Yoplait
“50 Years of Goodness”
Extraordinary Cowboys
[Ella Charanin, Joseph Ke,
Kristain Oliviera-Barnes,
Sam Maliszewski, Ida Vitez]
BCIT
COMM 2200 and MKTG 2202
Geoffrey Bird and Tessa Jordan
April 17, 2014
Letter of Transmittal
Extraordinary Cowboys
Set E
April 7, 2014
Geoffrey Bird, Marketing Instructor
Tessa Jordan, Communications Instructor
British Columbia Institute of Technology
3700 Willingdon Ave,
Burnaby, BC, V5G 3H2
Dear Mr. Bird and Ms. Jordan,
Introduction into Marketing Communications Anniversary Project
Here is Extraordinary Cowboys’ Integrated Marketing Report on Yoplait 50th
Anniversary as you’ve requested.
This report outlines an anniversary campaign for Yoplait from January to December of
2015. It includes all of our key findings, message delivery, and message design to
make the anniversary campaign successful.
Please note that we have also included Appendices in addition to the body of the report
for further information in relation to the campaign.
Thank-you to the both of you for guiding us through this process especially with
formatting and outlining of objectives. We appreciate your help! We look forward to
receiving your feedback on this report. If you have any questions or concerns please
contact us by phone at 604 805 9155 or by email sammali@live.ca.
Sincerely,
Extraordinary Cowboys
Sam Maliszewski
Representative of Extraordinary Cowboys
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Contents
Letter of Transmittal ..................................................................................................................................... 2
List of Illustrations ......................................................................................................................................... 5
EXECUTIVE SUMMARY .................................................................................................................................. 6
INTRODUCTION ............................................................................................................................................. 7
MARKETING OBJECTIVE ................................................................................................................................ 7
SITUATIONAL ANALYSIS ................................................................................................................................ 7
Key Findings .............................................................................................................................................. 7
Stakeholders ............................................................................................................................................. 8
Environmental Analysis ............................................................................................................................. 9
COMPETITORS ............................................................................................................................................. 11
Activia...................................................................................................................................................... 12
Liberte ..................................................................................................................................................... 12
Summary ................................................................................................................................................. 13
STRATEGIC DECISIONS ................................................................................................................................ 13
Target Audience ...................................................................................................................................... 13
Communication Objectives ..................................................................................................................... 14
Positioning Strategy ................................................................................................................................ 14
Marketing Mix ......................................................................................................................................... 15
MARKETING COMMUNICATIONS STRATEGY .............................................................................................. 16
Advertising (TV & Print) .......................................................................................................................... 16
Sales Promotion ...................................................................................................................................... 17
Public Relations ....................................................................................................................................... 18
Internet Marketing.................................................................................................................................. 18
Direct Marketing ..................................................................................................................................... 19
MESSAGE DESIGN ....................................................................................................................................... 19
Big Idea.................................................................................................................................................... 19
Message to Shareholders........................................................................................................................ 20
Media ...................................................................................................................................................... 21
Sales Promotion ...................................................................................................................................... 22
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Internet Marketing.................................................................................................................................. 23
Public Relations ....................................................................................................................................... 24
Pretesting ................................................................................................................................................ 24
MESSAGE DELIVERY .................................................................................................................................... 25
Vehicles ................................................................................................................................................... 25
BUDGET ....................................................................................................................................................... 26
Post Testing ............................................................................................................................................. 27
CONCLUSION............................................................................................................................................... 27
Appendix A: TV Storyboards ....................................................................................................................... 28
Appendix B: Print Media Designs ................................................................................................................ 31
Appendix C: Sweepstake Design ................................................................................................................. 33
Appendix D: Social Media Pages ................................................................................................................. 34
Appendix E: Blocking Chart ......................................................................................................................... 37
Appendix F: Budget Breakdown.................................................................................................................. 38
REFERENCES ................................................................................................................................................ 40
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List of Illustrations
Figure 1 Yogurt Market Share ....................................................................................................................... 8
Figure 2: Yoplait Print 1............................................................................................................................... 31
Figure 3: Yoplait Print 2............................................................................................................................... 32
Figure 4: Yoplait Sweepstake Print ............................................................................................................. 33
Figure 5: Yoplait Twitter Page ..................................................................................................................... 34
Figure 6: Yoplait Facebook Page ................................................................................................................. 35
Figure 7: Yoplait Facebook Page 2 .............................................................................................................. 36
Figure 8: Budget Allocation ......................................................................................................................... 39
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EXECUTIVE SUMMARY
This report presents an Integrated Marketing Campaign to celebrate the 50th Anniversary of Yoplait in
2015, as was requested by Geoffrey Bird and Tessa Jordan of the Marketing Communications and
Business Communications classes at the British Columbia Institute of Technology.
Yoplait was founded in France in 1965 by two French farmers Yola and Coplait (Yoplait, 2012). By
combining their names to create today’s well-known brand, the farmers began to sell their dairy
products nationally. After fifty years of existence, they’ve created over 85 different flavors of yogurt
ranging in the four different types of yogurts Yoplait has to offer to satisfy consumers’ cravings (Yoplait,
2012).
The IMC campaign is directed at the target audience of women aged 25-40 who are either single,
married, or single/married with children. The campaign features TV advertising, sales promotion, print
advertising, public relations, and internet marketing.
Yoplait is currently in the position to become the number one yogurt producer in Canada. With their 50th
Anniversary celebration coming up in the year 2015, Yoplait has an opportunity to bring awareness back
to their brand and increase their market share with a $5,000,000 budget.
