Breyers YogurtResearch – Strategy – Planning

Report by Dea VaroneAcademy of Art University, Spring 2010

W5 Marty Molloy

Breyers YogurtResearch – Strategy – Planning

Background/Methodology

Key Insights

Conclusions & Recommendations

Key Findings

Table of Contents:

Breyers YogurtResearch – Strategy – Planning

Yogurt is one of the most popular products in the dairy case today.

According to supermarket industry sales indicators, it is the fastest growing dairy category.

Yogurt comes in a variety and size for almost every preference, including fruit-blended, fruit

on the bottom, and those with toppings and add–ins.

Background/Methodology

Breyers Yogurt

currently produces

13 different

flavors of Light 6

ounce product, 10

different flavors

of Fruit on the

Bottom 6 ounce

product, 5 flavors

of Creme Savers

6 ounce product,

and 3 Smooth and

Creamy 6 ounce

flavors. They also

produce 10 different

combinations of

flavors in a 4 ounce

6 pack.

Breyers YogurtResearch – Strategy – Planning

Main Competitors: Yoplait and Dannon, and Stonyfield Farm Organic Yogurt

Breyers YogurtResearch – Strategy – Planning

This research will support development of a new messaging concepts focusing on yogurt at breakfast.

By thoroughly understanding who and why people currently purchase yogurt we

can learn more about more how we can change this perception to break into the

breakfast market.

We will provide Breyers yogurt company with evidence that this new concept of

breyers for breakfast will raise sales and popularity. This the exciting breakfast

trend will convince consumers to spend 10 minutes to eat at home, and move away

from grabbing something to eat at a fast food establishment.

Process included 3 methods of inquiry, including:

1. Internet research.

2. 15 in-person interviews; visited various supermarkets; Harris Teeter, Target,

Food Lion and Kroger.

3. 20 written Questionnaires.

Breyers YogurtResearch – Strategy – Planning

Recommendation

Add more protein to yogurt, and advertise that when its consumed for breakfast, the extra protein in Breyers Yogurt will curb your appetite and help eat a lighter lunch.

Conclusion

A 2009 study found that people on a reduced calorie high protein diet lost 22% more weight than those on a reduced calorie, high carbohydrate plan. Since protein will help you stay full and be more fit.

Breyers YogurtResearch – Strategy – Planning

Recommendation

BREAKFAST PACK PACKAGING;

Breakfast flavors –

Fruit variety flavors, add citrus to create breakfast flavor.

Additionally, offer a pack of dried fruit to mix in for increased fruit benefits.

Conclusion

Women worry about water weight gain, fruit reduces the chance of gaining water weight and naturally occurring vitamins, minerals and plant phytochemicals provide calorie burning energy.

Breyers YogurtResearch – Strategy – Planning

Recommendation

BREAKFAST PACK PACKAGING

Breyers Yogurt that comes in a re-sealable thermos cup to keep it fresh and cold on the go to save time and gas.

Conclusion

Most people don’t realize how that stopping for a breakfast sandwich in the morning uses more gas creating pollution, uses more paper that ends up in the dumps, costs more $ and takes more time thank taking something with you from home.

Breyers YogurtResearch – Strategy – Planning

Recommendation

Focus Advertising Campaign on the natural health benefits of yogurt to encourage parents to buy it for them.

Conclusion

Yogurt is often something parents and children agree on.

Kids like it while parents believe it to be a healthy food.

Breyers YogurtResearch – Strategy – Planning

Recommendation Develop more savory flavored

yogurt such as coffee and

cinnamon that have a thicker more

filling consistency.

Additionally, consider more

masculine and familiar packaging

that will appeal to men but won’t

discourage women or families

from purchasing.

Conclusion

For breakfast, most men don’t want a sweet treat - they want a substantial breakfast that is quick and filling.

Only 20% of men will buy yogurt, the rest don’t buy it and will eat it sometimes if its already the refrigerator.

Breyers YogurtResearch – Strategy – Planning

Recommendation

a. Breyers should partner with a company/store to promote it as a new breakfast trend.

b. Offer yogurt as a seasonal breakfast product, fruit flavors as light and refreshing way to start to the day in the warmer months and pumpkin spice flavors for the cooler months.

Conclusion

Starbucks successful new “perfectly oatmeal” launch proves that the trend for eating a healthy breakfast works.

Breyers YogurtResearch – Strategy – Planning

Recommendation

Package in eco-friendly packaging, Ingeo™ biopolymer is the world’s first and only performance plastic made from 100% annually renewable resources. It offers the cost and performance necessary to compete with traditional petroleum-based materials in the packaging and service ware markets. Clear and strong like petroleum-based plastic, but with the crucial benefit of being commercially compostable.

Conclusion

Most of the stuff that fills the landfills is packaging, especially in the form of fast-food containers.

Breyers YogurtResearch – Strategy – Planning

Key Insight: Creation of new product packaging along with associated strategic marketing: THE BREAKFAST PACK

Details and Implementation:

1. The “Breakfast Pack” labeled with Monday through Friday new five-pack of yogurt, where each day is a different flavor.

