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Supplement
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Reference no. 9-586-088
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: 2 July 1992
Length: 19 pages
Data source: Field research
Topics: Consumer marketing; Market research; New product marketing; Product management; Test markets
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Abstract

Yoplait's director of new product development is finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory 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 finalizing plans for the national introduction of custard-style Yoplait. Based on the results of a mini-market test and a BASES laboratory 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