The anniversary is featured as a birthday celebration. Yoplait has been offering 50 years of variety to
their consumers nationwide, and is stressing on these many flavors and types of yogurt that they
currently carry in Canada during this IMC. Also, by emphasizing on their dessert-flavour line, Yoplait’s
call to action is to “Choose Your Birthday Flavour to Celebrate with Yoplait” to encourage their target
audience to join in the celebration of Yoplait’s birthday by consuming a healthier alternative rather than
an actual dessert.
The majority of the $5,000,000 budget is going towards TV advertising, with two commercials running
throughout the entire year. Another portion of the budget is going towards Yoplait’s “50 Years of
Goodness” sweepstake.
With these promotions, Yoplait’s goal is to meet their marketing objective of increasing market share
from 25.8% to 28.5% by December 2015. This estimate in market share increase will bring revenue to
Yoplait’s stakeholders, create brand awareness among their target audience, and ultimately take their
previous spot as leader in the yogurt industry back from Danone.
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INTRODUCTION
In 1965, two French men by the names of Yola and Coplait came together to create the brand of yogurt
that we know and love, Yoplait (Yoplait, 2012). The combined efforts and passion of these two men
resulted in the creation of a special brand of yogurt that has brought so much goodness into many of
our daily lives. Today, Yoplait is available all over the world and is enjoyed by millions every day. Some of
the challenges Yoplait is facing is with their drop in market share. This drop is due to the rising trend of
Greek Yogurt that Yoplait was unable to catch up with. Almost 50 years have passed and Yoplait will be
celebrating this anniversary in 2015.
As requested by Geoffrey Bird and Tessa Jordan, the following is an Integrated Marketing
Communications report. The IMC presents the step by step plan of Yoplait’s 50th anniversary campaign
that will run from January to December of 2015 with a $5 million budget. The information for the report
was retrieved from annual reports, market research databases, and online marketing reviews. The IMC
outlines the marketing objective, situational analysis, competitors, strategic decisions, marketing
communications strategy, message design, message delivery, schedule, budget, and evaluation.
MARKETING OBJECTIVE
Yoplait’s marketing objective is to increase market share from 25.8% to 28.5% by December 2015. The
reason for this marketing objective is that Yoplait was the leading yogurt company in Canada, at 27.8%
market share, up until 2012 when they failed to react to the Greek Yogurt trend; thus, resulting in a 2%
decrease allowing Danone to take the lead.
SITUATIONAL ANALYSIS
Yoplait’s Situational analysis begins with key findings for both the company and the yogurt industry.
Following this, there is an analysis on Yoplait’s stakeholders and an environmental analysis.
Key Findings
Key Findings for Yoplait are broken down into consumption and market share and current industry
trends.
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Consumption and Market Share
Among dairy products, yogurt has shown a striking increase of 22% (Dairy Info, 2013) in per capita
consumption since the early 1990s with a 45% increase in yogurt production between 2001 and 2005
(Beranek, 2013). The top two marketers of yogurt in Canada and U.S. are Danone SA (Danone, Activia,
Stonyfield Farm and Danimal brands), and General Mills Inc. (Yoplait, 2012). Yoplait currently sits behind
Danone Yogurt at 25% market share with Danone nearly 2% ahead (Galegroup, 2013). Yoplait fell behind
Danone in 2012 when they failed to follow the Greek Yogurt trend. Greek yogurt currently holds the
market share for most popular type of yogurt at 32% (Galegroup, 2013) as shown in Figure 1: Yogurt
Market Share.
8%
13%
32%
13%
17%
Greek
Light
Regular
17%
Adult Beverage and Specialty
Kid Friendly
Large Tubs
Figure 1 Yogurt Market Share (Galegroup, 2013)
Trends
Greek yogurt is now “dairy’s hottest trend” especially in the yogurt market and it continues to rise
(Michael Harad, 2012). The rising trend “caught the entire world off guard” (Michael Harad, 2012),
holding 32% of the market share now (Galegroup, 2012). It represented 3% of yogurt sales three years
ago, and has since risen 28% with sales of about $1.3 billion. These sales are predicted to rise to $3
billion in the next five years (Rogers, 2014).
Stakeholders
Yoplait has five distinct stakeholders. These include General Mills, Sodiaal, customers, employees, and
dairy farmers.
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General Mills
General Mills expects profit, growth, innovation, and improved sustainability for Yoplait. General Mills
will achieve this by developing plans and goals for Yoplait’s future and executing those plans to reach
those goals.
Sodiaal
Sodiaal expects profit, growth, innovation, and improved sustainability for Yoplait. Sodiaal, who holds
near 50% share in Yoplait, will achieve this by developing plans and goals for Yoplait’s future and
executing those plans in coordination with General Mills in North America, specifically in Canada.
Customers
Customers expect high quality yogurt and dairy food products that are nutritious and delicious.
Customer satisfaction needs to be a top priority in Yoplait’s success.
Employees
Employees expect a good working environment that is safe, and they expect to receive fair wages in
return for their contribution to Yoplait. Providing employees a good working environment and wages
will in return help Yoplait become more profitable by improving overall efficiency.
Dairy Farmers
Dairy farmers expect to keep a good relationship with Yoplait and continue to do business with Yoplait
in the future.
Environmental Analysis
Yoplait’s environmental analysis is comprised of internal and external factors. The following SWOT
analysis features the company’s strengths, weaknesses, opportunities, and threats.
Strengths
Yoplait’s strengths include market share, experience, social responsibility, and a high brand following.
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Market Share
Yoplait held the market share for yogurt in Canada at 27% up until 2012 (Galegroup, 2012).
Experience
Yoplait has over 40 years of experience, starting off as a family run company to operating a worldwide
franchise in over 11 different countries (Yoplait, 2012).
