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CASE 8: General Mills (B) : Product and Brand Management
CASE 8: General Mills (B) : Product and Brand Management
CASE 8: General Mills (B) : Product and Brand Management
Group 10:
BASES Test: BASES is the Stimulated Test Marketing tools, which is used for the evaluation of New
Product Ideas, Line extensions, and relaunches. It develops a Concept Potential Score summarizing the
results and indicates whether the concept goes into product development or not based on
Value Rating
Purchase Intent
Purchase Frequency
Purchase Volume
General Mills has implemented BASES test know the national and regional estimates of Custard-Style’s
volume potential and its impact on Original-Style’s volume since the US market as too localized.
BASES has stimulated three national spending plans : high (Plan A), medium (Plan B), low (Plan C).
Since the Custard-Style’s performance has varied by region, it is better to have regional spending plan
to effectively use the resources. Also from the spending plans we can see that the consumers preference
was highly regional in this case. The most frequently stated reasons which were considered for the
dislikes of the product also vary across regions. It can be interpreted from the spending plan that where
we need a PULL strategy, we should go for higher media spending plan to increase our market share.
On contrary, the market which was dominated by the own brand can accommodate higher level
spending on promotions. In this way, we are optimizing the marketing expenses of the product by
spending the money in the appropriate regions.
Regarding launching of the product, we feel that Custard-Style yogurt must be first launched in East
region because:
According to the Potential Steal of BASES model, Custard Style steals staggering 22% of
the market dominance of Danon in the East region. This capturing of the market by the
product will be very help in reinforcing the footholds of the brand in the region
There was highest purchase intent after use in east region. Also in this, relatively large
percentage of customers found the product better than expected.
Custard-Style’s price/value rating is high in this region.