Skip to main content

Necessary Brand Extension?

Image
By
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)
Labels:

Comments

Post a Comment

Popular posts from this blog

Its the explanation of the phenomena that gives the insight...

By
I have always found the following idea among the most interesting in business: numbers = true insight. Strong statement right?! Depending on where you stand, Positivist or Post, you might say that the above statement is true. Now, dont get me wrong, I enjoy numbers (a lot actually), but I feel that businesses nowadays are hanging thei hat on a percentage. Some examples of things I've heard - "Our brand tracking is showing that our awareness has declines 2%... are our TV not working?"  "The advertising strategy is not really moving product (sales)... I really haven't seen a percentage increase..." And I could honestly keep giving examples, but the above two are some I can recall pretty fast. Now, let me say that there is nothing wrong with the above statements, what bothers me is that with numbers we tend to look for one answer and one answer only. The thinking behind this is that there has to be some variable that is affecting the phenomena.But, if the...
Post a Comment
Read more

Is this not a bit too intrusive?!

By
I know that good marketing is supposed to catch you a bit off guard and make you think about the message but this is just too much... Why? Because, 1) although it in fact was unexpected, it crossed the privacy line (which by today's standards is pretty low). 2) it's not creative, and 3) lacks authenticity... Which is the last thing you want if you deal with money. Thought?!
Post a Comment
Read more

Honestly... Who is thinking Arby's??

By
Having worked at a McDonald's and for the McDonald's brand for a couple of years, seeing advertising like the one below reminds why the golden arches still have the higher share in the fast food market. Please know that I am not saying that McD's has this share solely because of its advertising, but at the very least, their advertising doesn't turn anyone away. While watching TV a couple of weeks ago, I came across the Arby's B-day spot, which you can see below. After watching it I just thought... wow, somebody actually produced this spot? Let me say that there is really nothing wrong with the production, it is more the idea that got produced. The strategy behind this campaign was pretty insightful and good. I'm Thinking Arby's . Ownable , different and niche enough that when you want to eat something hot and tasty only Arby's will suffice, hence you crave and can only think Arby's ... the problem was the execution. Does the guy like the food?...
1 comment
Read more