1. Breyers Yogurt
Research – Strategy – Planning
Report by Dea Varone
Academy of Art University, Spring 2010
W5 Marty Molloy

2. Breyers Yogurt
Research – Strategy – Planning
Table of Contents:
Background/Methodology
Key Insights
Conclusions & Recommendations
Key Findings

3. Breyers Yogurt
Research – Strategy – Planning
Background/Methodology
Yogurt is one of the most popular products in the dairy case today.
According to supermarket industry sales indicators, it is the fastest growing dairy category.
Yogurt comes in a variety and size for almost every preference, including fruit-blended, fruit
on the bottom, and those with toppings and add–ins.
Breyers Yogurt of Creme Savers
currently produces 6 ounce product,
13 different and 3 Smooth and
flavors of Light 6 Creamy 6 ounce
ounce product, 10 flavors. They also
different flavors produce 10 different
of Fruit on the combinations of
Bottom 6 ounce flavors in a 4 ounce
product, 5 flavors 6 pack.

4. Breyers Yogurt
Research – Strategy – Planning
Main Competitors: Yoplait and Dannon, and Stonyfield Farm Organic Yogurt

5. Breyers Yogurt
Research – Strategy – Planning
This research will support development of a new messaging concepts
focusing on yogurt at breakfast.
By thoroughly understanding who and why people currently purchase yogurt we
can learn more about more how we can change this perception to break into the
breakfast market.
We will provide Breyers yogurt company with evidence that this new concept of
breyers for breakfast will raise sales and popularity. This the exciting breakfast
trend will convince consumers to spend 10 minutes to eat at home, and move away
from grabbing something to eat at a fast food establishment.
Process included 3 methods of inquiry, including:
1. Internet research.
2. 15 in-person interviews; visited various supermarkets; Harris Teeter, Target,
Food Lion and Kroger.
3. 20 written Questionnaires.

6. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
A 2009 study found that Add more protein to yogurt,
people on a reduced calorie and advertise that when its
high protein diet lost 22% consumed for breakfast, the
more weight than those extra protein in Breyers
on a reduced calorie, high Yogurt will curb your appetite
carbohydrate plan. Since and help eat a lighter lunch.
protein will help you stay full
and be more fit.

7. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
Women worry about water BREAKFAST PACK PACKAGING;
weight gain, fruit reduces Breakfast flavors –
the chance of gaining water Fruit variety flavors, add
weight and naturally occurring citrus to create breakfast
vitamins, minerals and plant flavor.
phytochemicals provide
calorie burning energy. Additionally, offer a pack
of dried fruit to mix in for
increased fruit benefits.

8. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
Most people don’t realize how BREAKFAST PACK PACKAGING
that stopping for a breakfast
sandwich in the morning uses Breyers Yogurt that comes in
more gas creating pollution, a re-sealable thermos cup to
uses more paper that ends keep it fresh and cold on the
up in the dumps, costs more go to save time and gas.
$ and takes more time thank
taking something with you
from home.

9. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
Yogurt is often something Focus Advertising
parents and children agree on. Campaign on the natural
health benefits of yogurt to
Kids like it while parents encourage parents to buy it
believe it to be a healthy food. for them.

10. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
For breakfast, most men don’t Develop more savory flavored
want a sweet treat - they want yogurt such as coffee and
a substantial breakfast that is cinnamon that have a thicker more
quick and filling. filling consistency.
Only 20% of men will buy Additionally, consider more
yogurt, the rest don’t buy it masculine and familiar packaging
and will eat it sometimes if its that will appeal to men but won’t
already the refrigerator. discourage women or families
from purchasing.

11. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
Starbucks successful new a. Breyers should partner with
“perfectly oatmeal” launch a company/store to promote
proves that the trend for eating it as a new breakfast trend.
a healthy breakfast works.
b. Offer yogurt as a seasonal
breakfast product, fruit flavors
as light and refreshing way to
start to the day in the warmer
months and pumpkin spice
flavors for the cooler months.

12. Breyers Yogurt
Research – Strategy – Planning
Conclusion Recommendation
Most of the stuff that fills Package in eco-friendly packaging,
Ingeo™ biopolymer is the world’s
the landfills is packaging, first and only performance
especially in the form of fast- plastic made from 100% annually
food containers. renewable resources. It offers the
cost and performance necessary to
compete with traditional petroleum-
based materials in the packaging
and service ware markets. Clear and
strong like petroleum-based plastic,
but with the crucial benefit of being
commercially compostable.

13. Breyers Yogurt
Research – Strategy – Planning
Key Insight: Creation of new product packaging along with associated
strategic marketing:
THE BREAKFAST PACK
Details and Implementation:
1. The “Breakfast Pack” labeled with Monday through Friday new five-pack of yogurt,
where each day is a different flavor.
2. The “Breakfast Pack” packaging would contain new slightly larger containers, all
connected together in a row, where the consumer could “tear-off” the corresponding
container for each day of the week.
3. The “Breakfast Pack” would be sold in various “themes” for flavors. For instance, the
Monday-Friday citrus theme would have Orange, Peach, Grapefruit, etc., whereas the
Monday-Friday berry theme would have Blueberry, Strawberry, Blackberry, etc.
4. The “Breakfast Pack” could also be sold as the “Breakfast Pack-to-Go,” with a
resealable cup, and disposable spoons.

