Flipped Class 1 – Chobani Greek Yogurt – Spring 2024

Video clip link: https://www.viddler.com/embed/c48381cd

After watching the Chobani Greek Yogurt video clip, please answer the
following three questions:
Q1
Who did Hamdi Ulukaya identify as the target for his first cups of Greek yogurt. Describe the segment
in detail by outlining the potential customer profile.
- The founder of Chobani Greek yogurt’s main targets are customers are people of all ages from all over the
world who would like something delicious and nutritious that can give them energy. Potential customer
profiles can be : people who practice health, fitness, and wellness that are active, play sports and want to
live a healthy lifestyle. Additionally, foodies and food connoisseur who like to explore and appreciate good
food. Furthermore, people who are always busy and, on the go, and need something convenient to give
them energy throughout the day. In addition, people who love yogurt and want to keep eating yogurt without
feeling guilty. And finally, school cafeterias, to encourage them to give children clean organic food.

Q2
What was the initial Chobani “4Ps” marketing strategy? Outline the strategy in detail by looking at
each P.
- Price: Chobani strategically priced their products against their competitors. But they also give the
customers a run for their money. The provide good quality, delicious, clean yogurt for good prices.
- Place: Chobani started in the United States selling yogurt in grocery stores and started growing rapidly and
expanding their business not only locally but also internationally. Reaching as far as Australia. Additionally, it
has reached out started selling in cafes, educational institutions, ect.
- Product: Chobani differentiated itself in the yogurt industry not only through their unique, colorful, and bold
packaging. But also, as a company that can produce tastier, creamier, and healthier yogurts, that contain no
preservatives and come in variety of flavors and sizes that could potentially replace traditional yogurts.
- Promotion: Chobani used social media platforms to promote their product and encourage word of mouth
to spread its reputation and what their all about. They emphasized being active on social media and replying
to customers review and feedback. This customer service can help build a good relationship with customers
and win their loyalty. Additionally, the video mentions Chobani sponsored by the Olympics in the USA. This
can really help boost their product because it strategically targets their main customer profiles: Athletes,
fitness, wealth, and health enthusiasts ect.

1
Q3
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?
- Advantages:
o In a world that revolves around technology Chobani has many advantages using social media and
phone calls to handle communications. These advantages include the ability to reply quickly to
customer feedback, questions, and issues. This quick time response can win customers loyalty and
appreciation. Additionally, being active on social media in general and interacting with customers
can aid in building a strong relationship with customers. And finally, social media can spread
information all over the world and this can really help Chobani promote their products globally.

- Disadvantages:
o Handling customers through social media and phone calls may not always be a good idea. It can be
time consuming, if there are limited amount of people and devices to contact customers. It can also
be costly if Chobani needs to hire staff and purchase devices for to handle communications.
Additionally, communicating through social media can lead to miscommunication and
misunderstandings. This can lead to customers leaving negative reviews and spreading them
through social media, which can really harm the business. Additionally, since Chobani is a global
brand, using social media and phone calls can be difficult considering the different time zones and
customers may think the customer service is slow.