GRAPH2413
Understanding Advertising Media
Main assignment part 01
Lecturer: Ms. Supanida Chantarin
Thai Thi Anh Thy
S3184292
I. Situation analysis
1. Size and market share
Founded in 1965 in France, Yoplait is now become the world’s second largest brand in
Fresh Dairy Product. It was allowed to be the first franchise in Switzerland in 1969 and is
spreading out almost 50 countries in the world. In 1982, Yoplait launched in Australia by
the sole franchisee National Foods ltd, which is the leading in dairy manufacture in
Australia to enhance yogurt and milk. Yoplait‘s market share is 28% (Australia Food
and Drink report 2009). According to the yogurt segment from Australia Dairy, the three
top brands - Ski, from Dairy Farmers, Yoplait, from National Foods, and Nestle, account
for roughly 60% of all yoghurt sales (Australia Food Magazine, 2009).
It is obviously that for the recent years, the food and beverage manufacturing in Australia
is increasing. In the years 2000 and 2001, it reaches the number of 21.7% of the whole
manufacturing within Australia.
Source: http://www.daff.gov.au
According to Retail world and AC Nielsen, the yogurt consumption in Australia is
developing and took 20.8% in the total grocery channel, there are the same research from
AC Nielsen that report about the growth at 12% in Australia yogurt market because the
shift to healthier food from customers. In the year 2006, Yoplait is ranked at level 13 in
the top 100-grocery brand in Australia (AC Nielsen).
Source: Retail world and AC Nielsen
2. Sales history, costs, profits.
When its first launch in Australia market, the annual yogurt consumption was low at 0.9
kilograms per head and the total market size was only 14,000 tones. However, there was
a dramatically increase in yogurt’s market in 1999, the figure was grown to 91,000 tones
(valued at $315 million) and the yogurt consumption per head rise up to 6 kilogram. Six
weeks after its establishment in Australia, Yoplait becomes the leading brand in Australia
yogurt market (source: http://www.superbrands-brands.com/volII/brand_yoplait.htm)
According to Adnews (2008), Yoplait is ranked at the 13th position in top 100 grocery
brands and achieve the sales from $150 million to $250 million while Ski, a famous
yogurt brand name in Australia is ranked at level 28 with the sale from $100 million to
$150 million.
3. The use of advertising and creative strategies.
Yoplait has been re-launching Yoplus in advertising campaign on both Television and
magazine.
To Television, it is usually 30seconds TVC using the visual appeal effect to picturing the
colorful background with luscious yogurt, fresh fruit and energetic/busy women, who are
the target audience for Yoplus. All the TVC focus on problems of modern women such as
sleeping habit, diet and physical issues (about lacking calcium or digestive). These busy
women usually go to bed late and still tired in the morning but Yoplait will refresh them
right away rather than traditional breakfast, which sometimes contains over calories and
take time. Moreover, the Yoplus is highlighted with its diverse in flavors, high calcium
and 1% fat – the best choice for them to enjoy healthy breakfast without the risk of
gaining weight. Almost of the ads use the tone of excitement and humor combine with
fresh music. Yoplait also connected with InfoMania, a global Television network, to
organize the “half hour show” using the opinion from health experts and celebrities to
promote for it. (Source for viewing http://current.com/items/88941392_sarah-haskinsin-target-women-yogurt-edition.htm).
To Magazine, it used half to full colored pages and posted on magazine about woman,
lifestyle and health.
4. Media plan, media strategies and competitive media
expenditure
Communication objective:
National Foods marketing manager, Julie Torok (2002) said that the company spent about
$2.5million on TV and outdoor campaign to gain market share and increase its ranking
from number two to number one in the low-fat yoghurt category. According to Nielsen
AIS, the National Foods spent $10.8 million on main media from March 2008 to
February whilst Dairy Farmer spent only $10.1 million.
The Yoplait‘s ads are always fun to watch, support its brand and keep it fresh to
consumer. Moreover, these ads also aim to increase customer awareness and encourage
them to select Yoplait as a healthy product. The most recent Yoplait commercial,
launched in September 1998, is focused on Yoplait Light with its great creamy taste and
its “less than 0.5% fat” claim. The television campaign has been strongly supported by
transit and in-store advertising.
Brand awareness has always been the strongest in Yoplait‘s communication objective.
Suggested marketing objective:

