Develop a SWOT analysis for this brand extension. Identify gaps that need research in order to complete the analysis.
You are the account planner on the GoGo squeeZ account, a brand that sells pouch-style fruit and
vegetable snacks targeted to families with children. Their primary products are “squeezable”
applesauce, organic applesauce, and fruit & vegetable mixtures. Ten years after launching pouch
products in Europe under a different brand name, GoGo SqueeZ came to the US. They are now looking
to expand into new global markets. The brand manager’s task is to introduce the product into Asian and
Latin American markets where the GoGo squeeZ brand is virtually unknown.
In addition to the word/name problem, the brand manager is concerned that the pouch-style fruit and
vegetable products may be too unusual in the new markets. She is worried about whether parents will
be interested in packaged fresh fruit snacks for their children when they are more accustomed to
purchasing and eating fresh fruits and vegetables daily. She has selected three Asian and three Latin
American markets to use for testing proposed brand names, package design concepts, and possible
advertising executions.
As the account planner, you are charged with identifying research needs, bringing the voice of the
customer to the conversation, and identifying key consumer insights.
Answer the following questions:
1. What types of information would you seek from the brand manager?
2. What are the core elements of the situation that must be addressed in this research? In other
words, on which parts of the problem would you first focus?
3. Prepare a general research plan, itemizing the key questions and methods for your research,
based on your definition in question 2.
PART II – GoGo sQueeZ Brand Extension – Product introduction and message development
9 points
Background
At the same time that GoGo squeeZe is planning on introducing its products in Latin America and Asia, it
has also developed an apple acai berry snack that it would like to introduce in the U.S., targeting adults
rather than children. The product is very high in vitamins C and K, manganese, and dietary fiber. It is low
in saturated fat, cholesterol, and sodium. Acai berries, reddish-purple fruit native to Central and South
America, are considered by many to be a super food, and claims have been made that they have both
anti-aging and weight loss properties.
The brand manager for the new acai berry snack is considering whether to position the product as a low-
calorie weight-loss product or as an anti-aging dietary health supplement due to its high level of
antioxidants and dietary fiber. His decision, which will be based on research, will influence not only
message development, but also the selection of a target segment, geographic location for the initial
product roll-out, and the type of distribution channels in which the product would be first introduced
(e.g., grocery store, high-end health food store, mid-price vitamin store, in conjunction with a company
such as Weight Watchers.)
Answer the following questions:
1. Define the problem.
2. Develop a SWOT analysis for this brand extension. Identify gaps that need research in order to
complete the analysis.
3. What research will you conduct? You should include at least different two types of research.
Who will you include as participants? How will it help you address the problem? Be as specific as
possible.
Answer preview Develop a SWOT analysis for this brand extension. Identify gaps that need research in order to complete the analysis.
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