Chobani Making Greek Yogurt a Household Name
From the information about Chobani in the case and at the start of the chapter. (a) Whom did HamdiUlukaya identify as the target for his first cups of Greek yogurt and (b) what was his initial "4Ps" marketing strategy?
Hamdi Ulukaya envisioned a yogurt with pure, authentic and all natural taste, just the one he used to eat in his home country, Turkey. He wasn’t satisfied at all at how yogurt tasted in the U.S and believed there was a big potential in the market for a new kind of yogurt.
His target was to successfully hit the mass market of the American consumers so in the initial stage he chose to distribute his product in the local grocery stores and also in the ordinary shelves of the supermarkets.
Hamdi’s initial “4Ps” marketing strategy was his dedication to the product. He and his teammates obsessively worked on the product for eighteen months until he was certain that his yogurt had the pure, authentic and all natural taste he envisioned. Only then he released it to the market.
His price marketing plan was to approach retailers directly, avoiding distributors. That way he was able to be “closer” to his product and maintain a firm relationship with the retailers. He also kept the price of a single yogurt high enough to offset the production costs but not so high that would let competitors to reduce their prices to the point where Chobani would be out of competition.
His place strategy was very smart. By making Chobani yogurt available on the conventional yogurt aisle of supermarkets, he achieved a wide consumer demand. He also distributed the yogurt in all kinds of stores, small or big, which helped to popularize his unique yogurt even more.
Finally, his promotion strategy was mainly associated with traditional advertising, social media and direct communication with customers. Hamdi’s company gave special importance to the direct communication with unsatisfied retailers and made sure to promptly contact them face to face.
Hamdi Ulukaya envisioned a yogurt with pure, authentic and all natural taste, just the one he used to eat in his home country, Turkey. He wasn’t satisfied at all at how yogurt tasted in the U.S and believed there was a big potential in the market for a new kind of yogurt.
His target was to successfully hit the mass market of the American consumers so in the initial stage he chose to distribute his product in the local grocery stores and also in the ordinary shelves of the supermarkets.
Hamdi’s initial “4Ps” marketing strategy was his dedication to the product. He and his teammates obsessively worked on the product for eighteen months until he was certain that his yogurt had the pure, authentic and all natural taste he envisioned. Only then he released it to the market.
His price marketing plan was to approach retailers directly, avoiding distributors. That way he was able to be “closer” to his product and maintain a firm relationship with the retailers. He also kept the price of a single yogurt high enough to offset the production costs but not so high that would let competitors to reduce their prices to the point where Chobani would be out of competition.
His place strategy was very smart. By making Chobani yogurt available on the conventional yogurt aisle of supermarkets, he achieved a wide consumer demand. He also distributed the yogurt in all kinds of stores, small or big, which helped to popularize his unique yogurt even more.
Finally, his promotion strategy was mainly associated with traditional advertising, social media and direct communication with customers. Hamdi’s company gave special importance to the direct communication with unsatisfied retailers and made sure to promptly contact them face to face.