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Breyers Yogurt Marketing Plan
(Full Creative Brief available upon request)
Provide Breyers yogurt company with evidence that the new concept of "Breyers for Breakfast" will raise sales and popularity.
Process included 3 methods of inquiry
1. Internet research.
2. 15 in-person interviews; visited various supermarkets; Harris Teeter, Target,
Food Lion and Kroger.
3. 20 written Questionnaires.
Make Breyers an exciting breakfast trend and convince consumers to spend 10 minutes to eat it at home, thus breaking the habit of grabbing something to eat at a fast food establishment.
Professional men and women that are usually in a rush to get to work and want something substantial to eat to get them through the morning, minus the calories and fat.
1. Internet research.
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. Protein, along with the high levels of calcium in yogurt, can help people reach their weight loss goals.
Add more protein to yogurt, and advertise that when consumed for breakfast, the extra protein in Breyers Yogurt will curb your appetite and help you eat a lighter lunch.
2. 15 in-person interviews:
Many women enjoy having yogurt for breakfast, but most men don’t want a sweet treat - they want a substantial breakfast that is quick and filling.
Develop more savory flavored yogurt such as coffee and cinnamon that have a thicker more filling consistency.
3. Written Questionnaires.
Women worry about water weight gain. Fruit reduces the chance of gaining water weight and has naturally occurring vitamins, minerals, and plant phytochemicals that provide calorie burning energy.
Offer a citrus flavored breakfast pack with tangerine and orange dried fruit to mix in that will add the fruit benefits that inhibit water weight gain.
Yoplait, Dannon, and Stonyfield Farm Organic Yogurt
When consumed for breakfast, the extra protein in yogurt will curb appetite and help you to eat a lighter lunch.
Most of the stuff that fills the landfills is packaging in the form of fast-food
Extra driving causes air pollution which is an action that the average citizen
does much of.
Message of yogurt's breakfast benefits 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 powder package to mix with it.
Use TV/Broadcast ads to pass new message to viewers. Target breakfast time slots, such as Today Show, Saturday morning exercise programs, etc.
Launch Magazine and Print Ad campaign to deliver new message: Vogue, Cosmo, Women’s Health, etc.
This can be cultivated by incorporating three main components:
1. Shift in overall marketing with several messages
2. Product augmentation
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