ADAPTIVE MARKET LEADERSHIP

HOW DID CHOBANI SUCCEED?

(TERM V)

SUBMITTED TO: SUBMITTED BY:

Prof. Subodh Tagare Batch: 2016-2018 Section: CD
Associate Professor, Marketing Group Members:
S.N. Name Roll No.
1. Gaurav Goel 201611318
2. Kushagra Rastogi 201601327
3. Ketul Sharma 201611324
4. Stuti Choudhary 201610316
5. Rituja Das 201600335
6. Chinmay Toriya 201601241
STRATEGIES ADOPTED BY CHOBANI YOGURT

WINNING FROM WHITE SPACE

Chobani changed the perceptions to take on the big players.

Greek yogurt has invigorated the entire category due to its health credentials
o It is comparatively healthy compared to traditional yogurt favorites in the US.
o Brand heritage has been used as a key differentiator and a means of communicating
health benefits.
Consumers are seeking out indulgences that lessen feelings of guilt.
o An increasingly educated consumer is becoming more disposed to feelings of guilt
after eating or drinking something perceived to be bad for them.
o Guilt-free indulgences are therefore highly sought-after as a means of overcoming
this growing problem.
Even established market leaders are vulnerable to new products that satisfy very real
consumer needs.
o Consumer needs are being met in new ways all the time.
o Failing to identify potential through understanding what consumers want can prove
disastrous.

PRODUCT PRICING

While the competitors of Chobani kept their products at a premium price, Chobani kept it
at a low price.

Chobanis Yogurt cost as low as 65 cents to $1.29 a cup, while others charged it at $3.59,
$3.99, $4.99, etc.

PRODUCT PLACEMENT & POSITIONING

In the market, Greek Yogurt was often sold in expensive specialty stores, but Chobani
placed their products and made them available through mass-distribution at various grocery
store chains.

This made them expand regionally and at a fast pace.

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USE OF SOCIAL MEDIA

They used Social Media platforms extensively to reach to the consumers.

Instead of focusing on the corporate rapport building, they focused on the consumer level
rapport building.

Chobani encouraged consumers to actively participate in their online campaigns and

produce User Generated Content and spread Word of Mouth.

When there was a new flavor launch, they used to send samples to hundreds of fans,
thereby creating a long term relationship with their existing consumers.

Chobani generated ample amount of content for the consumers in the form of Recipes
which not only delighted consumers but also encouraged them to use their product and
make the recipes out of it.

EXTENDING REACH GLOBALLY

They initiated a mobile yogurt food truck CHOmobile in the U.S. which would travel
round the year and people anticipated its arrival.

They expanded its reach outside U.S., travelling to UK and Australia, thereby increasing
their fans and followers.

YOGURT SEARCHES INTO SALES EFFECTIVENESS

Chobani found that consumers exposed to brand Chobani made generic searches around
yogurt or healthy eating habits.
Chobani made a strategy on merging media and marketing effectiveness.
Chobani exposed a subset of consumers to search ads on Yahoo and Google and measured
the resulting sales effect using NCS data around demographics, regional purchases and
purchase history.

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