Publications
Publications
  • May 1986 (Revised July 1995)
  • Case
  • HBS Case Collection

General Mills, Inc.: Yoplait Custard-Style Yogurt (A)

By: John A. Quelch
  • Format:Print
  • | Pages:18
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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

Food; Product Development; Product Marketing; Food and Beverage Industry; United States

Citation

Quelch, John A. "General Mills, Inc.: Yoplait Custard-Style Yogurt (A)." Harvard Business School Case 586-087, May 1986. (Revised July 1995.)

About The Author

John A. Quelch

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