Type
Essay
Pages
9 pages
Word Count
2452 words
School
Abilene Christian Univer
Course Code
MKTG1000

Marketing Report

June 6, 2021
C3328290
Abby Ruyter-Kehoe
C3328290
Abby Ruyter-Kehoe
Individual Marketing Report
C3328290
Thursday 1pm-3pm
C3328290
Abby Ruyter-Kehoe
Executive Summary
This report provides insight and analysis into the marketing strategy employed by Chobani
and how they specifically segment their market to young adults. Chobani Fit is a new yogurt
which targets people to eat healthy and live an active life. This market offering satisfies the
customers’ needs and wants, by providing convenient and healthy snacks to those with busy
schedules. However, Chobani can improve their customer satisfaction through loyalty
programs as discussed below.
C3328290
Abby Ruyter-Kehoe
Table of Contents Page Numbers
Title Page……………………………………………………………………………………………………………………………0
1. Introduction……………………………………………………………………………………………………………1
Background to Organisation/ Brand Product Line …………..………………………………………………….1
The Core Marketing Concepts …………………………………………………………………………………………….1
3.1 Markets and Target Market Segment…………………………………………………………………………….1
3.2 Customer Profile…………………………………………………………………………………………………………….1
3.3 Needs, Wants and Demands…………………………………………………………………………………………..2
3.4 Market Offerings…………………………………………………………………………………………………………….2
3.5 Value and Satisfaction…………………………………………………………………………………………………….2
3.6 Exchanges, Transactions and Relationships…………………………………………………………………….3
Marketing Mix ……………………………………………………………………………………………………………………..4
4.1 Product…………………………………………………………………………………………………………………………..4
4.2 Price……………………………………………………………………………………………………………………………….4
4.3 Place……………………………………………………………………………………………………………………………….5
4.4 Promotion……………………………………………………………………………………………………………………5
4.5 Process……………………………………………………………………………………………………………………………5
4.6 Physical Evidence…………………………………………………………………………………………………………5
4.7 Conclusion……………………………………………………………………………………………………………………5
References…………………………………………………………………………………………………………………………...
6
C3328290
Abby Ruyter-Kehoe
Introduction
Chobani has built a reputation over the last 14 to define quality and the unique yogurt
experience. This report aims to focus on the core marketing concepts, the current marketing
mix and the marketing strategy to a specific market segment which is young adults.
Background Information/ Brand Product Line
Chobani was originally founded back in 2005 on the belief that ‘people have great taste they
just need great options. The leading yogurt brand makes high-quality, great tasting yogurt,
which is available to the masses, starting in America making its way to Australia where
people are passionate about food and some of the best milk in the world. The company was
founded by CEO, Hamdi Ulukaya whilst tidying up his desk when he stumbled upon a
classified ad for a yogurt plan recently closed down by Kraft. From there, he believed he
wanted to see the plant for himself, resulting in him buying it and perfecting the recipe for
Chobani based on his belief that everyone, regardless of income or location, deserved
access to delicious, high-quality yogurt. The first cup of Chobani hit shelves after 18 months
of perfecting recipes,and has since grown to become America’s #1 yogurt ("Who We Are -
Chobani", 2019).
Core Marketing Concepts
3.1 Markets and Target market segment
Chobani uses a differentiated segmentation strategy, which targets different segments in
the yogurt market with its four main types of yogurt: regular low-fat yogurt, flip, champions
and bite. Regular Greek yogurt is marketed to generally Greek yogurt fans., flip marketed to

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