![]() ![]() JULIO AMARRA HOW TOYoplait may have figured out how to fake authenticity as craftily as everyone else. But if, as you are shopping, you happen to pick up a small glass pot of Oui and are momentarily transported to the French countryside, you’ll know that the company has finally figured out how to look beyond the data and embrace the narrative. Whether it will succeed remains to be seen. They’re calling it Oui by Yoplait, in homage to the company’s French roots. Next month, when you walk down the dairy aisle of your grocery store, you’ll see the company’s latest salvo, a new formula that executives say is innovative, exciting and - c’est possible? - passionate. So now, Yoplait is opening a new front in the cultured-milk battles. As Chobani and others have earned billions, General Mills’s share of the yogurt market has shrunk by a third. The company’s overall yogurt sales have declined by over $100 million since 2010. And so has almost every other Greek yogurt product that Yoplait has put on shelves. So to great fanfare, in 2010, they released their finely tuned attempt to reclaim the yogurt crown. The data pointed in a more traditional direction. They discovered that neither Ygeía! nor Yoganos - nor any of the other ersatz names - tested well. So in the end, executives turned to their spreadsheets. “We’re disciplined,” David Clark, a 26-year company veteran, told me. Cold, hard numbers - not passion - have made Cheerios, Green Giant and Betty Crocker into colossal brands. Yoplait, based in Minneapolis, is part of General Mills, the huge international food conglomerate, which prides itself on cleareyed, data-driven decision-making. One manager began ostentatiously leafing through a Greek dictionary during meetings a rival, not to be outdone, started auditing Greek language classes.Įventually a choice was needed. One group argued for the Greek word for health and some oddly ecstatic punctuation: Ygeía! Another camp said that sounded like someone vomiting, and pushed instead for made-up names that combined Yoplait with Hellenic suffixes, such as Yoganos.įor months, several current and former employees told me, executives debated the options. All they needed was the perfect, authentic-sounding name. So Yoplait executives ran to their test kitchens and developed a Greek yogurt of their own. Sales of runny, sugary Yoplait were oozing off a cliff. Thick, sour Greek yogurts with names like Chobani, Fage and Oikos were surging in popularity. Publicado por NYT, 26 de junio de 2017 Yoplait Learns to Manufacture Authenticity to Go With Its YogurtĪ few years ago, as the Yogurt Wars were heating up and Greek invaders were storming the grocery aisles, executives at Yoplait, one of the nation’s largest yogurt companies, began arguing among themselves. Algo que a Yoplait -del grupo General Mills- le costó mucho tiempo entender y fabricar. ![]() Publicado por Financial Times, viernes 14 de julio de 2017Įsta historia plantea una pregunta: ¿Por qué los consumidores terminan por preferir el yogur griego si no lo encuentran de buen sabor? Básicamente porque creen que es un producto genuino. Singapur que suele estar entre las top tres más caras, desciende al lugar número 13 en este ranking. No así en Islas Cayman donde cuesta US$ 15 la misma cerveza, pero no hay impuestos personales.Įl resultado fue que las ciudades más caras donde vivir son: (Copenhagen (Dinamarca), Nueva York (EE.UU.), Tokio (Japón), Osaka (Japón), París (Francia) y Reykjavik (Islandia). Por ejemplo, si se pagan US$ 10 por una pint de cerveza en Los Angeles y el impuesto más alto a pagar allá es de 50%, “está claro que será necesario ganar US$ 20 para comprar esa cerveza”, señala el informe de Sovereign Group. Por ende, no sólo comprende el impuesto al consumo, sino también a la renta que en Dinamarca puede llevarse el 60% de los ingresos de una persona.Įl estudio fue realizado por Sovereign Group, un proveedor de servicios de trust y corporativo, que reinterpretó los datos publicados por Economist Intelligence Unit (EIU) y la OCDE bajo el prisma de los impuestos a los ingresos. Un nuevo informe ha usado el precio de la cerveza con el fin de ilustrar las ciudades más caras para vivir para los contribuyentes de más altos ingresos. ![]()
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