YOPLAIT
MARKETING
BRIEF


I.
Overview

The
Yoplait
Marketing
Competition
is
one
of
the
key
activities
of
the
Yoplait
Ambassador
Program,
a
set

of
 marketing
 initiatives
 by
 Yoplait
 aimed
 towards
 creating
 greater
 awareness
 for
 Yoplait
 among

members
 of
 the
 youth.
 Participating
 teams
 will
 submit
 proposals
 for
 advertising
 campaigns
 that

promote
the
Yoplait
brand
and
products
to
the
youth.
By
having
members
of
the
target
audience
create

the
 campaigns,
 Yoplait
 hopes
 to
 engage
 the
 youth
 by
 tapping
 into
 their
 unique
 insights
 as
 well
 as

generating
discussion
of
the
Yoplait
brand,
its
key
messages,
and
its
products.


Students
from
tertiary
institutions
are
welcome
to
join
the
competition.
This
marketing
brief
discusses

information
about
the
competition
that
participating
teams
might
find
helpful
when
they
start
drafting

their
proposals.


II.
Yoplait

Launched
in
1982,
Yoplait
are
the
pioneers
of
the
yoghurt
market
in
Australia.
Always
at
the
forefront
of

innovation,
Yoplait
was
the
first
brand
to
launch
a
four‐pack
(in
1984)
and
light
version
of
its
yoghurt
(in

1985).
 In
 the
 years
 since,
 Yoplait
 has
 continued
 to
 meet
 the
 lifestyle
 demands
 of
 its
 customers,

especially
when
it
comes
to
convenience,
health,
great
taste,
flavor,
and
variety.


Yoplait
 currently
 enjoys
 a
 market
 leader
 position
 and
 is
 the
 second‐largest
 dairy
 brand
 in
 the
 world.

Yoplait
 is
 distributed
 to
 the
 region
 from
 Australia,
 manufactured
 by
 and
 marketed
 under
 license
 to

National
Foods
Ltd
(NFS).


In
Singapore,
Yoplait
is
imported
by
National
Foods
Singapore
Pte
Ltd
(NFS).
Yoplait
is
available
in
four

flavors:
strawberry,
mango,
berry
bliss,
and
blueberry.
Made
from
fresh
Australian
milk
and
real
fruits,
it

is
a
highly
nutritious
product
that
is
a
good
source
of
protein
and
calcium,
is
99%
fat‐free,
and
contains

three
active
cultures
for
digestive
health.


Positioning

Yoplait
sales
in
Singapore
are
driven
primarily
by
Yoplait
Lite.
As
consumers
in
Singapore
are
increasingly

becoming
 more
 conscious
 about
 health
 issues
 like
 obesity
 and
 heart
 disease,
 Yoplait
 Lite
 has
 been

positioned
as
a
low‐fat
product
in
order
to
capture
this
opportunity.
Furthermore,
NFS
recently
refined

the
formulation
of
Yoplait
Lite
to
make
it
even
creamier,
tastier,
and
fruitier.


Taste,
 nutritional
 benefits,
 and
 product
 variety
 are
 just
 some
 of
 the
 key
 attributes
 that
 Yoplait
 has

communicated
 in
 its
 past
 campaigns.
 But
 of
 these,
 the
 following
 are
 the
 ones
 with
 the
 widest
 mass

appeal:


• It
is
99%
fat‐free;

• It
has
a
creamy
taste
with
lots
of
fruit;
and

 • It
has
three
active
bacterial
cultures
for
digestive
health


Other
attributes
like
country
of
origin
(“Imported
from
Australia”,
Australia’s
No.
1
Brand”)
and
product

variety
(four
fruit
flavors)
were
also
included
in
these
campaigns.


Competitors

Yoplait’s
major
competitors
in
Singapore
include
Marigold
and
Meiji
as
well
as
other
local
and
imported

brands
like
Emmi
and
F&N’s
Alive.
With
market
competition
becoming
increasingly
intense,
it
is
critical

not
 only
 to
 protect
 Yoplait’s
 position
 but
 also
 to
 grow
 its
 share
 of
 the
 market
 by
 discovering
 new

opportunities
and
targeting
new
consumer
segments.



Challenges

Generally,
 yoghurt
 products
 in
 Singapore
 command
 low
 brand
 loyalty
 and
 experience
 switching

between
 brands
 by
 customers.
 Furthermore,
 purchase
 decisions
 are
 often
 driven
 at
 the
 shelf,
 hugely

influenced
by
price
and
promotional
activities.



Among
the
various
varieties,
local
brand
Marigold
is
the
leading
yoghurt
among
Singaporeans.
Marigold

is
 able
 to
 capture
 consumers
 through
 its
 price
 promotions,
 wide
 availability,
 varied
 product
 offerings

(especially
local
flavors),
visible
advertising,
and
trusted
name
as
a
local
brand.
On
the
other
hand,
while

it
is
creamier,
richer,
and
provides
adequate
nutritional
benefits,
Yoplait
is
less
well‐known
compared
to

Marigold
due
to
its
more
expensive
price
point
and
limited
advertising.