Increase Yoplait market share to 35% by the end of 2013

Increase sales of Yoplait Yoplus by 20% by the end of 2011

Maintain the brand awareness by investing more on advertising.
II. Creative strategy plan
1. Target audience

Demographic
o Gender: Australian female
o Age: from 25-40 years old
o Family life cycle: Married with (without) children
o Income : $50000 - $ 150000 per year
o Occupation: Professional, sales and service worker, traded person
etc.
Source:http://www.envcomm.act.gov.au/soe/2007actreport/indicators07/population07

Geographic:
The graph bellowed show population rate in main cities in Australia (2003-2004), it is
obviously that the highest population figure belongs to Melbourne where supply high
potential in target audience‘s reach. Therefore, Melbourne City is target market for this
media plan.
(Colebatch T and Marino M., 2005)

Psychographic:
o Life style: Achiever, active, trendy.
o Attitude toward product/brand: Positive, enthusiastic, loyalty.
Many research shows that women, with their high education and income, pay more
attention to their health. That is the reason why our target audience is women having age
from 25-40 and a medium income. At these ages, they have common problem about
physical issues such as lack of calcium, digestition and winkles on skin; that is why the
Yoplait Yoplus that highlighted in high calcium with 1% fat is the best choice for them.
Moreover, with the healthy product like Yoplait, it is the best choice for active and trendy
people who spend almost of their time for working and social activities. Finally, we want
to aim audience who has positive, enthusiastic and loyalty attitude toward Yoplait to
maintain the brand value and loyalty.
3. Product insights

The product:

Product‘s feature:

4 culture boost

Rich in calcium

Goodness of protein

98% fat free

Has a low GI
Low GI (Glycemic Index) provides a sustained energy release and helps you feel
fuller for longer.
Source: http://www.yoplait.com.au

Benefit:

The four culture boost to help aid digestion and restore inner balance. With the
benefit from culture and its fermentation to create positive enzyme, your digestive
system will be protected and work more effective.

Supply 198mg Calcium in one Yoplus can that help women with a strong and
flexible born.

Convenient and supply necessary nutrient for the whole morning. Yoplus can use
in breakfast time with fruit and muesli, or in smoothies or cooking as a nutritious
alternative to cream.

Keep body in fit.

Support for digestition

A low quantity in GI that helps body sustains energy longer.

Secret for a smooth skin

Delicious

Maintain good health and make life more colorful

Advantages:
 Supply colorful of flavors compared to Ski or Dairy Farmer.
 Unique formulation in every cup to ensure that the audience not only enjoy great
tasting products but help them to maintain good health and activate your life.

