Tag Archives: SWOT analysis

Chobani Expands Product Line to Include New Snacks

Chobani made a name for itself years ago when it helped to launch the Greek yogurt trend in the U.S. The company is also creative when it comes to adding new products such as non-dairy and probiotic products, and products for kids. And Chobani is not resting on its laurels – the company just announced a new line of on-the-go snacks called Chobani Complete. The products are directed to shoppers who are looking for a midday snack that is healthy (and not full of sugar!).

Chobani is far from the only company looking to cash in on snacks with protein. Kind has new energy bars made with whole grains containing protein, and other snack companies such as Vita Coco are embracing the trend.

Chobani promotes its snacks as lactose-free, easy-to-digest yogurt and shakes with zero added sugar, 3 grams of fiber, 20 amino acids, and 25 grams of protein. It is available in cups, shakes, and tubs.

Chobani also takes social responsibility seriously. It has a food incubator program that helps food startups with grants and support, a mentorship program, and charitable programs promoting healthy eating for children and parents.

Ready to snack?

Group Activities and Discussion Questions:

  1. Discuss how to build and use a SWOT analysis grid: strengths, weaknesses, opportunities, and threats (internal and external factors).
  2. Show video: https://youtu.be/xDi3oVh1rEc
  3. Show Chobani’s Web site with the new products: https://www.chobani.com/products/complete/
  4. For Chobani, break students into teams and have each team build a SWOT analysis grid.
    1. Strengths: what is company good at?
    2. Weaknesses: what needs work?
    3. Opportunities: what is going on in marketplace?
    4. Threats: what should company be wary of?
  5. Based on the analysis, what are the issues and risks that might occur?

Sources: AdWeek

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Meal Kits Rebound

Meal kits have been around for a number of years. When they first launched, the novelty and ease of use quickly drove the subscriptions up. But sales plateaued as competitors proliferated and differentiation between companies was missing. After all, how many meal subscriptions does a household need? The cost of the first sale was high, and competitors all seemed to be trying to reach the same target market. Growth stalled.

But, the coronavirus pandemic is changing the dynamics of the market once again. With more people staying at home, restaurants closed, and fear of the virus in crowded places such as supermarkets, meal kits are primed for a resurgence. According to Nielsen Research, consumer spending on meal kits in April of this year is nearly double the level from the same period a year ago.

Restaurants also are getting in on the action with Panera Break readying a launch of its own make-your-own salad and sandwich kits. It is being joined by other dining chains such as Denny’s, Chick-fil-A, Shake Shack, and others. Doing an Internet search for “meal subscription boxes” brings up dozens of options for meal and snack subscriptions!

Environmental conditions have a big impact.

Group Activities and Discussion Questions:

  1. Discuss the importance of environmental scanning in marketing.
  2. What are the environmental factors that are impacting the meal kit industry?
  3. How can meal kit companies use this information to retain and grow their customer base?
  4. Divide students into team. Have each team research one of the following meal kit companies, or another of their choosing:

Hello Fresh: https://www.hellofresh.com/

Home Chef: https://www.homechef.com/

Sun Basket: https://sunbasket.com/

Blue Apron: https://www.blueapron.com/

Freshly: https://www.freshly.com/

  1. How are these companies different? How are they similar? What is the value offered by each company?
  2. Have students build a SWOT analysis chart for the company.

Source: Wall Street Journal; other news sources

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Naming a New Brand is Tricky!

How important is naming a new brand? It is absolutely critical – and also exceedingly difficult to accomplish. Marketers have to come up with a new name that represents the product’s value and attributes, AND be attractive to customers, AND it must not be taken by another company, AND is not too common a name, AND is not offensive to any population. Whew. No wonder so many companies use made-up words as brand names.

A recent case about the perils of naming a new brand was the ‘Kimono’ shapewear brand developed by celebrity icon Kim Kardashian West. Although the branding was rigorously researched, the ‘Kimono’ name was criticized globally as being offensive and profiting from a traditional clothing article that was a cultural symbol of Japanese heritage. The name had to go, along with the Kimono Web site, logo, labels, and more. More than two million garments will need to be relabeled so that no products are wasted.

The stakes are high for the new brand. The global women’s underwear industry is valued at approximately $83.3 billion and is still growing. It is also fragmented with new comers gaining market share at the expense of older more established brands. To her credit, Kardashian West listened to criticisms and has decided to change the name prior to releasing any product. (The new name has not yet been announced.)

What’s in a name? Everything!

Group Activities and Discussion Questions:

  1. Poll students about their viewpoints on the Kimono name. Do they agree with the decision to change the name?
  2. Discuss competition: Who are the direct competitors for this product? Indirect competitors?
  3. For ‘Kimono’ put students into teams and have each team build a SWOT analysis.
    1. Strengths: What is the company good at?
    2. Weaknesses: What needs work?
    3. Opportunities: What is going on in the marketplace that is positive?
    4. Threats: What factors should the company be wary of?
  4. Put students into teams. Have each team develop a new name for the Kimono brand.
  5. Post the names on the board and vote on a winner.

Source: Wall Street Journal, New York Times, Fast Company, other news sources

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