The UK yoghurt market (marketing plan)

The UK yoghurt market (marketing plan) Essay example
Masters
Essay
Marketing
Pages 13 (3263 words)
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Yoghurt is a milk product obtained through bacterial fermentation to convert the lactose content of milk into lactic acid. The decomposition improves that taste of the milk products for the individuals who would find fresh milk not palatable. It has been in existence since the ancient times when it was got from natural fermentation of milk…

Introduction

Yoghurt is used to supplement the main diet. Various developments have been registered in the production and marketing of this product in different markets across the globe. Different production companies have developed different brands of the product leading to an increased competition in the market. Besides, other related milk products give stiff competition to yoghurt in the market. The company that is to succeed in the market has to be sensitive and able to respond to the changing market trends. It has to develop a product brand that meets the changing needs of the clients. The organization should develop a marketing strategy that ensures proper brand positioning in the market.
There has been a significant growth in the UK yoghurt market in the recent years with 21% increase in the period 2006- 2011 (UK-June 2011 Report, 2011). One of the players in the UK yoghurt is Yeo Valley Organic. This is a farming and dairy company situated in the Yeo Valley of Somerset, England. The company deals in a variety of dairy products and other desserts. Initially starting with the natural yoghurt, the company has expanded its operations to produce more brands of the products to meet the customer needs in relation to tastes or costs of the products. Other companies offer similar products in the market leading to increased competition in the UK yoghurt market. The organization is then faced with the challenge to develop products that rank above those produced by the competitors in customer satisfaction. ...
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