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Module 1 Chobani Making Greek Yogurt a Household Name

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Q “Everybody should be able to enjoy a pure, simple cup of yogurt. And that's what Chobani is,” says Hamdi Ulukaya, founder and chief executive officer of Chobani, LLC, in summarizing his vision for the company. Questions 1. From the information about Chobani in the case and at the start of the chapter, (a) whom did Hamdi Ulukaya identify as the target for his first cups of Greek yogurt and (b) what was his initial “4Ps” marketing strategy? 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? 3. What are (a) the advantages and (b) the disadvantages of Chobani's Customer Loyalty Team that handles communication with customers—from phone calls and e-mails to Facebook and Twitter messages? 4. As part of building its brand, Chobani opened a unique retail store in New York City: Chobani SoHo. Why did Chobani do this? 5. (a) What criteria might Chobani use when it seeks markets in new countries and (b) what three or four countries meet these criteria?

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1. a. Every customer in the global world had been targeted by Hamdi Ulukaya to be identified by Hamdi Ulukaya as the target for his first cups of Greek yogurt. b. His initial “4Ps” marketing strategy had been as follows: Product – Packaging had been customized and made eye-catching for customers to not be able to ignore the bright colors on the packaging material. The cup of yogurt had not been very long or narrow. It had been adjusted to fit the hands of the customers.