Rep ims web 22 sept 2010 21 15 p a g e competitive

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Unformatted text preview: : Attributes/ Interests The target is 10% more likely to believe that most of the time they are trying to lose weight, meaning the demographic group is likely to be health conscious and monitor the food products that they consume. They are also 11% more likely to feel guilty when they eat unhealthy food and 12% more likely to shop for low calorie and light snack foods. 85.1% of the target prefers to dine at fine restaurants as often as possible and they are also 14% more likely to enjoy camping and outdoor activities. The target is also 12% more likely to believe that low fat foods are an important part of their diet and 12% more likely to monitor the ingredients listed on packaged foods22. 20 PMB 2009 Spring 2-Year Readership Database. Rep. IMS. Web. 22 Sept. 2010 PMB 2009 Spring 2-Year Readership Database. Rep. IMS. Web. 22 Sept. 2010 22 PMB 2009 Spring 2-Year Readership Database. Rep. IMS. Web. 22 Sept. 2010 21 15 | P a g e Competitive Positioning: Identification of Competitors: The two main competitors based on market share are Astro Jeunesse Yogurt and Yoplait Source Yogurt with 21% and 35.28% market share respectively23. Competitor’s Strengths & Weaknesses: Astro Jeunesse Strengths • No fat yogurt, so it’s appealing to consumers looking to achieve a healthy lifestyle and lose weight24. • Contains skimmed milk yogurt with Vitamin E, antioxidants and co-enzyme Q10: These ingredients are said to fight free radicals and help regenerate the body’s well-being25. • Marketing uses mixed media, including website, social media, and standard advertising vehicles, as well as various contests to entice consumers to purchase product. Astro Jeunesse Weaknesses • Expensive single serving containers: $5.57 for eight pack of Astro Jeunesse yogurt26. • Smaller shelf section at the retailers where it is located. 23 "Agriculture and Agri-Food Canada." Web. 28 Sept. 2010. <>. 24 Newman, Jaclyn. "The Health Benefits of Yogurt  ­ Nutrition  ­ Canadian Living." Canadian Living: Recipes, Health, and Relationship Advice. Web. 28 Sept. 2010. <>. 25 Berry, Donna. "Around the World’s Dairy Cases  ­ Cover Story." Dairy Foods. 1 Oct. 2006. Web. 28 Sept. 2010. <>. 26 Fang, Mike. "Call to Walmart." Telephone interview. 27 Sept. 2010. 16 | P a g e • Smallest market share of the three, it may be more difficult to gain brand equity. Yoplait Source Strengths • Very large selection: 6 different categories of yogurt, and a myriad of flavours under each...
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