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Necessary Brand Extension?

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As the yogurt wars continue to strengthen, brands are needing to find a stronger point of differentiation and go after stronger niches. While reading something online a couple of days ago, the above ad came up and left me thinking; is this right? Let me begin by saying that I love yogurt and in fact have it for breakfast most often than not. To be quite frank, I have never being a big fan of Yoplait - it's too sweet for my taste. This could very well be the fact that I grew up in Mexico, where yogurt is sour, so in my mind, the more sour it is the more natural.

So you might be wondering what brand of yogurt I buy - well it is actually Greek, Fage, and I have to say that I love it. With that said, and given my inquisitive nature, I began asking people if they would buy the Yoplait Greek. Interestingly enough, of those who are currently buying some sort of Greek yogurt, not necessarily Fage said that they wouldn't buy it. Those who consumer Yoplait said that they would definitely try it. And those who buy other brands, said that they would need more information about the difference found on Greek yogurt.

So my closing thought starter are the following:
  1. Is Yoplait trying to be the brand for all occasions?
  2. Can they do this?
  3. Is this a good brand extension?
  4. Who are they targeting with this product?
  5. What is their strategy behind the launch? (shelf space, trial, prod diff, new market, etc)
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