YoGo is a company that makes low-fat dairy products. It built its reputation making virtually fat-free yogurts, but has since branched out to produce low fat ice-creams, milkshakes and cooking sauces. YoGo’s biggest competitor is DairyFree, a company that makes fat-free, dairy-free products. In order to compete with DairyFree, YoGo is trying to lower the cost of its products. It hopes to do this by buying its ingredients in bulk, using automated production lines and reducing the amount of packaging. Since implementing these changes, YoGo has seen an increase in its profit margin but sales figures are yet to change. In comparison, DairyFree has out-sold its target for this month, as a result of a marketing scheme. This scheme included the giving away free samples and discount vouchers, a marketing ploy that YoGo will not be able to compete with.