Question

You are the Brand Manager of a new yoghurt brand ‘Yo-Yum’ (please note: this is a fictional brand) that will compete with the market leader Yoplait. With reference to evoked sets and levels of decision-making, consumer involvement, perceived risk, and learning strategies, provide some strategies and tactics that could be used by Yo-Yum to trial their new brand.

Answer 1

Some strategies and tactics that could be used for making an introduction in the market by our product Yo-Yum are:

1. Levels of decision making: As the product is launched in the initial phase and has to make and standing in the market, the first important focus would be put into the right decision making and target strategy. We have to make sure and understand which market are we segmenting, targeting and thus using the right promotional strategies like banners and TV to position the brand Yo-Yum into the minds of the people. Employees are allowed to have decision making abilities to create and innovate the techniques to make sure the product is able to reach using the effective promotional tools.

2. Consumer involvement: Another important consideration is the customer involvement. You have to attract customers by offering and showing the uniqueness of your product so that people would prefer your brand over others. Thus, we can use cost leadership or differential focus strategy where we can target one market having one basic need like a part of the market wants flavoured yogurts which we are targeting and manufacturing and providing at reasonable rates. This would make the customers get attracted towards the same promote the product themselves by word of mouth and sharing.

3. Risk and learning: At last, one could also use the strategy of quality. As yogurt is a food and consumption product, the compang Yo-Yum could put a lot of focus on the qualitative standards and grading to win the trust of the people and thus could avoid risk in the earlier stages only to promise a sustainability in the market.