Question

Such is the case of GoGurt. The GoGurt video illustrates how General Mills practically created the portable yogurt category. But as competitive pressures increased and decreased in GoGurt's market share, the brand faced many challenges. GoGurt managers needed to apply many brand and brand management concepts to turn GoGurt around and re-establish it as the dominant market leader. After watching the video with GoGurt, answer the following questions about the company. (30 points)

1. GoGurt is the pioneer brand in its category. Is that an advantage or a disadvantage?
for gogurt it is an advantage since
2. Discuss brand equity in relation to GoGurt.

3. How did GoGurt managers apply brand principles to meet the challenges facing the brand?

Answer 1

ANSWER: A

It is an benefit for GoGurt that it is a top brand in its listing. People who don't know about GoGurt or who never have heard about it before will also be going to try it because of its popularity and likeness among children. GoGurt was developed by Yoplait by learning about the concept of "eat on-the-go" trend. The appealing taste and a colorful nine-inch tube are very famous among kids.

ANSWER: B

GoGurt came up in 1999 as a delicious and healthy snack-style Yogurt with appealing colors. The GoGurt commercial became very popular among kids since 2006. In the beginning, they came up with the advertisement which says "Slurp 'til it's flat". This advertisement became very popular among kids and kids started eating it like the way it was shown in the advertisement. They also changed their packaging which can be easily openable by anyone who wants to eat it quickly. You don't even need a pair of scissors to cut the top of the package. Then they came up with GoGurt twisted which had two flavors in one Package, basically, it was a combination of two flavors as a whole. They also advertised a commercial about Gogurt writes on Tube. Research showed that many customers started freezing their Gogurt at home and eating it frozen at lunchtime. This was the result of "Freeze, Thaw and Slurp" Campaign which was advertised in the commercials.

ANSWER: C

The Gogurt was facing a difficult time in 2000. It was losing relevancy among its customers. The manager of GoGurt decided to promote their product in a new and innovative way. They also innovate something in their packaging, flavors and also came up with a thought that it can be frozen and can be eaten at the lunchtime. Parents were very happy because it has nutrients like calcium and Vitamin D which is essential for the kids and kids were loving it while eating it in a frozen state. Because of this new idea, GoGurt started seeing more growth in their sales.

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