Since launching a spoonful yogurt ``Yoplait`` for the first time in the nation, Binggrae Co. has established the reputation of the Yoplait brand, and secured its leading position in the yogurt market. This study examined how Binggrae as a market pioneer (in the spoonful yogurt market) or a market follower(in the drinking yogurt market) has developed and responded to the yogurt market in which competition between companies are becoming fierce. Instead of being bound by conventional competition rules, Binggrae was found to have implemented distinctive marketing strategies for new products. That is, providing new values, the company led the market to change the paradigm of competition in the yogurt market. Together with long-term strategic marketing plans to manage the assets of the Yoplait brand, Binggrae Yoplait is required to put continuous efforts into marketing to lead the market.
Kim, So Young; Jung, Heon Soo; and Kim, Young Chan
"빙그레 요플레의 시장 선도적 신제품 마케팅전략,"
Asia Marketing Journal: Vol. 8
, Article 8.
Available at: https://amj.kma.re.kr/journal/vol8/iss3/8