Yoplait‘s Swot analysis
Strength
o
Yoplait is leading yogurt market in Australia and an international brand;
therefore, it is easy to reach customer belief than other brand name.
o Yoplait is the constantly innovating new health product.
o Large market share
o Holding a huge franchise network in approximately 50 countries
o Diverse in product line with more than 40 different flavors combinations that keep
the consumer interest on colorful category.
Weakness
o The dairy domestic is highly competitive: Ski yogurt, Nestlé’ yogurt, Wallaby
organic yogurt and Dairy farmer.
Opportunity
o The Australian consumer’s income in disposable goods is increasing due to the
high rate of labor participation.
Source:http://www.annualreport.deewr.gov.au/chapter2_3/0601.htm
o Australia is one of the world’s largest exports about agricultural commodities
(Meat and Livestock Australia, 2004). Therefore, it is not depend too much on
import especially milk product which is the main element in yogurt production.
o The increase in consumer demand for healthy product.
o Yoplait always has a strong marketing support for the brand name.
 Threats
o Because of High and rising milk price, the production cost will decrease. As a
result, there will be a loss in potential customer due to the higher cost.
III. Creative concept and research possibilities for media use.
Product: Yoplait Yoplus – a delicious yogurt with mild-tasting, creamy yogurt that can
be enjoyed on its own or at breakfast time with additional thing such as fruits, cookie,
cereal etc. Yoplus is highlighted with 98%fat free, rich in calcium, no artificial color and
4 cultural boosts.
Key message: “When you feel good inside, you feel good on over.”
Tone of voice: Exciting, funny, friendly and must express the care to women‘s issue :
their beauty, their health and their diet system.
Key visual: Use the image of women, whose job is busy housewife or leader of an
organization, using Yoplus every morning without tired. Moreover, when they use the
product frequency, they look younger and healthier compared with other women at the
same age.
Market possibilities:
In this strategy, Yoplait brand will take advantage of Television, Print, internet,
radio and out of home to promote for the promote for it.
-
To TV: Humorous and colorful. Use the diverse scene which is familiar to
working women: office, market, supermarket and spa.
-
To print: Lively with half to one full colored page. Detail information about
product feature, benefit and category
-
To internet: Professional and lively official page with product information
(history, award, product category, franchisee etc) and another website for
online campaign.
-
Radio: Edit like a local news with information about health and Yoplus
-
Out of home ad: Banner, billboard with major pink color and emphasized on
the logo and product’s flavor.
Media objective:
During the running of media plan, we want to reach 85 people with 5 frequency for
every month
There are three reasons that lead to the necessary of high frequency:

Base on the marketing objective, we want to increase sale of Yoplus by 20% by
the end of 2011, therefore, we need a high frequency for every month during the
launching to maintain the top of mind awareness in order to encourage the
purchase level.

This kind of product – yogurt is consumed daily as a healthy food, therefore, it
need to be replaced quickly and high level of frequency is desired.

