Mauritius Edition 1 Yoplait
It all started when 100,000 French farmers decided to join together to better market their products in France. The name Yoplait is a blend of “Yola” and “Coplait”, two brands operated by the cooperatives. While returnable pots were still the rule in 1965, Yoplait was innovative and became the first brand to offer a complete range of chilled products in throwaway packaging. It further established itself on the French market by launching its first fruit yoghurt, then being one of the first brands to appear on TV and adopting the well-thought strategy of franchising, which started with Switzerland in 1969. Maurilait Production Ltd started business with Yoplait in Mauritius back in 1976. With the growing demand over the years, it moved to a bigger factory in 1994. MARKET Yoplait is the world’s second-ranking brand in ultra-fresh products and sells a total of 2,500 products in over 50 countries globally. Through its franchise system, over the past 40 years, Yoplait has developed the brand internationally, building an original industrial and commercial adventure with well-established local partners. Maurilait Production Ltd – a subsidiary of the Food and Allied Group of Companies – has had the privilege to benefit from Yoplait’s expertise for 35 years now. With some 70
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products, the company runs a production of more than 6,500 tonnes per year to cater for the needs of nearly 1.3 million local residents, including the 40,000 residents of Rodrigues, its main outer island. Panagora Marketing Co. Ltd – a sister company – handles the marketing, sales and distribution of Maurilait’s products. The close collaboration between the two firms is one of the key success factors of Yoplait in Mauritius. PRODUCT Yoplait has come to symbolise French consumers’ appreciation of quality, sophisticated taste and nutrition. Indeed, Yoplait is a brand that consumers trust as it purports quality. In line with its commitment to customers, employees, business partners and the community, the Quality Department of Maurilait Production Ltd has implemented major quality management systems such as ISO 9001, HACCP, ISO 14001 and OHSAS which ensure that consumers are given the very best products at all times. The production unit in Mauritius has the required machines and expertise to produce “set” yoghurts, “stirred” yoghurts as well as “drinking” yoghurts. It also caters for dessert creams as well as other desserts. Relying on Yoplait’s know-how and the technical excellence of French industrial
processes, the Research and Development department of the franchisee develops and creates delicious specialty ranges adapted to the local market. Mauritians are very fond of fruit yoghurts, followed by the plain and sweetened varieties. There is also an increasing demand for the diet version of the traditional yoghurt. Traded under the “Silhouette” sub-brand, the sugarfree and fat-free recipes are particularly appreciated by people seeking healthier options due to health concerns. RECENT DEVELOPMENT In the drinking yoghurt segment, product innovations are always highly appreciated. Intensive market studies have revealed the need for a plain and sweetened drinking yoghurt variety under the Yop family. Consequently, Yoplait Mauritius launched in 2011 its first plain drinking yoghurt to appeal to a relatively new market segment. Furthermore, to boost the Dahi range, Yoplait proposed a tropical variety formulated out of a combination of exotic flavours. Likewise, a new mango flavour was added to the Yop family. Particularly appreciated by Mauritians, the tropical flavours are expected to remain amongst the Yoplait favourites in the months to come. ACHIEVEMENT
Today, more than 18,700 Yoplait products are eaten around the world every minute and more than 50 new products are launched every year. A genuine guarantee of quality and innovation, the label is present via its franchise system in five continents. Yoplait also has five subsidiaries in Europe. Yoplait has contributed to the growth of several generations. Yoplait in Mauritius is so popular that it has become the generic name for yoghurt. Another example, underpinning the success of the brand in the country is the product sub-brand “Dahi”. With its appreciation of the cultural background of Mauritius and local food preferences, Yoplait’s international division encouraged the development of a curdled milk recipe branded as “Dahi”. Dahi of Yoplait has become so strong that, over the years, it has replaced the actual term “curdled milk”. The launching of the first drinking yoghurt, “Yop” – which had revolutionised the yoghurt market in France – met with an equally huge success in Mauritius. Mauritians were delighted by this formula and readily adopted it. Till now, Yoplait still enjoys the pioneer’s advantage on this market. These success stories reinforce the leading position of the Yoplait brand on the Mauritian market. PROMOTION Promotions are tailored to best reach the key targets for the different product segments. In addition to the traditional means of communication, Yoplait invested heavily in an interactive medium for the launching of a new Dahi variety. It was a revolutionary and ingenious concept which was staged over for several days in movie theatres. A humoristic advertising spot was played, whereby an actor requested someone from the audience to get up and walk to the screen. A conversation followed between the spectator and the on-screen actor to praise the unique taste of the curdled milk. Samples of the product were then shared among the audience. This staged advertising received several standing ovations from movie lovers as well as regional awards. Yoplait Mauritius, through its brand Yop, also supports different local sporting events. It sponsors the Yop Tennis To u r n a m e n t , promoting this game at a national
level and has been rewarding the best local athletes on a regular basis. Furthermore, its support to a leading regional football club over many years has also provided significant assistance to the enhancement of this sport activity, especially in an underprivileged area. Yet, another promotional success of Yoplait has been the use of various innovative channels to reach Yop fans and recruit new ones. From Yop bungy jumping events to an online jump contest on Facebook, the marketing team has demonstrated its ability to go beyond traditional means of communication to appeal to a generation of youngsters seeking new sensations and who are particularly active on the Internet. BRAND VALUES Building on the brand values, Yoplait Mauritius supports the importance of a healthy and balanced diet, whilst constantly emphasising life’s simple pleasures – values intricately associated with Yoplait. Based on an informative advertising campaign initiated in France, Yoplait Mauritius also communicated heavily on the importance of having at least three dairy products per day at different stages of life for the building of strong bones and teeth. This campaign brought a much needed local awareness of the importance of dairy products in the diet. Beyond its typical marketing activities, Yoplait Mauritius has demonstrated a commitment to helping underprivileged populations. Indeed, for more than 30 years now, the team has been donating yoghurts to the needy and recently supported schoolfeeding programmes in poverty-stricken areas. It thus ensures that the maximum number of persons can benefit from the locally produced yoghurts.
