Publications
Publications
- May 1986 (Revised July 1995)
- HBS Case Collection
General Mills, Inc.: Yoplait Custard-Style Yogurt (A)
By: John A. Quelch
Abstract
Yoplait's director of new product development is evaluating alternative line extensions including custard-style Yoplait. He must determine what additional research to recommend. Options include a mini-market test, a simulated test market and a fully-fledged test market.
Keywords
Citation
Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (A)." Harvard Business School Case 586-087, May 1986. (Revised July 1995.)