Socially Responsible
Yoplait is heavily involved with the community, particularly with their “Save Lids to Save Lives” breast
cancer fundraiser (Save Lids to Save Live, 2013). Yoplait is also environmentally responsible. They limit
the amount of plastic used to make their cups, therefore lowering their greenhouse emissions.
High Brand Following
Yoplait possesses a healthy, diverse, and large line of products that are made with all natural products
and are free of high-fructose corn syrup.
Weaknesses
Yoplait’s weaknesses include the Greek Yogurt trend and product availability in Canada.
Greek Yogurt Trend
Yoplait was the last yogurt company to jump on the Greek yogurt trend. Yoplait lagged behind which
resulted in a struggle to compete on the Greek yogurt level with their main competitors.
Product Availability
Yoplait Canada has less products available here than they do in the United States.
Opportunities
Yoplait’s current opportunities include the rising health trend of yogurt, increased consumption, and
social media usage.
Health Trend
Yoplait can focus on the rising health trend, particularly the rising trend with Greek Yogurt, which
currently holds the market share for the most popular yogurt in Canada at 32% (Galegroup, 2012).
Greek Yogurt is exceptionally high in protein, with an average of 17-20g of protein per serving
(Aldermand, 2014). It is also low in fat and high in calcium.
Consumption
Per capita consumption of Yogurt has continued to rise; by 22% in the past decade (Dairyinfo, 2013a).
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Social Media
In the past 9 years social media usage has increased by 64%, from 8% per capita in 2005 to 72% per
capita in 2013 (Olenksi, 2013).
Threats
Yoplait’s major threats include its competitors, an increase in dairy allergies, government regulations,
and new trends.
Competitors
Yoplait faces a major threat from the main competitor, Danone, whose market share continues to rise,
and is very closely following Yoplait. There is also the continued potential for new entrants to the
market, especially since Yogurt per capita consumption continues to rise (Dairyinfo, 2013b).
Allergies
Dairy allergies continue to pose a threat for the yogurt industry, there has been an increase in dairy
allergies of 18% from 1997 (Fare, 2013).
Government Regulations
Government regulations that are constantly being added and changed also pose as a potential threat to
Yoplait.
New Trends
New emerging trends, particularly with the rise of interest in the Vegan Diet (Sareen, 2013), pose as a
huge threat to Yoplait, as it refrains from all animal by-products including dairy.
COMPETITORS
The yogurt industry has several competitors, including constant new entrants into the market. Currently,
Yoplait’s largest competitors include Danone, Activia, Liberte, and Astro.
Danone
Alongside Yoplait, Danone is one of “the world’s largest yogurt makers” (Cruz, 2013). Its product line is
vast and contains lots of variety. Specifically, the Greek yogurt trend led Danone to produce its own
“Greek yogurt product [branded as] Oikos” (Danone, 2013). However, the sales for this particular yogurt
were not up to par with what was expected. This is particularly due to the lack of effective advertising.
Danone has been able to stay on top in the yogurt industry because of their successful marketing using
celebrity endorsements such as Shakira (Danone, 2013).
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Some of the issues with Danone’s marketing and publicity is that they have had complications with their
choice of wording, which in 2012 resulted in a lawsuit they had to face because of “false and misleading
advertising” (Taylor, 2012).
Activia
Activia is a part of Danone and was first established in France in 1987. Activia’s unique selling
proposition is that it “contains a unique probiotic BL Regularis culture that survives gastric acids and
enzymes” (Danone, 2004). This helps digest food and produce certain vitamins. Activia offers a variety of
sizes and different packages. Similarly to many other competitors, Activia launched its own Greek
yogurt.
Due to the fact that Activia is a part of Danone, they have faced several lawsuits due to the
misrepresentation of benefits that the yogurt is supposed to offer (“What is Bifidus”, 2009). Activia is
available in 70 different countries, making it a very global yogurt brand that is recognized worldwide
(Danone, 2004).
Liberte
Liberte offers an array of products with different flavors. The company has been around for over 80
years so it has a well-established brand image (Liberte, 2013). The yogurt also contains probiotic
bacteria, providing it with health benefits. Unlike Yoplait and Danone, Liberte is only available in Canada
and the USA, restricting it from higher sales (Liberte, 2013). Liberte holds a higher brand image and is
more expensive than other yogurts
Astro
Astro is a Canadian made yogurt that is based out of Toronto. It is owned by Parmalat Canada, which
produces dairy products (Astro, 2013). It has been around for 30 years, so it is a newer brand than some
other competitors. Astro was the first in Canada to produce fat-free yogurt: Astro Zer0% Superfruit
yogurt.
This yogurt received a lot of recognition and was recognized by BrandSpark International, and was
awarded the 2010 “Best of [award for] Best New Yogurt, Best in Food & Beverage and Best in Show”
(Industry Today, 2014). Astro is known as a healthier option in the yogurt industry, and its original and
Greek style yogurts are very popular. It has become the leading brand in Canada because of its image of
an all-natural and high-quality yogurt (Industry Today, 2014).
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Summary
Yoplait is challenged with distinguishing itself from its many competitors. With so many brands having
so many similarities, it’s important for Yoplait to demonstrate its competitive advantage and maintain
focused on its most popular varieties. By focusing back on what Yoplait is best for, its variety of flavours,
it has the potential to be back on top in regards to market share.
STRATEGIC DECISIONS
Yoplait’ strategic decisions include the target audience, five communication objectives, positioning
strategy, and the marketing mix.
Target Audience
Yoplait’s target audience is determined by four categories; demographic and socioeconomic,
geographic, psychographic, and behavioural.
