When General Mills (GM) agreed to produce and market Yoplait, the yoghurt product of French firm Sodima-Yoplait, GM discovered that its international competitors catered to culture differences in customer eating habits. The French consider yoghurt a dessert to be eaten after lunch or dinner, whereas the American consumer regards yoghurt as a meal at lunchtime or healthful snack. From an analysis of the size of international competitors' packages, the company realised that meal-sized containers o...

BPIR Categories

1.2.4 Customer reactions to competitive products
2.1.1 Analyse & understand competition
3.2.1 Translate customer needs into product requirements
4.1.1 Identify market segments & target customers

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