Yoplus target audience is women with high education; they keep track of and
recognize the social knowledge include the trend of using healthy food so, a high
frequency is a necessity.
Target audience
Australia female from 25-39, medium income, college education
Firstly, according to HBF, a health and insurance organization in Western Australia,
more than 90% of Australia women not getting the recommended of calcium each day,
therefore, the number of osteoporosis in women especially young women are rising.
Around 20% of them who suffer a hip fracture can die within 6 months and 50% of them
require long term nursing care (statistic from osteoporosis Australia). While calcium is
main building block for a healthy bone, many Australia women do not really care about
this issue. Secondly, women from 25 to 39 years old meet problem about digestive as
well. These two things have a strong suffer on their outside appearance. “No matter how
healthy you are, chances are you've endured a gut-wrenching bout with digestive trouble
sometime or another”, said Michael Gershon, Ph.D., professor of anatomy and cell
biology at the Columbia-Presbyterian Medical Center at Columbia University in New
York City.
Although the age of women who have high risk of being suffered by these disease is 50+,
we target on the female from 25-40 with college education to let them know “This is a
vitality must to prevent disease now”
Vitality is the basis or main theme for all communications, on this; we will build up the
emotional concern between the brand name and customer.
Campaign period
From April 2010 to March 2011(continuous months)
Start of media plan: 13 April 2010
We decide to choose two seasons summer and winter to run the media plan because of
their natural advantages. Summer with hot weather and the appearance of many diseases
(due to high level of humid) so; use Yoplus with fruit flavor to increase the diseases –
resistance for body. Moreover, it is summer time, people tend to enjoy much on out-door
activity and Yoplus is a convenience food to be carried with. Winter with low humid
make women‘s skin get dry, try Yoplus frequency to help them with a smooth and fresh
skin.
Geographic coverage
Source: ABS 2001 Census
Sydney is a vibrant, dynamic and accessible city with growing population and economic
rate. The above table show the Sydney‘s demographic including population structure.
With a greater number of female, increasing number of individual income and high figure
of education, Sydney is a potential and right choice to run the Yoplus ‘s media plan
targeting on Women with medium income and high education.
Sydney‘s population continues to grow and the NSW Government’s Metropolitan
statistic(2005) research that Sydney grow by 40,000 people per year or 780 people per
week (two thirds of the total population comes from natural sources and the rest is from
oversea migration)
Sydney's Changing Demographics
Source: http://www.metrostrategy.nsw.gov.au.
According to the research, the aged group from 25 to 39 is taken the highest position
compared with other aged group. Look backward to the Yoplus target audience, we
choose the target group from 25-39 which is totally fit to Sydney population‘s trend: A
growing in young population.
Key strategy/media strategy
In today competitive environment, having right product at a right place in a right time is
not strong enough to successful. An effective communication with right target market is
essential for successful product, brand name or the whole media plan.
We decide to choose media mix with the combination of TV, magazine, outdoor, POP,
personal selling and internet to increase coverage, frequency level and promote for the
product.
To TV: Although advertising on TV is expensive, it is the most effective way to remind
and expose the product or brand name through visual benefit to target consumer. The
effectiveness does not stop here but expand into many other powerful benefits when
using TV to promote for the brand name. TV is the greatest media in presenting the ad
message; with the ability of expressing sight, sound and creative flexibility, it makes the
advertising message remain longer in customer‘s mind. Moreover, the visual benefit can
help express the mood or image of product by perfectly demonstrate it to improve
emotional or entertaining appeal to audience. Look back to our product: Yoplait Yoplus,
which much need the visual effect to support for luscious yogurt, fresh fruit and image of
active, healthy women using Yoplus.
Hour per week spend on media and leisure activities
Source: AC Nielsien
The charts above show the average hours per week in a research about media consuming
time for the age 16+. TV stands at second rank among 14-selected medium with 13, 3
consumption hours in 2007. This figure means that television still keep a high position in
human interest – a benefit for Yoplus to choose TV as an advertising medium. According
to Nielsen media research, nearly 280 million people from the age of 2+ or older live in
112.8 million household with
Television and about 77 % of
them are 18+.
Source:
http://www.webtvwire.com/the2007-future-of-media-reporthow-will-internet-tv-changeevolve/
The statistic about global advertising show that marketer spend $161 billion in TV
advertising holding the first position in seven selected mediums. This is because of its
powerful visual effect and the ability to reach large audience at whatever age, gender or
education. However, Yoplus mainly focus on specific audience from 25-39 years old who
have medium income and college-educated and because the cost of TV ad is very high
and audiences often get bored because of clutter such as massive ad messages from
competition, our TV ad is planned to create qualified ads, broadcast at specific TV
channel at limited time
To radio:
A research from Nielsen said:
 Men spend 2.5 more hours per week online and 1.5 more hours watching
television than women.
 Women spend about an hour more per week reading and 1.6 hours more listening
to the radio online.
Source: http://www.4peoplemedia.com.au/sector.php
Radio has many advantages over other media such as low cost, selectivity and receptivity
from audience. From the chart above, it is obviously that the number of Australian people