Demographic & Socioeconomic
The target audience for Yoplait’s anniversary campaign is women between the ages of 25-40. According
to Statistics Canada there are approximately 2.6 million women between the ages of 25-40 (2013).
These women are either single, married, or married with children. Print Measurement Bureau claims
that children have a 9.9% influence rate on the choice of household groceries, therefore they can be
included in the target audience (2009). The household income for this group, if they have children, is
about $83,600 per year (Statistics Canada, 2011).
Geographic
Only Canadian cities that have high populations will be a part of the IMC campaign. Geoname’s shows
the cities with highest populations and they include: Toronto with 4.6 million people, Montreal with 3.2
million, Vancouver with 1.8 million, Calgary with 1.1 million, Ottawa with 800 thousand, Edmonton
with 700 thousand, and Montreal with 1.3 million (Geonames, n.d.).
Psychographic
Yoplait’s target audience is active and health-conscious. An article on Statistic Brain’s website, claims
that approximately 41% of females between the ages of 18-54 do yoga (Statistics Brain, n.d.). According
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to Statistics Canada, swimming is a top sport for females (2011). Some other sports that these women
enjoy include “golf, soccer, volleyball, and downhill skiing” (2011).
Behavioural
As for the behavior aspects of this target audience, the Print Measurement Bureau shows that these
women are loyal to their brands 21.2% of the time (2009). These women also use coupons or fliers that
they find in inserts 21.7% when purchasing their groceries (2009). This gives the opportunity for the IMC
campaign to be focused around those women who are loyal to their brands.
Communication Objectives
For Yoplait’s 50th anniversary campaign, there are five main objectives that seek to increase awareness,
trial, repeat purchase, engagement, and preference.
Objective 1
Create awareness of Yoplait’s 50th Anniversary among 80% of the target audience.
Objective 2
Obtain trial of 15% amongst target audience, through in-store sampling and coupons via direct mail and
sales promotions.
Objective 3
Obtain repeat purchase of 40% of the target audience by creating brand loyalty.
Objective 4
Create engagement among 65% of target audience through social media such as Facebook and Twitter.
Objective 5
Increase preference among 25% of target audience to choosing Yoplait over Danone, this can be tracked
by Yoplait’s increase in market share.
Positioning Strategy
Yoplait’s positioning strategy is focused on the brand attitude model that is associated with distinct
attributes of the product and the company.
Brand Attitude Model
The IMC positioning strategy Yoplait is focused on is brand positioning by end benefit. Yoplait focuses on
the variety and flavours that it provides. This is positioned as a healthy-alternative to otherwise highly-
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caloric snacks and desserts. Yoplait is also focused on the specific brand attributes to differentiate from
their competitors.
Marketing Mix
The marketing mix consists of product, price, place, and past promotions.
Product
Yoplait carries a diverse product line ranging from kid friendly yogurts to health conscious yogurts. In
Canada, popular brands such as Minigo, Tubes, Source, Creamy, Delicieux, Yop, Yoplait Basket, Yoptimal,
and Asana are also Yoplait products. Yoplait is continuing with their current product line in Canada.
Price
Yoplait utilizes its current pricing strategy of competitive pricing as it remains relevant to Yoplait’s
competitors and pertains to the target audience and Yoplait’s already loyal customer base.
Place
Yoplait is a worldwide franchise with products selling in Canada, USA, Australia, Chile, Mexico, Ireland,
Israel, Norway, United Kingdom, Portugal, and South Korea. Distribution is throughout Canada.
Past Promotions
Yoplait has consistently remained as one of the top yogurt producers in North America. It had the
highest market share until Danone surpassed it in 2012 with its Oikos Greek yogurt. To adapt to this
change, Yoplait had to revamp itself and remind its consumers why they should continue to make repeat
purchases.
Swapportunity
Yoplait created a campaign based on “Swapportunity” in which women in the kitchen are featured
choosing a Yoplait Light yogurt over an unhealthy dessert. This campaign’s objective was to bring back
focus on how good the yogurt is (Business Wire, 2014).
Greek Taste-Off
Yoplait conformed to the Greek trend by creating a campaign called "The Yoplait Greek Taste-Off", in
which they directly compare with Chobani yogurt. This campaign was a result of Yoplait falling behind
Danone in the Greek yogurt market, bringing it down 8% in market share. Yoplait’s objective was to
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show people that its yogurt was still “so good” even when compared with Greek brands they are already
familiar with (Buss, 2014).
Focus Back on the Cups
As a new campaign, Yoplait decided to refocus on its traditional yogurts and create line extensions with
more flavors and varieties. Yoplait hired a new ad agency, Saatchi and Saatchi, to bring attention back to
the popular Yoplait brand. The campaigns “emphasis is on re-energizing the Yoplait name, with colorful
ads that tout the brand's many flavors and iconic inverted cup design” (Schultz, 2012). Another
important aspect of this campaign is the incorporation of tweets and other social media posts about
consumers expressing their love for the yogurt (Schultz, 2014).
MARKETING COMMUNICATIONS STRATEGY
The following section examines the strengths and limitations of the five marketing communications
strategies. These include the primary tools, advertising, sales promotion, and the secondary tools, public
relations, internet marketing, and direct marketing.
Advertising (TV & Print)
TV and Print advertising as a strategic communication tool has many strengths that allow Yoplait to
effectively engage with its target audience.
Strengths
Choose When to Run Ads
Yoplait can choose when to run ads during the time of day their target audience is at home or near a TV.
This increases brand awareness and after “see[ing] the ad a couple of times, they are slowly influenced
and persuaded to try the product out” (Kathy, 2013). As well, placing the ads near the end of a
commercial break when viewers tend to return to the channel they were watching their show on after
“zipping” and “zapping” (Advertising & Promotion, 2011).
