Brand Exploratory

Financial conditions of Chobani

Relying on the comprehensive strategy of single-brand in past decade, Chobani recognized 19% CAGR of
Annual Net Sales since 2010 and recognized 1.4 billion revenues in 2020 with 88.8% from Yogurt
products. Chobani`s financial performance kept the growth momentum in 2021 despite at least four
years` consecutive net loss of income.

Since June 2020, Chobani has ranked top one in the total Yogurt category. Following three consecutive
years of market share growth in the total Yogurt category, Chobani is the category leader with 20.2%
market share in Oct 2021. Chobani is also the market leader within Greek Yogurt segment with holding
of 43.5% total Nielsen reported market share. Chobani drove around 45% market share of Greek Yogurt
after only six years of its entrance into US conventional Yogurt market as a disruptor.

Brand Awareness
Based on Nielsen`s report, Chobani’s aided brand awareness in US reached 79% in 2020 with consumers
viewing it favorably built on the quality of the Food and the trust and loyalty of the customers. More
persuasively, Chobani brand also ranked first in relevant survey for unaided brand awareness in the US
Yogurt market. It`s apparent that the brand awareness of Chobani is more top-of-mind among US Yogurt
consumers.

Brand Associations
Attributes and benefits – Chobani dedicated itself as a brand of delicious with exciting taste and flavor
for consumers when they overserved this Yogurt brand.

Personality – Chobani maintained the responsibility to provide yogurt option with nutritious source and
accessible pricing as much as of US consumers. This equity associate with the vertical individualistic as
the cultural identity of the US to pursue self enhancement in higher democratic level with iconic
meanings contained.

Opinion and attitudes – Chobani instill to use natural ingredients which meet the overall opinion and
trend of healthy lifestyle in the US.

Emotions – Chobani insist to use authentic ingredients and locally sourced milk in the in-house
production to associate with the pride emotion of the US consumers to enjoy locally produced flavor.

Relationship Bonds – To provide the good food for all is the mission of Chobani. The consumer
symbolized this as a signal of personal choice.

Chobani Yogurt is a symbolized choice of democratic and free individualistic of the US as well as the
vertical individualistic cultural equity.

Chobani is a super strong brand in US Yogurt market due to its rapid growth of financial scale, leading
position of market share and its association of overall opinion and emotions with US cultural equity.
Brand Associations with Poland
Strengths in brand associations
In general, Poland culture treasured protect the value of family and community as a collectivistic driven
society. After 1989, liberalization also impact the generations of Polish with democratic and individual
development thinking. Some of the associations of Chobani brand are in strong position to connect into
Poland cultural values and take advantages to the existing competitors as well. The ability to acquire and
build up local production plant will enable Chobani the local in-house production in quick pace via the
success in Australia and Mexico to offer a pure local sourced and ingredients yogurt. Polish has
preference of product with relation to their community and country due to their pride emotion.
Moreover, the mission of providing good food for all will also enhance the brand associations of building
relationship bonds via the quality and pack price of Chobani yogurt to Polish family.

Gaps in brand associations

On the other hand, Chobani need to seek the essence of the other brand associations with the cultural
equity of Polish. These associations are usually the strengths of Chobani`s competitors living in Poland
yogurt market for years. A new ingredients and packaging with commercial ads should be designed
based on Polish preferred flavor in accordance with the convention, the overall lifestyle and collectivistic
driven personality of Mid Europa. This will help Chobani to penetrate the market which are seized by
local small-scaled players with more than 50% market share owned.

New Product Opportunities

In summary, Chobani can replicate its successful single-brand strategy in global expansions and acquire a
small-sized local dairy manufacturer to quickly initiate the new production of yogurt with more strong
associations with Polish cultural values and social equities. The marketing mix strategy should also align
with new product initiatives and communication campaigns on top of the expansion of Chobani`s
existing marketing mix including distribution retailing, promotion, and pricing.

Last but most important, Chobani may check the gap of its valued culture of People-First and Focus on
Community Engagement with Poland legal regulation and conventional culture of employment and
business operation. The adjustment of labor waging and social benefit assurance and sustainability
planning is usually required when entering a developing economic environment like Poland.