How Brilliant Marketing Created $100,000,000 Out of Thin Air
[ THREAD ]
Let's go 👇
[ THREAD ]
Let's go 👇
Yesterday we looked at how companies use the 4 P's of marketing to sell products:
Today let’s look at how Yoplait yogurt launched a new brand, growing to over $100 MN.
We’ll look at this through the lens of the marketing mix, or the 4 P’s of marketing.
https://twitter.com/LifeHornsWay/status/1321162438138626049
Today let’s look at how Yoplait yogurt launched a new brand, growing to over $100 MN.
We’ll look at this through the lens of the marketing mix, or the 4 P’s of marketing.
While historically Yoplait was the yogurt brand of choice, Greek yogurt and other premium brands had downgraded it in the consumer’s eyes.
Yoplait was seen as mass-market, cheap, and unhealthy.
They launched Oui French yogurt in 2017 to turn things around.
Yoplait was seen as mass-market, cheap, and unhealthy.
They launched Oui French yogurt in 2017 to turn things around.
Oui was an immediate hit.
It reached over $100 million in sales its first year, blowing by its target by 30%.
They couldn’t even keep up with manufacturing demand in the early days.
Let’s see how the 4 P’s of marketing can help us understand how they did it.
It reached over $100 million in sales its first year, blowing by its target by 30%.
They couldn’t even keep up with manufacturing demand in the early days.
Let’s see how the 4 P’s of marketing can help us understand how they did it.
As a reminder, the 4 P’s are:
Product
Place
Promotion
Price
Product
Place
Promotion
Price
1. Product:
👉Oui is sold in a glass pot, not a plastic container
👉The yogurt is cultured in the pot itself.
👉It’s sweeter than Greek yogurt, while thicker than traditional Yoplait.
👉There are no artificial ingredients in Oui.
👉Oui is sold in a glass pot, not a plastic container
👉The yogurt is cultured in the pot itself.
👉It’s sweeter than Greek yogurt, while thicker than traditional Yoplait.
👉There are no artificial ingredients in Oui.
Clearly Oui is a “luxury” good in the yogurt aisle.
The glass container, the French name, and the exotic flavors all set it apart.
All of these features together add up to a new category that defies existing classifications.
The glass container, the French name, and the exotic flavors all set it apart.
All of these features together add up to a new category that defies existing classifications.
2. Place
Where should they sell Oui?
👉Large grocery chains to sell enough volume to be successful.
👉Top shelf of the yogurt aisle
Where should they sell Oui?
👉Large grocery chains to sell enough volume to be successful.
👉Top shelf of the yogurt aisle
3. Promotion
👉Everything in the ads promote the overall brand- it's different from other yogurts. It's luxurious. It's French. "Melanie" is sexy.
👉Oui uses sex appeal, humor, and a lovely French woman to create an identity around the yogurt to set it apart from competition
👉Everything in the ads promote the overall brand- it's different from other yogurts. It's luxurious. It's French. "Melanie" is sexy.
👉Oui uses sex appeal, humor, and a lovely French woman to create an identity around the yogurt to set it apart from competition
4. Price
The price of a product sends a signal before you even buy it.
👉Make it too cheap and potential customers could perceive it as low quality.
👉Too expensive and they won’t try it.
The price of a product sends a signal before you even buy it.
👉Make it too cheap and potential customers could perceive it as low quality.
👉Too expensive and they won’t try it.
While Oui is expensive compared to other yogurts, it's not going to break the bank at under $2.00 per jar.
👉People love affordable luxuries.
👉They feel like they're indulging without breaking the bank.
👉People love affordable luxuries.
👉They feel like they're indulging without breaking the bank.
Product, Place, Promotion, and Price are important for any brand.
The marketers at Yoplait nailed it with Oui.
Every element stands alone yet supports the rest to create a killer new brand.
The marketers at Yoplait nailed it with Oui.
Every element stands alone yet supports the rest to create a killer new brand.
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