Specific Target Audience
A magazine such as Chatelaine discloses its reader information which is ideal for Yoplait to know
whether it is the right magazine to advertise in to reach their target audience. The majority of
Chatelaine readers are females, and their age fits the target audience (Chatelaine, 2014).
High Involvement
Magazines like Chatelaine have approximately 5.5 readers per copy (Chatelaine, 2014). Each of those
readers spends at least 41 minutes with the magazine (Chatelaine, 2014).
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Limitations
Zipping and Zapping
Approximately 29% of television watchers switch to another channel or stop watching the channel
during commercial breaks (Advertising & Promotion, 2011). Zipping occurs 60% of the time skipping 90%
of commercials, and zapping is done 61% of the time (Advertising & Promotion, 2011).
Expensive
As shown in the “Anniversary Project Outline of 2014”, it costs $10,000 for each showing of a
commercial and $250,000 per production of a commercial.
Attention Span
Consumers’ attention span lasts only “a few seconds” (Kathy, 2013), and this isn’t enough time to
convey your message. Due to this, “some consumers doubt the credibility of the ad and just ignore it”
(Kathy, 2013).
Lead Time
Magazines require a certain amount of lead time in order to produce an advertisement and place it into
an issue. On average consumer magazines need 5 months of lead time (Carmichael Evan, n.d.).
Sales Promotion
Sales promotion can aid Yoplait by increasing sales which is in turn a strength of the strategy. On the
other hand, most promotions are only run for a short-term bases.
Strengths
Creates Differentiation
One of the biggest strengths of using sales promotion is that it creates differentiation, “set[ting] you
apart from your competition” (Sanchez, n.d.). With some many yogurt companies out in the market
Yoplait can differentiate their product by using sales promotion.
Limitations
Short Term
One of the main disadvantages to using sales promotion is that they are “generally for a short duration…
build[ing] short term sales volume that [cannot] be maintained” (Abjiheet, 2010).
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Public Relations
Public Relations is a great medium to create a positive attitude among the target audience about the
brand. This can then create a more credible source of information about the brand.
Strengths
Cost Effective
An advantage of using public relations is the relative “inexpensiveness of the cost” and the ability to
“control the expenses” (Mccklay, 2013).
Appeal
Another advantage of using PR is its “power to appeal to a large audience” (Mccklay, 2013). Yoplait’s
main PR actions consist of sponsoring popular cancer runs during the summer months across Canada,
appealing to Yoplait’s active target audience. This will generate talk around Yoplait products as well as
provide a change for sales promotions.
Limitation
Effectiveness
The main disadvantage of Yoplait using public relations is that the PR campaign success is more difficult
to measure as well as it is “hard[er] to predict the responses of the audiences” (Mccklay, 2013).
Internet Marketing
The use of internet marketing is important in a time where everything is increasingly found online. For a
target audience that is still plugged-in, internet marketing is an effective strategic tool.
Strengths
Direct Targeting & Track-able
This strategy can benefit Yoplait’s consumers because they can target their audience directly, and they
can track who is viewing their advertisements by “the number of clicks and impressions their ad receives
and also measure the amount of traffic it brings to their website” (Mahmoud, 2013).
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Limitations
Clutter
A lot of competitors use internet marketing for their product or service; therefore, Yoplait’s
advertisements must stand-out from the other advertisements to attract the target audience’s selective
attention towards their advertisement (Advertising & Promotion, 2011).
Direct Marketing
Direct marketing is an effective tool for companies that have an extensive Customer Relationship
Management (CRM) system. For a company such as Yoplait, direct marketing does not make sense
because it is a convenience good. For the purposes of this anniversary campaign, direct marketing will
not be used.
Strengths
Communication
The main advantage of using direct marketing is that it “allow[s] you to mail and talk about your offers
directly with the customers that are interested” (Bickford, 2013). It also allows companies to
“experiment with new markets” (Bickford, 2013), gaining them a bigger customer base.
Limitations
Poor Image
The main disadvantage associated with direct marketing is that it “suffers from poor image factors…
[and] is often treated as junk mail” (Chavan, 2010).
MESSAGE DESIGN
This section presents the big idea of Yoplait’s 50th Birthday campaign, while also outlining how each
strategic tool is used to implement the campaign.
Big Idea
The overlying theme of Yoplait’s 50th anniversary campaign is “it is still so good” with its “50 Years of
Goodness”. The anniversary is featured as a Birthday celebration. The emphasis is on all the years of
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variety that Yoplait has offered to its consumers and focuses on celebrating all of these flavours. Yoplait
has brought back attention to its array of flavours with its most recent campaigns. To continue with this
positioning strategy, the campaign brings back the “team” of all the varieties to commemorate the 50th
birthday celebration.
With its line of dessert flavours, Yoplait’s call to action is “Choose your birthday cake flavour to celebrate
with Yoplait”. By adding “it is still so good”, it is reminding the target audience why Yoplait has been a
good choice in the past and why it continues to be so today. In addition to this, Yoplait is able to
counteract the rising Greek yogurt trend through reminding the target audience about all the other
alternatives there are. The campaign is very colorful and celebratory, bringing out positive feelings from
our target audience.
Message to Shareholders
Yoplait’s key stakeholders consist of their customers, their two co owners, General Mills and Sodiaal,
their employees, and the dairy farmers. All of the key stakeholders will be informed of Yoplait’s
anniversary IMC campaign and the “big idea” associated.
Customers
Yoplait’s entire IMC campaign is directed at their customers. The customers will be informed of Yoplait’s
50th anniversary through TV advertising, sales promotion, print advertising, public relations, and
internet marketing.