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products, the company runs a production of more than 6,500 tonnes per year to cater for the needs of nearly 1.3 million local residents, including the 40,000 residents of Rodrigues, its main outer island. Panagora Marketing Co. Ltd – a sister company – handles the marketing, sales and distribution of Maurilait’s products. The close collaboration between the two firms is one of the key success factors of Yoplait in Mauritius. PRODUCT Yoplait has come to symbolise French consumers’ appreciation of quality, sophisticated taste and nutrition. Indeed, Yoplait is a brand that consumers trust as it purports quality. In line with its commitment to customers, employees, business partners and the community, the Quality Department of Maurilait Production Ltd has implemented major quality management systems such as ISO 9001, HACCP, ISO 14001 and OHSAS which ensure that consumers are given the very best products at all times. The production unit in Mauritius has the required machines and expertise to produce “set” yoghurts, “stirred” yoghurts as well as “drinking” yoghurts. It also caters for dessert creams as well as other desserts. Relying on Yoplait’s know-how and the technical excellence of French industrial
processes, the Research and Development department of the franchisee develops and creates delicious specialty ranges adapted to the local market. Mauritians are very fond of fruit yoghurts, followed by the plain and sweetened varieties. There is also an increasing demand for the diet version of the traditional yoghurt. Traded under the “Silhouette” sub-brand, the sugarfree and fat-free recipes are particularly appreciated by people seeking healthier options due to health concerns. RECENT DEVELOPMENT In the drinking yoghurt segment, product innovations are always highly appreciated. Intensive market studies have revealed the need for a plain and sweetened drinking yoghurt variety under the Yop family. Consequently, Yoplait Mauritius launched in 2011 its first plain drinking yoghurt to appeal to a relatively new market segment. Furthermore, to boost the Dahi range, Yoplait proposed a tropical variety formulated out of a combination of exotic flavours. Likewise, a new mango flavour was added to the Yop family. Particularly appreciated by Mauritians, the tropical flavours are expected to remain amongst the Yoplait favourites in the months to come. ACHIEVEMENT
Today, more than 18,700 Yoplait products are eaten around the world every minute and more than 50 new products are launched every year. A genuine guarantee of quality and innovation, the label is present via its franchise system in five continents. Yoplait also has five subsidiaries in Europe. Yoplait has contributed to the growth of several generations. Yoplait in Mauritius is so popular that it has become the generic name for yoghurt. Another example, underpinning the success of the brand in the country is the product sub-brand “Dahi”. With its appreciation of the cultural background of Mauritius and local food preferences, Yoplait’s international division encouraged the development of a curdled milk recipe branded as “Dahi”. Dahi of Yoplait has become so strong that, over the years, it has replaced the actual term “curdled milk”. The launching of the first drinking yoghurt, “Yop” – which had revolutionised the yoghurt market in France – met with an equally huge success in Mauritius. Mauritians were delighted by this formula and readily adopted it. Till now, Yoplait still enjoys the pioneer’s advantage on this market. These success stories reinforce the leading position of the Yoplait brand on the Mauritian market. PROMOTION Promotions are tailored to best reach the key targets for the different product segments. In addition to the traditional means of communication, Yoplait invested heavily in an interactive medium for the launching of a new Dahi variety. It was a revolutionary and ingenious concept which was staged over for several days in movie theatres. A humoristic advertising spot was played, whereby an actor requested someone from the audience to get up and walk to the screen. A conversation followed between the spectator and the on-screen actor to praise the unique taste of the curdled milk. Samples of the product were then shared among the audience. This staged advertising received several standing ovations from movie lovers as well as regional awards. Yoplait Mauritius, through its brand Yop, also supports different local sporting events. It sponsors the Yop Tennis To u r n a m e n t , promoting this game at a national
level and has been rewarding the best local athletes on a regular basis. Furthermore, its support to a leading regional football club over many years has also provided significant assistance to the enhancement of this sport activity, especially in an underprivileged area. Yet, another promotional success of Yoplait has been the use of various innovative channels to reach Yop fans and recruit new ones. From Yop bungy jumping events to an online jump contest on Facebook, the marketing team has demonstrated its ability to go beyond traditional means of communication to appeal to a generation of youngsters seeking new sensations and who are particularly active on the Internet. BRAND VALUES Building on the brand values, Yoplait Mauritius supports the importance of a healthy and balanced diet, whilst constantly emphasising life’s simple pleasures – values intricately associated with Yoplait. Based on an informative advertising campaign initiated in France, Yoplait Mauritius also communicated heavily on the importance of having at least three dairy products per day at different stages of life for the building of strong bones and teeth. This campaign brought a much needed local awareness of the importance of dairy products in the diet. Beyond its typical marketing activities, Yoplait Mauritius has demonstrated a commitment to helping underprivileged populations. Indeed, for more than 30 years now, the team has been donating yoghurts to the needy and recently supported schoolfeeding programmes in poverty-stricken areas. It thus ensures that the maximum number of persons can benefit from the locally produced yoghurts.
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