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Case
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Reference no. 9-586-087
Subject category: Marketing
Authors: John A Quelch (Harvard Business School); John L. Teopaco (D'Amore-McKim School of Business, Northeastern University)
Published by: Harvard Business Publishing
Originally published in: 1986
Version: 28 July 1995
Length: 16 pages
Data source: Field research
Topics: Consumer marketing; Market research; Product development; Product management; Test markets
Share a link: https://casecent.re/p/47670
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Abstract

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market.
Location:
United States
Industries:
Food; Grocery stores
Size:
Fortune 500, USD4 billion revenues
Other setting(s):
1980
Teaching note
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Reference no. 5-592-099
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 14 pages
Data source: Field research
View full details

About

Abstract

Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market.

Settings

Location:
United States
Industries:
Food; Grocery stores
Size:
Fortune 500, USD4 billion revenues
Other setting(s):
1980

Related

Teaching note
-
Reference no. 5-592-099
Subject category: Marketing
Authors: Robert J Dolan (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1992
Version: 8 June 1992
Length: 14 pages
Data source: Field research
View full details