General Mills
General Mills is the co-owner of Yoplait and will therefore be informed of Yoplait’s 50th anniversary
campaign through the marketing objectives and communication objectives. As well, updated progress
reports on Yoplait’s marketing objectives and communication objectives will be sent out quarterly to
General Mills.
Sodiaal
Sodiaal is the remaining owner of Yoplait and will therefore be informed of Yoplait’s 50th anniversary
campaign the same way General Mills will be informed, through quarterly progress reports.
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Dairy Farmers
Yoplait’s dairy farmers will be informed of the 50th anniversary IMC campaign through quarterly
company meetings, keeping them updated on the current promotions and events. Quarterly progress
reports on market objectives and communication objectives will also be sent.
Employees
All Yoplait employees will be informed of Yoplait’s 50th anniversary campaign by team meetings that
will first introduce the campaign and then every month will update them on the upcoming promotions
and events.
Media
Yoplait’s advertising consists of two Television commercials that run for 20 seconds each during morning
and prime-time slots as Yoplait’s target audience generally works a 9-5 job.
TV
Yoplait’s TV advertising consists of two themed commercials, one representing “50 years of goodness”,
and a second one to represent the Yoplait sweepstake. See Appendix A for Storyboards.
50 Years of Goodness
The first commercial , “50 Years of Goodness”, features the team of Yoplait yogurts, Yoplait Original,
Yoplait Light, Source, Yop, etc., and reintroduces the well-known and well-liked products. The
commercial features the Yoplait Yogurt team celebrating their 50th birthday party with a banner in the
back that says “Happy 50th Birthday Yoplait”. Ten seconds into the commercial the Yoplait team
approaches their birthday cake where inside the cake are Yoplait’s dessert flavours. A voiceover then
says “Choose your Birthday Flavour”. The commercial ends with showcasing all of Yoplait's products and
a voiceover says “Yoplait, It is still so good, check out our Facebook and Twitter account for more Yoplait
celebrations.
Yoplait Sweepstake
The second commercial begins right after the “50 Years of Goodness” ends and features the Yoplait
team once again, this time introducing Yoplait’s newest “50 years of Goodness” Sweepstake. This
commercial informs Yoplait customers about the sweepstake and provides a call to action to check out
more details about the Sweepstake on Yoplait’s social media platforms.
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Print
Like Yoplait’s TV advertising, Yoplait’s print media consists of two campaigns, the first being Yoplait’s “50
Years of Goodness” celebration, and the second is Yoplait’s “50 Years of Goodness” Sweepstake. See
Appendix B for Prints.
50 Years of Goodness
Yoplait’s first print media features the birthday celebration with the Yoplait team celebrating their
birthday celebration. The print ads are to be featured on major billboards in Yoplait’s target audience’s
geographic cities. As well, the anniversary print ads are to be featured in popular Canadian magazines
that are frequently read by Yoplait’s target audience such as Chatelaine and Women’s Health Magazine.
Yoplait’s Sweepstake
Yoplait’s second campaign, “50 Years of Goodness” Sweepstake, begins immediately after the first print
theme. These print ads inform Yoplait customers about the sweepstake and feature the Yoplait team on
them as well. They’ll replace the “50 Years of Goodness” celebration advertising in all the print media
vehicles.
Outdoor
Yoplait’s outdoor advertising consists of transit advertising and billboards.
Transit Advertising
Yoplait’s 50th anniversary campaign includes outdoor media at major transit areas in Canada, as well as
billboards. The focus on transit advertising is in Vancouver, Toronto, Montreal, and Ottawa.
Yoplait print ad campaigns are focused on buses, transit trains, and major bus stops in the downtown
areas in each city. Transit advertising can reach the target audience both internally and externally. For
example, commuters are found “waiting on average 3 to 5 minutes for a train, and rising on average 36
minutes per trip, they are exposed to advertisers’ messages along their way” (Pattison Outdoor, 2013).
Those who are not using transit but are rather traveling by foot or car will also notice the transit
advertising in busy downtown areas (Pattison Outdoor, 2013).
Billboards
In Calgary, Edmonton, and Winnipeg, the 50 Years of Goodness will be presented on billboards. These
billboards will feature Yoplait’s dessert flavours with candles on each one of them, with the call to action
“Choose You Birthday Flavour and Celebrate 50 Years of Goodness with Yoplait”.
Sales Promotion
The sales promotion aspect of Yoplait’s campaign focuses on the distribution of coupons as well as a
22
month-long sweepstake and in-store sampling.
Coupons
Yoplait coupons will be delivered to customers through the mail, offering a dollar off all Yoplait six-pack
products. Near the end of Yoplait’s year-long Anniversary Campaign, Yoplait will re-introduce this
promotion by sending out coupons through the mail.
Sweepstake
As well as direct mail coupons, Yoplait’s Sales Promotion also consists of a Sweepstake, “50 Years of
Goodness”. Yoplait Light, Yoplait Greek, and Yoplait Original are part of the sweepstake running across
Canada. The sweepstake is a spinoff of the ever so popular Tim Horton’s “Roll up the Rim to Win”.
Yoplait’s version, “50 Years of Goodness”, has a similar concept to Tim Horton’s of consuming the
product and revealing a prize. Once a customer has finished their Yoplait yogurt they will find a message
at the bottom of the container. The message either reads “Sorry not a winner, try again”, or offer one of
fifty different prizes such as a dollar off the next purchase, one free pack of six, a free dessert flavour
pack of your choice or the grand prizes of free Yoplait yogurt for a year, fifty prizes of $50, and the
ultimate grand prize, a trip for two to Mexico and or a trip for four to Disney Land. See Appendix C for
cup samples.
