The Emerging Greek Yogurt Market
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Transcript of The Emerging Greek Yogurt Market
The Emerging Greek Yogurt Market:How Yoplait Needs to Respond
Kyle Bank, Alex Frey, Mary Kenny, Ben Kremer &
Rita Sengupta
Background and Problem – Alex Frey
Research and Analysis – Rita Sengupta
Recommendations – Mary Kenny
Supported by Ben Kremer and Kyle Bank
Agenda and Introductions
Characteristics of Greek Yogurt
• Greek straining process
• Live bacterial cultures
• 2x the protein
• 1/2 the sugar
• 1/2 the sodium
• 1/2 the carbs
Greek Yogurt
• Unprecedented growth for premium price product in recession
• Grown over 100% in each of the last 3 years
• 2008: 2% of yogurt sales
• 2011: 19% of yogurt sales
Greek Yogurt Sales in the US
2%
19%
General Mills Market Share in US
General Mills5%
Others95%
Greek Yogurt
General Mills34%
Others66%
All Yogurt
Failed Launches for Yoplait Greek
9+ Chobani soldfor every Yoplait Greek
Chobani, 48%
Yoplait, 5%
• General Mills stock downgrade in early August
• Loss of market share after structural shift in the yogurt market
• Call to re-strategize
General Mills Stake in Yogurt
32
33
34
35
36
37
38
39
40
41
Pri
ce (
USD
)
General Mills Stock PricesMay 2011-November 2011
Primary Research
Regarding Yoplait Greek’s Poor Performance
Taste Tests
“Real” Test
Told Chobani and Yoplait Greek
Consumers ranked each product from 0-10
“Fake” Test
Told Chobani, but actually Yoplait Greek
Told Yoplait Greek, but actually Chobani
Is there a significant difference between taste, brand, or both?
Taste Test Results
TOLD / ACTUAL RATING
Yoplait / Yoplait 3.77
Chobani / Yoplait 7.36
Chobani / Chobani 8.01
Yoplait / Chobani 7.37
Analysis: Taste
*Holding brand constant while altering physical product shows that
Yoplait Greek has significantly inferior taste to Chobani*
TOLD / ACTUAL RATING
Yoplait / Yoplait 3.77
Yoplait / Chobani 7.37
TOLD / ACTUAL RATING
Chobani / Yoplait 7.36
Chobani / Chobani 8.01
P-value = 1.05E-10 P-value = .044
Analysis: Brand
*Holding physical product constant while altering brand name shows that Yoplait Greek has significantly weaker brand association than Chobani*
TOLD / ACTUAL RATING
Yoplait / Yoplait 3.77
Chobani / Yoplait 7.36
TOLD / ACTUAL RATING
Yoplait / Chobani 7.37
Chobani / Chobani 8.01
P-value = 1.23E-10 P-value = .046
Survey Results: Nutrition
Secondary Data: Nutrition
Chobani Yoplait Greek
*Both plain flavor
Although a higher end product, do consumers desire low price Greek yogurt?
• Our demand curve suggests:
Elastic demand
People are price sensitive
Survey Results: Price
So how can General Mills compete?
Core Recommendations
Re-engineerRebrand Reposition
Objective: Beat Chobani at being Chobani
Our Brand ChampionJanice
• Married middle-income 38-year-old working mother of three looking for a satisfying breakfast
• Loyal to her new-found dieting lifestyle
• Frantic schedule leaves bananas and apples as her only on-the-go choices
• Traditional Greek straining process
• Rich, creamy, smooth
• Clear packaging
Marketing Mix - Product
• MSRP: $1.19
• Current price of Yoplait Greek
• Make product affordable to drive volume
Marketing Mix - Price
Marketing Mix - Promotion
In-Store Taste Tests
In-Store Taste Tests
Female Television
DigitalCouponing
Celebrity Endorsement
Marketing Mix - Place
• Leverage General Mills’ extensive supply chain
o Sell to all major national and local grocers
Make available to all consumers because
Everyone Deserves A Little Good
Positioning
Attribute Kalos Chobani Fage
Price (6oz) $1.19 $1.59 $2.09
Consumers Low/Mid Income High/Mid Income Highest Income
Taste Creamy, rich Creamy, rich Tart, thick
Nutrition(Strawberry flavor)
Calories: 140Protein: 14gSugars: 19g
Calories: 140Protein: 14gSugars: 19g
Calories: 120Protein: 13gSugars: 16g
Flavor Diversity Strong Medium Medium
• Similar quality, taste & nutrition
• New brand to differentiate from Yoplait
• Price slightly lower than Chobani
o Leverage supply chain and GM infrastructure
o Accept lower margins if necessary
Mission: Beat Chobani at being Chobani
Questions?
Place
Product
Promotion
Price
Survey
Timeline
Alternatives
Risks
Financials
Positioning
Taste Tests
• Greek-To-Go
o Targeted at children
o Children 2-17 10% Greek yogurt consumption
35% Traditional yogurt consumption
o Only competitor = Chobani Champions
o Cannibalize Yoplait Gogurt sales
o Is there really a market for kids Greek yogurt?
Alternatives
• Yoplait Greek has 5% and is growing…• Our approach will stunt this growth with no guarantee of re-
attaining this share
• Leave Yoplait Greek on the market for 6 months & pilot Kalos
• A price-war with Chobani would be very expensive• We could win…but it might hurt other strategic objectives of
General Mills
• Greek yogurt bubble could burst…but there are no signs of this occurrence
Risks
An extra $1.6 billion in NPV over the next 4 years compared to “staying the course” with Yoplait Greek
Financials
Concept Research
Design & Production
FDA Approval
Production Release
Timeline for Implementation
• November 2011 • April 2012 • December 2012 • January 2013