2. The “Breakfast Pack” packaging would contain new slightly larger containers, all connected together in a row, where the consumer could “tear-off” the corresponding container for each day of the week.

3. The “Breakfast Pack” would be sold in various “themes” for flavors. For instance, the Monday-Friday citrus theme would have Orange, Peach, Grapefruit, etc., whereas the Monday-Friday berry theme would have Blueberry, Strawberry, Blackberry, etc.

4. The “Breakfast Pack” could also be sold as the “Breakfast Pack-to-Go,” with a resealable cup, and disposable spoons.

Breyers YogurtResearch – Strategy – Planning

Key Insight – Create and deliver a new highly marketed universal message

PROTEIN

When consumed for breakfast, the extra protein in yogurt will curb appetite and help you toeat a lighter lunch.

Implementation Overview:

Message will be on all packaging

Diet booklet to track your calorie intake, and other meal ideas for the consumer that will compliment a healthy lifestyle, mailings with coupons, a website to track your weight etc.

Have it come with a flavored protein package to mix with it.

Use TV/Broadcast ads to pass new message to veiwers. Target breakfast timeslots, such as Today Show, Saturday morning excercise programs, etc.

Launch Magazine and Print Ad campaign to deliver new message: Vogue, Cosmo, Women’s Health, etc.

Breyers YogurtResearch – Strategy – Planning

Yogurt is an excellent source of protein. Plain yogurt contains around ten to

fourteen grams of protein per eight ounces, which amounts to twenty percent of

the daily protein requirement for most persons. In fact, eight ounces of yogurt that

contains live and active cultures, contains 20 percent more protein than the same

volume of milk (10 grams versus 8 grams). Besides being a rich source of proteins,

the culturing of the milk proteins during fermentation makes these proteins easier

to digest. For this reason, the proteins in yogurt are often called “predigested.”

Key Findings

Breyers YogurtResearch – Strategy – Planning

People don’t want to have bread and high carb foods for breakfast anymore,

According to Dr. Atkins Diet Revolution, and many other Diet trends encourage

a low carb high protein diet to loose weight, continued studies found that people

on a reduced calorie high protein diet lost 22% more weight than those on a

reduced calorie, high carbohydrate plan. and protein will help you stay full and be

more fit overall.

Low – Carb

Breyers YogurtResearch – Strategy – Planning

Most people want the benefits of the live and active cultures in yogurt to aid

their digestion.

Kids like yogurt and parents believe that its good for them and purchase it for them

as a snack.

Pro-Yogurt

Breyers YogurtResearch – Strategy – Planning

Researchers say that yogurt has a beneficial effect on the immune system, the

potential to lower cholesterol, and how it may help combat certain types of

cancer-causing compounds, particularly in the digestive tract.

Women worry about water weight gain, fruit reduces the chance of

gaining water weight and naturally occurring vitamins, minerals and plant

phytochemicals provide calorie burning energy.

Yogurt is a “grow food”, nutritional properties of yogurt may help children with

intestinal absorption problems grow: the easier digestibility of the proteins and the

fact that the lactic acid in yogurt increases the absorption of minerals, and even the

most picky-eaters will eat yogurt in dips and smoothies and as a topping.

Health Benefits

Breyers YogurtResearch – Strategy – Planning

Most of the stuff that fills the landfills is packaging in the form of fast-food

containers.

Extra Driving that causes is air pollution which is an act an average citizen

commits.

Local effects –e.g. poisoning humans breathing bad air.

Regional effects – fallout from airborne pathogens - infections, particles,

chemicals

Global effects – changing interactions between the atmosphere and sun,

weather effects, effects on plants and oceans.

Environmental Impact (of eating breakfast on the go)

Breyers YogurtResearch – Strategy – Planning

“My baby loves the YoBaby variety fruit flavors for

breakfast, I wish other brands, like Beryers, had one

that has the fruit and veggies for more nutrition”

Consumer Quotes

“I get the vanilla Food Lion brand every week,

and add fresh strawberries and bananas to it.”

Gordon, 57

Breyers YogurtResearch – Strategy – Planning

“I like to eat yogurt at different times through out the day, as a meal, I like

breyers light strawberry cheesecake flavor, its its low calorie and has digestive

benefits

Brit, 47

“Usually I get vanilla flavored Activia and eat it night to work on my digestive

system as I sleep, it really works”

70+ woman

“Its easier to get out the door and go get something to eat on the way, its a

hard habit to break, if there was yogurt for breakfast on the menu I would try

it, especially when its hot weather.”

Tom, 39

Breyers YogurtResearch – Strategy – Planning

The research and analysis in provided in this report it is clear, that Breyers can

successfully introduce yogurt as a viable and profitable breakfast product.

By looking at the current breakfast market, along with breakfast and yogurt

related trends, there is a unique opportunity for the substantial growth of the

Breyers yogurt line.

This can be cultivated by incorporating three main components:

1. Shift in overall marketing with several messages

2. Product augmentation

3. Labeling and packaging

Conclusion