In-Store Sampling
Alongside coupons and the “50 Years of Goodness” sweepstake, in-store sampling of Yoplait’s dessert
flavours. This sampling continues at the various PR campaigns happening across Canada throughout
2015.
Internet Marketing
Yoplait’s internet marketing focuses on Facebook and Twitter in order to increase engagement with
their target audience on Yoplait’s “50 Years of Goodness” campaign. Yoplait already has three twitter
pages, one for the brand itself, one for the promotion of their Blueberry Greek yogurt against Chobani’s
yogurt, and one for their smoothie yogurt. See Appendix D for screen shots of redesigned pages.
Facebook
Yoplait’s existing Facebook page will be redesigned to a 50th Birthday themed page with Yoplait
cheerleaders in the background. Each week there will be a flavour/style of yogurt featured. Also, posts
on Yoplait’s sweepstake, sponsorship of runs, and charity involvement will be posted to keep followers
up to date and in the know.
23
Twitter
Yoplait’s Twitter page is to be redesigned for the “50 Years of Goodness” campaign. During the
beginning months of the campaign, Yoplait’s Twitter account will feature “Yogurts of the Day”. This will
present interesting facts on Yoplait and follow along Yoplait’s Sweepstake in the months of April and
May. Yoplait’s Twitter account will also feature posts on Yoplait’s various sponsorships as well as their
YWCA involvement.
Public Relations
Yoplait’s public relations consists of two parts, sponsoring runs and donating yogurts to YWCA.
Run Sponsorship
Yoplait’s first sponsorship is with BC Cancer Foundation's “Underwear Affair”, CIBC’s “Run for the Cure” ,
and it’s second is with Toronto’s “Women’s Run Series”. At these events Yoplait can hand out their
yogurts to all the participants and have their name and logo on all event banners. By sponsoring these
runs, Yoplait can increase its positive image and level of awareness among its target audience.
Furthermore, as previously stated Yoplait's target audience is likely to be at events such as these runs
since they lead social and active lifestyles.
Yogurt Donation to YWCA
The second part of Yoplait’s public relations is to donate one million yogurts to the YWCA in Canadian
locations. The YWCA is a place for abused women and children to turn to for a safe place to stay as they
are escaping from the violence. By donating Yoplait gains a positive public image and attention from
media. These donations will be featured online through Facebook and Twitter.
Pretesting
Yoplait’s “50 Years of Goodness” campaign will be pretested with the use of focus groups, on-air tests,
and day-after recall. In addition to this, rough art, copy, and commercial testing will also be used to
evaluate reaction and understanding of the ads. Focus groups will be used specifically for print ads to
generate feedback and monitor reaction to the ad. This will also include readability tests. TV
advertisements will be pretested through theatre tests and on-air tests by inserting commercials in test
markets.
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MESSAGE DELIVERY
Yoplait’s message is delivered through TV advertising, print media in magazines and outdoors, internet
marketing through social media, and a public relations event to raise awareness and excitement about
the brand.
Vehicles
The following section outlines the vehicles that will be used for each strategic tool in the IMC campaign.
For the blocking chart please see Appendix E.
TV Advertising
Yoplait’s TV advertising consists of two 20 second commercials and airing throughout 2015. The first
commercial, “50 Years of Goodness”, featuring Yoplait Original running towards a giant birthday cake
full of Yoplait’s dessert flavours inside. The media vehicles that are used to broadcast the two Yoplait
commercials are Slice TV and The Food Network Canada.
Slice TV
Slice TV is a perfect match for Yoplait’s target audience, active women aged 25-40, as it “offers the
biggest escape for women on the go” (Slice, n.d.). As well, Slice features “relatable topics that are
relevant to women” (Slice, n.d.).
The Food Network Canada
Similarly, The Food Network Canada also pairs well with Yoplait’s target audience as it is the go to
“destination for Canadians for all things food related” (Food Network Canada, 2013). Both Slice and The
Food Network Canada are provided by Shaw TV Canada, with coverage across the country, reaching
“twenty-five million Canadians a week” (Shaw Media, 2013).
Magazines
Yoplait’s print media consists of two themes, the first being Yoplait’s “50 Years of Goodness”, and the
second is Yoplait’s “50 Years of Goodness” Sweepstake introduction. Yoplait’s magazines choices fit
Yoplait’s chosen target market of women ages 25-44. These magazines offer advertising exposure to the
consumers since they are filled with articles and other things that appeal to the target audience.
25
Chatelaine
Chatelaine since is read by 539,913 people, most of which are the target audience and it appeals to their
psychographic. Chatelaine’s variety of sections such as recipes, health and living are likely to be read by
the target audience (Chatelaine, 2014).
Canadian Living
Canadian Living is read by up to 7.4 people per issue. (TC Media, 2014, p. 4). Canadian Living also
contains a high readership of Yoplait’s target audience and in particular women that are mothers.
Canadian Living magazine has a special section dedicated to them which shows that those women are
frequent readers of the magazine. (Canadian Living, 2014).
Women’s Health
Women’s Health magazine offers 1.5 million possible readers to be exposed to advertisements.
(Women’s Health, 2014). Its health and life sections appeal to the target audience because they are
trying to live a healthy lifestyle and magazines such as this one offer advice on how to achieve that.
(Women’s Health, 2014).
Outdoor Advertising
Transit Advertising
Transit advertising will be featured in Vancouver, Toronto, Montreal, and Ottawa. These cities have busy
downtown areas in which transit systems will be used to connect with the target audience. Ads will
include train wraps, King Ads, and full back bus ads.
Billboards
In Calgary, Edmonton, and Winnipeg, the 50 Years of Goodness will be presented on billboards. In order
to reach 75% of the target audience, 275 panels will be purchased in each city.
