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This document presents the case study of Bonyurt, a new yogurt launched by Alpina in Colombia in the 1980s. It describes the yogurt market context at that time and the market research conducted by Alpina that identified an opportunity for a yogurt aimed at children. It details the marketing actions undertaken by Alpina to launch Bonyurt, including brand development, product, packaging, pricing, sales force, promotions, and communications. The goal was to position.

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