To
reach
out
and
increase
its
consumer
base,
the
challenge
facing
Yoplait
is
how
to
effectively
promote

the
yoghurt
and
its
benefits
to
the
consumers,
as
well
as
to
engage
them
with
the
brand.
Doing
so
will

give
them
a
reason
to
choose
Yoplait
over
competitors
and
can
help
Yoplait
become
the
No.
1
yoghurt

brand
it
aspires
to
be.



III.
Competition
Guidelines

As
mentioned,
Yoplait
wants
to
target
new
consumer
segments
to
grow
its
market
share
in
Singapore.

One
 market
 that
 is
 particularly
 attractive
 is
 the
 youth
 segment
 –
 specifically,
 students
 in
 secondary

education
 and
 young
 adults
 in
 tertiary
 education.
 To
 this
 end,
 Yoplait
 came
 up
 with
 the
 Yoplait

Ambassador
Program
and
one
of
the
activities
under
this
program
is
the
Yoplait
Marketing
Competition.


A.
Scope
of
the
Competition

The
 Yoplait
 Marketing
 Competition
 is
 an
 advertising‐campaign
 proposal
 submission
 where
 student

teams
 will
 be
 invited
 to
 submit
 their
 ideas
 to
 promote
 Yoplait
 products
 and
 brand
 messages
 to
 their

peers.


Teams
must
take
note
that
the
competition
is
not
simply
a
rebranding
exercise.
They
will
be
expected
to

propose
an
advertising
campaign
that
uses
a
completely
new
brand
image
and
produce
deliverables
to

determine
the
effectiveness
of
their
ideas.
However,
certain
aspects
of
the
Yoplait
brand
must
remain

intact
e.g.
the
logo,
which
cannot
be
altered
or
modified.
Basically,
while
branding
plays
a
critical
role
in

the
overall
campaign,
it
is
more
important
that
teams
come
up
with
new,
innovative,
and
creative
ways

to
 promote
 Yoplait
 to
 the
 youth
 such
 that
 eating
 yoghurt
 becomes
 adopted
 as
 an
 attractive
 and
 cool

thing
 to
 do.
 Furthermore,
 Yoplait
 also
 wants
 to
 encourage
 the
 target
 audience
 to
 adopt
 healthier

lifestyles
 with
 Yoplait
 yoghurt
 playing
 a
 key
 role
 in
 the
 dietary
 choices
 they
 make.
 Thus,
 teams
 must

incorporate
these
key
messages
in
their
campaigns
on
top
of
simply
promoting
the
Yoplait
brand
and
its

products.


B.
Market
Research

Teams
can
consider
the
following
issues
when
drafting
their
proposals:


• Consumers’
product/brand/category
perceptions,
purchase
habits,
and
consumption
occasions

• Major
consumer
concerns/trends

• Key
messages
used
by
competitors
to
attract
consumers


Unfortunately,
 Yoplait
 does
 not
 have
 market
 research
 available
 specific
 to
 the
 youth
 segment.
 Teams

will
have
to
conduct
their
own
market
research
(e.g.
surveys,
focus
groups)
if
they
feel
it
is
necessary
to

do
 so.
 The
 scale
 and
 scope
 of
 the
 market
 research
 ultimately
 depends
 on
 the
 teams’
 discretion
 and

resources,
 but
 it
 will
 definitely
 be
 advantageous
 to
 have
 some
 information
 on
 hand
 to
 support
 their

proposals.


C.
Execution

Teams
will
execute
their
campaigns
–
albeit
on
smaller,
simulated
scale
–
through
a
Facebook
page
that

will
be
created
especially
for
the
competition.


Before
 the
 online
 execution,
 teams
 will
 have
 to
 produce
 actual
 sample
 of
 their
 ideas.
 Mandatory

collaterals
include:


• A
poster;

• A
TVC
clip;
and

• An
outdoor
application
(e.g.
a
bus/taxi
ad,
bus/MRT
hanger,
MRT
floor
sticker,
billboard)


Teams
can
choose
to
produce
other
executions
of
their
ideas
(e.g.
radio
script,
social
media
initiatives,

other
online
media
buys,
banners,
games)
but
these
are
purely
optional.


Teams
must
work
around
a
budget
of
S$300,000
to
plan
their
campaigns.
Thus,
teams
must
also
include

a
publicity
plan,
media
schedule,
and
budget
allocation
in
their
proposals.


