Development of a subsidiary Yoplait in Belgium (2009)

Résumé du document

Yoplait is a very famous company in the world. It has built its success on quality fresh products well received by consumers and has established a very strong international strategy based on different processes. The main idea is to offer fresh products that can be used in all continents and are therefore suited to different tastes. It is very important to renew constantly the offer and to stick to the culture of the countries. The products sold in Belgium are generally similar to the French one and the marketing strategy is quiet similar too. The object of this presentation is to find some solutions to increase the turnover of the Belgium subsidiary by 1 million euros.

Extraits

[...] II Recommendations A Product DIZZY, which is our new product, do not yet enjoy the expected success. All our product lines are intended for an everyday consumption. DIZZY will struggle to position themselves against other sodas. Dessert? A drink? . The consumer does not really know how to use it. Yoplait products are consumed after a meal or during a snack. We can ask ourselves how to consume DIZZY. B Place Many consumers are loyal to our brands. And, more especially in agribusiness, it is important to facilitate the purchasing process. [...]

[...] Currently, communication Product Dizzy was virtually non-existent in Belgium. We note that no advertising has been done on Belgian websites. The TV spot did not pass on the Belgian channel while the list of places to go to taste a sample does not include any Belgian city. We're going to build our communication on different axes. Firstly, it is important to boost advertising channels and websites Belgian to reach the general public. Obviously, the TV spots must be aired at strategic times. [...]

[...] Yoplait is the 2nd worldwide brand of fresh dairy products. Every minute products (125 are consumed. The company reaches approximately 70 markets worldwide through franchises, subsidiaries, and export licenses, which represents approximately 3.5 billion Euros (equivalent in consumer prices) 33 plants are located on 5 continents and can distribute products in 45 countries. The company has subsidiaries in the Czech Republic, the United Kingdom, Slovakia, Sweden and Belgium. The rest of the world is managed through franchising, licensing and export of international products. [...]

[...] Packaging Within GSM, there is great confusion in the department of fresh dairy products. If we take the example of Activia, a brand of Danone, yogurts are easier to identify because the packaging is green. Other brands have a packaging with colourful fruit print. It is important to create a new packaging more distinct. These changes will allow us to be more visible in the department. Our goal is to create a packaging YOPLAIT remaining in the same spirit as the present. [...]

[...] Our products are global, but we must take into consideration the desires of the target countries. These different strategies will ultimately increase our sales and gain in popularity. References http://www.yoplait.be/ http://www.yoplait.fr/ http://www.sodiaal.fr http://guillaumegarcia.org/yoplait-dizzy-yop/ YOPLAIT PRODUCTS Place and packaging of our products in the supermarket This photograph shows the variety of products in the department and the confusion this may cause the consumer. Example of banner Activia we plan to add in the department for our brands. Another example to show how all the packaging are similar. [...]