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What is Yoplait about?

Bruce Becker, director of new business at Yoplait, wants to launch a new custard-style yogurt product line. Yoplait is already the number two yogurt brand in the US, with 60% market share. Management is focused on new product extensions. Consumer testing of the new product was positive. Becker wanted to do three more tests - simulated test, mini market test, and regular market test - before launching the product as soon as possible.

Author

Maha Israr

Language

EN