Nguyễn Khánh Tâm – 719H0114

Case Study: "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 known as a shining name in the food
sector, gave yogurt a new face or, to put it another way, a different form when he
introduced the concept of Greek yogurt in 2005 and began working on his concept
according to his own plan with only five team members. According to the record and
video references, they worked very hard to create a different, best, and pure natural
yogurt than other yogurts, and after eighteen years of hard labor, they introduced a name
in the market named "CHOBANI GREEK YOGURT" in 2007. Before bringing the
product to the market, their initial goal was to create a pure natural, best, and nutritious
product based on a flawless recipe, which they achieved and it worked. His goal was to
reach the mass market or big market of American consumers, thus he initially chose to
distribute his products at large chain grocery stores such as 7Eleven and others. Finally,
he was successful in his effort to attain his goal, as the CHOBANI had achieved $1
billion in yearly sales in 2013. Following the United States, they intend to expand their
product markets abroad based on the product's attractiveness. So they tested it in
Australia and the United Kingdom, where CHOBANI received a positive response, and
they discovered that there are a large number of yogurt enthusiasts all over the world, and
their plan worked.

Hamdi's initial 4Ps market plan was 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 into the market and began PROMOTING it by
distributing it in supermarkets and chain grocery stores because he wanted to reach a
large or mass market of American customers or consumers, which could only be
accomplished through grocery stores or supermarkets, which have proven to be a great
platform or PLACE for promoting CHOBANI's product. Following that, based on the
popularity and demand for the product, the company expanded their market globally in
the United Kingdom and Australia, and they were successful, which was another
illustration of the third P, PLACE. Finally, based on popularity, they have decided to set
a fair PRICE so that all kings of customers or consumers can afford 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 of view, the companies selling Yolplait, Dannon, and

PepsiCo selling yogurt to take in response to Chobani 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 than
Chobani's product, then they should work On the other hand, Chobani has nothing to do
in response to other companies other than 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.

5. (a) What criteria might Chobani use when it seeks markets in new countries
and (b) what three or four countries meet these criteria?
 a. When looking for new markets, Chobani may consider flavor, price, and cultural
differences. I believe the flavor cannot be too outlandish; it must be somewhat similar to
American. The cost must be affordable to the typical person. What I mean by cultural
distinctions is similar to what I stated about flavor; it can't be wholly different from what
Americans are used to in the United States.

b. I believe this criterion fits Canada, Ireland and Mexico.