listening to radio is increasing over years (from 7,054,000 people (45%) in 2004 to 7,
515, 00 people (47%) in 2006 followed by a rise to 9,562,000 people (57%) in 2008).
These figures are predicted to increase more because of uniquely feature from radio such
as specific channel, not too much clutter like television or internet. The chart below show
most reasons for Australian listener to enjoy radio.
According Community Radio National Listener
Survey (2008), women love to enjoy radio because it
has local information/news and specific music program.
Female from 24-54 years old listen radio during
breakfast.
Compare to men, women take 46% in total Australia
radio listener. The age group from 25 to 29 takes the
second biggest percentage with 28%. These numbers
have a great meaning for Yoplus‘s media plan because
it promises a successful media strategy when using
radio to promote for the product. However, radio has
some limitations about creative feature as well as visual
appeal and listener‘s attention, so, Yoplus ad will focus
on voice effect, women’s interest about local news and
be create like a news with 40% about the product and
the rest is about health news relating to Yoplus.
Source: http://www.4peoplemedia.com.au/files/FullNationalListenerSurvey2008.pdf
To internet
Source: http://www.lovedigital.com.au/index.php/love-digital/stats-and-research/timespent-with-media-2/
Today, internet is an essentially part in our daily life, the social net work such as
MySpace; Face book etc is familiar to all of us as a usually technological tool to interact
with each other. We talk, trade, pay bill, update news even go market through internet
and the audience consume this kind of media is even much more than TV.
In detail, a research from AC Nielsen (2007) shows that Australian people use internet
with their first purpose for composing or checking email and this trend is predicted to
grow in future. Base on this social trend together with internet‘s benefit such as
convenience, high speed, ability to target at specific group and easy to measure the
effectiveness, we will:
Set up an official page with information about product such as history, award, category
etc, another website for online campaign
Link to or sponsor for other related website about health, women, music etc through
sponsorship and banners.
To magazine:
This kind of traditional media is considered an effective media, which is easy to reach
specific target audience. Today, magazines are designed to appeal to nearly every type of
consumer in term of lifestyle, interest, demographic, fascination etc. Therefore, we can
use specific magazine about female’s issue to drive Yoplus to right consumer. Beside the
advantage about selectivity, magazine helps media planer with quality advertising.
Magazines are printed on high-quality paper and the printing process proving great
reproduction in colors. Yoplus ads much need these elements. However, we also meet
disadvantages when advertising on magazine such as the long lead-time needed to place
an ad. We must purchase the space in 30 to 60-day lead-time, so, we cannot change the
art or copy of the ad after closing date. It is still a trouble when Yoplus want to change
market condition or respond to current campaign/event.
Outdoor:
Billboard
Acording to OAAA, billboard is leading tool of traditional outdoor advertising, we
choose billboard as a tool to get attention from mass people.
Source: OAAA
Event
Yoplus catalog : An 4 pages catalog will be inserted in 12/24 cups case with full
information about product flavors, campaign and campaign website.
The “Yoplus slide of life” streets team : 5 members in every teams will distribute
material promotion, dance on 3 majors venues and organize karaoke contest in some
supermarkets. These 3 teams will wear in pink and work for every weekend of the whole
years.
Weighting and budget
Internet
Radio
TV
Magazine
Media budget
The reason why we choose internet for the major invested media is that its advertising
price is much cheaper than other media. With maximum file size on , your internet ad
cost $100 while TVC is around $250,000 or could be more expensive depend on the
broadcasted time. (number) is our plan to invest on radio stations because radio is key
part of life to25-39 Australian female(28%). Over a week, the average Australia will
listen to 9.9 hours of radio due to the increase in consumed time of Australian people.
The advertising on radio stations is just around $70/hour. To TV, although it is the most
expensive tool, it is the most effective tool to express the visual. Other media such as
magazines, out-of-home etc is used to support for the major media
Media Vehicle
Yoplait Yoplus
TVC : Advertising "Message in a bottle"_30s
City
Program
Sydney
Seven News
Entertainme
nt tonight
7
9
Ellen
DeGeneres
Show
GO!
Station
Air time
Audienc
e weekly
(000)
Unit cost
(USD)
Total
occurrences
Budget
(000)
7:00am-8:30am
7:00pm-8:00pm
2,582
1,896
141,000
120,000
12
8
1,692
960
7:30pm-9:30pm
1,786
110,000
3
330
23
2,982
Source: http://adage.com/images/random/tvchart06.pdf and
http://www.ebroadcast.com.au/eblah/m-1234788565/
We decide to choose the three above programs due to its high rate in audience and not too
high in advertising cost. Moreover, the three programs are very much link with
Australian female.
 “Seven News” is a local news program,
 “Entertainment Tonight” : is guided by Mary Hart and Mark Steines, it brings
viewers the latest celebrity news events, exclusive interviews, behind-the-scenes
first looks, and Hollywood's hottest stories from the worlds of film, television,
music, fashion, literature and interactive media.
 Ellen DeGeneres Show is a famous TV program to women with unique mix of
celebrity interviews, chart-topping and up-and-coming musical performances,
audience participation games and segments spotlighting real life stories and
amazing talents.
Source:http://au.tv.yahoo.com/tvguide/index.html?hour=00&min=57&date=10&mon=
09&year=2009&tvrg=94
About the station, according to Weekly AU TV Ratings (2009), channel 9 gain 31,6% of
audience and channel 7 gain 27,5% which take the highest audience number compared to
other channels. Our two key-aired time are:


7:00am-8:30am : it‘s time to start a new day with breakfast, checking local news
or going to work, therefore, the TVC ads on cars, home or lap top will remind
audience about Yoplus product – a product that is good for your heath and can be
use as qualified breakfast.
7:00pm-8:00pm and 7:30pm-9:30pm on other days: We make a great
combination with audience‘s favorite program and our TVC in order to give them
the best pleasure and brand remind.
Yoplait Yoplus
Radio Plan-30s
City
Sydney
Program
Station
Saturday
AM
NEW-10
The Pulse
NEW-10
TVW7
Saturday
Night
Country
Air Time
Unit
cost
(USD)
7:30am-8:30am
35
5pm-6pm
10pm-11pm
35
15
Rating
19
Total
occurrence
s
45
Total
budget
(USD)
1575
18.7
15.5
30
30
1050
450
105
3075
Source: http://www.indiana.edu/~radiotv/rateCard.pdf
Although radio cannot show the image, it gives people a chance to tell their life story
through a campaign called “The Yoplait slide of life” in which people finding themselves
by discovering and sharing the world about their health tips or lifestyle. In other for
Yoplus to connect with today‘s women from 25-39, it must join, live, understand with
this generation even their health and aging issues and help them to shape their healthy
life. The selected stories will be post through three programs:



