“I had fun once. It was awful.” This is the essence of Internet sensation Grumpy Cat, a feline who has an opinion (usually negative) about lots of things in the world. Grumpy Cat had her launch on YouTube in 2012 and it’s been uphill ever since with more than 12 million views!
Videos may have launched Grumpy Cat, but the savvy Web site continues to add content and merchandise. Fans of Grumpy Cat buy tee-shirts, mugs, key chains, magnets, books, and calendars from the Web site. But why stop there? What other products should Grumpy Cat endorse? While cat food might be a logical choice, Grumpy Cat has chosen another direction for now.
Well, lack of sleep often makes people (and cats) grumpy, so fans of the frowning feline can now buy Grumpy Cat Grumppuccino, a blend of premium Arabica coffee, milk, and flavor (coffee, mocha, and vanilla). We’re not sure if this new product will make Grumpy Cat smile, but it sure expands the branding of the famous feline.
Group Activities and Discussion Questions:
- Discuss branding and product extensions.
- When are product extensions a good idea? When are they not a good idea?
- Poll students about Grumpy Cat and show the Web site: http://www.grumpycats.com/
- Show Grumpy Cat video: http://youtu.be/INscMGmhmX4
- Who is the target market? What are the products/services offered?
- Divide students into teams. Have each team list all of the brand extensions they can think of (e.g., Coke, Pepsi, etc.)
- Have each team select a brand and product. Then have each team develop a product extension.
- Who is the target market? Determine the 4Ps – product, price, distribution, promotion.
Source: Brandchannel.com, 7/30/13