research aims at understanding different aspects of Yoplait among its customers among other users. The primary research involved 15 participants of which 11 have heard of the Yoplait Greek yogurt while four had never heard the same. Of the 11, four heard about the Yoplait Greek through television adverts, four were recommended by friends, another four heard through promotions offered in convenient stores while the rest heard through other sources. Apparently, none of the participants heard about Yoplait through a website. This means that the Yoplait websites have not become effective; therefore, the website should be made more interactive (Segrave 72). This goal can only be achieved through use of other social media platforms including Facebook and twitter among others. Two out of the 15 noted that they used the Yoplait yogurt due to its nutrient advantages. This is an indication that Yoplait should move with speed to convenience the consumers that its products are healthy. Notably, many people are current concerned with their health and they will readily avoid anything that threaten their health; therefore, Yoplait should intensify its campaign to convince its customers that its products are healthy for all consumers. Since the report from the field reflects that many consumers usually intend to use the internet to source more information about the Yoplait yogurt, Yoplait should therefore use internet as means of current advertisement. Nonetheless, it is worth noting the Yoplait has increased internet advertising as its strategic plan of meeting many consumers (Reid and Bojanic 92). Moreover, it should increase its prints and TV advertisements since they reach very many people before they could seek the same information through the internet. From the data collects, it is apparent many consumers concentrate on the taste as opposed to nutrition; therefore, Yoplait should change its production strategies to making more favors. The consumers have insisted on the use of free sample while others are pleased free sample (Levenstein 188). Additionally, the consumers are also suggesting on improving of the current existing brands. Finally, they were also concerned with the provision of discount of the current pricing. This is an indications that consumers feel that the current prices are higher that should be existing. Personal Opinion Marketing strategies must remain dynamic and all organization must change or adjust to the most current and effective marketing strategies. Therefore, since Yoplait yogurt aims nearly all sets of consumers, it should adopt the current technological means of marketing that includes intensive use of internet. Additionally, other than marketing through mere informing consumers on the existence of the product, the information about the product provided in a website must contain all descriptive product disruption and advantages and health concern of the product. The most popular means of strategic marketing for Yoplait yogurt includes tweeter, Facebook, among their social network cites. Yoplait should note that after effecting adoption of internet or social media advertisements, it production cost will reduce with increase in profit since social media advertisements are usually cheap and reach large number of customers. Moreover, in dealing with competitors, Yoplait yogurt must reduce the prices of the Yoplait yogurt reasonably (Cant 210). The main strength that this company must exploit is the fact that most of consumers usually value its products; therefore, Yoplait yogurt may use this to its advantage to attract more customers. In addition, its products are of high recognition and reputation than the competitors. Nonetheless, the stiff competition in the product market is a challenging factor that Yoplait must curb in the best ways possible. Since it is customers who drive the success of any organization, the Yoplait should conduct a research on what improvement strategies that will direct impact the customers directly towards improving the sales and improving other product aspects. Works Cited Botti, Timothy J. Envy of the World: A History of the U.s. Economy & Big Business. New York: Algora Pub, 2006. Print. Cant, M C. Marketing Management. Cape Town, South Africa: Juta, 2006. Print. Levenstein, Harvey A. Fear of Food: A History of Why We Worry About What We Eat. Chicago: The University of Chicago Press, 2012. Internet resource. Reid, Robert D, and David C. Bojanic. Hospitality Marketing Management. Hoboken, N.J: John Wiley & Sons, 2009. Internet resource. Segrave, Kerry. Product Placement in Hollywood Films: A History. Jefferson, NC [u.a.: McFarland, 2004. Print. Appendix MKT 201 Primary Research------- Yoplait Yogurt 1. Have you heard about Yoplait Greek? A. Yes 11 B. No 4 2. How did you know Yoplait Greek? A. TV Advertisement 4 B. Website information 0 C. Friends’ recommendation 5 D. Offered in convenient store 4 E. Others ______ 2 3. What is the primary consideration about the yogurt? A. Taste 13 B. Nutrition 2 C. Price D. Others ______ 4. How long do you spend on searching information about yogurt when purchasing? A. Less than 5 minutes 15 B. 5~15 minutes C. 15~30 minutes D. More than 30 minutes 5. What do you do if you want to know more information about a specific brand of yogurt? A. Ask friends 6 B. Search the internet 7 C. Visit the official website of the brand D. Others 2 6. What characteristic of Yoplait Greek yogurt attract you most? A. Taste 7 B. Price 0 C. Nutrition 4 D. Package 0 E. Others ______ 4 7. Which marketing activity will motivate you to purchase Yoplait Greek? A. On store discount 6 B. Free Samples 8 C. New Packaging 0 D. Attractive advertisement 1 8. What do you usually do after consuming the yogurt? A. Write feedback on the website B. Share your feeling with friends 10 C. Call/email the consumer service department and provide advice D. Others ______ 5 9. Which aspect of Yoplait Greek do you think still need improvement? A. Package 3 B. Taste 4 C. Nutrition component 1 D. Price 2 E. Others ________ 5 10. What does Yoplait Greek Company does may make you be loyal about this brand? A. Keep in touch with you by email/phone 1 B. Special discount for VIP of this brand 10 C. Provide Birthday gift for loyal customers 1 D. Launch new flavors of yogurt continuously 3 Read More