“Saturday AM”: Australia news and affairs.
“The Pulse”: This is program that keep up to date with the latest health issues that
affect your life in weekly health and medical news column with Peter Lavelle.
“Saturday Night Country”: Program with the music, the personalities and the very
latest news from the Australian and international country music scene.
Source: http://www.radioaustralia.net.au/programguide/?tab=guideGenre
The broadcast time is base on key times in a day such as: breakfast time with local news,
end of working time and on the way home with news about health and bed time with
great melody from famous songs.
These stations are selected due to its high rate in weekly audience
Source: http://www.campaignbrief.com/wa/2009/05/initiative-media-week-in-revie-35.html
Yoplait Yoplus
Billboard: Advertising campaign.
City
Location
Dimensio
n
(m)
8X2
April-June
Beaches
8X2
April-July
Super
market
6X3
Venue
6X3
Pools
Sydney
Time
Duration
(month)
Rental
cost per
months
1630
Rental
cost
(USD)
3260
Productio
n cost
(USA)
850
Total
cost
2
3
1600
4800
850
5650
OctoberDecember
2
1500
3000
750
3750
OctoberDecember
3
1500
4500
750
5250
4110
18760
Source: http://www.radioaustralia.net.au/programguide/?tab=guideGenre
Yoplus billboards will be placed at pools, beaches in summer time due to the high rate of
outdoor activities including swimming and travelling to beaches. In the months from
October to December, we will place billboards at venues and supermarket because this is
often the sale off time on supermarkets.
Pools: Sydney Olympic Pool
Sydney Ocean Pool
Beaches: Bondi beach
(Sydney's most famous beach
and an Australian icon)
Coogee Beach
Supermarket:
Venue:
Sydney Ocean pool
Yoplait Yoplus
Magazine Advertising
City
Sydney
Title
Size
Insertion
Total budget
24
12
Readership
(000)
2,703
1,347
Women’s day
Better homes
and gardens
Delicious
Full page
Full page
Full page
6
441
8,340
58380
33,360
16,680
Source: Morgan Readership Survey (2005) and ABC audit (2005)
We focus on 3 major topics that most women love to read them weekly or monthly in
specific magazine.
Women’s day magazine: All is about women issue such as life style, food, diet, fashion,
health etc. This magazine receive very high rate in readership with a cheap price to own
one $3.6. That‘s why this is our key magazine to promote for Yoplus.
Better homes and gardens: is for people who loves their home, the magazine supply
them tips for decorating house, garden or celebrate a home-party etc
Delicious: Bring reader creative yet achievable recipes by favorite chefs from special
dinners to easy midweek meals and wicked desserts.
Yoplait
Yoplus
Internet ads
City
Sydney
Where and
what on
internet?
Period
Duration
Total cost
(USD)
Face book
April 2010-April
2011
April 2010-April
2011
April 2010-April
2011
May -December
1 years
Free
1 years
Free
1 years
375
8 months
32960
My Space
Face book (ads)
Homepage
Banners
May 2010Febrauary 2011
10 months
15450
108,785
Internet: We will register an account on global social e. network such as face book,
MySpace etc and create a Yoplus website including history, category, award and
campaigns. We also register to advertise on face book, MySpace and these ads will
appear regularly on left hand corner of audiences who use these social website.
Moreover, we set up the own website for campaign “The Yoplus slide of life”
(TheYoplusslideoflife.com.au) offering viewer many resources or topics and related
images, video clip, TVC, attended texts to inspire them to live on “The Yoplus slide of
life”. Members are required to create a member account to log in the page; therefore, we
are easily to measure the audience responsibility through number of account or web hit.
The main folders on campaign website will be: About the campaign, photo hunt, video,
posters, skill sharing, road trip (like an online city map). Some other online ads are
banners on other websites about health and cosmetic.
Yoplus account on facebook, MySpace: free
Advertising on Facebook: $375/ years
Quality website for campaign: $24720 (6months) ($4120/month)
Leaderboard ads (banners): 12360 (8months) ($1545/month)
Events:
Yoplus catalog: Take place in every 8 weeks throughout the campaign. Estimated cost:
$20000
The Yoplus slide of life streets team
Street teams in 3 major venues: $1000
Yoplait Yoplus
“The Yoplus slide” streets team-12 months
City
Sydney
Number
of teams
3
Period
Work
April-May
3
JuneAugust
SeptemberNovember
Distribute
material prints
Street dance
12
3
Duration
(Days)
8
Karaoke
contest at
supermarkets
12
Distribute
material
16
3
JanuaryApril
Material
cost
$150
Labor
cost
$200
Total
cost
$350
//
$300
$300
$720
$300
$1020
$150
$500
$650
$2320
Reference list:

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5
August
2009,
http://www.annualreport.deewr.gov.au/chapter2_3/0601.htm>.

Murray-Darling Basin, 2005, “Chapter 3: Agriculture”, viewed 5 August 2009,
<http://www.mdbc.gov.au/subs/eResource_book/chapter3/p3.htm>.

Viewed
5
August
2009,
“Research
and
statistic”,
<http://www.screenaustralia.gov.au/research_and_statistics/GW_Research-AndStatistics.asp>.

Viewed 6 August 2009, < http://www.lerice.com.au/nutrition/>.

Viewed
6
August
2009,
“Australian
http://www.stubbornmule.net/category/finance/>.

Starkman N., 2009, “The People Have the Power: Yoplait Goes rbGH-Free”,
viewed 6 August 2009, < http://civileats.com/2009/02/09/the-people-have-thepower-yoplait-goes-rbgh-free/>.

Casterlar Article, “Nestlé LC1”, viewed 5 August
http://articles.castelarhost.com/nestle_swot_analysis.htm>.

New York American Marketing Association, 1998, “ Yoplait: C’est Si Bon”,
viewed
5
August
2009,
<
http://s3.amazonaws.com/effie_assets/1998/154/1998_154_pdf_1.pdf>.
<
economic”,
2009,
<
<