To
summarize,
teams
must
include
the
following
in
their
proposal
submission;


• Advertising
campaign
proposal

• Publicity
plan,
media
schedule,
budget
allocation

• Sample
poster,
TVC
script/storyboard,
photo/sketch/mock‐up
of
outdoor
application

• Team
profile
(photo,
JPEG
format)

Submitted
proposals
will
be
reviewed
and
shortlisted
teams
will
be
notified
that
they
have
moved
on
to

the
 next
 round.
 After
 teams
 are
 shortlisted,
 they
 are
 given
 two
 weeks
 to
 improve
 their
 posters
 and

outdoor
applications
as
well
as
shoot
their
TVC.



Following
 this,
 teams
 will
 be
 given
 the
 chance
 to
 showcase
 their
 advertising
 ideas
 on
 the
 Yoplait

Marketing
Competition
Facebook
page.
Several
tabs
will
be
available
where
teams
can
post
their
profiles

and
 upload
 their
 posters,
 TVCs,
 photos/sketches
 of
 their
 outdoor
 applications,
 and
 the
 optional

executions
for
Facebook
users
to
see.
The
challenge
for
the
teams
is
to
attract
as
many
fans/friends
as

they
can
to
like
their
advertising
campaign
and
encourage
them
to
vote
for
their
campaign
on
the
voting

tab.
 Voting
 will
 run
 for
 two
 weeks,
 and
 results
 of
 this
 poll
 will
 factor
 into
 the
 final
 judging
 criteria
 to

determine
the
best
and
most
effective
proposal.


Please
refer
to
Section
E
for
a
summary
of
dates
and
submission
deadlines.


D.
Competition
Details

A. Teams
must
comprise
a
minimum
of
two
(2)
and
a
maximum
of
five
(5)
student
members.

B. Judging
criteria

a. Campaign
proposal
(30%)

 The
proposal
will
be
judged
based
on
the
creativity
and
innovativeness
of
ideas

presented,
as
well
as
their
feasibility
as
an
overall
campaign.

o Campaign
execution
(30%)

 Mandatory
deliverables
will
be
judged
based
on
unique
and
attractive
designs

and
their
overall
production
qualities.

o Total
votes
gained
(30%)

 Votes
gained
through
the
Facebook
polling
system
will
be
used
to
determine
the

effectiveness
of
the
campaign
–
specifically,
responsiveness,
comments,
and

feedback
of
target
audience.

o Proposal
Presentation
(10%)

i. Presentation
skills
(e.g.
delivery,
confidence)
and
content
(concise,
coherent,

relevant
content)
will
be
taken
into
account.

E.
Timeline

Please
refer
to
the
schedule
below
for
a
timeline
of
activities
for
the
Yoplait
Marketing
Competition.


JULY
 AUGUST
 SEPTEMBER
 OCTOBER
 NOVEMBER


Registration
 Briefing/Proposal
 Execution
 Presentation

Briefing
session:

‐
Date:
Sept
1
or
Sept
6**

‐
Location:
SMU
SOA
 Teams
are
given
2
weeks
(Oct
3
–

Auditorium
 15)
to
produce
the
mandatory


 collaterals

Proposal
writing:
 
 Final
proposal

Registration
period:

‐
Sept
5
–
25
 Submission
deadline:
 presentation;

‐
July
18
–
Sept
1


 ‐
Oct15
 ‐
2nd
week
of
Nov.

‐
online
registration

Submission
deadline:
 ‐
submission
details
(email
address)
 ‐
exact
date,
time,

form*

‐
Sept
26
 TBC
 and
venue
TBC

‐
submission
details
(email
 

address)
TBC
 Voting
will
officially
begin
on
Oct
20


 and
run
until
Oct
31

Shortlisted
teams
will
be

notified
within
one
week

*
http://smusg.qualtrics.com/SE?SID=SV_cSKBFN1XaMnlJOI

**exact
date
TBC
depending
on
response
from
polytechnics
and
universities

Appendix

Yoplait
master
brand
pyramid

Positioning Statement:

To people who want an enjoyable way to stay

healthy, Yoplait is the fresh dairy brand that puts
the fun and enjoyment into leading an active life by
offering a range of tailored formulations to keep
bodies working in harmony at every stage in life.
Brand Essence Joyful Living
Joie de vivre, cheerful enjoyment of
life, the simple pleasures, the things
Provincial
that matter, knowing how to live,
Brand Personality Social & Optimistic Playful
French quality over quantity…
inclusive
spirit
Inspiring
Encouraging healthy & active Everyday family
Brand Values people to
lives through accessible health moments embrace life

Emotional Benefit Helps me and my family feel good, able to join in and enjoy the
simple pleasure of an active life.

Functional Benefit Easy, delicious way to ensure my inner health is taken care of to keep my body
working in harmony.

Attributes Life-stage tailored Products for all ages French heritage Blossom Mnemonic
formulations (Flower)

Consumer Insight:

Everyone understands the importance of making healthy choices, but have different needs depending on their
life stage. To this end, yogurt has a natural place in consumer’s minds. With it’s live cultures, it is seen as
healthy and active in itself and therefore helps to sustain their activity enabling them to get more out of life.