14. Breyers Yogurt
Research – Strategy – Planning
Key Insight – Create and deliver a new highly marketed universal message
PROTEIN
When consumed for breakfast, the extra protein in yogurt will curb appetite and help you to
eat a lighter lunch.
Implementation Overview:
Message will be on all packaging
Diet booklet to track your calorie intake, and other meal ideas for the consumer that will
compliment a healthy lifestyle, mailings with coupons, a website to track your weight etc.
Have it come with a flavored protein package to mix with it.
Use TV/Broadcast ads to pass new message to veiwers. Target breakfast timeslots, such as
Today Show, Saturday morning excercise programs, etc.
Launch Magazine and Print Ad campaign to deliver new message: Vogue, Cosmo, Women’s
Health, etc.

15. Breyers Yogurt
Research – Strategy – Planning
Key Findings
Yogurt is an excellent source of protein. Plain yogurt contains around ten to
fourteen grams of protein per eight ounces, which amounts to twenty percent of
the daily protein requirement for most persons. In fact, eight ounces of yogurt that
contains live and active cultures, contains 20 percent more protein than the same
volume of milk (10 grams versus 8 grams). Besides being a rich source of proteins,
the culturing of the milk proteins during fermentation makes these proteins easier
to digest. For this reason, the proteins in yogurt are often called “predigested.”

16. Breyers Yogurt
Research – Strategy – Planning
Low – Carb
People don’t want to have bread and high carb foods for breakfast anymore,
According to Dr. Atkins Diet Revolution, and many other Diet trends encourage
a low carb high protein diet to loose weight, continued studies found that people
on a reduced calorie high protein diet lost 22% more weight than those on a
reduced calorie, high carbohydrate plan. and protein will help you stay full and be
more fit overall.

17. Breyers Yogurt
Research – Strategy – Planning
Pro-Yogurt
Most people want the benefits of the live and active cultures in yogurt to aid
their digestion.
Kids like yogurt and parents believe that its good for them and purchase it for them
as a snack.

18. Breyers Yogurt
Research – Strategy – Planning
Health Benefits
Researchers say that yogurt has a beneficial effect on the immune system, the
potential to lower cholesterol, and how it may help combat certain types of
cancer-causing compounds, particularly in the digestive tract.
Women worry about water weight gain, fruit reduces the chance of
gaining water weight and naturally occurring vitamins, minerals and plant
phytochemicals provide calorie burning energy.
Yogurt is a “grow food”, nutritional properties of yogurt may help children with
intestinal absorption problems grow: the easier digestibility of the proteins and the
fact that the lactic acid in yogurt increases the absorption of minerals, and even the
most picky-eaters will eat yogurt in dips and smoothies and as a topping.

19. Breyers Yogurt
Research – Strategy – Planning
Environmental Impact
(of eating breakfast on the go)
Most of the stuff that fills the landfills is packaging in the form of fast-food
containers.
Extra Driving that causes is air pollution which is an act an average citizen
commits.
Local effects –e.g. poisoning humans breathing bad air.
Regional effects – fallout from airborne pathogens - infections, particles,
chemicals
Global effects – changing interactions between the atmosphere and sun,
weather effects, effects on plants and oceans.

20. Breyers Yogurt
Research – Strategy – Planning
Consumer Quotes
“My baby loves the YoBaby variety fruit flavors for
breakfast, I wish other brands, like Beryers, had one
that has the fruit and veggies for more nutrition”
“I get the vanilla Food Lion brand every week,
and add fresh strawberries and bananas to it.”
Gordon, 57

21. Breyers Yogurt
Research – Strategy – Planning
“I like to eat yogurt at different times through out the day, as a meal, I like
breyers light strawberry cheesecake flavor, its its low calorie and has digestive
benefits
Brit, 47
“Usually I get vanilla flavored Activia and eat it night to work on my digestive
system as I sleep, it really works”
70+ woman
“Its easier to get out the door and go get something to eat on the way, its a
hard habit to break, if there was yogurt for breakfast on the menu I would try
it, especially when its hot weather.”
Tom, 39

22. Breyers Yogurt
Research – Strategy – Planning
Conclusion
The research and analysis in provided in this report it is clear, that Breyers can
successfully introduce yogurt as a viable and profitable breakfast product.
By looking at the current breakfast market, along with breakfast and yogurt
related trends, there is a unique opportunity for the substantial growth of the
Breyers yogurt line.
This can be cultivated by incorporating three main components:
1. Shift in overall marketing with several messages
2. Product augmentation
3. Labeling and packaging