I. CASE- 1 "CHOBANI" MAKING GREEK YOGURT A HOUSEHOLD NAME
1. From the information about Chobani in the case and at the start of the chapter,
(a) who did Hamdi Ulukaya identify as the target market for his first cups of Greek Yogurt and (b) what was his initial “4Ps” marketing strategy?
Hamdi Ulukaya a Turkish immigrant now famous shiny name in food industry who had given a new face or we can say a different form to the yogurt and brought the concept of Greek yogurt in 2005 and started to work on his concept according to his own plan with only five team members. As record and video reference says they really worked hard to provide different, best and pure natural then other yogurt and after working for eighteen they have introduced a name in market called “CHOBANI GREEK YOGURT” in 2007. Before introducing the product in market their first target is to provide pure natural, best, and healthy product which is based on perfect recipe and they did it which had worked too. His target was to hit the mass market or major market of American consumers so in initial stage he has chosen to distribute his products in supermarket chain grocery store like 7eleven etc. And finally he succeed in his plan to achieve is his target where as in 2013 the CHOBANI had achieved $1 billion in annual sales. After United States they have planned to expand their products markets internationally on the basis of popularity of the product. So they tried it in Australia and United Kingdom where CHOBANI got good response and they found that there are great amount of people internationally who are yogurt lovers and their plan worked
Hamdi’s initial 4Ps market strategy was first he and his team member worked a lot for PRODUCT to provide different best and pure natural test of yogurt than any other yogurt. After that they launched their product in market and started PROMOTION of their product through distributing in supermarket and chain grocery store because he wanted to get major or mass market of American customers or consumers which could be possible only from the grocery stores or supermarket which has proved a great platform or PLACE for promotion of CHOBANI’s product. After that looking at popularity and demand of product the company had expand their market internationally in UK, Australia and they succeed which was also another example 3rd P called PLACE again. And last after looking at popularity they have decided to put a reasonable PRICE so that all king of customer or consumers can enjoy the taste of their yogurt so that they increase the numbers of consumers instead of losing. Now a days in northern California where I stay the PRICE of CHOBANI yogurt is around $1.79 to $3. Which I think is pretty good price
2. (a) What marketing actions would you expect the companies selling Yoplait, Dannon, and PepsiCo yogurts to take in response to Chobani’s appearance and (b) how might Chobani respond?
According to my point view the companies selling Yolplait, Dannon and PepsiCo selling yogurt to take in response to Chobani these company should look after of their 4Ps market strategy here in this case price and product really affected as compare to Chobani whereas they should work on their product and bring something new in market first so that they can give a good competition in market which should be something different then Chobani’s product, then they should work on their PRICE which should be flexible according to Chobani’s product market condition.
In other hand there is nothing to do for Chobani in response to other companies except price, because they have everything good quality and quantity so Chobani’s yogurt also known as premium yogurt. They may be flexible with price according to market condition of other company’s product.
3. What are (a) the advantages and (b) the disadvantages of Chobani’s Customer Loyalty Team that handles communications with customers—from phone calls and e-mails to Facebook and Twitter messages?
According to The CEO of company during an interview he has been asked about customer loyalty team and their responses to the customers from phone call, email or any social media like Facebook twitter he says “Everything goes to our Customer Loyalty team, and the members of our executive team also get every email we receive. We charge our Customer Loyalty team with the responsibility of being that advocate for our consumer. It’s their job to take their messages and appropriate them internally. I think this is the best advantage of Chobani’s customer loyalty team. According to his statement the Customer Loyalty role isn’t a customer service job. It’s so important to differentiate that, because it’s not just a basic customer service role. It’s really being a consumer advocate, and taking that customer feedback and translating it into insight. And it’s incredibly important to empower that group to work harder for the business.
And as concern about disadvantage so I can’t see anything which shows their disadvantage since they give response immediate after getting any post or query of customers which is really important to communicate with customers or consumers regarding improvement feedback which helps the company to build their product much better as well as to be in touch with all customers and consumers and quick response also helps in strong bonding between customer or consumer and seller.
4. As Chobani seeks to build its brand, it opened a unique retail store in New York City: Chobani SoHo. Why did Chobani do this?
As Chobani seeks to build its brand, it opened a unique retail store in New York City called Chobani SoHo. I think the reason is since the Chobani’s products were becoming more popular and demanding day by day which could be only find in supermarket and other grocery stores and according to him there should be one place where customer can try new yogurt creation so he might decide to open it as well as now a days in this busy life and schedule everyone wants to get relax hangout somewhere and eat or enjoy something you like so we can see there are a lot of parlors and bars around us which attracts a good crowed specially youth so he might think why not open a place where people can enjoy all Chobani’s products as well as can enjoy the taste and get relax too.
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