Public Relations
Locations for Yoplait’s PR events will be in the city’s hosting the runs that are being sponsored as well as
YWCA locations in Vancouver, Calgary, Edmonton, Winnipeg, Montreal, Toronto, and Ottawa.
BUDGET
The budget for Yoplait’s 50th birthday is heavily spent on TV advertising. In addition to this, the other
majority of the budget is focused on public relations, sponsoring runs across Canada and partnering with
the YWCA. Another major portion of the budget is allocated to print advertising, both outdoor and in
magazines. The rest of the budget is allocated to sales promotion, Yoplait’s coupons and “50 Years of
Goodness” sweepstakes. For a full budget breakdown please see Appendix F.
26
EVALUATION
This campaign’s success will be evaluated based on post testing methods and the amount of increase in
market share.
Post Testing
Post-testing for Yoplait’s 50 Years of Goodness campaign will be evaluated through focus groups,
coupon usage, and social media. Focus groups will be utilized for media advertising, including print,
transit, and TV. These focus groups will be based on unaided recall to measure the effectiveness and
impact that the campaign made. This will also test the target audience’s level of awareness of Yoplait’s
50th birthday. The use of this method will be able to measure whether or not the target audience is able
to both recall and decode the advertisements.
Another post testing method will be through measuring use of coupons. This will be evaluated through
the increase in sales of Yoplait’s products. In regards to social media, the campaign will be evaluated by
the increase in Twitter followers and usage of the hashtag “it is still so good”. In addition to this,
Yoplait’s Facebook page, “50 Years of Goodness”, will be evaluated by the number of likes of the page.
CONCLUSION
Yoplait, founded by two French farmers Yola and Coplait, was originated in 1965. Today, Yoplait has
developed over 85 flavors ranging in the four types of yogurt available to consume. Yoplait is extremely
consumer-oriented as well as environmentally-friendly; they have given back to the community through
their “Save the Lids to Save Lives” contest and have so far made their cups 75% recyclable.
The major challenge Yoplait faces is with their drop in market share. Yoplait plans on increasing their
25.8% market share to 28.5% by December of 2015. Yoplait plans on doing this is by positively
counteracting to the Greek yogurt trend by using their 50th anniversary to promote their yogurt flavors,
putting the main focus on their dessert flavors, reminding Yoplait consumers that “It is still so good!”
To celebrate Yoplait’s 50th Birthday, the overlying theme encourages the target audience to “choose
their own birthday cake flavour” to celebrate with Yoplait because “it is still so good”. Like their cups,
the campaign is colorful and celebratory bringing positive feelings to their target audience which
encourages them to purchase the brand over others. The campaign brings back the “team” of all the
yogurts for the big 5-0.
As previous leaders of the market share, Yoplait knows what it takes to be on top. Danone may be
leading the market share now, but by December of 2015 after Yoplait initiates their Integrated
Marketing Campaign they will be leading the market share by 28.5% or more.
27
Appendix A: TV Storyboards
BIRTHDAY
PARTY!
?
28
Yoplait sees that there is a birthday
party happening so Yoplait runs
towards it.
Yoplait arrives at the birthday party
and is confused because no one is
around but only a cake is present.
All of a sudden all of
Yoplait’s dessert
flavors pop out of the
birthday cake!
HAPPY BIRTHDAY
YOPLAIT!!!
What’s your
birthday cake
flavour?
?
?
?
29
Choose your flavour
and celebrate with us!
Figure 3: Commercial one Storyboard (Birthday)
Figure 2: Commercial two Storyboard (Sweepstake)
30
Appendix B: Print Media Designs
Figure 4: Yoplait Print 1
31
Figure 5: Yoplait Print 2
32
Appendix C: Sweepstake Design
Figure 6: Yoplait Sweepstake Print
33
Appendix D: Social Media Pages
Figure 7: Yoplait Twitter Page
34
Figure 8: Yoplait Facebook Page 1
35
Figure 9: Yoplait Facebook Page 2
36
Appendix E: Blocking Chart
Budget Allocation
$890,000
TV ADVERTISING
50 Years of Goodness Commercials
January
February
Budget Allocation
$195,810 Celebration Commercials
$103,740 Celebration Commercials
$103,750 Celebration Commercials
$890,000
PRINT ADVERTISING
Womens Fitness
Canadian Living
Chatelaine
Budget Allocation
$201,396
$825,000
Sweepstake Commercials
OUTDOOR ADVERTISING
Transit
Billboards
SALES PROMOTION
Sweepstake
Coupons
In Store Sampling
Budget Allocation
$40,000
$40,000
Budget Allocation
$69,750
$185,000
$250,000
PUBLIC RELATIONS
Budget Allocation
YWCA Donation
$970,000
CIBC Run For The Cure
$20,000
Toronto Women's Series
$20,000
Underwear Affair Run(Vancouver,Calgary,Edmonton)
$60,000
INTERNET MARKETING
Facebook
Twitter
March
April
May
June
June 14 & 7
July
August
23-Aug
Sweepstake Commerials
Sweepstake Commerials
Sweepstake Commerials
5-Jul
September October
5-Oct
November December
End of Nov to beginning of Dec
37
Appendix F: Budget Breakdown
The above budget was compiled from: (Lamar Advertising, 2014), (Chatelaine, 2014), (Canadian Living,
2014), (Women’s Fitness, 2014), (Advertising and Promotion, 2012).
38
BUDGET ALLOCATION
TV Advertisement
Public Relations
Magazine Advertising
Transit Advertising
Sales Promotion
Internet Marketing
Billboard Advertising
16%
2%
36%
12%
4%
8%
22%
Figure 10: Budget Allocation
39
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